Visuel H10,21 x L9,14 cm. Operational Strategy
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1 Visuel H10,21 x L9,14 cm Operational Strategy 64 Investor Day - September 13, 2011
2 A Value Creative Strategy The Reference Hotel Player Revitalize our brand portfolio Promote our unique operational know-how Deploy our LT asset management strategy Run a value creation development strategy Effective financial strategy 65 Investor Day - September 13, 2011
3 Operational Strategy: Our Key Levers Promote our unique operational know-how Distribution Strategy Operational Excellence Franchise Expertise 66 Investor Day - September 13, 2011
4 Visuel H10,21 x L9,14 cm Distribution Strategy Jean-Luc Chrétien 67 Investor Day - September 13, 2011
5 We Master The Key Strategic Elements Of Hotel Distribution A significant contribution to hotel results A dynamic growth of Direct channels A capacity to adapt to technological innovations 68 Investor Day - September 13, 2011
6 Our Distribution Drives Demand 36%* 48%* 7,6% 40,2% 54%* 13,2% 42,6% 59%* 17,6% 45,3% +65% contribution ,7% Le Club Accorhotels contrib. 14% 20% 22% 24% Tars contribution Total On line sales YTD * Share of Room Business Volume generated by Accor Reservation channels and Le Club Accorhotels members direct bookings 69 Investor Day - September 13, 2011
7 Our Distribution Is Growing Direct Sales Contribution 7.4 Million 1 Million Members Members 70 Investor Day - September 13, 2011
8 We Have Powerful, International & Efficient Direct Channels > 10 M annual roomnights 14 languages across all activities 45% conversion ratio 200 M 9 annual Website Visits Call center platforms 65% worldwide Share of direct Web Sales 20M customer contacts in database 28 Geo localized web portals iphone app downloads 7 M Le Club Accorhotels members 71 Investor Day - September 13, % Le Club Accorhotels members outside France new Le Club Accorhotels members daily
9 We Have A Well-Balanced Distribution Strategy 1. An aggressive multi-channel approach Strategic agreements and connectivity with key players 2. A strict control of channel performance Best-in-class RM tools and processes 3. A strong commitment to customer relationship management 72 Investor Day - September 13, 2011
10 We Are A Technology Innovation Leader 100% web booking system Leader in Mobile booking solutions e-check-in & e-check-out solutions Direct connect Solutions Revenue Management tools 73 Investor Day - September 13, 2011
11 Our Distribution Generates Value For Our Hotels Increase Direct contribution Increase Revenue Increase RevPar index Direct channels Direct connect to Distributors Loyalty Hotel System Revenue Management System Business Intelligence Accor reservations system (TARS) Payment solutions Improve Performance 74 Investor Day - September 13, 2011 Improve Productivity
12 75 Investor Day - September 13, 2011 Q&A session
13 Visuel H10,21 x L9,14 cm Operational Excellence Yann Caillère 76 Investor Day - September 13, 2011
14 Operational Strategy: Key Levers Promote our unique operational know-how Distribution Strategy Operational Excellence Franchise Expertise 77 Investor Day - September 13, 2011
15 Operational Excellence Our Know-how & Goals Achieve Highest RevPAR Maximize margins Efficient hotel renovation RevPAR index > 100 Flow-through 50% Capex 5% of revenue 78 Investor Day - September 13, 2011
16 Maximize Topline & Secure Growth Our Key Levers Of Action Our Goal: Achieve the Highest RevPAR index Operational Excellence combined with reinforced Brands, and dynamic Distribution to outperform the competition Excellence in Hotel quality of service Trained and motivated teams to grow Revenue Effective tools and methodology for Revenue Management (e.g. UK) 79 Investor Day - September 13, 2011
17 Maximize Topline & Secure Growth Outperforming Competition In Main Markets month (July) RevPAR index Brand awareness RevPAR index Distribution power Operational excellence > Investor Day - September 13, 2011
18 Maximize Topline & Secure Growth At Hotel Level, Excellence In Quality Of Service 1 st Hotel Group with Tripadvisor reviews on its own websites; 300,000 reviews collected since August ,000 hotels measuring quality on a daily basis (Guest Satisfaction Survey tools) 116 luxury industry awards won by Sofitel (as of July 2011, doubled vs. 2010)... and many other awards for Accor best-in-class hotels 81 Investor Day - September 13, 2011
19 Maximize Topline & Secure Growth Trained & Motivated People To Grow Revenue 1,000 key employees trained & certified by Accor Revenue Management training program employees to be trained by 2013 in 500 Accor new Sales & Distribution training program 1 st Hotel company in Great Place to Work rankings in Brazil, Latin America & Austria. 11 more countries are joining Great Place to Work rankings, + 5 countries planned in Investor Day - September 13, 2011
20 Maximize Topline & Secure Growth Effective Revenue Management (e.g. ibis Budget in UK) Dynamic pricing since October 2010 with greater price elasticity Regions, OR Strategy: London, ARR Strategy: Results*: ibis Budget UK Network RevPAR : + 12% OR : + 14% Significant market share gains OR index** : + 13% RevPAR index**: + 5% 83 Investor Day - September 13, 2011 (*) Figures January to July 2011 vs (**) STR market data for followed hotels
21 Maximize Bottom Line & Flow-through Our Key Levers Of Action Our Goal: Secure Flow-Through of 50% Hotel cost optimization, thanks to effective tools (e.g. maintenance and energy) Country cost optimization (e.g. France) Group initiatives to maximize margins (e.g. sourcing) 84 Investor Day - September 13, 2011
22 Maximize Bottom Line & Flow-through Effective Tools For Hotels Cost Efficiency (e.g. Open) OPEN WATER & ENERGY Accor tool 1,300 hotels equipped with OPEN 5% energy costs savings i.e. 10M impact for Accor An attractive tool for our partners In a hotel life cycle, 80% of property costs are due to maintenance, energy and renovation costs vs. 20% for initial investment costs 85 Investor Day - September 13, 2011
23 Maximize Bottom Line & Flow-through Best Procurement For Our Hotels & Our Partners Profit center: 30M savings and avoided costs in Opex & Capex Sourcing for our O&L hotels and for our partners Best-in-class organization, per expertise 86 Investor Day - September 13, 2011
24 Maximize Bottom Line & Flow-through Margin Optimization Throughout The Business Cycle 50% as target flow-through ratio during growth periods Accor flow-trough rate 2011 JuneYTD: 51%* 40% as target reactivity ratio during downturns 87 Investor Day - September 13, 2011 (*) Excluding exceptional Egypt, Ivory Coast
25 Efficient Hotel Renovation Our Key Levers Of Action Our Goal: Capex at 5% of revenue Optimize Capex allocation policy (e.g. rules & tool) Reduce renovation costs (e.g. Mercure Dédicaces) Differentiate renovation to gain market share (e.g. ibis Budget) 88 Investor Day - September 13, 2011
26 Efficient Hotel Renovation Optimize Capex Allocation Capex allocation policy Rules and tool Capex on existing network in % of total revenue Strategic assets Locations AAA, BBB Commitment to partners Target Rolled out in Investor Day - September 13, 2011 Note: Capex excluding ibis Budget exceptional program
27 Efficient Hotel Renovation Reduce Renovation Costs: e.g. Mercure Dédicaces - 40% in renovation costs 2 room unavailability during works 135 rooms to be deployed per month 90 Investor Day - September 13, 2011
28 Efficient Hotel Renovation Differentiate Renovation To Gain Market Shares Strong positive impact of Cocoon renovation on performance +5.5 pts additional RevPAR growth for hotels renovated with Cocoon (+9.6%) vs. hotels not renovated (+4.1%) +6 pts in RevPAR index vs. flat for non-renovated hotels 95% of the network renovated by Investor Day - September 13, 2011 Data source: France results for 20 hotels renovated vs. 54 hotels non-renovated (JulyYTD 2011 vs. 2010), RevPAR index as of JulyYTD 2011 (12 months)
29 Operational Excellence by Accor for Accor and for its Partners Achieve Highest RevPAR Maximize margins Efficient hotels renovation Benefiting the entire network Owned & Leased Managed Franchised 92 Investor Day - September 13, 2011
30 Operational Strategy: Key Levers Promote our unique operational know-how Distribution Strategy Operational Excellence Franchise Expertise 93 Investor Day - September 13, 2011
31 Franchise: What Do We Sell? Brand Powerful Distribution Business Solutions Support & Training Brand License Know-How & Expertise A partnership 94 Investor Day - September 13, 2011
32 Support & Training The Franchise s Virtuous Spiral Recruit Recruit 95 Investor Day - September 13, 2011
33 Support & Training The Franchise s Virtuous Spiral Recruit 96 Investor Day - September 13, 2011
34 Support & Training The Franchise s Virtuous Spiral Integrate Recruit Integrate 97 Investor Day - September 13, 2011
35 Support & Training The Franchise s Virtuous Spiral Integrate 98 Investor Day - September 13, 2011
36 Support & Training The Franchise s Virtuous Spiral Share Recruit Share Integrate 99 Investor Day - September 13, 2011
37 Support & Training The Franchise s Virtuous Spiral Share 100 Investor Day - September 13, 2011
38 Support & Training The Franchise s Virtuous Spiral Share 101 Investor Day - September 13, 2011
39 Support & Training The Franchise s Virtuous Spiral Grow Grow Recruit Share Integrate 102 Investor Day - September 13, 2011
40 Support & Training The Franchise s Virtuous Spiral Grow Recruit Share Integrate 103 Investor Day - September 13, 2011
41 Visuel H10,21 x L9,14 cm Asset Management Strategy Marc Vieilledent 104 Investor Day - September 13, 2011
42 A Value Creative Strategy The Reference Hotel Player Revitalize our brand portfolio Promote our unique operational know-how Deploy our LT asset management strategy Run a value creation development strategy Effective financial strategy 105 Investor Day - September 13, 2011
43 Asset Management Strategy Our Key Strategic Objectives Reduce Capital employed Increase profitability Reduce volatility Externalize real estate value Facilitate strategic developments (both internal & external) 106 Investor Day - September 13, 2011
44 Asset Management Strategy Analysis Matrix Sale & Mngt Back or Sale & Var. lease Back Tier 1 cities Tier 2 cities Tier 3 cities Suburbs Second loc. Prime loc. Sale & Franchise Back or Outright Sale Clear asset management guidelines 107 Investor Day - September 13, 2011 (1) ROCE calculated on normalized EBITDA divided by replacement costs
45 Asset Management Strategy Variable Lease Strong Cash Generation Model Owned model Variable lease model Capital Employed 12,000 k 2,250 k EBIT 720 k 363 k In % of revenues 18% 9% Cash before taxes 1,234 k Real estate value 11 m (*) 519 k In % of capital employed 10% 23% 108 Investor Day - September 13, 2011 Example of a 150-rooms hotel at 80k / rooms Revenues = 4,114 k EBITDAR = 1,440k 35% margin (*) based on a rent at 756k capitalized at 6.5%
46 Asset Management Strategy 3 Operation Types For 3 Rationale Variable Lease Management Contract Franchise Contract Targeted assets : Most profitable Economy hotels & Selected Midscale hotels Targeted assets : Upscale hotels & large Midscale hotels Targeted assets : All Midscale & Economy hotels with profitability below Group standards Expected benefits : Keep the operational lever of strong cash generation & profitable assets Reduce future results volatility Externalize real estate value Expected benefits : Recover capital employed and limit results volatility Keep the operational lever on strategic assets that have low cash generation Expected benefits : Withdraw commitment from non strategic locations Maintain network size with positive contribution from franchise 109 Investor Day - September 13, 2011
47 Asset Management Program Update On Objectives Type of operation (in nb of hotels) Mid 2011 * Total Sale & Variable Lease Back Sale & Management Back Sale & Franchise Back Outright Sale Total Cash proceeds 796 1,600 Impact On Adj. Net Debt (in M) 936 2,000 (*) including Sales & Management Back of Pullman Bercy & Sofitel Arc de Triomphe Existing program already half-completed 110 Investor Day - September 13, 2011
48 Asset Management Program Sale & Management Back Transaction Examples Sofitel Arc de Triomphe Enterprise value = 69m Sold to a consortium of French private investors Pullman Paris Bercy Enterprise value = 105m Sold to Host Hotel & Resorts, Inc European joint venture with APG and an affiliate of GIC Characteristics of the deals Valuation in line with our value-per-room objectives Capex financed by investors Long term contracts Cash generating contracts with low volatility 111 Investor Day - September 13, 2011
49 Asset Management Program Valuation Elements Sale & variable lease back : Target yield between 6.0% and 6.5% Sale & management back : Value per room reflecting asset location, cash generated and real estate value Examples : Sofitel Arc de Triomphe : Pullman Bercy : 556k per room 265k per room Sale & franchise back / Outright sales : Last 18 months disposals at an average valuation of 13x EBITDA Transactions at best market conditions 112 Investor Day - September 13, 2011
50 Asset Management Program Update On 1.2bn Program In a more uncertain environment, objective on track Objective supported by : Historical track record, experienced & committed asset management teams Attractive Accor brands, locations and products for investors Considering transactions of single unit or portfolios with limited numbers of hotels Strong appetite by individual entrepreneurs for Sale & Franchise back and outright sales Several deals already in progress 113 Investor Day - September 13, 2011
51 A New Disposal Plan Hotels 225 h. 175 h. 400 h. Impact on adj. net debt 1.2bn 1.0bn 2.2bn Identification of a new plan 1bn impact on adjusted net debt 114 Investor Day - September 13, 2011
52 Asset Management Strategy Deploy A Long Term Asset Management Strategy (1/2) Ongoing restructuring of assets EBIT Margin improvement Owned hotels Ongoing program with value creation objectives Fixed lease hotels Implementation of asset light guidelines, subject to owner's approval or lease term Variable lease hotels Ongoing review of strategic interest hotel by hotel 115 Investor Day - September 13, 2011
53 Asset Management Strategy Deploy A Long Term Asset Management Strategy (2/2) Lever for strategic development Profitable growth Owned hotels Ability, on a selective basis, to build or acquire hotels with a view towards future sale & management back and/or sale & variable lease back Fixed lease hotels Only for strategic locations (Economy & Midscale segments) Variable lease hotels Preferred model for hotels to be operated as subsidiaries (organic growth or acquisitions) 116 Investor Day - September 13, 2011
54 Asset Management Strategy Conclusion Current program well on track A new disposal plan with 1bn impact on adjusted net debt A long term strategy with an ongoing restructuring of our portfolio, aiming to improve EBIT margins A virtuous cycle providing room for potential investments with asset management acting as a facilitator of Accor s growth A strong value creation driver 117 Investor Day - September 13, 2011
55 Visuel H10,21 x L9,14 cm Development Strategy Denis Hennequin / Michael Issenberg 118 Investor Day - September 13, 2011
56 A Value Creative Strategy The Reference Hotel Player Revitalize our brand portfolio Promote our unique operational know-how Deploy our LT asset management strategy Run a value creation development strategy Effective financial strategy 119 Investor Day - September 13, 2011
57 Development Strategy Expand our European leadership & Take or secure leading positions in emerging countries Major markets, with an existing leadership Priority markets with significant development ambition Selective development in AAA locations 120 Investor Day - September 13, 2011
58 European Hospitality Market Accor Footprint & Competitive Position By Segment 2,368 hotels 259,500 rooms as of end of 2010 Rank % 1 st player 18% of branded supply Accor ranking & % of branded supply Top5* 5% Top5 8% 1 st 46% 1 st 18% 1 st 21% 2 nd 10% 1st (1) A clear position as global leader in all European countries, especially in Economy & Midscale 121 Investor Day - September 13, 2011 Source : MKG analysis 2011 (*) excluding resorts offer (1) Including Switzerland, Austria, Poland, Czech Rep., Slovakia, Hungary
59 European Hospitality Market Growth Opportunities Potential for chain development 6,400 k r. through conversion & Potential for new supply offer in Eco / Budget segments European market Existing supply 6.4m rooms Chain penetration 25% Maturing markets Spain / Italy Germany Eco & Budget market < 30% of total market Chain penetration < 10% vs vs US market Existing supply 5.0m rooms Chain penetration 67% Mature markets France / US Eco & Budget market 50% Chain penetration 60% 122 Investor Day - September 13, 2011 Source : MKG 2011 report
60 Expand Our European Leadership Invest in key strategic locations to create value Increase our development through franchise especially in Midscale & Economy segments Consider very selective acquisitions in specific markets to take or secure leadership 123 Investor Day - September 13, 2011
61 Invest In Key Strategic Locations To Create Value ibis & Novotel London Blackfriars Project negotiated and signed in 2009 & 2010 Located in Central London's south bank 297-bedroom ibis and 182-bedroom Novotel Opening scheduled in 2012 Lease agreement with McAleer & Rushe Group 20-year, triple net lease with renewal options at Accor hand ibis : Fixed lease Novotel : Variable lease with a capped minimum guarantee ibis & Novotel Blackfriars Third operating year Turnover : 17.3m EBITDAR : 9.0m EBITDAR margin : 52% Rent : 4.8m EBIT : 3.3m FCF : 3.4m Strong, stable cash flow generation with a limited risk One of the strongest and most resilient market in Europe Proven track record of ibis and Novotel in central London 19m NPV of free cash flows with a limited investment of 4.6m (FF&E) 124 Investor Day - September 13, 2011
62 Increase Development Through Franchise A Very Limited Existing Franchise Supply 1,011 kr. 3,750 kr. 5,000 kr. 750 kr. Independent supply 654 kr. Branded supply 579 kr. 608 kr. Of which Franchise supply XX% Franchise supply vs total supply 50% 18% 9% 12% 159 kr. 2% 3% 18% 9% France Germany UK Spain Italy Benelux West. Europe * In Western Europe, globally a low penetrated market (30% of supply), with high discrepancy in Franchise model appeal USA 125 Investor Day - September 13, 2011 * Based on Top 6 key countries
63 Increase Development Through Franchise 2 Strategic Levers For A Focused Approach Stronger & better suited brands & Restructuring of our service offering Focused efforts on 4 high-potential countries 126 Investor Day - September 13, 2011
64 Increase Development Through Franchise Focused Development Economy & Midscale Economy Midscale 200 h. 300 h. 200 h. 200 h. Key market for franchise dvpt No sizeable Franchise 300 h. 100 h. dvpt at this stage 200 h. 300 h. Depth of the franchise market A potential of hotels for Accor Depth of the franchise market A potential of hotels for Accor A global franchise development plan for Economy & Midscale focused on 4 countries looking for density & volume 127 Investor Day - September 13, 2011 XXXh. Nb of potential existing hotels that can be converted through franchise, from an Accor perspective (30 to 50% of potential)
65 Take Or Secure Leading Positions In Emerging Countries Ease / accelerate organic development with better suited & attractive brands Consider very selective acquisitions / partnerships in specific markets in Midscale & Upscale segments, giving us flagship hotels essential for development of the brand 2 regional examples Asia / Pacific South America 128 Investor Day - September 13, 2011
66 Asia Pacific Hospitality Market Accor Footprint 430 hotels 83,600 rooms as of end of nd ** 2 nd * 6% 1 st 11% 1 st Int l player In number of hotels ~ 7% of branded supply In number of rooms 1 st 23% Rank % Accor ranking & % of branded supply 1 st 20% 1 st Accor undisputed leader in South East Asia & Pacific, China and India, the most competitive markets 129 Investor Day - September 13, 2011 * Among International players ** Including pipeline
67 China International Players Also Very Active Network end 2010 Pipeline > 220h. 107 h. > 210 h. International brands * > 180h. - Multi segments and international brands - International standards > 75h. > 140h. - Priority market for development (e.g. : 20% of total pipeline for IHG, 37% for Starwood) 50 h. 100 h. 150 h. 200 h. 250 h. 130 Investor Day - September 13, 2011 Sources : Company Annual reports 2010, Lodging Q * Wyndham network excluding Super 8 brand (192 h.)
68 Our Strategy For China Position Accor as the leading International Hotel Company by 2015 with almost 400 hotels committed The only hotel company operating Budget through Luxury, including an Upscale China-specific brand The only operator with an Asset Right mix : investment, management and franchise A dynamic management team of domestic and international experts China-centric Sales, Marketing and Distribution platforms A committed network of 400 hotels by 2015 delivering an asset light profitable business model 131 Investor Day - September 13, 2011
69 A New COO For Accor Operations In China Samuel SHIH Started early September 2011 Extensive experience working with strong international brands such as Red Bull and Pepsico Managing Director for Asia Pacific Vice President Beverage, Greater China A wealth of experience in working in China Broad marketing and operational experience Education : Bachelor of Science University of British Columbia, Canada M.B.A. University of Macau, Taipa 132 Investor Day - September 13, 2011
70 Our Strategy For China In Midscale To Luxury Segments Strengthen our position in the Midscale to Luxury segments leveraging our brand strategy 133 Investor Day - September 13, 2011
71 Sofitel In China Leading network in luxury segment in China Well-positioned as a French luxury product 134 Investor Day - September 13, 2011
72 Pullman In China Experiencing unparallel and sustained expansion Extensive opportunity beyond existing network and commitments Brand resonates well with developers in China Brand specifications suit upper-upscale developments in China 135 Investor Day - September 13, 2011
73 Grand Mercure In China Announcement in China during October 2011 First-to-market with tailored China upscale non-standardized product Fast-paced deployment through organic growth Network of 14 hotels committed & 14 hotels under advanced negotiation 136 Investor Day - September 13, 2011
74 Our Strategy For China ibis Strategy Play a key role in the eco segments with a quality product suited to market conditions Improve ibis business model, restructured towards a more asset right model Restructure our network through aggressive Asset disposals (Sale & Franchise Back) retaining only the best performing assets Enhance development Priority to manchise, and management for big hotels Capitalizing on ibis MegaBrand to accelerate development with the opportunity to launch ibis Styles Review partnership and acquisition opportunities 137 Investor Day - September 13, 2011
75 Accelerated Growth Options China - Accor Network and Pipeline Network as of June 2011 Pipeline Opened or committed by 2015 > Sofitel Pullman Grd M Novotel Ibis June 2011: 107 hotels Pipeline as of Aug > 100 h. End 2015: 400 hotels committed 138 Investor Day - September 13, 2011
76 Our Strategy For India Be the 1 st International Hotel Company with 90 hotels / 20,000 rooms opened by 2015 Target Network 2015 Accelerate our development in Upscale & Luxury, and anchor our presence in key locations throughout the country 12 h. Take a leadership position in the Midscale segments, and further exploit our strategic partnership with GIC / Host 33 h. Develop the Economy & Budget segments to build our leadership, capitalizing on our partnership for ibis (Interglobe) 45 h. 139 Investor Day - September 13, 2011
77 South America Hospitality Market Accor Footprint 166 hotels 25,400 rooms as of end of 2010 x% 1 st 20% 1 st player In number of hotels ~ 10% of branded supply In number of rooms 4 th * Rank % Accor ranking & % of branded supply (*) Ranking for the region Argentina, Chile, Colombia, Peru among int l players Accor is the major multi-segment leader in key South American markets with a strong leadership in Brazil 140 Investor Day - September 13, 2011 (1) Accor network as of end 2010
78 Brazil Accor Strong Leadership vs Local & Int l Players Network Pipeline 143 h. 217 h. Atlantica Allia Nacional Inn BHG Blue Tree Transamerica Slaviero Othon Wyndham Sol Melia IHG Local, with int l brands Local Local Local, with int l brands Local Local Local Local Local players - Owned and Managed models - Aggressive development plans International chains - Accor, strong leader with differentiated model : multi-segment, no local partner - Other international players : - Recent but strong interest for Brazil - Midscale segment mainly - Mainly partnership with local operators : Starwood, Choice & Carlson with Atlantica, Louvre Hotels with BHG 141 Investor Day - September 13, 2011 Sources : Company Annual reports 2010, Lodging Q4 2010
79 Our Strategy For Brazil Expand our Brazilian leadership with more than 250 hotels opened by 2015 Target Network 2015 Strengthen our positions in Midscale & Upscale segments thanks to aggressive development 85 h. Consolidate our leadership in Economy & Budget segments through development combining subsidiaries in key locations franchises in secondary locations 170 h. Consider acquisitions in this strategic market 142 Investor Day - September 13, 2011
80 Development Plan Split by segment Almost 60% in Economy & Budget segments Budget 11% Budget US 11% Up & Lux 15% Midscale 27% Economy 36% Eco & Budget = 58% 54% in emerging markets, with 27% of total in fast growing countries (China, India & Brazil) Split by Geography Other emerging markets 27% China, India, Brazil 27% Mature markets 46% with a strong focus on Mngt & Franchise contracts (91% Asset Light, incl. variable lease) Split by Operating mode Franch. 36% Asset Light = 91% Owned 6% Fixed L. 3% Mngt 45% Variable L. 10% 143 Investor Day - September 13, 2011
81 Development Plan h. / ~25kr. 40,000 35,000 5kr. 5kr. 5kr kr. 35kr. 35kr ~14kr Opened (as of end of June 2011) Development plan Potential acquisitions Citéa operation 35k / 40k room openings per year from 2011 taking into account potential acquisitions 144 Investor Day - September 13, 2011
82 Visuel H10,21 x L9,14 cm Financial Strategy Sophie Stabile 145 Investor Day - September 13, 2011
83 A Value Creative Strategy The Reference Hotel Player Revitalize our brand portfolio Promote our unique operational know-how Deploy our LT asset management strategy Run a value creation development strategy Effective financial strategy 146 Investor Day - September 13, 2011
84 2011 Outlook Hotels Business Trends In July & August in % YoY RevPAR change in July L/L (1) Excl. VAT YoY RevPAR change in August L/L (1) Excl. VAT Upscale and Midscale Hotels Europe +7.3% +7.4% France +11.2% +12.7% Germany +6.5% +2.2% UK +8.1% +9.0% Other +2.5% +3.6% Economy Hotels Europe +7.7% +5.7% France +6.9% +6.6% Germany +7.9% +5.0% UK +10.5% +9.7% Other +7.5% +3.1% Economy Hotels US +4.0% +3.4% 147 Investor Day - September 13, 2011
85 2011 Outlook Full-Year EBIT Target A favorable cycle upturn, illustrated by the solid first-half operating performance and 3 rd quarter trends No sign of slowdown in the recovery at this stage Flow-through target confirmed at 50% No significant impact from today s announcements Full-year 2011 EBIT target of 510 million to 530 million 148 Investor Day - September 13, 2011
86 Financial Strategy Maximize value creation thanks to an effective financial strategy Track operational profitability Monitoring tool P&L Performance Follow asset management optimization & development contribution Monitor owned & leased EBIT performance Strong Value Creation drivers Brands & Operational excellence Asset Management Asset light development 149 Investor Day - September 13, 2011
87 P&L Performance Key Principles Manager and franchisor Remuneration on a fee basis including subsidiaries Fees Sales & Marketing fund Sales, distribution and marketing fund Services Owned & leased Managed Franchised Owned & Leased Hotels owned or leased by Accor Full P&L contribution Owned & leased A key management tool & performance monitor 150 Investor Day - September 13, 2011
88 P&L Performance FY 2010 Results December 2010 Manager and franchisor (1) Sales & Marketing Fund (1) Owned & Leased Unalloc., platform & intercos Total Gross revenue 9,810 n.a. 5, ,065 o/w revenue ,330 (233) 5,948 EBITDAR Contrib. margin % (18) (7%) 1,530 29% (10) n.a. 1,814 30% EBIT EBIT margin % (18) (7%) 226 4% (74) n.a % Our targets : 50% contribution margin from Manager & Franchisor activity Breakeven at EBIT level for Sales & Marketing Fund (1) Including fees from subsidiaries 151 Investor Day - September 13, 2011
89 P&L Performance Details On Owned & Leased P&L December 2010 Manager and franchisor (1) Sales & Marketing Fund (1) Owned & Leased Unalloc., platform & intercos Total Gross revenue 9,810 n.a. 5, ,065 o/w revenue ,330 (233) 5,948 EBITDAR Contrib. margin % (18) (7%) 1,530 29% (10) n.a. 1,814 30% EBIT 312 (18) 226 (74) 446 EBIT margin 53% (7%) 4% n.a. 8% Owned Fixed lease Var. lease Nb of hotels Revenue 1,380 1,686 2,264 EBITDAR Contrib. margin % % % (1) Including fees from subsidiaries EBIT EBIT margin 122 9% (33) (2)% 137 6% 152 Investor Day - September 13, 2011
90 3 Value Creation Drivers, One Key Target Brands & Operational excellence Asset Management Asset Light Development Maximized RevPar Flow-through = 50% plan 400 hotels / 2.2bn adjusted net debt impact 80% through management & franchise Maximize Free cash flow generation before asset disposals 153 Investor Day - September 13, 2011
91 Value Creation Drivers Impact of Operational Excellence Top Line Brand initiatives & Operational excellence Up & Mid scale Eco & Budget RevPar maximization RevPar Index increase RevPar Increase with a growing part of price (limited related costs increase) Distribution solutions Strategy to give priority to our distribution channels vs 3 rd party contributors 59% Tars contribution to room revenues Maximized RevPar increase transformation into revenues Maximization of Revenues increase (Price & transformation) pts on EBITDAR Margin 154 Investor Day - September 13, 2011
92 Value Creation Drivers Impact of Operational Excellence Bottom Line Hotel Costs monitoring Hotels cost structure savings (energy, maintenance) Procurement P&L and capex effectiveness Limited costs increase as compared to revenues increase Support cost optimization Adaptation according to business model evolution towards Asset Light Optimization of Costs at all levels from hotel to corporate pts on EBITDAR Margin 155 Investor Day - September 13, 2011
93 Value Creation Drivers Impact of Operational Excellence Top line maximization Brand initiatives & Operational excellence Bottom line optimization Distribution solutions 50% Flow-through ratio on EBITDAR Hotel Cost monitoring Procurement +2-3pts on EBIT Margin at mid term Support cost optimization 156 Investor Day - September 13, 2011
94 Value Creation Drivers Impact of Asset Management Ongoing restructuring of assets Target EBIT margin (*) Owned hotels Ongoing program with value creation objectives % Fixed lease hotels Implementation of asset light guidelines, subject to owner's approval or lease term 6-8 % Variable lease hotels Ongoing review of strategic interest hotel by hotel 8-10 % 157 Investor Day - September 13, 2011 (*) Including impact from operational excellence in flow-through objective
95 Value Creation Drivers Impact of Development High margin incremental revenues For each project, The right brand, The right operating mode, The right location Double digit EBIT margin after ramp up Low volatility 80% through Management & Franchise contracts 70% of EBIT from Development relying on fees business Selective investment 200m Focus on key profitable geographies / segments Target ROCE of 15% 158 Investor Day - September 13, 2011
96 Value Creation Drivers Targets Brands & Operational excellence Asset Management Asset Light Development Maximized RevPar Flow-through = 50% plan 400 hotels / 2.2bn adjusted net debt impact 80% through management & franchise +2-3pts EBIT Margin Capex = 5% of revenues +1-2 pts EBIT margin on owned & leased perimeter 15% ROCE Investments = 250m * Positive Free cash flow generation before asset disposals across the cycle 159 Investor Day - September 13, 2011 (*) Including capex on major renovations
97 Value Creation Drivers P&L Performance Mid-term Targets Manager and franchisor (1) Sales & Marketing Fund (1) Owned & Leased Unalloc., platform & intercos Total Mid term targets Contrib. margin > 50% Breakeven at EBIT level EBIT Margin 10-12% Owned Fixed lease Var. lease Mid term targets EBIT margin 12-15% EBIT margin 6-8% EBIT margin 8-10% (1) Including fees from subsidiaries 160 Investor Day - September 13, 2011 (*) Including capex on major renovations
98 Value Creation Drivers A Less Volatile & More Resilient Business Model Revenues A strong move towards Asset Light model From 43% of owned & fixed leased in 2004 to 22% in 2011 in Up & Midscale From 69% of owned & fixed leased in 2004 to 24% in 2011 in Eco & Budget excl. US A network evolution to 66% asset light in 2011 Vs 37% in 2004 EBITDAR & EBIT margin Reactivity rate at 40% at EBITDAR level c.50% EBIT generated by fees Free Cash Flow Maximized EBITDAR margin : +2-3pts Selective Renovation & Development Capex at c m Less volatile & more resilient business model Higher cash generation 161 Investor Day - September 13, 2011
99 A Sound Financial Position In millions June 2010 Dec June 2011 Gross debt 2,303 1,988 1,882 Current financial assets (1,339) (1,258) (1,323) Net debt Adjusted Funds from Operations / Adusted net debt (1) 16.7% 20.1% 23.1% (1) Net debt adjusted for NPV of minimum lease payments discounted at 8% ( Standard & Poor s methodology) A sound financial position, including 1.8bn in unused and confirmed credit lines 162 Investor Day - September 13, 2011
100 Financial Strategy Conclusion Maximization of revenues through RevPar and transformation A growth of EBIT margin between 2-4pts ad mid term A more resilient EBIT Increased ROCE through a less capital-intensive model A highly positive Free Cash Flow before asset disposals over the period allowing flexibility for growth and return to shareholders A financial strategy aiming to create value and to increase Group attractiveness for shareholders 163 Investor Day - September 13, 2011
101 Visuel H10,21 x L9,14 cm Conclusion Denis Hennequin 164 Investor Day - September 13, 2011
102 A Strategy For Value Creation The Reference Hotel Player Revitalize our brand portfolio Promote our unique operational know-how Deploy our LT asset management strategy Run a value creation development strategy Effective financial strategy 165 Investor Day - September 13, 2011
103 A Strategy For Value Creation Brands & Operational excellence Asset Management Asset Light Development Strong Cash Flow generation Net debt free by the end of 2011 Use of cash to optimize gross debt Cash utilization in line with Investment Grade status 166 Investor Day - September 13, 2011
104 A Strategy For Value Creation Investment in existing network Brands & distribution Network Growth Investment with ROCE >12% Return to shareholders Pay out ratio = 50% Our major objective is to keep financial room for growth in order to seize opportunities and for return to shareholders 167 Investor Day - September 13, 2011
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