Accor is developing through an Asset-light Strategy which promotes the use of less capital-intensive operating structures. In line with this strategy Accor announced targets for the end of 2016 having 40% of rooms operated under franchise agreements, 40% under management contracts and 20% owned or leased. The asset light strategy is a step up to Accor’s initial program to dispose owned properties. Under franchise or management contracts Accor can focus on providing their partners with high value added hotel services as well as leveraging the extensive hotel operator skills that underpin Accor’s reputation.
From the diagram above we can see Accor have set an objective for the end of 2016 and the figures about are what Accor hope to achieve from the Asset-light expansion.
Expansion and distribution
According to the 2012 annual report it was a record year of expansion for Accor. Two major acquisitions were carried out; Mirvac in Austrailia and New Zealand and Grupo Posades in Brazil. The two acquisitions added 7,800 rooms to the expansion which 70% of that occurred in emerging markets. Accor is to open three more hotels in Scotland; two in Edinburgh and one in Glasgow. Scotland is a place of growth potential and these hotels will help expand the Accor brands in Scotland (bbc.co.uk).
Along with expansion Accor are working towards a powerful distribution system. In particular Accor are expanding access to their websites to mobile applications with the grown number of consumers booking online. In 2012, 28% of bookings were made online. Le Club Accorhotels loyalty program has exceeded 10 million member which has given Accor a positive outlook on the ambitious capital expenditure program to retain control over customer relationships.
Accor consider social responsibility to be a vital part of their strategy and a source of competitive advantage. Accor have demonstrated their ambitious goal of acting as the industry...