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A U G U S T 2 0 1 8
IN MGALLERY
A C C O R H O T E L S G L O B A L D E V E L O P M E N TA U G U S T 2 0 1 8
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A U G U S T 2 0 1 8W H Y I N V E S T I N M G A L L E R Y / P O S I T I O N I N G 2
Harbour Rocks Hotel Sydney, Australia – 59 rooms Figures as of end 2017
STORIES THAT STAY
“MGallery is a collection of storied boutique hotels to discover
the world and beyond, providing a delightful and unique
experience inspired by the local essence of the hotel and its
authentic story”
BRAND POSITIONINGBoutique Premium
GUEST PROFILEBusiness 38% / Leisure 62%
Domestic 49% / International 51%
A U G U S T 2 0 1 8W H Y I N V E S T I N M G A L L E R Y / P O S I T I O N I N G
A COLLECTION OF STORIED BOUTIQUE HOTELS TO DISCOVER THE WORLD AND BEYOND
Our guests can discover the world thanks to over 90 properties in the 24 countries, and beyond…as they will live unique experiences in MGalleryhotels. The Memorable moments are exclusively created by each hotel to make the guests discover something exceptional from the destination orthe hotel itself. It goes from secret wine tasting as in Hotel de la Cité in Carcassone to a helicopter flight for a picnic on a mountain in New Zealand
MGALLERY IS…
DELIGHTFUL SINGULAR INSPIRED ENRICHED
3
OF MGALLERY GUESTS ASSOCIATE THE BRAND WITH “STORIED BOUTIQUE HOTELS”, CONFIRMING A VERY CLEAR, DISTINCT AND ENGAGING POSITIONING79%
A U G U S T 2 0 1 8W H Y I N V E S T I N M G A L L E R Y / K E Y F I G U R E S
OVERALL MGALLERY BRAND PERFORMANCES
SUSTAINED REVPAR GROWTH, GROWING RPS TREND, GOOD DEVELOPMENT
Figures as of end 2017
93%Of MGallery customer customers are
either satisfied or very satisfied by their stay experience
>70%Central Reservation System brand average
contribution rate and 46% web contribution
99€+8% vs last year
RevPAR YTD December 2017
91 hotels
As of end June 2018
73% +4pt
Engagement rate
12hotels opened in 2017:
France, Italy, UK, Ukraine, Bosnia Herzegovina, United Arab Emirates,
New Zealand, Thailand
4
A U G U S T 2 0 1 8W H Y I N V E S T I N M G A L L E R Y / N E T W O R K & P I P E L I N E
EUROPE53 hotels
4,879 roomsPipeline +1,078 rooms
ASPAC30 hotels
3,524 roomsPipeline +3,185 rooms
MIDDLE-EAST & AFRICA5 hotels
668 roomsPipeline: +1,020 rooms
AMERICAS3 hotels
359 roomsPipeline: +290 rooms
91 hotels with 9,430 rooms in 26 countriesin prime locations & attractive tourist destinations
NETWORK VS PIPELINE
FRANCHISE CONTRACT - 41% MANAGEMENT CONTRACT - 59%
OPERATING MODE
Santa Teresa Hotel Rio de Janeiro – BRAZIL44 rooms
The Retreat Palm Dubai – UAEOpening 2017 – 255 rooms
Hotel Lindrum Melbourne – AUSTRALIA59 rooms
INK Hotel Amsterdam – NETHERLANDS149 rooms
52%
37%
7%
4%
100%
Geographical split
9,430 ROOMS & 5,573 ROOMS
5
Figures as of end June 2018
A U G U S T 2 0 1 8W H Y I N V E S T I N M G A L L E R Y / N E T W O R K & P I P E L I N E
K E Y U P C O M I N G O P E N I N G S
Secured Pipeline as of end June 2018
MGallery Addis Abeba, ETHIOPIAOpening 2018 – 218 rooms
6
EUROPE• Germany, Hamburg Globushof, 155 rooms
• Italy, Pompei, 79 rooms
• Israel, Tel Aviv, Alkunin Mgallery, 44 rooms
• Poland, Wroclaw, 184 rooms
MIDDLE-EAST – AFRICA• Ethiopia, Addis Abeba, 218 rooms
• Qatar, Doha Musheireb, 213 rooms
• Saudi Arabia, Jeddah King’s walk, 181 rooms
ASIA PACIFIC• Australia, Sydney Porter House Hotel, 121 rooms
• China, Chengdu, Haiquan Bay Hot Spring Resort Chengdu, 110 rooms
• Hong-Kong, Citygate Hotel Hong Kong, 200 rooms
• Indonesia, Bandung, MGallery Ciwaruga Botanica, 165 rooms
• Myanmar, Mandalay Hill, 150 rooms
• New Zealand, Auckland Eden Crescent, 69 rooms
• Philippines, Manila, 126 rooms
• Thailand, The Heritage Phuket Patong, 150 rooms
• Vietnam, Sapa, Hotel de La Coupole, 249 rooms
AMERICAS• Argentina, Callao Buenos Aires, 113 rooms
• Peru, Cusco, MGallery Valle Sagrado Cusco, 80 rooms
A U G U S T 2 0 1 8W H Y I N V E S T I N M G A L L E R Y / N E T W O R K & P I P E L I N EF L A G S H I P SH O T E L M O L I T O R , PA R I S , F R A N C E1 2 4 R O O M S
7
A U G U S T 2 0 1 8W H Y I N V E S T I N M G A L L E R Y / N E T W O R K & P I P E L I N EF L A G S H I P SB A N G K O K H O T E L M U S E L A N G S U A N , T H A I L A N D1 7 4 R O O M S
8
A U G U S T 2 0 1 8F L A G S H I P SM G A L L E R Y S A N TA T E R E S A , B R A Z I L4 4 R O O M S
A U G U S T 2 0 1 8
10
F L A G S H I P SM G A L L E R Y T H E Q U E E N S H O T E L C H E LT E N H A M , U N I T E D K I N G D O M8 4 R O O M S
A U G U S T 2 0 1 8F L A G S H I P SH O T E L D E S A R T S , S A I G O N , V I E T N A M1 6 8 R O O M S
A U G U S T 2 0 1 8W H Y I N V E S T I N M G A L L E R Y / N E T W O R K & P I P E L I N E
H O T E L T H E R E T R E A T P A L M , D U B A I , U N I T E D A R A B E M I R A T E S2 5 5 R O O M S
V I C T O R Y H O U S E , L O N D O N L E I C E S T E R S Q U A R E , U K8 6 R O O M S
I S T A N B U L G A L A T A , T U R K E Y8 3 R O O M S
T H E W I L L I A M I N G L I S , S Y D N E Y , A U S T R A L I A1 4 4 R O O M S
L A T E S T O P E N I N G S12
A U G U S T 2 0 1 8W H Y I N V E S T I N M G A L L E R Y / K E Y I D E N T I F I E R S
HOTEL NAME, LOGO & STORY
INSPIRED BY HER MEMORABLE MOMENT LE KIOSQUE -OPTIONAL
HOTEL SCENT
MGALLERY BRAND MARKERS
BRAND NAME PLATE
MOOKSTATIONARY & COLLATERALS
HOTEL IDENTITY & STORY BRAND VISUAL IDENTITY
13
A U G U S T 2 0 1 8W H Y I N V E S T I N M G A L L E R Y / K E Y I D E N T I F I E R S
THE STORM
ONE HOTEL, ONE STORY, ONE STORM
The STORM: a pragmatic bottom-up marketing innovative approach based on creative co-construction Aimed at revealing and crafting the “true natural story” of each hotel and bring it to life
The STORM is both fundamental and mandatory in the brand integration process
PRODUCTS & SERVICES LINKED TO THE HOTEL STORY
WELCOME & FAREWELL GIFT SERVICE RITUAL ICONIC DESIGN ELEMENTS SIGNATURE DRINK UNIFORM DETAIL
BREAKFAST PRODUCT SUITE PERSONALIZATION ICONIC POSTCARDBED TIME STORIES MEMORABLE MOMENTS X2
14
A U G U S T 2 0 1 8W H Y I N V E S T I N M G A L L E R Y / K E Y I D E N T I F I E R S
BESPOKE DESIGN
CONTEMPORARY & AUTHENTIC DESIGN LINKED TO THE HOTEL STORY
15
Each MGallery hotel has a unique story to tellAt MGallery we aim at reinventing the path
more than just preserving it
Intimacy at MGallery is all about making big spaces feel small and making small feel
beautiful
THE POWER OF STORYTELLING MODERN TWIST INTIMACY
A U G U S T 2 0 1 8W H Y I N V E S T I N M G A L L E R Y / K E Y I D E N T I F I E R S
INSPIRED BY HER WELLBEING AT MGALLERY
A selection of thoughtful gestures and careful consideration designed to address the unique expectations of women
travelers while appealing to all.
Wellbeing at MGallery is about self care and teaching our guests how to indulge, whether a spa is available or not at
the hotel. It is designed to answer female needs and expectations, while being inclusive for men
WELLBEING FOR WOMEN – INSPIRED BY HER
TAKING CARE OF OUR GUEST’S BODY, MIND AND SOUL
16
A U G U S T 2 0 1 8W H Y I N V E S T I N M G A L L E R Y / K E Y I D E N T I F I E R S
MEMORABLE MOMENT
Every MGallery hotel creates a truly singular, charming and often extravagant experience of the destination that leaves
guests with unforgettable memories. The Memorable Moment is exclusive yet accessible to the target guest.
ARTFUL STORIES
TO DISCOVER THE WORLD AND BEYOND…THANKS TO UNIQUE EXPERIENCES
17
BEDTIME STORIES
In partnership with Short Edition, each hotel can commission its own short story, poem or comic strip to bring its story to life. The bedtime story is placed on the guest bed at turndown.
A U G U S T 2 0 1 8W H Y I N V E S T I N M G A L L E R Y / C O M M U N I C A T I O N
MGALLERY COMMUNICATION
MGallery Instagram account –10k followers & 3 major sponsored campaigns per year
MGallery LinkedIn account –1000 followers
THE OBJECTIVE TO INCREASE PRESENCEON INSTAGRAM & TWITTER
PR, EVENTS & PARTNERSHIP: RAISE BRAND AWARENESS AND NOURISH BRAND PILLARS
INES DE LA FRESSANGE Global Ambassador of the brand
Inspired by Her Events ELLE DECO International Design
Awards
PAID, MEDIA CAMPAIGNS: INVEST ON DIGITAL & NEW PLATFORMS TO RAISE AWARENESS
Nowness short movie, A Hotel Story 2,4M views on Nowness social media platforms
Vanity Fair & ELLE – Print & Digital3,4M impressions on digital
IN-HOTEL, THE MOOK: A BRAND MAGAZING SHOWCASING THE MGALLERY COLLECTION
18
A U G U S T 2 0 1 8W H Y I N V E S T I N M G A L L E R Y / P E R F O R M A N C E
HIGH E-REPUTATION PERFORMANCE SCORES IN THE NETWORK
RPS YTD DECEMBER 2017
AMERICAS
89%
AFRICA
86%
ASPAC
88%
FR & SWI
88% CENTRAL & EASTERN EUROPE
87%REST OFEUROPE
86%
MIDDLE EAST
85%
19
Figures as of end 2017
A U G U S T 2 0 1 8W H Y I N V E S T I N M G A L L E R Y / P E R F O R M A N C E 20
ACCORHOTELS DISTRIBUTION SOLUTION
ACCORHOTELS OFFERS >110 GLOBAL DISTRIBUTION PARTNERSHIP AT BEST MARKET CONDITIONSTHE CENTRAL RESERVATION SYSTEM GENERATES ON AVERAGE 66% OF A HOTEL ROOM REVENUE
Figures as of end 2017
A U G U S T 2 0 1 8W H Y I N V E S T I N M G A L L E R Y / P E R F O R M A N C E
FOCUS WEB DIRECTWebsites + Mobiles
381,000 MGallery room nights
€58 M MGallery room revenue,
+61% Mobile Growth
(MGallery room revenue)
29%HOTELPMS
71%OF MGALLERY ROOM
REVENUE COMES THROUGH ACCORHOTELS CENTRALE RESERVATION
SYSTEMS
CALL CENTERS, INTRA HOTEL& CLUSTER SERVICES
ACCORHOTELS WEB, BRANDS’ WEBSITES, MOBILE SITES & APP
WEB PARTNERS(OTAS)
GDS/IDS
38% DIRECT SALES
33% INDIRECT SALES
20%
18%
27%6%
MGALLERY DISTRIBUTION PERFORMANCE
POWERED BY ACCORHOTELS
21
Figures as of end 2017
A U G U S T 2 0 1 8W H Y I N V E S T I N M G A L L E R Y / P E R F O R M A N C E
LE CLUB ACCORHOTELS
ACCORHOTELS OWNS THE MOST POWERFUL INTERNATIONAL PROGRAM
2012 2013 2014 2015 2016 2017 S1 2018
Loyalty members - Worldwide
Le Club AccorHotels FRS loyalty program Huazhu loyalty program
A Worldwide program:
17 brands
3,400 hotels in 93 countries
Free enrollment
100% Web based 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…
106M
160M
Americas17%
Asia-Pacific28%Mediterranean,
Middle East & Africa12%
Central & Eastern Europe
12%
France13%
Northern Europe18%
Guests’ origin - Worldwide
>50 MILLION MEMBERS
WORLDWIDE
+23,000
MEMBERS EVERY DAY
LE CLUB ACCORHOTELSREPRESENTS
32%OF MGALLERY GLOBAL
REVENUE
LE CLUB ACCORHOTELS
MEMBERS AVERAGE REVENUE SPENT PER
STAY IN 2017 IN MGALLERY HOTELS
€441
22
Figures as of end 2017
A U G U S T 2 0 1 8W H Y I N V E S T I N M G A L L E R Y / P E R F O R M A N C E
Figures as of end 2017 - STR or Hospitality On source: only subsidiary or managed hotel RGI versus its competitive set
SYDNEY & MELBOURNE2 MGallery Hotels
with revPAR Index: 115 to 129
PARIS & LYON2 MGallery Hotels
with revPAR Index: 107 to 128
BATH – CHELTENHAM – WINDSOR
(UNITED KINGDOM)3 MGallery Hotels
with revPAR Index: 100 to 149
GENEVA & INTERLAKEN2 MGallery Hotels
with revPAR Index: 119 to 119
STRONG PERFORMANCE OF MGALLERY HOTELS WHEN COMPARED TO COMPETITION
REVPAR INDEX AS OF END 2017
GLOBAL AVERAGE TOPLINEOccupancy rate : 68%
Average room rate : €152
€104 (HT)REV/PAR
PRAHA1 MGallery Hotel
with revPAR Index: 107
23
A U G U S T 2 0 1 8W H Y I N V E S T I N M G A L L E R Y / P E R F O R M A N C E
DEVELOPMENT CRITERIA
PROGRAMMING & DEVELOPMENT
24
AAA ultra city center location, historic
conversionWORLDWIDE
RECOMMENDEDNUMBER OF ROOMS
80 – 120 keys 100 – 150 keys
ROOM AVERAGE SIZE 20 – 30 sqm 28 – 36 sqm
TGFA / ROOM 50 – 75 sqm 65 – 100 sqm
RECOMMENDEDNUMBER OF ROOMS
80 – 120 keys 100 - 150 keys
ROOM AVERAGE SIZE28 – 36 sqm
+ balcony30 – 40 sqm
+ balcony
TGFA / ROOM 50 - 75 sqm 72 – 110 sqm
FOOD & BEVERAGE
1 Restaurant1Bar1 ‘S’ room (nice to have)
WELL-BEING
Spa required for Serenity hotelFitness CentreSwimming pool (nice to have)
MEETINGS
Living roomMeeting roomsBusiness corner
HO
TEL
RES
OR
T
PRIME LOCATIONS
SECONDARYLOCATIONS
AIRPORTSSUBURBS
INTERNATIONAL CAPITALS KEY CITIES & RESORTS
MAJOR DOMESTIC DESTINATIONS
OTHER CITIES & ATTRACTIVE TOURISTIC DESTINATIONS
A U G U S T 2 0 1 8
Hotel Muse Bangkok, MGallery Collection, THAILAND – 174 rooms
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