25 Investor Day - September 13, economy hotels across the world
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1 25 Investor Day - September 13, 2011 Revitalising our economy hotels across the world
2 For us, change is not an option; it is a necessity 26
3 27 7 OBJECTIVES
4 Capitalize on the segment that makes the biggest 1contribution to the Group 2 modernity Give our economy brands a head start in terms of and comfort 1,570 hotels 2010 economy segment turnover: 1,800 M 3 Increase visitor numbers from our existing customer base and win new ones 51% of Accor Hotel activities EBIT 28 28
5 4 Make our economy brand portfolio more consistent 5 Enhance our resources and consistency in terms of communication, distribution and loyalty programs 6 An innovative 7Offer our investment management style partners and that motivates and franchisees stronger, unites economy renewed brands hotel teams across the world 29
6 2 STRONG AXES A clarified and reinforced Brand architecture A renewed, revitalized product & service offer in the economy segment for the Brands More profitable Business Model 30 Investor Day - September 13, 2011
7 A new architecture for our economy brands A clarified and reinforced Brand architecture A renewed, revitalized product & service offer in the economy segment 31 Investor Day - September 13, 2011
8 ibis brand: a strong asset Appeal Coherence Agreement Clarity Awareness Attractiveness Capitalization 32 Investor Day - September 13, 2011
9 Orange : brands substituted by an international strong brand Appeal 33 Investor Day - September 13, 2011
10 34
11 New brand architecture principle The project is to build ONE Mega Brand operating on 3 brands with 3 complimentary offers 35 Investor Day - September 13, 2011
12 Old identity 36 Investor Day - September 13, 2011
13 37 Investor Day - September 13, 2011 A strong symbol
14 New Brand Identity 38 Investor Day - September 13, 2011
15 A Mega Brand and 3 complementary products via 3 brands BRAND ESSENCE ibis (Mega Brand) COMFORT MODERNITY SIMPLICITY BRANDS DNA ESSENTIAL Limited service CARING Service spirit JOY OF LIVING Diversity 39 Investor Day - September 13, 2011
16 40 Essential comfort
17 41 Trendy comfort
18 42 Caring and Comfort
19 For a solid brand with diversified and complementary concepts to better address each market Western Europe Preferred concepts Flexible product to affiliate independents under Franchise Eastern Europe Preferred concepts New built market mainly Western style and standardized concepts well-accepted by the market Secondary concepts New built opportunities Latin America Preferred concepts Western style and standardized concepts well-accepted by the market Secondary concepts An option to catch emerging Franchise market, as an additional lever of dvpt Africa & ME Preferred concepts Western style and standardized concepts well-accepted by the market Secondary concepts Only in some countries where segment mature enough to support budget extension (eg : Morocco) Asia Pacific Preferred concepts Flexible product to address need for adaptation to local specificities Secondary concepts Only if segment mature enough to support budget extension Only in key locations to ensure global network consistency 43 Investor Day - September 13, 2011
20 Revamping our products and services A clarified and reinforced Brand architecture A renewed, revitalized product & service offer in the economy segment 44 Investor Day - September 13, 2011
21 45 Design & Architectural Spirit
22 Design & Architectural Spirit 46 Investor Day - September 13, 2011
23 47 Design & Architectural Spirit
24 Design & Architectural Spirit The new spirit of ibis Budget Simplicity Modernity Well Being 48 Temporary images
25 Design & Architectural Spirit The new spirit of ibis Service Spirit 49 Temporary images
26 Design & Architectural Spirit Pursuing the roll out of our room concepts 50 Investor Day - September 13, 2011
27 Be the market leader in comfort 51 Investor Day - September 13, 2011
28 Ensure the emergence of the ibis brand and foster a preference for it Every price, everywhere, for every taste Best experience / price ratio of economic hospitality Ultimate Comfort Essential Comfort Trendy Comfort 52 Investor Day - September 13, 2011
29 Long term rethink on the economy hotel experience New concepts / client experience Technologies Hotel of the future 53 Investor Day - September 13, 2011
30 54 Investor Day - September 13, 2011 Expected benefits
31 Expected benefits Rebranding & new visual identity Advertising campaign Action Plan Renovation acceleration Merge of reservation channels Improve brands image and awareness ibis will bring its reputation Modernization dividend: targeted communication campaign, new signs and powerful markers Improve occupancy rates and RevPAR Additional RevPAR impact: 2% to 3% ( ). Impact on the RevPAR index: an additional 1 to 2 points vs. today Faster Growth Clearer, more differentiated product to adapt to local specificities Generate economies of scale Industrialization Very large scale 55 Investor Day - September 13, % ROCE on the 150 million invested
32 Novotel, Mercure, Pullman, MGallery, Sofitel 56 Investor Day - September 13, 2011
33 Novotel & SuiteNovotel a genius brand REBUILD CONSISTENCY DEVELOP FLEXIBILITY BOOST MODERNIZATION ACCELERATE DEVELOPMENT 57 Investor Day - September 13, 2011
34 Mercure, quality and confidence and local touch KEEP DIVERSITY AS AN ASSET ENSURE QUALITY STANDARDS 58
35 Pullman, our new frontier A STRATEGIC FAST AND GROWING MARKET THE BUSINESS TRAVELLER CHANGES A UNIQUE POSITIONING A DIFFERENT PROPOSITION 59
36 MGallery A UNIQUE COLLECTION OF UPSCALE LOCATIONS A TRUE SOURCE OF DEVELOPMENT A SINGLE POSITIONING 60 Investor Day - September 13, 2011
37 Sofitel 61 Investor Day - September 13, 2011
38 Hotel F1 Reinforce low cost positioning 62 Investor Day - September 13, 2011
39 63 Investor Day - September 13, 2011
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