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Ibis Styles brand presentation June 2012 - Orbis.pl - Orbis … · · 2016-01-21(building &...
Transcript of Ibis Styles brand presentation June 2012 - Orbis.pl - Orbis … · · 2016-01-21(building &...
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: A Mega Network…
Source : 2011 – Megadev end of August
Eastern Europe
Western Europe
Africa & ME
Asia Pacific
2011
France 757
Germany 175
UK 79
2011
Morocco 16
2011
China 51
Indonesia 15
Inde 3
2011
Poland 18
Russia/CEI 6
Latin America
2011
Brazil 69
TODAY AROUND 1 600 hotels
BY 2015 AROUND 2 100 hotels
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SIMPLICITY - MODERNITY - WELL BEINGSOURCE BRANDESSENCE
ESSENTIAL COMFORTRIGHT PRICE
CLEVER & CASUAL
PERSONALIZED DESIGNALL INCLUSIVE OFFER
POSITIVE & TRENDY
BRANDESSENCE
CARING & EFFICIENT POSITIVE & TRENDY CLEVER & CASUALBRANDCHARACTER
WELL BEING HAPPY MOOD TRANQUILITYEMOTIONALBENEFITS
BRAND& CUSTOMERSHARED VALUES
ECONOMY SEGMENT & MARKETFUNDAMENTALS
ULTIMATE COMFORTRECOGNIZABLE DESIGN
HIGHEST LEVEL OF SERVICEBEST VALUE FOR MONEY
DENSE WORLDWIDE NETWORK
ULTIMATE COMFORTPERSONALIZED DESIGNALL INCLUSIVE OFFER
URBAN NETWORK
ESSENTIAL COMFORTRECOGNIZABLE DESIGN
ESSENTIAL+PAY PER USE SERVICESTHE RIGHT PRICE
DENSE SUBURBAN NETWORK
FUNCTIONAL BENEFITS
SIMPLICITY - MODERNITY - LIFE ENJOYMENT
SUSTAINABILITY
AFFORDABILITY
QUALITY - CLEANLINESS - SAFETY - CONNECTIVITY
ULTIMATE COMFORT HIGHEST LEVEL OF SERVICE
CARING & EFFICIENT
ibis brand identity
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Each Brand Matches Specific Customer ExpectationsTo Catch All The Market
“ I like IBIS STYLES because the hotels are all in different styles,
they are fun andtheir offer is all
inclusive”
“ I like IBIS BUDGET because they offer just
what I need at the right price. What more
do you want? ”
“ I like Ibis because they take care of me, I
feel at ease, everywhere, and all
this for a reasonable price.”
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A Profitable Business Model
Network consistency
Low costs (building & operating)
Affordability
Direct distribution
Awareness
Volume
KEY DRIVERS OF MEGRABRAND BUSINESS MODEL ARE THE SAME…
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Brand Vision & Ambition
Penetration rate – 2 star integrated hotels chains in Europe
Penetration of Hotel chainsCountries 2005 2010 Trends
United Kingdom 40,9% 45,5%
Belgium 38,4% 37,3%
Netherlands 40,2% 32,3%
France 26,1% 29,4%
Spain 16,2% 18,4%
Germany 4,2% 6,7%
Italy 1,7% 3,1%
TOTAL in Europe* 14,3% 17,3%
* European Union of 27 member countries in 2010, 25 in 2005 (excluding Romania and Bulgaria).
2010 compared to 2005
Source : mkg hospitality database
The 2-stars hotel in Europe is one of independent h otels, therefore is a potential for a franchised brand
Becoming a leading franchiser hotelier of the economical qualitative non standardized hotel segme ntSize of the network per country is key in the strat egy
Ambition
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CITY CENTERS or business districts or resorts
ALL INCLUSIVE OFFER
LARGE TARGET
95% FRANCHISES
HUMAN SIZE HOTELS
ECONOMIC AND NON-STANDARDISED
DESIGN SPIRIT
Brand positioning
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Essential DNA
Breakfastroom(60% of clients)
+
3 typesof rooms
Double, Twin et Suite
10% hosting families
totalsound
proofing
Totaldarkness
Heating+
cooling
Comfortablelighting
General lighting,
ambience lighting,
reading lighting
Equipment
26” or 32” LDC TV
Multimedia connectivity
Modulable furniture
(table, seats)Mirror / Storage
BeddingSize
( 100x200 /160x200)Standard
quality
BathroomsShower in
priority (1m²)Washbasin
WC
All inclusive
offerBreakfast +
internet
Free & unlimited internet
Additionallittle
extras
Familly offerWelcome Kid
Pak Tv channel
Special menusEquipment
Convivialityarea
10% of clientsIncluding miammiam & clik clik
functions
SignageBrand’s standard
prior to hotel openingName
Brand’spolicy
Kid Corner
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• Domestic clientele: 78%
• 66% men
• Mainly aged 35/49
• Stay length: 1,3 nights
• Income : Both in Germany and France
50% des clients have revenues between 1500€ et 5300€
• 14% clients represent 45% sales** Figures for AClub members only / Source : DMR ACLUB brands all seasons
KEY FIGURES
• They want no bad surprises in terms of quality , cleanliness, safety • In economy hotels, they want additionally affordabi lity and connectivity• They are looking for value for money, convenience a nd all inclusive• They value comfort, well being, stylish environments , simplicity, life’s little pleasures• They expect pleasant surprises in terms of services : friendly staff, personalized welcome• They want to get the best out of life• They are: Open minded, curious and like stylish environments
CHARACTERISTICS
Germany
Less than 600€
600€ and 1500€
1500€ and 2300€
2300€ and 3800€
3800€ and 5300€
More than 5300€
NA
13%
14%
26%
7%
9%
21%
Bet
wee
n
France
10%
18%
31%
19%
9%
10%
1%
Wish not to answer
MONTHLYNET INCOME(household)
Source : Ifop 2011 customer survey drivers)
Customers - Who Are Our Clients
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“I’ll be back, because it’s all so easy andpractical . ”
“When you stay here, you already knowbreakfast is included , but then you findout that there are little extras , which is
really nice. ”
“all seasons is a sure bet . You can restassured that everything will go well. ”
“The original, atypical design is part ofwhat makes it so nice”
Customers - What’s Our Clients Say
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they’ve done it!
they’ve never regretted it…
Etienne and Philippe Girard, Accor Group franchiseholders since 1992, own all seasons Nancy Centre Ga re:
(…) we really liked the friendliness and the ‘family ’orientation. The all seasons product made it very e asy toadapt our hotel…all seasons is a young, fresh, frien dly
brand with a strong network across France and with briskdevelopment.
Salim Nazaraly, Accor franchise holder and Chair ofthe Mercure France franchise holders’ association,
owns all seasons Paris
(…) to give you a very specific example, I recently
transferred one of my independent Paris hotels to the all seasons brand.
Business was already good, with an 80% occupancy rate. But the Accor difference is in the average rate, which has gone up 10-15% since I moved it to the brand. In
2009, I’ve seen a 10% increase in revenues…despite it being a difficult
year…
Jack and Evi Trost, owners and directors of allseasons Frankfurt:
(…) it’s a young, fresh and fun brand…plus, ithas the advantage of being part of the Accor Group,
withinternational distribution and recognition.
Franchisees Feedback
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D 07 J 08 D 08 J 09 D 09 J 10 D 10 D 11 D 12 D 13 D 14 D 15
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4048
6181
86
115
350
150
Network evolution / Sept 2007 – Dec 2015
To reach a critical size of the network,by a fast and qualitative development, guarantying the brand suitability
14 countries171 hotels15034 rooms
18/05/2012
14 countries171 hotels15034 rooms
18/05/2012
Strong Network ambition
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Quality exigency
Mystery visits andproduct audit
24/7 qualityphone number
Quality charter
Mystery calls
Hygiene audit
Guest e-book
GSS survey
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Brand essentials key of success
Design SpiritGreat Value for
money perception
All inclusive offer +
For the client
Essential DNA
For the network
=
Strongdevelopment
ambition
Qualityexigency
Essential DNA + +
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All inclusive offer
Internet connectionInternet connectiondesign roomdesign room
welcome giftwelcome gift free coffee, tea anmineral water
free coffee, tea anmineral water
newspaper, magazines andselection of TV channels
newspaper, magazines andselection of TV channels
+ +all-you-can-eat
breakfastall-you-can-eat
breakfast
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All inclusive offer Family offer
10% of family suites and Kid corner
welcome kid pack Children breakfast
children TV channel general equipmentfor families
children menuin the restaurant
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Design spirit The room unavoidable
• A big bed
• A large flat screen television
• A multi purpose space
• Spacious bathroom
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ibis Styles is positioned on the
economiceconomiceconomiceconomic segmentsegmentsegmentsegment. Our prices
must always be, at least, 25%
lower than midscale hotels
located on the same micro-
market.
AffordabilityAffordabilityAffordabilityAffordability is a real
component of our pricing DNA. An
economic brand is driven by
volume more than average room
rate.
Among the ibis brands, ibis
Styles should always have higher
rates than ibis and ibis budgeton the same micro-market because
wewewewe areareareare allallallall----inclusiveinclusiveinclusiveinclusive.
Price Positioning
DDDD----20202020DDDD----405405405405 DDDD
Promotional Promotional Promotional Promotional
ratesratesratesrates
Standard Standard Standard Standard
ratesratesratesrates
25% min.25% min.25% min.25% min.
25% min.25% min.25% min.25% min.
1 ibis breakfast 1 ibis breakfast 1 ibis breakfast 1 ibis breakfast
min.min.min.min.1 ibis breakfast 1 ibis breakfast 1 ibis breakfast 1 ibis breakfast
min.min.min.min.
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Global frame for pricing policy
100%100%100%100%
----5 %5 %5 %5 %
----11110000 %%%%
----11115555 %%%%
----20 %20 %20 %20 %
----25 %25 %25 %25 %
----30 %30 %30 %30 %
----35 %35 %35 %35 %
----40 %40 %40 %40 %
----45 %45 %45 %45 %
----50 %50 %50 %50 %
Standard flexible
rateDynamic corpo.
rate
Standard rate OTAs
ibis Styles
Tuesdays
Advance booking
rateSummer/Winter
offer
Accor employee
rate
Travel agent’s
rate
Leisure
group
rate
Public Public Public Public
ratesratesratesratesNegotiateNegotiateNegotiateNegotiate
d d d d
ratesratesratesrates
Group Group Group Group
ratesratesratesrates
Busines
s group
rates
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Brand Offers
ibis Styles Tuesdays
The only rate exclusively sold on our websites
(ibisstyles.com and accorhotels.com) due to a
technical barrier that we put to OTA’s.
This offer allow our hotels to sell empty rooms at a
very attractive rate (-50% RB1ALS) without paying any
commission. A minimum stay of 2 nights is required.
It contributes to create channel preference for our
guests who are invited to book on our websites to
benefit for the greatest deals.
ibis Styles Tuesdays is also a topic that can be used
for P.R. purpose.
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Brand offers
Advance Booking rate
This offer (-15% off RB1ALS) allow our hotels to
secure their bookings portfolio through an advance
purchase rate that is pre-paid and non-cancellable.
We will share the offer’s name, the lead-time (20
days) and the guest’s benefit (book early, save
money) so that we can communicate on ibis.com through
a common offer as ibis and ibis budget will also have
this rate.
This offers name will evolve and become “happy 20” in
2013.
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Meeting offers
Meet & Eat : AllMeet & Eat : AllMeet & Eat : AllMeet & Eat : All----inclusive oneinclusive oneinclusive oneinclusive one----day meetingday meetingday meetingday meeting
A A A A confortableconfortableconfortableconfortable meeting roommeeting roommeeting roommeeting room
+ A welcome coffee, 2 in+ A welcome coffee, 2 in+ A welcome coffee, 2 in+ A welcome coffee, 2 in----room breaks and a lunch/buffet in room breaks and a lunch/buffet in room breaks and a lunch/buffet in room breaks and a lunch/buffet in
the meeting room.the meeting room.the meeting room.the meeting room.
+ Equipment required for a meeting: overhead projector, + Equipment required for a meeting: overhead projector, + Equipment required for a meeting: overhead projector, + Equipment required for a meeting: overhead projector,
paperboard…paperboard…paperboard…paperboard…
+ Support and smiles from the staff :)+ Support and smiles from the staff :)+ Support and smiles from the staff :)+ Support and smiles from the staff :)
Meat & Sleep : AllMeat & Sleep : AllMeat & Sleep : AllMeat & Sleep : All----inclusive residential seminarinclusive residential seminarinclusive residential seminarinclusive residential seminar
AllAllAllAll----inclusive accommodation (room + breakfast + Wiinclusive accommodation (room + breakfast + Wiinclusive accommodation (room + breakfast + Wiinclusive accommodation (room + breakfast + Wi----Fi) for Fi) for Fi) for Fi) for
participantsparticipantsparticipantsparticipants
+ A + A + A + A confortableconfortableconfortableconfortable meeting roommeeting roommeeting roommeeting room
+ A welcome coffee, 2 in+ A welcome coffee, 2 in+ A welcome coffee, 2 in+ A welcome coffee, 2 in----room breaks and a lunch/buffet in room breaks and a lunch/buffet in room breaks and a lunch/buffet in room breaks and a lunch/buffet in
the meeting room.the meeting room.the meeting room.the meeting room.
+ Equipment required for a meeting: overhead projector, + Equipment required for a meeting: overhead projector, + Equipment required for a meeting: overhead projector, + Equipment required for a meeting: overhead projector,
paperboard… paperboard… paperboard… paperboard…
+ Support and smiles from the staff :)+ Support and smiles from the staff :)+ Support and smiles from the staff :)+ Support and smiles from the staff :)
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RECEPTION
all seasons Aachen City Germany
all seasonsYogyakartaIndonesia
all seasonsDüsseldorf Neuss Germany
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LOBBY
all seasons Aachen City Germany all seasons Paris Bercy France
all seasons Bordeaux Aéroport Merignac France
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all seasonsAachen CityGermany
BREAKFAST
Ibis Styles Lille Aéroport Lesquin Franceall seasons Aachen City Germany
all seasonsParis Gare de l'EstChâteau LandonFrance
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MEETING ROOMS
all seasonsMenton CentreFrance
all seasons Compiègne Franceall seasons Annemasse Genève France
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BEDROOMS
all seasonsAachen CityGermany
all seasonsFrankfurt CityGermany
Ibis Styles Luzern City Switzerland
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BEDROOMS
all seasonsMenton Centre
France
all seasons Hamburg City Nord Germany
all seasons Berlin Mitte Germany
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BEDROOMS
Ibis StylesParis Pigalle MontmartreFrance
all seasons Amiens Cathédrale Franceall seasons Toulon Centre Congrès France