Accor Hotels

Accor Hotels – Hotel Brands Overview




Motel 6, Monterey, California

Accor Hotels  

Accor Hotels has a strong global presence and is actively redefining its hotel brands and positioning itself to be a competitive force in the global development of hotel brands.  Accor Hotels is a French-based hotel corporation founded in 1983 around the flagship Sofitel Hotels luxury brand.  As a hotel corporation dominant outside of the USA, Accor has a competitive advantage on the USA-based major global corporations like Hilton, Marriott, and Starwood.  Accor Hotels limited exposure to the USA hotel market slump in the coming years will shield its losses.  Motel 6 in North America was the least profitable portion of the hotel business in recently released financial reports for 2008.

Loyalty Traveler provides a summary introduction to one of the world’s largest hotel corporations.  The introduction of new hotel brands, segmentation of the Sofitel luxury brand, and rapid expansion in Asia/Pacific region makes a snapshot picture of Accor Hotels a bit confusing.  Different Accor Hotel websites provide different variations of information.  Safe to say the Accor Hotel corporation is growing and positioned to be a major player globally for the next several years.

In September 2008 a new hotel loyalty program will debut for Accor hotels as it evolves from the Sofitel Privilege and Accor Favorite Guest programs.  Motel 6 is the budget hotel brand of Accor Hotels dominant in North America, but has not been a participant in the hotel loyalty program for Accor.  Loyalty Traveler will feature a review of the new hotel frequent guest program when it debuts in two months.

The Accor hotel loyalty programs have been based on rebate vouchers as a percentage of spending (200EUR per 2,500EUR in hotel spending).  Accor Favorite Guest membership requires an annual fee and entitles the member to discounted rates from 10% to 50% for hotel stays.  Membership fee is currently 130EUR until August 31, 2008 and lasts for 12 months.  The fee may go up or down when the new program is launched in September 2008.

The feature of over 1,000 hotels in Europe makes Accor a hotel loyalty program to consider for travelers extensively touring Europe.

European and International Hotel Brands:

4,000 hotels in 90 countries (includes 900 USA/Canada properties in Motel 6 brand.)

·        Sofitel Hotels (luxury brand, 171 hotels in 50 countries; established 1964 Strasbourg, France)

·        Pullman Hotels (upscale brand, international launch in 2007 with more than 50 hotels open and 300 planned by 2015.)

·        Novotel (midscale, 400 hotels in 58 countries)

·        Mercure (and associated brands of Parthenon, All Seasons, and Orbis) 762 midscale hotels in 52 countries.

·        Suitehotel (23 midscale hotels in Europe)

·        Ibis Hotel (770 economy hotels globally with plans for 100 Ibis hotels in China)

·        Etap Hotel (370 budget hotels in Europe)

·        Hotel Formule 1(380 budget hotels in 12 countries)

·        All seasons hotels (new international chain of about 35 economy hotels in France, Australia, and expanding in Asia/Pacific)

·        MGallery (4 luxury hotels)

The North America budget lodging brand Motel 6 with 900 properties in USA and Canada is owned by Accor Hotels.  Studio 6 is an extended stay brand with about 50 properties in USA/Canada.  Motel 6/Studio 6 hotels do not participate in the Accor loyalty program or as part of the Best Rate Guarantee benefit for reservations.  Accor Hotels sold Red Roof Inn chain in 2007.

 All Seasons hotels has a last-minute promotional offer of 2 nights for price of 1 for select hotels released every Tuesday.  Check the website on Tuesday for new hotel offers.





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