Accor, the French hotelier, has notched up 30 years as an international hotel operator in the Asia-Pacific, opening 110 new properties in the region this year. And much of the expansion is through franchising or management contracts.

There will 550 hotels in this network by the end of 2012, with plans to reach 700 Asia-Pacific hotels by 2014.

Accor has expanded across all segments, from budget to luxury. 

PARTNERSHIP OPPORTUNITIES

Key to the group’s strategy is the focus on franchisee agreements and management contracts, rather than hotel ownership. More than 80 percent of the network in the region is either franchised or managed hotels.

As part of this asset-light strategy, in July the Accor group partnered with Singapore-based Ascendas in the creation of A-HTRUST, one of the largest publicly listed hotel investment trusts in the Asia-Pacific.

Michael Issenberg, chairman and chief operating officer, Accor Asia-Pacific, said “Our asset-light strategy has been made possible through the development of strong partnerships forged over the years with hotel owners and franchisees. These partnerships are as varied as the countries in which we operate and range from diverse family businesses to institutional investors.”

Above: The Sofitel So, Singapore

INTERNATIONAL EXPANSION

The hotel group’s story in the region began in 1982, with the launch of the Novotel Orchid Singapore. This was followed by hotels in Thailand, Greater China and South Korea.

Fast forward to 2012 and the Accor group has more than 70 franchised hotels across Australia and New Zealand. 

Issenberg said this has been a bumper year for the group, with new growth records set.

“In May, we announced our 500th hotel in the region – Pullman Gurgaon Central Park. In June, we added 43 hotels in Australia and New Zealand, with our successful acquisition of MIRVAC. In September, we passed the 100,000-room threshold with the opening of the flagship Ibis Hong Kong Central and Sheung Wan.

“And we’re thrilled to announce the signing of Novotel Goa Shrem Resort – which will be our first hotel in this important Indian destination. This contract represents the 100th new hotel signed in the region in 2012 and brings our confirmed development pipeline to nearly 240 properties.”

IN 2012:

• Sofitel, the luxury hotel brand, opened its first Indian property in Mumbai, and introduced the Sofitel So brand to the region with a launch in Bangkok.
• The top end Pullman brand also entered India, and New Zealand, and continued expansion accross China. Mei Jue, an upscale Grand Mercure brand tailor-made for Chinese travellers, was introduced with a goal of 60 hotels by 2015.
• At the budget end of the group, the Ibis brand was re-launched in 2011 and entered Vietnam, Malaysia and Japan.

SUSTAINABLE GROWTH

Over the part three decades the group has implemented sustainable initiatives for both the environment and the community.

For instance, in 2001 Accor employees in Indonesia launched A Tree for a Child, a project linking environmental protection and the alleviation of poverty.

In 2003 Accor became the first international hotel operator to sign the ECPAT Code of Conduct to combat child sex tourism.

In 2008, Novotel Bali Benoa became the first hotel in the region to achieve a third party environmental management certification.

This year, Accor launched PLANET 21, the Group’s new sustainable development program, which covers 21 commitments to reinventing hotels, sustainably. Accor employees around the region celebrated the program’s kickoff by planting trees.

Issenberg [pictured] said “I’m proud of what we have achieved over the last three decades – and I am positive in my outlook for the future of the group in this dynamic region.”

• Read more about the new GM for franchising; All Seasons rebrands as Ibis; Sofitel awards in Asia Pacific.
• Want to be a hotel franchisee in hotels? Check out some options here

Images: eglobaltravelmedia.com.au/hotelsinvietnam.com/traveldailynews.asia