WHY INVEST IN JO&JOE ACCOR GLOBAL DEVELOPMENT FEBRUARY 2020
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
WHY INVEST IN JO&JOE
ACCOR GLOBAL DEVELOPMENT
FEBRUARY 2020
JO&JOE | BRAND PRESENTATION | INTRODUCTION
Manifesto
« Do it your way! »
We created a new hybrid accommodation concept where
travelers and locals can meet to brunch, drink, enjoy an evening
and stay for the night. Whether you are coming in from around
the corner or arriving from the other side of the world, come as
you are and join the family.
Travelling is no longer about finding the right flights or
accommodation, it’s about feeling a part of something, about
emotions and encounters, about sharing and having fun…
POSITIONING
VIDEO
JO&JOE | BRAND USPs
REDIFINING HOSPITALITY
The fun of a hostel & the comfort of a hotel
Unique open design & strong brand touch points
The best affordable place to sleep or eat
at a destination (w/ family/friends)
JO&JOE
JO&JOE GENTILLY,
GENTILLY, FRANCE
FRANCE JO&JOE GENTILLY, FRANCE
JO&JOE | BRAND USPs
THE BEST LIVELY ATMOSPHERE
OF ITS CATEGORY
Enhanced F&B concepts
(affordable, fresh & homemade)
Permanent line up and unexpected experiences
(entertainment & activities)
Friendly - one of a kind teams
JO&JOE GENTILLY, FRANCE JO&JOE HOSSEGOR, FRANCE
JO&JOE | BRAND USPs
A PROFITABLE BUSINESS MODEL
Diversity of targets leisure & business w/ a range of
accommodation options (private rooms & dorms)
Optimization of beds per sqm
(2 to 12 pax per dorms)
Augmented F&B footprint for the economic
segment
JO&JOE GENTILLY, FRANCE JO&JOE GENTILLY, FRANCE
JO&JOE | WHERE DO WE STAND TODAY NETWORK AND PIPELINE
2 HOTELS
602 BEDS
NEW HOTELS
7 FOR 2021
JO&JOE | WHERE DO WE STAND TODAY NETWORK AND PIPELINE
We’re coming !
HOSSEGOR 2017 ROME 2021
PARIS GENTILLY 2019 GLASGOW 2021
PARIS BUZENVAL 2020 LIVERPOOL 2021
RIO LARGO BOTICÀRIO 2021 VIENNA 2021
BUDAPEST 2021 MOSCOW 2021
LONDON REX 2022
MEDELLIN 2022
About fifty cities have been identified to host JO&JOE in the next few years.
JO&JOE | WHERE DO WE COME FROM?
FLAGSHIP
JO&JOE PARIS-GENTILLY
(FRANCE)
485 BEDS
JO&JOE | WHERE DO WE COME FROM?
FLAGSHIP
JO&JOE HOSSEGOR
(FRANCE)
117 BEDS
JO&JOE | WHERE DO WE COME FROM?
UPCOMING OPENING IN 2020
JO&JOE PARIS-NATION
(FRANCE)
162 BEDSJO&JOE | WHERE DO WE COME FROM?
UPCOMING OPENING IN 2021
JO&JOE RIO DE JANEIRO
(BRAZIL)
335 BEDSJO&JOE | WHERE DO WE COME FROM?
UPCOMING OPENING IN 2021
JO&JOE LIVERPOOL
(UK)
350 BEDSJO&JOE | WHERE DO WE COME FROM?
UPCOMING OPENING IN 2021
JO&JOE VIENNA
(AUSTRIA)
345 BEDSJO&JOE | WHERE DO WE COME FROM?
UPCOMING OPENINGS IN 2021
JO&JOE ROMA JO&JOE GLASGOW JO&JOE MOSCOW
(ITALY) (UNITED KINGDOM) (RUSSIA)
180 BEDS 392 BEDS TBC BEDSJO&JOE | WHERE DO WE COME FROM?
UPCOMING OPENINGS IN 2022
JO&JOE MEDILLIN JO&JOE LONDON
(COLOMBIA) (UNITED KINGDOM)
TBC BEDS 398 BEDSJO&JOE | DESIGN PHILOSOPHY OPEN DESIGN: The decision to use simple design featuring raw materials takes center stage at JO&JOE. This design is both unique and recognizable and has resulted in the creation of three iconic components : • the BAR • the CHANGING ROOM • the PIZZA BED • and the BEDS JO&JOE wanted to break with the conventional vertical distribution of spaces and functions. The accommodation options have been designed to offer greater freedom and flexibility – and to encourage customer attachment. Spaces are flexible so that they can be adapted quickly and easily to suit each person’s situation, pace and budget. The brand has open plan spaces on all floors to promote interaction and living together. Opening out onto both the exterior and the interior, everyone feels welcome.
JO&JOE | A PASSION FOR LIVELY EXPERIENCE A LINE UP OF EVENTS Permanent stages to have event throughout the day and night You can find a variety of events adapted for all. Organized and scheduled with the local community AUTHENTIC & LIVELY F&B Homemade meals, local food, affordable & generous meals at reasonable prices The bar & restaurant : The heart of the JO&JOE Experience
JO&JOE | A PASSION FOR ARTS
STREET ART
JO&JOE Open Houses, first and foremost, is a
place for people to connect.
It was a natural choice for JO&JOE to work with
graffiti street artists.
Whether they grew up on the streets of France, or
in another country, the graffiti artists have been
chosen for what they have in common: a wish to
communicate their art, to prompt questioning and
debate, and, in this way, to (re)create connection.JO&JOE | A PASSION FOR ENCOUNTERS
OUR TEAM BECOMES
YOUR TEAM
They are a melting pot of various personalities,
experiences and talent that recreates the heart and
soul of the JO&JOE brand.
They instigate unforgettable memories and
unbreakable bonds creating the DNA of each
Open House.
Positive, fun and without fuss, JO&JOE is just like
its guests, created purely and simply to challenge
convention.
Sofitel Paris Le Faubourg Sofitel London St JamesJO&JOE | CUSTOMER JOURNEY : PUBLIC SPACES
Unusual MEETING ROOMS
BAR & RESTAURANT/STAGE
A the center of the guest experience. A
friendly and genuine atmosphere
HAPPY HOUSE
HAPPY HOUSE (private chill/cooking
OUTDOOR SPACES place for guest)JO&JOE | KEY PROGRAMS
Homemade cuisine,
The bar, local food, accessible prices, quality
the heart of a JO&JOE guaranteed, without the pricetag!
experience
Affordable meals throughout the day,
Simple receipes, local ingredients of the
highest quality,
Homemade meals cooked on the spot.
A bar with a strong identity, at the heart of the JO&JOE
experience providing hospitality, An experience revisited for more flexibility
at all times, throughout the day. (orders made and picked up by the customer)
and fluidity (Cashless)
22JO&JOE | KEY PROGRAMS
Happy Floors
Happy House
SHARED KITCHEN
VENDING MACHINE 24/7
COSY LOUNGE : SCREENS, GAMES..
You can live at your own pace, just like home:
a private space for Tripsters only
Common Spaces
WASHING MACHINE
LOCKERS
Sleeping spaces tailored to everyone’s needs and means: private bedrooms /
shared rooms / apartmentsJO&JOE | CUSTOMER JOURNEY GUEST ROOMS
SHARED DORMS – 6 to 16 beds | 40m² PRIVATE DORMS – 5 beds | 10m² DOUBLE ROOMS – 2 pax | 12m²
CABINS / OOO – 2 pax | 12 m²JO&JOE | VISUAL IDENTITY
The brand’s identity color is YELLOW.
It represents good humor and a zest for life.
The pictograms form a genuine universal language.
They allow locals & travelers to enjoy and easily make the most
of any location regardless of their language
JO&JOE is a blend of two personalities, two ways
of seeing the world and travelling across it.
Together they represent our guests.
JO&JOE’s identity is generative, feeding on the duality
of two fictitious hosts who have given their names to
the brand. Our identity shows who we are...
P. 25JO&JOE | COMMUNICATION
FACEBOOK
SOCIAL
MEDIA
A balanced communication based on two
pillards :
Influence & community.
A mixture of our brand identity and of the
local environment.
Social Media Goal : To show the JO&JOE
experience
and the communities
surrounding it.
INSTAGRAM
30
17
PR & INFLUENCE
Extra care given to our relationships
with the press and influencersJO&JOE | AWARDS
AWARDS
TOP COM LE GRAND PRIX LE GRAND PRIX CRISTAL
GRAND PRIX STRATÉGIES STRATÉGIE FESTIVAL
GRAND PRIX Design category DU DESIGN DU DIGITAL WITH WCIE
Logotype (Branding) WITH WCIE STORE / RETAIL BRONZE Design /
WITH WCIE GOLD: Brand creation dispositifs Consumer’s Brand Identity
« Launching of Jo&Joe » category Drive to store category for the lauching
GOLD: General design GOLD BETC DIGITAL for of JO&JOE
category JO&JOE
FIRST PRICE AT PRIX LABEL RED DOT DATA DRIVEN
COMMUNICATION WITH WCIE WITH WCIE CAMPAIGN
& ENTREPRISE UJJEF Design Observer Brand Identity Category SILVER
Category BETC DIGITAL
WITH WCIE
for JO&JOEJO&JOE | A NEW DISTRIBUTION SOLUTION
NEW TYPE OF CUSTOMERS / NEW TARGETS / NEW PMS / NEW TOOLS
CLASSIC OTAs « YOUTH TRAVEL » TRADE SHOWS
CLASSIC TRADE SHOWS « YOUTH TRAVEL » TRADE SHOWS
CLASSIC TRAVEL ASSOCIATIONS
« YOUTH TRAVEL » ASSOCIATIONS
CLASSIC TOUR OPERATORS « YOUTH TRAVEL » TRAVEL ASSOCIATIONS
++ ACCOR >110 GLOBAL DISTRIBUTION PARTNERSHIPSJO&JOE | JO&JOE’s DISTRIBUTION
SPLIT OF HOTELS REVENUE PER DISTRIBUTION CHANNELS
Walk In - Direct
hotel
12% Hostelword.com
Dorms.com
1% 29%
AH.com
1%
Expedia
5%
Airbnb
9%
Booking.com
23%
OVERALL STRONG DIRECT
CHANNEL Direct JO&JOE
20%
20% WEB DIRECT SALES
Hostelword.com Booking.com Direct JO&JOE
Airbnb Expedia AH.com
Dorms.com Walk In - Direct hotelJO&JOE | JO&JOE’s DISTRIBUTION
ACCOR DISTRIBUTION SOLUTION*
ACCOR OFFERS >110 GLOBAL DISTRIBUTION PARTNERSHIPS AT BEST MARKET CONDITIONS
*All Accor brands excluding recently integrated:
Delano, SLS, The House of Originals, Mondrian, Hyde, greet, Mantis, Tribe
Source : CRS by end of 2019JO&JOE | JO&JOE’s DISTRIBUTION
NEW BOOKING ENGINE & APP
1 MULTIBRAND PORTAL 1 LIFESTYLE COMPANION APP 18 BRAND.COM WEBSITES
▪ 300M Website + App visits ▪ 56% Mobile and App visits* ▪ Plugged to ALL.ACCOR.COM
▪ 2,200 Destinations ▪ 1 Download every minute ▪ 2.7M Fairmont wesbite visits per month
▪ 18 Languages
*year 2019 + from dec 2019-to Mid Feb 2020, since launch of ALL
Official figures as of end of 2019JO&JOE | JO&JOE’s DISTRIBUTION
NEW LOYALTY PROGRAM
THE ONLY LIFESTYLE THE FAST GROWING THE MOST GLOBAL
LOYALTY PROGRAM LOYALTY PROGRAM LOYALTY PROGRAM
NEW LIMITLESS EXPERIENCES ▪ 64M Loyalty members worldwide Central
AND EXTENDED OPPORTUNITIES South
Europe
TO EARN & REDEEM POINTS ▪ 31% Loyalty contribution rate North &
America
8%
6%
Central
▪ X 2 Members stay twice more America,
Caribbean
NEW BENEFITS ASPAC
▪ 2 New tiers (diamond & limitless hidden tier)
▪ X 2 Members spend twice more 11%
31%
▪ 34 Brands and + Nothern
Europe
▪ Suite Night Upgrade 214M
12%
Other
▪ F&B outside a stay Europe,
150
120 France Middle-
100 12% East &
NEW PARTNERSHIPS 70 Africa
4 4,7 64 20%
▪ PSG – Games / Net media value +€200m to 32 40 53
ALL 2016 2017 2018 2019
▪ AEG – Worldwide arenas & festivals
ALL FRS Huazhu
▪ IMG – Taste festivals
Official figures as of end of 2019APPENDIX
JO&JOE | COMPETITION
JO&JOE | DEVELOPMENT KEY CRITERIA - PROGRAMMING
AAA ultra city center
location, historic WORLDWIDE
conversion
RECOMMENDED
HOTEL
NUMBER OF ROOMS
350 to 600 beds 350 to 600 beds
TGFA / ROOM 10 – 11 sqm/bed 10 – 11 sqm/bed
High volume Bar in lndoor & Outdoor Premises
FOOD & BEVERAGE Happy house featuring collaborative kitchen for guest
use
WELL-BEING No Well-being equipment
PRIME SECONDARY AIRPORTS
LOCATIONS LOCATIONS SUBURBS
Flexible space among public spaces
MEETINGS INTERNATIONAL
& OTHERS
Shared room to be converted into ad hoc meeting
spaces CAPITALS
KEY CITIES &
RESORTS
MAJOR DOMESTIC
DESTINATIONS
OTHER CITIES &
ATTRACTIVE
TOURISTIC
DESTINATIONS
(1) Based on market demandJO&JOE | DESIGN & TECHNICAL SERVICES - GUIDELINES
JO&JOE BRAND BOOK
Can be used before HCSA is signed
JO&JOE CONSTRUCTION
& RENOVATION STANDARDS
Can be used after HCSA is signed
JO&JOE DESIGN BRIEF
Can be used before HCSA is signed JO&JOE F&B&E BOOK ; F&B
MANIFESTO
Can be used after HCSA is signed
JO&JOE PRODUCT GUIDELINES:
Can be used after HCSA is signed
JO&JOE STYLE BOOK
Can be used before HCSA is signedTHANK YOU joandjoe.com
You can also read
