Accor Boutique Hotel Project

A boutique hotel by..

Alice ASSENZA, Mohit BAGADIA, Léna PADIS, Maxim WESTEROUEN VAN MEETEREN, Xiaofang YAN, Dasheng YANG

WHY?

HOW?

‘We believe that a hotel should add to your experience by linking You & the City’

‘We asked over 100 people whether they liked a stronger connection to the city they travel to and 85% said…YES’

By creating a platform for upcoming local artists, we stay at the frontier of the latest trends and allowing our customers to

experience the city in the hotel

The hotel that changes… Every Day. Every Stay.

WHAT?

Methodology 2

The Prisma Hotels – concept and value proposition

3 The Cities

4 The Entry Strategy

5 The Branding Strategy and the Value Chain

6 The International marketing mix

1

AGENDA

1 CUSTOMER SURVEYA survey of 24 questions with a sample of 104 respondents was conducted, in order to collect insights about the target customers’ preferences for hotels and their trips’ experiences, such as price sensitivity, frequency and reason for travelling

2 MARKET RESEARCHSecondary data was gathered using cities’ reports from corporate real estate service agencies, materials provided from Accor and other researches

THE METHODOLOGY

2

THE CONCEPT

1

“Bring the city to the customers and support local designer’s talent”

PRISMA HOTELS

“Wake up to a different hotel everyday”

THE BAR

THE LOBBY

THE GALLERY

THE PERSONNEL’S

OUTFIT

OUR DESIGNThe interior design of the hotels will be based on modular pieces and the changing elements in two main areas of the hotel

1 THE COMMON AREAFive different components of the hotel’s common areas will have these changing elements

THE RESTAURANT

2 THE PRIVATE BEDROOMSFive different components of the private bedrooms’ interiors are replaceable

OUR DESIGNThe interior design of the hotels will be based on modular pieces and the changing elements in two main areas of the hotel

THE LIGHTS

THE PAINTINGS

THE LINEN

THE SMALL

ACCESSORIES

THE FURNITURE

The App & The

Website

Exhibitions

Prisma Membership

Lounge bar

Restaurant

Take-home option

OUR OFFERTo give our customers an unforgettable experience…

Age: 26 Gender: Female Profession: Designer Interests: travelling and arts

Age: 30 Gender: Male Profession: Consultant Interests: music and photography

TARGET CUSTOMERSGuests should have the curiosity to experience something continuously new

and different, that will allow them to enjoy an unforgettable stay

‘Visiting new places and learning more about them and their

enrooted culture inspires me’

‘Despite mostly travelling for work, during my stays I like to enjoy my

free time by living the city and what it has to offer’

9.54 9.34

7.26

5.6 5.35 4.49 4.44 4.3 4.28 4.18

0 1 2 3 4 5 6 7 8 9

10

THE CITIESThe quantitative analysis to rank the 10 given cities is based on four criteria:

Attraction to target customers§  Museums §  Art museums §  Art Schools §  Concerts Hall §  Top 8 cities of concerts §  Top 10 cities of creative people §  6 European cities that offer the best

cultural experiences

Supply§  Hotels §  Hotels’ rooms §  Boutique hotels

Demand§  Overnights §  Arrivals

Hotel Performance§  ADR §  Occupancy rate §  RevPar

THE RANKING

PRIORITY:

RADAR:

AVOID:

London, Paris Berlin

Venice, Milan, Frankfurt

Moscow, Brussels, Lisbon, Geneva

LONDON: SHOREDITCH PARIS: LE MARAIS BERLIN: KEURZBERG

‘37% of the respondents would like the hotel to be close to the

city centre’

LOCATION WITHIN THE CITIES

THE CITIES

‘16% of the respondents would like the hotel to be close to public

transportation’

16%

37%

5%

9%

8%

7%

18%

Close to public transportation

Proximity to the city centre

Proximity to the airport/main train station

Proximity to main tourist attractions

Close to the best night-life area Source: Survey

IMPORTANT HOTEL’S FEATURES

THE ENTRY STRATEGYWHOLLY-OWNED-SUBSIDIARY (WOS) STRATEGY

High control power and strategic alignment

Better implementation, by using Accor’s expertise

Appropriate for all three cities

Renting an existing building but fully managing the business within

City Purchase RentalLondon 9,926.39p/m2 29.4p/m2

Paris 9,363.64e/m2 29.3e/m2

Berlin 3,528.85e/m2 13.36/m2 Source: http://www.numbeo.com/cost-of-living/city_result.jsp?country=Germany&city=Berlin

‘When entering PRISMA HOTELS, guests will be able to leave behind their single mind-set and come experience a multitude of art and culture’

THE BRANDSTANDS FOR CHANGE AND DIVERGENCE..

A prism is a transparent optical element that converts a singular ray of transparent light into a colourful spectrum

The place where a single ray of white light (the customer) enters, to experience a variety of colours…

…which are represented by the elements brought about by different upcoming local artists

THE BRANDSTANDS FOR CHANGE AND DIVERGENCE..PRISMA will be a small chain with an isolated brand, that will fill the void in the midscale/regional segment of the Accor portfolio

PRISMA VALUE CHAINGLOBAL, GLOCAL, LOCAL

Local Glocal Global

THE PRODUCT STRATEGY

§  The staff would be multilingual and receive common training

§  They will NOT wear standard uniform, but outfits designed by the upcoming local designers

GLOCAL ORIENTATION - SOME EXAMPLES…

§  The website will allow simple all bookings for any location through the same webpage

§  It will provide specific information about each hotel, such as in-loco exhibitions, events etc.

Prisma Hotels

Affichages des disponibilités pour Prisma Hotels

THE PRICING STRATEGY

THE WHITE ROOM - Basic

THE COLOUR ROOM - Deluxe

THE FULL SPECTRUM ROOM - Suite

Pricing strategy is based upon three key factors: respondents’ willingness to pay, their price sensitivity and competition analysis

London Paris Berlin£140 €125 €110



THE DISTRIBUTION STRATEGYPRISMA HOTELS’ PREFERRED CHANNELS

§  Prisma Hotels Official Website §  Prisma Hotels App (iOS & android) §  Merchant websites §  ‘Referral Network’:

Ø  Accor’s renowned brand name Ø  Art schools and galleries Ø  Artists’ personal connections

§  Co-operation with travel agencies and tour operators

65%

20%

11%

4% Brand Website

Merchant Website

Opaque Website

Retail Websitehotel

ONLINE SOURCE OF HOTEL BOOKING

Source: http://www.statisticbrain.com/internet-travel-hotel-booking-statistics/

THE PROMOTION STRATEGYThree are the most effective promotion channels in the three chosen cities:

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

GERMANY FRANCE UK

Source: statista.com

ADVERTISING RECALL BY CHANNEL 1.  TV – strongest channel to reach

customers (UK: 41%, DE: 33%, FR: 26%)

2.  Online – e.g. Google Adwords, Wordstream (UK: 20%, DE: 19%, FR: 22%)

3.  Magazine/Newspapers (UK: 8%, DE: 14%, FR: 13%)

THE PROMOTION STRATEGYPUSH AND PULL STRATEGIES

1PUSH§  Participating at trade fares §  Using bus banners (more common in London)

A PROMOTION STRATEGY THAT LINKS THE 3 CITIES:Stay at all three properties within a year, receive your Prisma price and enjoy

a free night at one of the Prisma hotels

2 PULL§  World of mouth referrals through memberships,

strong presence in social networks and gadgets §  Use Accor’s existing customers’ list and artists’

network §  TripAdvisor ranking key for success

See you at the…

PRISMA HOTELS

Accor Boutique Hotel Project

Marketing