Traditional Culture Encyclopedia - Tourist attractions - Interpretation and Positioning of Accor Hotel Group Brand

Interpretation and Positioning of Accor Hotel Group Brand

Accor Hotel Group (ACCOR) is a large French multinational company, founded in 1967 and headquartered in Paris, France. Accor operates in nearly 100 countries, and its Accor hotels are the dominant hotels in Europe. As the largest hotel group in Europe, it likes to buy from buy buy very much, and has acquired many brands. The brand positioning is numerous and chaotic, even in official website, the brand positioning is individual.

Raffles

Accor 20 15 acquired FRHI Hotel Group and took Raffles into its pocket. The glorious history of Raffles Hotel can be traced back to 1887. The first Raffles Hotel in Singapore opened its doors to welcome guests. Raffles in Singapore is the benchmark of luxury hotels. However, after Raffles entered China, Shenzhen Bay 1, the first Raffles hotel in China, did not really carry the brand of Raffles.

Domestic Representative Hotel: Raffles Hotel, Peng Rui, Shenzhen

Orient Express

With a history of over 135 years, Orient Express is a symbol of luxury travel and eternal exquisiteness. All kinds of cultural heritages carried by this legendary train have now been transferred to the Oriental Express Hotel series. The world's first Oriental Express brand hotel is planned to open in Mahanakhon, the tallest building in Thailand (meaning "metropolis" in Thai).

Banyan tree

Banyan Tree Banyan Tree was acquired by Accor Group in 20 16, holding 5% equity of Banyan Tree Group (but it is meaningless to hang it on its own brand wall). The brand is committed to providing guests with the ultimate intimate experience of romance and luxury. The brand feature is to integrate environmental awareness into romantic travel, and the customer group is positioned as users who value intimacy and privacy.

Delano

Delano Delano is a brand acquired by Accor 20 18 through the acquisition of 50% shares in SBE. Delano is a member of SBE global lifestyle hotel brand series, which is defined as a luxury resort hotel with many hotels, apartments, spas, restaurants, leisure areas, day clubs and night clubs. Stay in any SBE hotel and experience the colorful world. At present, there is only one hotel in the world, Delano South Beach Hotel in Miami Beach, USA.

Sofitel Legend Hotel

As a legendary luxury hotel brand created by Accor, its requirements for site selection are quite exquisite and strict. The main building must have a history of more than 50 years and a certain historical story. At present, there are only five hotels in the world, and Xi 'an in China is the only Sofitel Legend Hotel. The remaining four legendary hotels are located in this historic city with a history of 100 years, and have experienced various ups and downs.

Domestic representative hotel: Sofitel Legend Hotel Xi

Fairmont

Fermon is a luxury brand acquired by Accor when it acquired FRHI Hotel Group on 20 15. There are only six hotel brands in the world with a history of 100 years or more, and Fermon is one of them. Fermon has more than 70 hotels around the world, including some of the most iconic and extraordinary hotels in the world. At present, there are six Fermon in China, namely Shanghai Peace Hotel, Beijing Huabin Fermon, Kunshan Yangcheng Lake Fermon, Nanjing Jinhao Feitemeng, Chengdu Palm Springs Fermon and Wuhan Oceanwide Fermon Hotel.

Domestic Representative Hotel: Shanghai Peace Hotel

Set Location Stack.

SLS Hotel is a member of SBE's global lifestyle hotel brand series, and it is also the only hotel opened in the world. It is located in the South Beach SLS Hotel in Miami, where there are incredible food art, theater-like luxury interiors, subversive design innovations and amazing luxury enjoyment. Excellent diversity, richness and interest.

So/

So/ Hotel is an avant-garde and trendy luxury hotel brand under Accor Group, full of vitality and unlimited tension. It likes to sign money with designers. So/ Hotel has been recognized by the industry at the beginning of its development, carefully designed by well-known designers, with a super five-star experience. The unique local logo of each so/ Sofitel is its signboard. At present, there are no So/ hotels in China, and I haven't heard of any plans to enter. Looking forward to the future appearance of this hotel brand.

Sofitel

The first Sofitel Hotel was established in Strasbourg, France on 1964, and joined Accor Group on 1997. Sofitel pays attention to French style and is the main brand of Accor. Sofitel was listed as a luxury item on Accor's brand wall, but personally, it was before Accor acquired other luxury brands. At present, Sofitel's position in Accor Group cannot be ranked in the first echelon, but only in the second echelon.

Domestic representative hotel: Sofitel Hangzhou West Lake Hotel

Original home

The House Of Originals is a luxury lifestyle brand launched by Accor, formerly known as The Originals, which is a hotel brand owned by SBE Hotel and Catering Group acquired by Accor in 20 18. Original House is a luxury hotel series owned by SBE, which challenges tradition and inspires inspiration with bold and avant-garde spirit. At present, the brand has not yet opened a hotel, and plans to start with four stores, located in Sanderson and St. Martin Lane in London, Istanbul and Miami, and another five stores are in preparation.

Ricksos

Rixos Hotel, established in 2000, is a luxury hotel chain providing excellent traditional Turkish reception service. Most hotels of this brand are in Turkey, and there are no hotels in China.

mantis

Mantis is a family-run award-winning private five-star hotel all over the world. Divided into five different groups, their professional fields include boutique hotels, game reserves, eco-hotels, ski huts, cabins and yachts. The brand comes from Africa, and Accor acquired 50% of its shares on 20 18, aiming at strengthening Accor's leading position in Africa.

MGallery

MGallery Meijingge brand features boutique hotels, each of which is small in area and has its own unique design style and unique story full of charm. Every hotel under the brand can let visitors appreciate the unique personality and history displayed in a clever way through construction, decoration and service. Personally, I think the quality of hotels under Meijingge is mixed.

Art series

Art series is a brand acquired by Accor 20 18. Inspired by contemporary Australian artists, the Art Series Boutique Hotel is located in the most popular art and cultural center. The design of each hotel is inspired by the artist of the same name. At present, brand hotels are mainly concentrated in Australia.

Mondrian

Mondrian mondriaan Hotel is a member of the global lifestyle hotel brand series acquired by Accor when it acquired SBE in October18. The brand combines local characteristics, integrates innovative design and creative ideas at the destination, and provides fashionable and avant-garde dining experience. Mondriaan came to Asia for the first time after launching popular hotels in Los Angeles, new york, South Beach and Doha, and opened itaewon Street Hotel in mondriaan Seoul.

Pullman

Pullman is a high-end international hotel brand under Accor Group, which is mainly aimed at travelers who have an international vision and like to combine work and leisure perfectly. Pullman is mostly a four-star and five-star hotel, and the resort is located in a vibrant international city and popular tourist attractions.

Swissotel

Swiss hotels and resorts originated in Switzerland-a country famous for its high mountains and high quality of life. The hotel combines local customs with fashionable Swiss style, attracting many business and leisure travelers who like high-end accommodation experience and are eager for new experience. Swiss hotels are generally conveniently located. Guests can stay in the city centers all over the world and easily reach the nearby business and shopping areas.

Ansana

Angsana Yuechun is a brand founded in 1999. Its positioning is equivalent to the second brand of Banyan Tree. It is a brand with more modernity and vitality. The customer base is positioned as a vibrant ethnic group and parent-child market. Yuechun Hotel has a larger scale and more facilities, which is relatively more attractive to families.

25 hours

25h is the brand that Accor 20 16 announced the acquisition of 30% equity of 25h Hotel of German Hotel Group. The concept of 25-hour hotel was put forward in 2006, but it developed into the most striking boutique hotel brand in the world in a short time. In the concept of 25 hours, there are 25 hours in a day, and the extra hour is the extra enjoyment that the hotel gives you. So every 25-hour hotel is different. At present, the brand has only opened hotels in Europe.

Hyde

Accor acquired this brand when it acquired SBE on 20 18, which is a luxury and fashionable lifestyle hotel brand owned by SBE.

Movenpick

Movenpick Ruixiang, a wonderful brand of ice cream that entered the hotel across the border, was acquired by Accor on 20 18.

Dameiju

Grand Mercure, the high-end version of Mercure, is slightly lower than Marriott, Four Points by Sheraton, Holiday and Doubletree by Hilton. Mercure Accor Hotel is a high-end hotel and serviced apartment integrating French culture and local history, which is the cultural touchstone of every destination. Mercure Mercure is managed by China Hostel in the Mainland.

pepper

Peppers is the brand that Accor Hotels Group acquired Mantra, Australia's second largest hotel operation group, at the price of1200 million Australian dollars in 20 18. The brands acquired this time also include Mantra, BreakFree and Art series. Peppers brand pays attention to details and provides excellent personal service. At present, it has hotels in Australia, New Zealand and Indonesia.

Sabel

Sebel Seiber, an apartment brand founded in 1963, is famous for its style and exquisiteness. It is suitable for business travel or leisure vacation, providing guests with a stylish, spacious and independent experience. The first one in China is in Xining.

incantation

Mantra is a brand acquired by Accor Hotels Group in 20 18 for1200 million Australian dollars. The brands acquired this time also include Zanthoxylum bungeanum, BreakFree and Art series. Brand hotels are mainly distributed in Australia, New Zealand and Hawaii.

Novotel

Novotel is Accor's four-star flagship brand, which should have been positioned at the same level as Marriott, Four Points by Sheraton, Holiday and Doubletree by Hilton, but it feels a little worse than the above brands in China.

Mercure

Mercure Mercure is a low-end version of Grand Mercure. Mercure is a French brand with a long history. Founded in 1973, it is a personalized high-end hotel under Accor Hotels Group. Mercure is a brand of Accor's competitors in France, with the same positioning as Novotel.

slow

Apartment brands are concentrated in Europe, and brand hotels are located in major European city centers, with convenient transportation, ranging from spacious one-room apartments to three apartments. All apartments are equipped with fully equipped kitchens, and all-weather hotel services create a quality accommodation experience.

Mama shelter

In 20 14, Accor Group acquired 35% equity of Mama Shelter, a boutique hotel series with a very distinctive lifestyle, mainly concentrated in Europe.

nationality

Tribe is a brand-new mid-range lifestyle brand launched by Accor Group, hoping to fully meet customers' expectations and needs through innovative ways.

Free breakfast

Accor Hotels Group acquired the brand from Mantra Ground, Australia's second largest hotel operation group, at the price of A $654.38+02 billion in 2065.438+08. The brands acquired this time also include Chili, Datura and art series. BreakFree is an apartment brand, which is mainly opened at the seaside, downtown or on the edge of scenic spots.

ibis

Ibis, an economical chain hotel owned by Accor Group, entered the China market in 2004 and opened its first store in Tianjin. It is an economical chain brand with good comprehensive conditions.

Ibis style

Ibis styles Shangpin, personally, is a brand slightly higher than Ibis, with more vitality. It is a brand polished together with Zhu Hua in China market.

meet

Greet is a brand from France, and its operation mode is not standardized. Accor officially launched the brand of "alternative hotels and sustainable tourism" in 20 19, which is suitable for Accor's economic sector and was founded to meet the needs of consumers.

The above is Accor official website's interpretation and positioning of existing brands. Careful friends must have found out that Accor, a hotel group, liked to buy from buy buy at first, and then there were too many brands. Every once in a while, it was found that the brand wall in official website was recoded (it is estimated that the group itself could not figure out its brand positioning); In addition, many brands are only strategic partnerships with Accor, which can't be completely counted as Accor brands, but they are still included in Accor's own brand wall (such as Banyan Tree), and finally the positioning of Accor's mainstream brands is attached.

Top luxury hotels: Raffles \ Banyan Tree \ Fermon \ Sofitel Legend \ Orient Express.

Luxury: Sofitel \ Rixos \ SO/

Advanced: Meijiali \ Pullman \ Swiss Hotel \ Ansana \ Grand Mercure \ The Sebel.

Mid-range: Novotel Mercure Adagio Mother's Shelter

Economy: Ibis style \ Ibis

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