WHY INVEST IN SWISSÔTEL - FEBRUARY 2018 LIFE IS A JOURNEY. LIVE IT WELL. ACCORHOTELS GLOBAL DEVELOPMENT - AccorHotels Group
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WHY INVEST IN
SWISSÔTEL
LIFE IS A JOURNEY. LIVE IT WELL.
Our Swiss hospitality allows you to spend quality
time exploring the world and live life well.
ACCORHOTELS GLOBAL DEVELOPMENT
FEBRUARY 2018
1
LIFE IS A JOURNEY.
LIVE IT WELL.
We are Swissôtel Hotels & Resorts. We
are Swiss at heart and global by nature.
Through quality, efficiency and care, our
Swiss hospitality gives guests the peace
of mind they need to explore the world
and discover life’s true rewards.
SWISS HOSPITALITY
SENSE OF PLACE
VITALITY SPIRIT
WHY INVEST IN SWISSÔTELPOSITIONING2
IT’S ALL IN OUR NAME
SWISSÔTEL
=
SWISS & HOTEL
OUR SWISS SIDE OUR HOSPITALITY SIDE
•Quality in each and every detail • Our biggest asset – our dedicated and
•Intelligent design genuinely caring colleagues and partners
•Efficient and effective operations to • Our pride in our profession
guarantee profitability and ROI • Our aim to provide peace of mind
WHY INVEST IN SWISSÔTELPOSITIONING3
GROWTH OF A
LEADING BRAND
87/100
High e-reputation performance &
positive guest perception
€38
Brand Average rate premium versus
independent hoteliers
3 trillion
VITALITY positioning in the 3 trillion
dollar well being megatrend
Figures as of end 2017
Swissôtel The Bosphorus, Istanbul, Turkey
WHY INVEST IN SWISSÔTELKEY FIGURES4
NETWORK VS PIPELINE
GLOBAL PRESENCE 13,431 rooms 4,781 rooms
50 Hotels including projects 31 Hotels in operation 19 Under development 100%
Geographical
split
23%
EUROPE
12 hotels
3,101 rooms
Pipeline +1,385 rooms
10% Swissôtel Berlin - Germany
AMERICAS
3 hotels
40%
1,281 rooms ASPAC
Pipeline: +230 rooms 12 hotels
28% 5,318 rooms
Pipeline +1,781 rooms
MIDDLE-EAST & AFRICA
4 hotels
3,731 rooms
Pipeline: +1,384 rooms
Swissôtel Al Maqam- Saudi Arabia
Swissôtel Chicago - USA
Figures as of end 2017
Swissôtel The Merchant - Singapore
WHY INVEST IN SWISSÔTELNETWORK & PIPELINE5
KEY UPCOMING OPENINGS – 2018-2020
Swissôtel Sarajevo City Center, Swissôtel Bali, Indonesia Swissôtel Jeddah, Saudi Arabia Swissôtel Resort Kotor,
Bosnia - 218 rooms 176 rooms 247 rooms Montenegro - 130 rooms
(2018) (2019) (2019) (2020)
Swissôtel Sofia, Bulgaria Swissôtel Gold Coast, Australia Swissôtel Bodrum Hill, Turkey Swissôtel Koza Park,
304 rooms 166 rooms 72 rooms Istanbul, Turkey – 160 rooms
(2019) (2019) (2019) (2019)
WHY INVEST IN SWISSÔTELNETWORK & PIPELINE6
FLAGSHIPS
SWISSÔTEL THE BOSPHORUS ISTANBUL, TURKEY
566 ROOMS & SUITES
63 RESIDENCES
7 LOFTS
7 BARS & RESTAURANTS
28 FUNCTION ROOMS
PÜROVEL SPA & SPORT
WHY INVEST IN SWISSÔTELNETWORK & PIPELINE7
FLAGSHIPS
SWISSÔTEL NANKAI OSAKA, JAPAN
546 ROOMS & SUITES
8 BARS & RESTAURANTS
19 FUNCTION ROOMS
PÜROVEL SPA & SPORT
WHY INVEST IN SWISSÔTELNETWORK & PIPELINE8
FLAGSHIPS
SWISSÔTEL KRASNYE HOLMY MOSCOW, RUSSIA
234 ROOMS & SUITES
3 BARS & RESTAURANTS
11 FUNCTION ROOMS
PÜROVEL SPA & SPORT
WHY INVEST IN SWISSÔTELNETWORK & PIPELINE9
FLAGSHIPS
SWISSÔTEL THE STAMFORD, SINGAPORE
1261 ROOMS & SUITES
15 BARS & RESTAURANTS
27 FUNCTION ROOMS
SPA & SPORT
WHY INVEST IN SWISSÔTELNETWORK & PIPELINE10FLAGSHIPS
SWISSÔTEL ZÜRICH, SWITZERLAND
347 ROOMS & SUITES
1 BARS & RESTAURANTS
17 FUNCTION ROOMS
SPA & SPORT
WHY INVEST IN SWISSÔTELNETWORK & PIPELINE11FLAGSHIPS
SWISSÔTEL CHICAGO, USA
661 ROOMS & SUITES
3 BARS & RESTAURANTS
7 FUNCTION ROOMS
SPA & SPORT
WHY INVEST IN SWISSÔTELNETWORK & PIPELINE12VITALITY FOR BODY & MIND
The Vitality programme reflects
Swissôtel’s mind-set: open, happy,
energetic and passionate.
Vitality is also Swissôtel’s initiative to
help guests maintain their mental and
physical fitness while on the road.
Key products and services include:
- Vitality Coffee Breaks
- Vitality Menus - catering to diets
and allergies
- Vitality Drinks Menu
- Vitality Activities - Jogging maps,
Destination walks, In-room fitness
equipment, mindfulness activities
WHY INVEST IN SWISSÔTELKEY IDENTIFIERS13PÜROVEL
The Pürovel philosophy is derived from the origin of wellbeing and
use of nature’s resources.
The Pürovel essence is transfused in Pürovel Spa & Sport facilities,
Pürovel bathroom amenities & Pürovel signature treatments.
Swissôtel Resort, Bodrum Beach Swissôtel Bremen
Swissôtel Kunshan
PROVIDING
ALPINE
INSPIRED
WELL-BEING
Swissôtel Resort, Bodrum Beach Swissôtel Le Concorde, Bangkok
WHY INVEST IN SWISSÔTELKEY IDENTIFIERS14SUSTAINABLE EXCELLENCE
Reliable. Sincere. Visionary. Commited
With the
Sustainability
Report 2018, we
will have 9 years of
solid data
Swissôtel is certified
on international
sustainability
standards
Quality Management (ISO 9001)
Environmental Management (ISO 14001)
Health & Safety Management (OHSAS 18001)
WHY INVEST IN SWISSÔTELKEY IDENTIFIERS15SWISSÔTEL DESIGN
Functional Design
Using genuine materials, intelligent innovation and high quality craftsmanship –
we appeal to all five senses.
We combine Swissness with the local story.
Swissôtel The Bosphorus, Istanbul
Swissôtel The Bosphorus, Istanbul
Swissôtel The Stamford, Singapore Swissôtel Zurich Circadian lighting panel used in our Vitality Room, Zurich
WHY INVEST IN SWISSÔTELKEY IDENTIFIERS16THE QUARTER
SIGNATURE RESTAURANT CONCEPT
Totally Swiss,
Definitely local
Swissôtel Resort, Bodrum Beach
WHY INVEST IN SWISSÔTELKEY IDENTIFIERS17SWISSÔTEL COMMUNICATION
BRAND CAMPAIGN AWARDS & ACCOLADES
2018 Focus: ASPAC, Business segment & Families Swissôtel properties won more than 65
sought after hospitality awards
• Swissôtel Krasnye Holmy,
Moscow earned two World
Luxury Hotel Awards
• Swissôtel Grand, Shanghai,
Swissôtel Kunshan and
Swissôtel Kolkata
all received TripAdvisor’s
Certificate of Excellence
• Swissôtel The Stamford,
Singapore named the Best
5* Business Hotel in
Singapore by Travel & Tour
Awards
As of end 2017
WHY INVEST IN SWISSÔTELCOMMUNICATION18Swissôtel outperforms its
footprint in awareness, with a
perception of high-quality, and a
positive “well-being” positioning.
• Swissôtel records a low but respectable level of awareness
despite its limited network.
• Compared to much bigger legacy giants, Swissôtel is struggling to
emerge as a strongly loved brand worldwide. But in 2 countries,
China & USA the image is positive and valued: more
contemporary, more leisure, more intimate, with a high status
level. This allows the brand to achieve a higher perceived price
premium in these 2 countries.
• Swissôtel must reinforce its only real emotional hook – F&B –
and ensure each hotel makes it a talking point.
• Overall, the Swiss origin, bringing quality and efficiency, and
genuinely caring for guests, is clearly perceived by the brand’s
frequent guests.
Source: 2017 BEAM Study
WHY INVEST IN SWISSÔTELCOMMUNICATION19SWISSÔTEL TOTAL AWARENESS
Within the all travellers
sample, Swissôtel obtains
excellent awareness scores
in Switzerland but also
Turkey or Thailand
Base: people having stayed in paid-for
accommodation in the last 12 months
Research conducted by BDRC Continental. Figures as of end 2017
WHY INVEST IN SWISSÔTELPERFORMANCE20REPUTATION PERFORMANCE SCORE 2017
Source: TrustYou. Figures as of end 2017
WHY INVEST IN SWISSÔTELPERFORMANCE21ACCORHOTELS DISTRIBUTION SOLUTION
ACCORHOTELS OFFERS > 110 GLOBAL DISTRIBUTION PARTNERSHIPS AT BEST MARKET CONDITIONS
10 call
centers in 18
languages
France
Wroclaw – Poland
Rabat – Morocco
Search
Sao Paulo – Brazil
Bangalore – India WEB ACCORHOTELS,
WEBSITES, MOBILE & APP
Dalian – China CALL
CENTERS
16% WEB PARTNERS
Sydney – Australia
INTRA
HOTEL 2%
Moncton – USA & CRS 25%
CLUSTER 66%
Bangkok – Thaland
RESERVATION 16% GDS/IDS
SERVICE 7%
34%
Indonesia - Jakarta
HOTEL PMS
Research conducted by BDRC Continental. Figures as of end 2017
WHY INVEST IN SWISSÔTELPERFORMANCE22SWISSÔTEL DISTRIBUTION PERFORMANCE
POWERED BY ACCORHOTELS
FOCUS ON WEB DIRECT
CALLS CENTRES, INTRA HOTEL & CLUSTER SERVICES 21.2%
32% DIRECT SALES Mobile reservations
in Web reservations
ACCORHOTELS WEB 16%
WEBSITES, MOBILE SITES & APP
16%
58% 42%
HOTEL
GLOBAL AVERAGE LENGTH OF STAY
ACCORHOTELS PMS
CENTRAL
RESERVATION
SYSTEM
19%
7%
WEB PARTNERS (OTAS)
GDS/IDS 36% INDIRECT SALES
Figures as of end 2017, for LUXE brands
WHY INVEST IN SWISSÔTELPERFORMANCE23LE CLUB ACCORHOTELS
ACCORHOTELS OWNS THE MOST POWERFUL INTERNATIONAL PROGRAM A Worldwide
program:
14 brands
Guests’ origin - Worldwide
3,400 hotels in 93 countries
Free enrollment
Loyalty members - Worldwide
100% Web based program
Le Club AccorHotels FRS loyalty program Huazhu loyalty program
More than 23,000 new
members every day
Le Club AccorHotels
represents 30.6% of
AccorHotels revenue
Partnerships with large
Airlines loyalty program:
Skyteam,
One World, Star Alliance…
30,6%
40M Global average
+23,000
Members worldwide new members every
contribution to hotel’s
day
revenue
Figures as of end 2017. Swissôtel will join Le Club AccorHotels on July, 2nd 2018
WHY INVEST IN SWISSÔTELPERFORMANCE24SWISSÔTEL PERFORMANCE
REVPAR INDEX AS OF END 2017
RUSSIA
AMSTERDAM 1 Swissôtel hotel
1 Swissôtel hotel with revPAR index = 142
with revPAR index = 138
SHANGHAI & BEIJING
BASEL & ZURICH
2 Swissôtel hotels
2 Swissôtel hotels
with revPAR index = 108 to 112
with revPAR index = 114 to 116
ANKARA & ISTANBUL
2 Swissôtel hotels OSAKA
with revPAR index = 145 to 149 1 Swissôtel hotel
with revPAR index = 127
SINGAPORE
1 Swissôtel hotel
with revPAR index = 111
SYDNEY
1 Swissôtel hotel
with revPAR index = 113
As of end 2017 - STR or Hospitality On source: only subsidiary or managed hotel RGI versus its competitive set
WHY INVEST IN SWISSÔTELPERFORMANCE 25DEVELOPMENT CRITERIA
PROGRAMMING AND DEVELOPMENT RECOMMENDATION
AAA ultra city center location,
WORLDWIDE
historic conversion
RECOMMENDED
200 keys and more 200 - 450 keys
NUMBER OF ROOMS
HOTEL
ROOM AVERAGE SIZE -15%/-20% of worldwide 30 – 36 sqm
TGFA / ROOM -15%/-20% of worldwide 75 – 110 sqm
RECOMMENDED
NUMBER OF ROOMS
150 – 400 keys 200 – 450 keys
RESORT
32 -38 sqm 36 - 42 sqm
ROOM AVERAGE SIZE PRIME SECONDARY AIRPORTS
+ balcony + balcony
LOCATIONS LOCATIONS SUBURBS
TGFA / ROOM 90 – 118 sqm 100 -130 sqm
1 restaurant INTERNATIONAL
FOOD & BEVERAGE Speciality restaurant(1) CAPITALS
1 bar KEY CITIES & RESORTS
Pürovel Spa(1)
WELL-BEING Pürovel sport(1) MAJOR DOMESTIC
Swimming pool (nice to have) DESTINATIONS
Meeting rooms OTHER CITIES &
Ballroom(1) ATTRACTIVE
MEETINGS
Library foyer TOURISTIC
Business Centre DESTINATIONS
(1) Based on market demand
WHY INVEST IN SWISSÔTELPERFORMANCE2627
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