The Current And Future Prospect Of Accor Hotels Tourism Essay Essay Example

The Current And Future Prospect Of Accor Hotels Tourism Essay Essay This proposal is to set into action and happen new instructions of concern by utilizing over the last three old ages economic and profitable public presentation to qualify the replies. The suggestion seeks different necessities of concern public presentation, such as: selling development ; Crisis direction ; and Functional degree scheme of Accor Hotels to categorise the consequences. The result shows with the intent of Accor Hotels are executing good in the past three twelvemonth s company public presentation. But still, there are a figure of betterments are necessary in industry growing. Crisis Management needs to be mandatory that can assist the administration to execute more efficaciously. Analyzing the Past tendencies and issues that causes the crisis related to the organisation and concerns are able to halt, manage, or chair the properties of crises in the hereafter. 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Accor should hold functional degree scheme in human resource direction that are honoring and actuating the employees, clients and reselling by assorted methods like Gift verifiers, prepaid cards, wagess to heighten the relationships with the clients and employees. Contentss Executive Summary: 2 1. Introduction: 4 2. Background of Accor hotels: 4 3. Future Strategy for Accor: 6 3.1 Crisis Management: 6 3.2 Market development: 8 By analysing the ( Table 3 ) Asian Pacific part have a immense growing in Travel and Tourism between 2008- 2018. Where building and edifice of Suite hotel and Motel 6 of Accor trade names in Asiatic and Pacific part. Concentrating on new clients with the same merchandise and service but in different geographical countries is the Market development. However China and India are the emerging market constructing more suite hotel and motel 6 for the clients. So, Market development scheme for Accor hotels to develop the geographical extension around the Earth. 10 3.3 Functional degree Scheme: ( Human Resource Management ( HRM ) ) 10 4. Decision: 10 5. Mention 11 6. Appendix A 14 Introduction: This study is about the Strategic of Accor Hotels past, current and future chance. Section one evaluates the background of the Accor hotels in their past three old ages strategies between 2007-2009.Section two, it will be the hereafter strategies that will see the Internal and external Issues and tendencies on the hotel with SWOT analysis. Finally, it concludes and summaries the whole study. Background of Accor hotels: Around the universe Accor is one of the first hotel operator in the universe ( Accor, 2008a ) , European organiser in hotels and touristry and the planetary organiser in Services to concern clients and communal organisation, Accor works in nearlyA 100 nationA with excess thanA 150,000 employees ( Accor, 2008a ) . Past 40 old ages, it has offer consumers with cognition get in its two centre concerns, Hotels and Service ( Accor, 2008a ) . Hotels: Hotels has a geographically and structurally sensible concern portfolio. Hotel action contains farther thanA 15 matching merchandise from comfort to wealth that are recognized and respected around the universe for their service value ( Accor, 2008a ) . Accor offers assorted luxury hotels trade names like see Appendix A. Many lodging companies have developed many trade names to give out multiple market sections ( Jing, Dev, and Rao 2002 ) . Service: It operates overA 40 states ; Accor Services plans, expand and grip elevated value-added services for corporation ( Accor, 2008a ) . Accor Services proposeA a full pick of prepaid servicesA in the part ofA worker and community benefits ( Accor, 2008a ) . Accor hotels past and current schemes were evaluated with one-year studies of the company and message given by Chief Executive Officer ( CEO ) of Accor Hotels. In 2006, Accor hotels have increased the figure of suites and available about double in 2010. The enlargement theoretical account of 40,000 suites per twelvemonth focal points on organisation contracts and franchise Accor ( 2010a ) .Accor has preferredA four drivers to administer the 40,000 new suites per twelvemonth by Expanding in Western Europe in Eco and Budget, and by franchise it increase the market portion in established markets, Strengthen the location in lifting states, Management networking to spread out the upmarket and luxury Accor ( 2010a ) . Accor has changed its scheme to concentrate more on increasing the concern through franchising and organisation contracts and less on building of new hotels ( Walsh, 2003 ) . Figure 1 Expansions and investing of Accor hotels around the Earth. Beginning: Accor ( 2010a ) The word strategy refers to the broad way, or holistic point of position, taken by an organisation to be after for and do safe its long period ends ( Marginson, 1988 ) . Accor introduced acquisition of Motivano package in functional degree Strategy of Human resource direction ( HRM ) in the technological developments, which enables on-line direction of employee benefits ( Accor 2008b ) . Wagess and motive for the employees, Customers and reselling by assorted methods like Gift verifiers, prepaid cards, Wagess to heighten the relationships with the clients and employees ( Accor, 2009a ) . Kotler ( 2003 ) says that it is important to do an first-class nexus among clients ; and the providers in order to develop the issue of consumer fidelity. Accor have merchandise development for their client s relationship towards the administration by holding a multi trade name A| Club trueness plan across the worldwide ( Accor 2008b ) . An enlargement method Accor service makes stronger its module for proficient modernism with the gaining of Prepay Technologies Ltd. The accomplishment of Prepay Technologies makes stronger for Accor Services direction and expands its aggregation of material and services in the UK ( Accor, 2007b ) . Accor focal point scheme on Gallic Polynesia for leisure travellers. It presents visitants the possibility to handle persons with the crucial in leisure and luxury at three of its limited resorts in Gallic Polynesia. Accor hotels are concentrating peculiarly on the Le Spa at Sofitel, Sofitel Bora Bora Beach Resort and Sofitel Motu Bora Bora, a private island in Gallic Polynesia ( PR Log, 2007 ) . Divertiture Strategy says that Selling a division or portion of an organisation ( David, 2009 ) . During 2007 Accor sold out 30 hotel belongingss in the United Kingdom for a‚Â ¬711 million ( Accor, 2007a ) . Because due to economic crisis and loss ( Accor, 2007b ) . In merchandise development Accor service start on UUB Premium card in the United Kingdom and the Commuter Check card in the United States ( Accor 2008b ) . That helps to keep the clients and employees within the administration. Accor Hospitality is to advance all its trade names, jointly. That has assorted scopes of Facili ties and low monetary values. That ab initio aim concern travellers and leisure interruption clients ( Marketing magazine, 2009 ) . Accor Hotels had a Net Loss of a‚Â ¬282 million due to the economic crisis and restructure costs numbering a‚Â ¬514 million ( Accor, 2010 ) . Future Strategy for Accor: 3.1 Crisis Management: A crisis is the perceptual experience of an unpredictable event that threatens of import anticipations of interest holders and can earnestly impact on organisation s public presentation and bring forth negative results Coombs ( 2007: 2-3 ) . Meyers ( 1986 ) categorized catastrophe into chief properties on community perceptual experiences, merchandise failures, sudden alterations in the market place and alterations in top disposal. Meyers as good argue that crises can be caused by problems with funding, concern dealingss, take-over s, planetary events and alterations in regulations and policy. For illustration, following the 9/11 onslaughts, most of the political and media argument on terrorist act has decided on turning away policies ( Kahn and Weiner, 2002 ) . Economic impact of 9/11 is sanely incalculable ; though the planetary travel and touristry council has approximative cut down of the travel and touristry demand worldwide to be 10 % . This comparison to the occupations loss of 8.8 million people world-wide including air hoses, hotels and circuit operators, generate a 1.7 % diminution of whole GDP for the planetary wealth. They were two different point of views about refering crisis direction. One group of Researchers ( e.g. , Perrow 1984 ; Gephart 1984 ) argued that crises are repeated and non evitable ; whereas others ( e.g. , Mitroff, Pearson, and Harrigan 1996 ; Roberts 1990 ) contended that in attending are conduct through which association can halt, run, or chair the properties of crises. Accor, which function the Sofitel, Ibis and Novotel trade names in the UK, said it will cut 10 % of its staff at its Gallic caput offices as it seem to do a 15 % lessening in maintain costs due to the clang of the unprecedented worldwide crisis ( Sharkey,2009 ) . But Parsons ( 1996 ) put frontward three classs of crises: 1. Immediate crises: Everywhere little or negative cautiousness survives hence organisations are non capable to analyze the crisis or set up a readying in front of the job or catastrophe work stoppages. 2. Emerging crises: These crises are identified and perchance it can be blocked or restricted through concern act. 3. Sustained crises: This perchance will transport on for hebdomads, months or still for longer continuance. The Bali panic operations in 2002 likely lost Indonesia half a million Visitors and $ 4.0 billion in revenue.A And besides in Jakarta hotels bombed in 17 July 2009 ( Telegraph, 2009 ) . Hotels in Indonesia have been bombed which leads to afraid tourers will travel to some other state now, and hotels will hold to use a buttload more money on security to seek to quiet those panicked travelers down ( Telegraph, 2009 ) . In Mumbai, terrorist onslaughts train state of affairs, a infirmary, a cafe and two hotels locations used by aliens every bit good as local business communities and leaders ( BBC News 2008 ) . It consequences in Negative travel advisories on India around assorted states. Harmonizing to the Federation of Hotels and Restaurant Association of India Booking by abroad travelers chiefly from U.S and Europe comes down by 40 % to 60 % ( Singh, 2008 ) . Harmonizing to Kash and Darling ( 1998 ) crisis bar and planning can be managed by the undermentioned tools, strategic prediction, eventuality planning, issues analysis, scenario analysis. This bar and planning are helpful to pull off the crisis that affects the organisation. Harmonizing to Mitroff crisis can be prevented, manage, or chair the effects of crises in the organisation will helpful for the hereafter crisis to be prevented. Accor should supply security to their visitants is unavailable really earnestly, Sofitel Brussels Europe is endowed with a picture recording equipment observation system communicate by 60 cameras and magnetic keys warrant secure entree to the hotel floors ( Accor, 2010c ) . The Crisis Management Strategy is utile for the administration of Accor in the hereafter to get the better of the economic crisis and menaces of the administration. 3.2 Market development: Suggestion with the purpose creates a character designed for an intangible organic structure, merchandises tell to clients experiencing ( Kim and Kim 2004 ) . Harmonizing to David, 2009 concentrating on new clients with the same merchandise and service but in different geographical countries. Brand justness besides let a group to enlarge and increase the merchandise in a scope of market place ( Maharajan, Rao, and Srivastava, 1994 ) . A hotel trade name ab initio creates an importance for visitants by functioning to declare them of a indistinguishable phase of excellence ( O Neil and xiamo 2006 ) . The table1 shows Accor hotel trade names geographic presence in the universe, that there is a immense chances for start concern in emerging market like Asia and Pacific parts. Because they have Table 1 Accor hotel trade names geographic presence in the universe Trade name Europe MIDDLE EAST AFRICA ASIA PACIFIC NORTH AMERICA LATIN AMERICA Sum Entire 2,310 143 402 1,076 174 4,111 Sofitel 34 24 45 9 9 121 Pullman 25 5 15 _ 1 46 Novotel 264 20 85 7 19 395 Mercure/MGallery 483 30 105 _ 81 699 Suite hotel 24 2 _ _ _ 26 all seasons 42 _ 33 _ _ 75 Ibis 691 31 80 _ 59 861 Motel 6 _ _ _ 1001 _ 1,001 Unbranded hotels 22 7 15 0 1 45 Beginning: Adapted from Accor ( 2010a ) Construction of Suite hotel and Motel 6 in Asia Pacific part, that has largest volume of Travel A ; Tourism Demand in the future prospective and increase the market topographic point and transcending the geographical positions around the Earth. World Travel and Tourism Council ( WTTC ) says that, Table2. China has climbed two topographic points by crushing Japan and Germany and it occupied the 2nd place. Travel A ; Tourism service is lead by China ( WTTC, 2008 ) . Table3: Over the following 1 decennary, the image will alter to some extent as emerging touristry markets start to garner greater benefits from their investing in Travel A ; Tourism development. whereas the USA, China, Japan and Germany will maintain their current top four slots in footings of entire Travel A ; Tourism Demand ( in absolute footings ) , India will be the universe s figure one in footings of annual growing in Travel A ; Tourism require between 2008 and 2018, averaging 9.4 % per annum in front of China, Libya, Vietnam and Montenegro ( WTTC, 2008 ) . Table 2 Countries expected to bring forth the largest volume of Travel A ; Tourism Demand ( TTD ) in 2008 TTD, S.No Countries ( US $ bn ) 1 USA 1,747.5 2 China 592.0 3 Japan 514.3 4 Germany 505.7 5 France 418.8 6 United kingdom 403.7 7 Spain 338.2 8 Italy 302.9 9 Canada 231.4 10 Mexico 157.6 Beginning: WTTC, 2008. Table 3 Expected states growing in Travel A ; Tourism Demand between 2008 and 2018: S.No States 2008-18 ( % annualised existent growing ) 1 India 9.4 2 China 8.9 3 Libya 8.1 4 Vietnam 8.1 5 Crna gora 7.4 6 Roumania 7.1 7 Macao 7.1 8 South west africa 6.9 Beginning: WTTC, 2008. By analysing the ( Table 3 ) Asian Pacific part have a immense growing in Travel and Tourism between 2008- 2018. Where building and edifice of Suite hotel and Motel 6 of Accor trade names in Asiatic and Pacific part. Concentrating on new clients with the same merchandise and service but in different geographical countries is the Market development. However China and India are the emerging market constructing more suite hotel and motel 6 for the clients. So, Market development scheme for Accor hotels to develop the geographical extension around the Earth. 3.3 Functional degree Scheme: ( Human Resource Management ( HRM ) ) Hotels are the most of import constituents in touristry concern and Human resource issues exist unsafe to analyze value, and go around the reply to planetary competitory ( Jones and Haven- Tang, 2005 ) . The significance of problem depicting to accomplishments lack for the cordial reception sector is clearly shown by ( Zhang and Wu, 2004:425 ) . Zhang and Wu observed that in China the qualified campaigner have to be promoted by the hotelkeeper to manage the decision-making or administrative undertakings. So by honoring and actuating to the employees, clients and reselling by assorted methods like Gift verifiers, prepaid cards, wagess to heighten the relationships with the clients and employees. Decision: The rating of past three old ages one-year study, environmental chances and togss is set up much helpful information about the conditions of Accor Hotels located in all over the universe. However, it is indispensable for the organisation to believe once more to set into pattern the necessary strategic public presentation for the hereafter concern development. The Current tendencies and issues faced by the Tourism and Hospitality administration in Crisis that s hits both the economic and the Organization background. So Accor hotels should hold the Crisis Management scheme to get the better of the menaces like terrorist act and issues like recession that they have presently confronting. And Accor have an chance to spread out their geographic being in the Asian Pacific part by concentrating on the new metameric clients. Accor are increasing the suites per twelvemonth for the client to retain with their strong portfolio in nature. Accor have failing in adult male power deficit that can b e solved by the future Functional degree scheme that is managed by Human Resource Management. Rewarding and motivation of staffs in the administration.