MGALLERY BY SOFITEL
BRAND PRESENTATION
JUNE 2015
AGENDA
1. Brand Positioning
2. Brand Network & Pipeline
3. Brand Product & Service Features
4. Brand Communication
5. Brand Performance
2
1. BRAND POSITIONING
POSITIONING STATEMENT
WHERE
ART-DE-RECEVOIR
ENHANCES
AUTHENTIC LOCAL DISCOVERY
AND SHAPES
MEMORABLE MOMENTS
4
BRAND ESSENCE
LUXURY BOUTIQUE HOTELS,
INSPIRING & SINGULAR
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A COLLECTION OF MEMORABLE HOTELS, BY SOFITEL
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THE THREE “ATMOSPHERES” OF THE COLLECTION
HERITAGE
SERENITY
SIGNATURE
The hotel is first and foremost a place filled
with history and where walls recount the
past…
The hotel is a treasure hidden either in a natural
or urban retreat (sea, country, mountain,
city…).
The hotel reflects an aesthetic universe, a style,
a design, the signature of a personality who
contributed to its creation, or decoration…
The building is a major asset of the hotel and
the facade reflects a typical historic style.
It should offer all the facilities for rejuvenation
(fitness, wellness, spa, thalasso, luxurious
garden in the surroundings…)
An old building with a new
modern/contemporary decoration should be a
Signature hotel.
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SOME HOTELS WITHIN THE ATMOSPHERES
HERITAGE
Le Grand Hotel Cabourg, France
Hostal Nicolas de Ovando,
Dominican Rep.
Phoenix Hotel Yogyakarta, Indonesia
SERENITY
Veranda Resort & Spa Hua Hin, Thailand
Capovaticano Resort Thalasso & Spa
Ricardi, Italy
Grand Hotel Roi Rene, France
SIGNATURE
Hotel de l’Opera Hanoi, Vietnam
Harbour Rocks Hotel Sydney,
Australia
Hotel B-Lay Tong Phuket, Thailand
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GENEROSITY
JOIE DE
VIVRE
OPENMINDEDNESS
ELEGANCE
EXCELLENCE
SHARING 5 COMMON VALUES
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EACH HOTEL STAGES WITH TALENT A UNIQUE PERSONALITY AND STORY TO TELL
“This charming “Belle Époque” hotel
was built in 1855… Marcel Proust's
favorite room is still there...”
“ Between travel, art and design… a
rich, authentic experience of the
golden age of travel...”
“A gem of art and design, style and
elegance in ancient glass-making
furnace of Murano.”
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EMOTIONAL BENEFITS
INSPIRED & ENRICHED
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2. BRAND NETWORK & PIPELINE
CURRENT NETWORK
MGallery network
Today: 71 hotels with more than 7,000 rooms in 20 countries
in prime locations & attractive tourist destinations
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21
2
2
1
1
2
1
6
3
1
3
9
Nb of
hotels
1
13
13
A GROWING NETWORK
Hotels
Operating Mode (2015)
*87
30
35
47
59
Managed
71
45%
37%
Subsidiary
8
18%
Franchised
2008 2009 2010 2011 2012 2014 2015
*Pipeline
Pipeline
Hotel average size:
16 MGallery hotels in the pipeline for 2015
80/120 rooms
Range from 30 to 200 rooms
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NETWORK MAPPING
Number of hotels
AMERICAS
3
Number of rooms
AMERICAS
291
ASPAC
24
EMEA
44
ASPAC
2573
EMEA
4218
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TOP 5 FLAGSHIP HOTELS
FLAGSHIP HOTELS
Hotel Muse Bangkok (Thailand) – 174 rooms
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FLAGSHIP HOTELS
Le Grand Hôtel Cabourg (France) – 70 rooms
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FLAGSHIP HOTELS
Cures Marine Trouville – 103 rooms
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FLAGSHIP HOTELS
Francis Hotel Bath (UK) – 98 rooms
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FLAGSHIP HOTELS
Harbour Rocks Sydney (Australia) – 59 rooms
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LATEST OPENINGS
LATEST OPENINGS
Molitor Paris By MGallery (France) – 124 Rooms
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LATEST OPENINGS
Cures Marine Trouville – 103 rooms
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LATEST OPENINGS
Le Regina Biarritz Hotel & Spa (France) – 65 Rooms
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LATEST OPENINGS
Lake Garden Nay Pyi Taw (Myanmar) – 165 Rooms
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LATEST OPENINGS
Hotel Royal Hoi An (Vietnam) – 119 Rooms
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LATEST OPENINGS
The New Incholm Hotel & Suites Brisbane – 50 rooms
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3. PRODUCT & SERVICE FEATURES
30 +1 “IDENTIFIERS” TO JOIN THE MGALLERY COLLECTION
30 + 1 identifiers to ensure a top-of-the-range service, brand recognition,
strengthening of the hotel story, talented hotelier training…
HIGH END
COLLECTION
STAGED HOTEL STORY
10 Product & Services
“IDENTIFIERS”
10 brand
“IDENTIFIERS”
10 hotel
“IDENTIFIERS”
 Bellboy & valet parking service*
 Entrance plate
 Name
 Concierge service*
 Small & oversize brand directory
 Story
 VIP welcome
 Welcome On Desk Display**
 Logo / visual identity
 High-end hotel uniforms
 Operational stationary
 International press & TV channels
/ accessories
Related to the hotel story:
 Architecture & interior decoration
 High-end coffee & tea facilities
 Olfactory identity
 Books & magazines in the «Living room»
 High-end individual toiletries
 Musical ambiance
 Hotel Story communication
 Laundry service
 Living room
 Turndown service
 Digital corner
 24/24 – 7/7 room service
 In-room Grand Breakfast
*The hotel does not require a dedicated person
but the service must be delivered.
**Available from 2014 on
 Memorable Moment
TALENTED HOTELIERS
1 Human Resssources IDENTIFIER
 “Play and lead” staff training program
piece for the Guest
 Suite (and eventually bedroom)
personalization
 Drink at the bar
 Product at the breakfast
 Dish at the restaurant / the bar
/ the room service
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EXAMPLES OF PRODUCT AND SERVICES ‘’IDENTIFIERS’’
Room Service
24/24 7/7
Turndown
service
High end coffee
and tea facilities
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EXAMPLES OF BRAND ‘’IDENTIFIERS’’
Entrance Plate
Olfactory Identity
The Grand
Breakfast
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EXAMPLES OF HOTEL ‘’IDENTIFIERS’’
Books & magazines in the
’’Living room’’
related to the hotel story
Suites “Storytelling”
related to the hotel story
Eg: Proust’s books in Cabourg
Eg: Portraits of Proust and his
characters in Cabourg
Product at breakfast
related to the hotel story
Eg: Proust’s Madeleine cakes in
Cabourg
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ANOTHER BRAND IDENTIFIER:THE MEMORABLE MOMENT OFFER

An activity organized by the hotel,
included in a special package with a stay,
or up-sold to guests who have already
booked

A creative, original, exclusive & unique
experience, different for each hotel

An approach based on emotion and
discovery

Differentiates from competition

Examples:
 In Prague, Czech Republic, at the Hotel
Century Old Town: explore the city of 100
spires thanks to an unforgettable ride in a
classic car
 In La Veranda Resort & Spa in Phu Quoc,
Vietnam: enjoy a journey into the unknown
on a traditional boat and a romantic dinner on
a desert island
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4. BRAND COMMUNICATION
MOOK
INTRODUCING THE MGALLERY HOTEL GUIDE
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MOOK : DISTRIBUTION STATISTICS
DISTRIBUTION STATISTICS OF THE MGALLERY GUIDE BOOK
ASPAC
Australia
Jakarta
Thailand, Cambodia,
Laos & Vietnam
Shanghai
Singapore
Accor ASPAC
TOTAL
EMEA
France
Germany
Italy
Hungary
Netherlands
United Kingdom
Switzerland
Czech Republic
Austria
Morocco
Nigeria
Yemen
TOTAL
Quantities
(Only in English)
6,300
2,000
1,500
100
100
100
10,100
Quantities
English
French
Italian
13,900
25,000
300
2,000
0
0
3,250
1,950
3 ,550
1,000
200
0
1,000
0
0
1,500
500
0
3,400
1,000
0
1,750
0
0
1,000
0
0
500
1,050
0
1,500
0
0
500
0
0
31,300
39,150
3,850
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MOOK : ITUNES
AVAILABLE FOR FREE DOWNLOAD ON ITUNES
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MOOK : IPAD
IPAD APPLICATION (VISUALS)
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SOCIAL PLATFORMS : FACEBOOK BRAND PAGE
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6. BRAND PERFORMANCE
PERFORMANCE - WORLDWIDE
Exceptional Central Distribution System contribution (CDS)
11 call centers
11 brand websites
Call Center
2%
Hotel Intra
14%
Web Accor
16%
Web
Indirect
20%
59%
Hotel PMS
42%
More than 150 Websites
GDS
6%
More than 21 000 travel agencies
Central System Contribution
With direct hotel booking in TARS:
58.8 %
Without hotel direct booking in TARS: 44.8 %
59%
OF MGALLERY ROOM REVENUE CAME THROUGH
ACCOR RESERVATION SYSTEMS AS OF DECEMBER
2014 YTD
(% of hotels revenue generated by TARS)
* Source : Channel Management Report – YTD December 2014
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DISTRIBUTION & VISIBILITY
Distribution through Online Travel Agencies (OLTAs)
Global deals with
Major players
 Discounted commission
rates
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MGALLERY OFFERS
A set of brand offers for business and leisure guests
Memorable Moment Package
Leisure offer
3 nights for the Price of 2
•
•
•
Business & Leisure offer
Room
Breakfast
Exclusive activity unique to each hotel
and exclusive to its guests
•
•
MGallery Business package
MGallery City Experience
Business offer
Leisure offer
•
•
•
Leisure offer
•
•
•
•
•
•
•
Room
Breakfast
City Pass
Gourmet Experience
Room
Breakfast
Lunch or diner at hotel’s restaurant
1 complimentary night for a 3 nights stay
Breakfast
Room
Breakfast
Internet access
150 Le Club Accorhotels points (in France)
MGallery Gourmet Morning
Seasonal offer
•
•
•
•
Room
Breakfast
Internet access
150 Le Club Accorhotels points (in France)
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LE CLUB ACCORHOTELS: ACCOR WORLDWIDE LOYALTY PROGRAM
20 MILLION
(+34% vs. 2013)
OF MEMBERS AS OF MAY 2015
South
America
North 12%
America 6%
Africa 2%
Asia
18%
•
A Worldwide program: 14 brands, 2,700 hotels,
13 languages
•
Free enrolment
•
100% Web based program
•
More than 10,000 new members every day
•
Le Club Accorhotels clients represent 25% of Accor
revenue
•
Partnerships with large Airlines loyalty program:
Skyteam, One World, Star Alliance…
•
Dedicated Le Club Accorhotels priority desks at
hotels
•
75% of LCAH members exclusively use direct
channel
•
LCAH members yearly stay length & revenue are 2
times higher than non members
Pacific
8%
Middle East
3%
Rest of
Europe
20%
France
12%
UK &
Germany Ireland
7%
12%
Card member’s country of residence
25.1%
OF REVENUE
GENERATED BY CARD
HOLDERS WITHIN
MGALLERY
22%
INCREMENTAL REVENUE
GENERATED BY LE CLUB
ACCORHOTELS FOR
MGALLERY PROPERTIES
Figures: As of December 2014
€ 384
AVERAGE REVENUE
SPENT IN A MGALLERY
FOR MEMBERS
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GEOGRAPHICAL DISTRIBUTION OF MGALLERY CUSTOMERS (CRM)
Total customer base of 277,362 having spent at least
1 night at MGallery hotels worldwide
AFRICA
2%
MIDDLE EAST
4%
AMERICAS
22%
ASPAC
37%
EUROPE
35%
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MGALLERY BUSINESS MIX
Leisure
(Individual &
Group)
63%
Business
(Individual &
Group)
37%
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ASPIRATIONAL TARGET GROUP – ENGAGED EXPLORERS
LOOKING FOR UNIQUE, ORIGINAL, IMMERSIVE EXPERIENCES.
•
Looking for escapes, authentic discoveries and surprising local rituals
•
Worldly, well‐read, curious and open‐minded.
•
Show‐in, interested in the world
they ‐ and others ‐ live in.
•
Adventurous, like to take the unbeaten path.
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GSS YTD DEC 2014
94%
of MGallery customers are either satisfied or very satisfied by their
stay experience
EUROPE
GSS :
96%
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AMERICAS:
GSS :
95%
3
5
ASPAC
GSS :
94%
15
EMEA
GSS :
Africa – 92%
Middle East - NA
9
Nb of
hotels
49
Source : OSA YTD Dec 2011
APPENDIX
COMPETITION
Upscale
“Niche” & “Collection” brands
Boutique, lifestyle, addresses
collection
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COMPETITION
Upscale / Luxury Market
Independent hotels - members or not of a voluntary chain - and major hotel group collections.
... and more and more upscale and boutique hotels distributors.
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