MGALLERY BY SOFITEL

BRAND PRESENTATION

JUNE 2015
 AGENDA

1. Brand Positioning

2. Brand Network & Pipeline

3. Brand Product & Service Features

4. Brand Communication

5. Brand Performance

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1. BRAND POSITIONING
POSITIONING STATEMENT

WHERE
ART-DE-RECEVOIR
ENHANCES
AUTHENTIC LOCAL DISCOVERY
AND SHAPES
MEMORABLE MOMENTS
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 BRAND ESSENCE

LUXURY BOUTIQUE HOTELS,

INSPIRING & SINGULAR

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A COLLECTION OF MEMORABLE HOTELS, BY SOFITEL

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 THE THREE “ATMOSPHERES” OF THE COLLECTION

HERITAGE SERENITY SIGNATURE

The hotel is first and foremost a place filled The hotel is a treasure hidden either in a natural The hotel reflects an aesthetic universe, a style,
with history and where walls recount the or urban retreat (sea, country, mountain, a design, the signature of a personality who
past… city…). contributed to its creation, or decoration…

The building is a major asset of the hotel and It should offer all the facilities for rejuvenation An old building with a new
the facade reflects a typical historic style. (fitness, wellness, spa, thalasso, luxurious modern/contemporary decoration should be a
garden in the surroundings…) Signature hotel.

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 SOME HOTELS WITHIN THE ATMOSPHERES

HERITAGE SERENITY SIGNATURE

Le Grand Hotel Cabourg, France Veranda Resort & Spa Hua Hin, Thailand Hotel de l’Opera Hanoi, Vietnam

Hostal Nicolas de Ovando, Capovaticano Resort Thalasso & Spa Harbour Rocks Hotel Sydney,
Dominican Rep. Ricardi, Italy Australia

Phoenix Hotel Yogyakarta, Indonesia Grand Hotel Roi Rene, France Hotel B-Lay Tong Phuket, Thailand

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 EXCELLENCE

ELEGANCE

OPEN-
SHARING 5 COMMON VALUES

MINDEDNESS

JOIE DE
VIVRE

GENEROSITY
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 EACH HOTEL STAGES WITH TALENT A UNIQUE PERSONALITY AND STORY TO TELL

“This charming “Belle Époque” hotel “ Between travel, art and design… a “A gem of art and design, style and
was built in 1855… Marcel Proust's rich, authentic experience of the elegance in ancient glass-making
favorite room is still there...” golden age of travel...” furnace of Murano.”

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EMOTIONAL BENEFITS

INSPIRED & ENRICHED

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2. BRAND NETWORK & PIPELINE
 CURRENT NETWORK

MGallery network
Today: 71 hotels with more than 7,000 rooms in 20 countries
in prime locations & attractive tourist destinations

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21

1 1
2
2 2 1 6 3
1
3

Nb of
1
hotels

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 A GROWING NETWORK

Hotels Operating Mode (2015)

*87

71 Managed
59 37%
47 45%
35 Subsidiary
30
8 Franchised
18%
2008 2009 2010 2011 2012 2014 2015
*Pipeline

Pipeline Hotel average size:

16 MGallery hotels in the pipeline for 2015 80/120 rooms

Range from 30 to 200 rooms

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 NETWORK MAPPING

Number of hotels
AMERICAS Number of rooms
3
AMERICAS
291

ASPAC
24 ASPAC
EMEA 2573 EMEA
44
4218

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TOP 5 FLAGSHIP HOTELS
FLAGSHIP HOTELS

Hotel Muse Bangkok (Thailand) – 174 rooms

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FLAGSHIP HOTELS

Le Grand Hôtel Cabourg (France) – 70 rooms

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FLAGSHIP HOTELS

Cures Marine Trouville – 103 rooms

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FLAGSHIP HOTELS

Francis Hotel Bath (UK) – 98 rooms

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FLAGSHIP HOTELS

Harbour Rocks Sydney (Australia) – 59 rooms

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LATEST OPENINGS
LATEST OPENINGS

Molitor Paris By MGallery (France) – 124 Rooms

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LATEST OPENINGS

Cures Marine Trouville – 103 rooms

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LATEST OPENINGS

Le Regina Biarritz Hotel & Spa (France) – 65 Rooms

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LATEST OPENINGS

Lake Garden Nay Pyi Taw (Myanmar) – 165 Rooms

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LATEST OPENINGS

Hotel Royal Hoi An (Vietnam) – 119 Rooms

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LATEST OPENINGS

The New Incholm Hotel & Suites Brisbane – 50 rooms

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3. PRODUCT & SERVICE FEATURES
 30 +1 “IDENTIFIERS” TO JOIN THE MGALLERY COLLECTION

30 + 1 identifiers to ensure a top-of-the-range service, brand recognition,

strengthening of the hotel story, talented hotelier training…

HIGH END COLLECTION STAGED HOTEL STORY

10 Product & Services 10 brand 10 hotel
“IDENTIFIERS” “IDENTIFIERS” “IDENTIFIERS”

 Bellboy & valet parking service*  Entrance plate  Name

 Concierge service*  Small & oversize brand directory  Story

 VIP welcome  Welcome On Desk Display**  Logo / visual identity

 High-end hotel uniforms  Operational stationary Related to the hotel story:

 International press & TV channels / accessories  Architecture & interior decoration

 High-end coffee & tea facilities  Olfactory identity  Books & magazines in the «Living room»

 High-end individual toiletries  Musical ambiance  Hotel Story communication

 Laundry service  Living room piece for the Guest

 Turndown service  Digital corner  Suite (and eventually bedroom)

 24/24 – 7/7 room service  In-room Grand Breakfast personalization

*The hotel does not require a dedicated person  Memorable Moment  Drink at the bar
but the service must be delivered.
**Available from 2014 on  Product at the breakfast

 Dish at the restaurant / the bar

TALENTED HOTELIERS
1 Human Resssources IDENTIFIER / the room service
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 “Play and lead” staff training program

 EXAMPLES OF PRODUCT AND SERVICES ‘’IDENTIFIERS’’

Room Service Turndown High end coffee

24/24 7/7 service and tea facilities

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 EXAMPLES OF BRAND ‘’IDENTIFIERS’’

The Grand
Entrance Plate Olfactory Identity
Breakfast

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 EXAMPLES OF HOTEL ‘’IDENTIFIERS’’

Books & magazines in the Product at breakfast

Suites “Storytelling”
’’Living room’’ related to the hotel story
related to the hotel story
related to the hotel story Eg: Proust’s Madeleine cakes in
Eg: Portraits of Proust and his Cabourg
Eg: Proust’s books in Cabourg characters in Cabourg
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 ANOTHER BRAND IDENTIFIER:THE MEMORABLE MOMENT OFFER

 An activity organized by the hotel,

included in a special package with a stay,
or up-sold to guests who have already
booked

 A creative, original, exclusive & unique

experience, different for each hotel

 An approach based on emotion and

discovery

 Differentiates from competition

 Examples:
 In Prague, Czech Republic, at the Hotel
Century Old Town: explore the city of 100
spires thanks to an unforgettable ride in a
classic car

 In La Veranda Resort & Spa in Phu Quoc,

Vietnam: enjoy a journey into the unknown
on a traditional boat and a romantic dinner on
a desert island 34
4. BRAND COMMUNICATION
MOOK

INTRODUCING THE MGALLERY HOTEL GUIDE

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MOOK : DISTRIBUTION STATISTICS

DISTRIBUTION STATISTICS OF THE MGALLERY GUIDE BOOK

Quantities
ASPAC (Only in English)
Australia 6,300
Jakarta 2,000
Thailand, Cambodia,
Laos & Vietnam 1,500
Shanghai 100
Singapore 100
Accor ASPAC 100
TOTAL 10,100

Quantities
EMEA English French Italian
France 13,900 25,000 300
Germany 2,000 0 0
Italy 3,250 1,950 3 ,550
Hungary 1,000 200 0
Netherlands 1,000 0 0
United Kingdom 1,500 500 0
Switzerland 3,400 1,000 0
Czech Republic 1,750 0 0
Austria 1,000 0 0
Morocco 500 1,050 0
Nigeria 1,500 0 0
Yemen 500 0 0
TOTAL 31,300 39,150 3,850
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MOOK : ITUNES

AVAILABLE FOR FREE DOWNLOAD ON ITUNES

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MOOK : IPAD

IPAD APPLICATION (VISUALS)

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SOCIAL PLATFORMS : FACEBOOK BRAND PAGE

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6. BRAND PERFORMANCE
 PERFORMANCE - WORLDWIDE

Exceptional Central Distribution System contribution (CDS)

11 call centers

Call Center 11 brand websites

2%

Hotel Intra Web Accor

14% 16%

Web
59%
More than 150 Websites
Indirect
20%
Hotel PMS
42% GDS
6%

More than 21 000 travel agencies

Central System Contribution 59%

With direct hotel booking in TARS: 58.8 % OF MGALLERY ROOM REVENUE CAME THROUGH
Without hotel direct booking in TARS: 44.8 % ACCOR RESERVATION SYSTEMS AS OF DECEMBER
2014 YTD
(% of hotels revenue generated by TARS) 42
* Source : Channel Management Report – YTD December 2014
DISTRIBUTION & VISIBILITY

Distribution through Online Travel Agencies (OLTAs)

Global deals with

Major players
 Discounted commission
rates

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 MGALLERY OFFERS

A set of brand offers for business and leisure guests

Memorable Moment Package

Leisure offer 3 nights for the Price of 2
• Room Business & Leisure offer
• Breakfast • 1 complimentary night for a 3 nights stay
• Exclusive activity unique to each hotel • Breakfast
and exclusive to its guests

MGallery City Experience MGallery Business package

Business offer
Leisure offer
• Room
• Room
• Breakfast
• Breakfast
• Internet access
• City Pass
• 150 Le Club Accorhotels points (in France)

MGallery Gourmet Morning

Gourmet Experience Seasonal offer
Leisure offer • Room
• Room • Breakfast
• Breakfast • Internet access
• Lunch or diner at hotel’s restaurant • 150 Le Club Accorhotels points (in France)

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LE CLUB ACCORHOTELS: ACCOR WORLDWIDE LOYALTY PROGRAM

20 MILLION (+34% vs. 2013)

• A Worldwide program: 14 brands, 2,700 hotels,
13 languages

OF MEMBERS AS OF MAY 2015 • Free enrolment

• 100% Web based program
• More than 10,000 new members every day
South
America Asia • Le Club Accorhotels clients represent 25% of Accor
North 12% 18% revenue
America 6%
Africa 2% • Partnerships with large Airlines loyalty program:
Middle East
Pacific Skyteam, One World, Star Alliance…
8%
3%
• Dedicated Le Club Accorhotels priority desks at
Rest of
hotels
France
Europe 12%
20% • 75% of LCAH members exclusively use direct
UK &
Germany Ireland channel
7% 12%
• LCAH members yearly stay length & revenue are 2
times higher than non members
Card member’s country of residence

25.1% 22% € 384

OF REVENUE INCREMENTAL REVENUE AVERAGE REVENUE
GENERATED BY CARD GENERATED BY LE CLUB SPENT IN A MGALLERY
HOLDERS WITHIN ACCORHOTELS FOR FOR MEMBERS
MGALLERY MGALLERY PROPERTIES

Figures: As of December 2014

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GEOGRAPHICAL DISTRIBUTION OF MGALLERY CUSTOMERS (CRM)

Total customer base of 277,362 having spent at least

1 night at MGallery hotels worldwide

AFRICA MIDDLE EAST

2% 4%

AMERICAS
22%

ASPAC
37%

EUROPE
35%

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MGALLERY BUSINESS MIX

Business
(Individual &
Group)
Leisure 37%
(Individual &
Group)
63%

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ASPIRATIONAL TARGET GROUP – ENGAGED EXPLORERS

LOOKING FOR UNIQUE, ORIGINAL, 
IMMERSIVE EXPERIENCES.

• Looking for escapes, authentic 
discoveries and surprising local rituals

• Worldly, well‐read, curious and 
open‐minded.

• Show‐in, interested in the world
they ‐ and others ‐ live in.

• Adventurous, like to take the 
unbeaten path.

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 GSS YTD DEC 2014

94%
of MGallery customers are either satisfied or very satisfied by their
stay experience

EUROPE
GSS :
96%

AMERICAS: 39
GSS :
ASPAC
95%
GSS :
94%
3 5

15
EMEA
GSS :
Africa – 92%
Middle East - NA

Nb of
hotels
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Source : OSA YTD Dec 2011
APPENDIX
 COMPETITION

“Niche” & “Collection” brands

Boutique, lifestyle, addresses
collection
Upscale

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 COMPETITION

Upscale / Luxury Market

Independent hotels - members or not of a voluntary chain - and major hotel group collections.
... and more and more upscale and boutique hotels distributors.

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