Strategy

05/24/2016

AccorHotels reinvents its Business Review

AccorHotels’ all-new digital Business Review this year mirrors the Group’s digital drive, is brimming with its new brand identity, and aims to reach a wider audience. And it comes with an atypical paper version to complete it.

The interactive and responsive digital version

On www.accorhotels-group.com, you can now find out all about AccorHotels’ global strategy in a series of brief interviews with the Executive Committee’s members, who shed light on their action plans and business lines amid a choice of charts, tables and key figures.

A wealth of articles, photos, videos and testimonials then illustrate the Group’s 2015 highlights. In the Food&Beverage chapter, for example, you will find an interview with Angela Brown, the Chef at the So Sofitel Hua Hin in Thailand, who talks about her passion for her work. Elsewhere in the Feel Welcome section, the hotel brands present their social-media communication campaigns (Mercure, ibis), new deals (Sofitel, ibis budget), strategic shift (MGallery, Novotel), new hotels, and more. In the section on CSR, AccorHotels presents the results of its social-economic and environmental footprint studies, and talks about its partnerships with COP21 and Energy Observer. The Solidarity AccorHotels endowment fund then reports on its efforts to support people in very precarious situations, and zooms in on its work with La Table de Cana, a non-profit in Marseille that is helping women there to find their way back into jobs and society, one of the 30 projects that the endowment fund backed in 2015.

A 16-page paper version folding out into 3 features

This version showcases the Group’s strategy at a glance. In the introduction, Sébastien Bazin talks about how AccorHotels has changed the game in the hospitality industry and about his stand on social and environmental issues. When you unfold it the first time (into a tabloid format), you will find out how the company is reinventing its role as a hotelier by embarking on its digital transformation and by standing alongside its guests every step of their paths – before, during and after their stay –, and how this strategy is ushering in a deep cultural shift. This section also includes the key figures, brand portfolio and loyalty-program news.

When you unfold the report entirely, it opens into a poster featuring an array of hotel photos and customer testimonials from TripAdvisor, providing a great overview of perceptions of the Group!

AccorHotels’ online 2015 Business Review is here:

http://www.accorhotels-group.com/uploads/static/ra2015/en/

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