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Accor SWOT & PESTLE Analysis

ID : 52787653| Oct 2020| 15 pages

COMPANY PROFILE -Accor

Business Sector :Hospitality

Operating Geography :France, Europe, Global

About Accor :

Accor SA, a multinational French hospitality group owns, manages and franchises hotel, resorts and vocational properties. It is the leading Augmented Hospitality hotel group offering unique and meaningful experiences in 5000 hotels across 110 countries and approximately 704,000 rooms.
Accor increase its revenue stream by operating in all the segments of hospitality. Accor brands - Raffles, Fairmont and Sofitel operate in the luxury segment, the premium segment includes MGallery, Pullman and Swissôtel. The mid-scale segment includes Novotel, Mercure and Adagio and economy segment consist of ibis and hotelF1.
Accor also owns digital technology and event organization companies like Onefinestay, D-Edge, ResDiary, John Paul and Potel & Chabot. It also went on to acquire the casino company SPIC, which became Accor Casino.
Accor group generated revenue of €159 million by end-Dec, 2019 via its new business in digital services, concierge service, luxury room rentals, private sales for luxury hotel stays. The acquisition of ResDiary and Adoria in April and June 2018 are reportedly the reason for 7.2% increase in revenue. As a part of the asset light Accor group disposed various real estates and also the acquisition of Mantra in May 2018 increase Asia Pacific revenue to 33%.
The competition within the sector is based upon brand perceptions, pricing and customer service. Continuous growth in technology, consumer demographics and increase disposable income are some key drivers of market competition. Accor strategy is to become an integrated hospitality platform and provide an inspired experience everywhere.

Accor Revenue :


Total Revenue:
€4,049 million – FY ended 31st Dec 2019 (YoY growth 16%)
€3,490 million – FY ended 31st Dec 2018

Competitive Analysis of Accor

SWOT
PESTLE
The SWOT analysis of Accor is presented below:
Strengths
Weaknesses
1. Diversified brand portfolio in luxury, midscale and economic segments
2. Powerful distribution platform and global presence
3. Access to high capital to drive organic growth
4. Shift to asset light operating system
5. Loyalty program and strategic partnerships
1. Seasonality in room booking and poor forecasting
2. Lagging behind in online business
3. Focus on a range of target segment with same marketing strategy
Opportunities
Threats
1. Providing innovative services to clients
2. Leveraging IT analytics to plan for cyclicity in the industry
3. Increasing household income can help price higher which will help to improve profit margins
4. Leveraging the rapid increase in internet penetration to increase social media presence
1. Highly competitive market poses a demand for constant innovation
2. The hotel industry is cyclical in nature due to tourism dependency
3. Shared services coming up in hotel industry
4. Downturn in global economic condition alongside exchange rate fluctuation
5. Health crisis to slowdown tourism
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Detailed SWOT Analysis of Accor

 

Strength

1. Diversified brand portfolio in luxury, midscale and economic segments: Accor SA caters to major three categories of segments: luxury, midscale and economic. It also provides a range of leisure activities like fitness gym, spas and other membership activities. It attends to both business as well as leisure visitors across its brands. It houses brands like Sofitel, Grand Mercure, Swissotel, Novotel, Ibis, Hotel F1 to name a few. These brands are spread across location in Europe, Asia Pacific, Middle East and Africa, South America and United states region (North America, Central America and the Caribbean). In 2019 Accor opened approximately 330 hotels with 45000 rooms and signed for around 500 hotels and 76000 rooms. This helps Accor to target across all the target segments in all economies. Accor was growing steadily and showed 1.7% increase in revenue per room in 2019 but in the Q1 of 2020 the company reported 59% loss in revenue per available room owing to the health crisis. The brand also provides a range of services to its internal stakeholders-its employees in order to make their life easier, enhancing their well-being in order to improve its performance.

2. Powerful distribution platform and global presence: The presence of Accor group on online platform on online platforms is equally important as its offline expansion. Through the online channel Accor will be able to reach out to a larger customer base. The online travel catalogue caters to all the 39 brands under Accor. These 39 brands provide service to all types of customers and have a diversified distribution channel. The digital partner chosen in such a way that it makes the company more visible and efficient in delivery. Recent acquisition by Accor to build new distribution channel via brands like Gekko, VeryChic, ResDiary, D-Edge are helping to drive the vision of improving customer experience via digital strategy. These acquisitions help Accor to lead innovation and also have multiple touch points with its guests. This helps the group to create more personalized relations and also value for its customers and partners. The Accor group earlier managed its reservations via TARS which has more than 400 million bookings and records 1.7 reservations per second. The group aims to further strengthen its loyalty and distribution through its asset light virtuous cycle. In 2019 Accor also entered in a partnership with Sabre to create its first unified central reservation and property management platform for the international hotel system.

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Weakness

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Opportunity

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Threat

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Check Out Analysis of Other Relevant Companies

TABLE OF CONTENTS
DELIVERY AND FORMAT
WHY CHOOSE US?
References used in Accor Analysis Report

1. https://group.accor.com/-/media/Corporate/Investors/Documents-financiers/2020/02-20-FY/Plaquette-annuelle-20200219-VEN-def.pdf?la=en

2. Accor Financial Statement 2018 - https://group.accor.com/-/media/Corporate/Investors/Documents-financiers/2019/02-21-FY/Plaquette-31-dec-2018-EN-VDEF-DDR.pdf?la=en

3. Accor Company Profile - https://in.reuters.com/finance/stocks/company-profile/ACCP.PA

4. Covid-19 Implications for Business - https://www.mckinsey.com/business-functions/risk/our-insights/covid-19-implications-for-business

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Accor SWOT & PESTLE Analysis - SWOT & PESTLE.COM

SWOT & PESTLE.com (2020). Accor SWOT & PESTLE Analysis - SWOT & PESTLE.com. [online] Available at: https://www.swotandpestle.com/accor/ [Accessed 28 Oct, 2020].

In-text: (SWOT & PESTLE.com, 2020)

Copyrights and Disclaimer

Accor SWOT and PESTLE analysis has been conducted by Aakancha Aravind and reviewed by senior analysts from Barakaat Consulting.

Copyright of Accor SWOT and PESTLE Analysis is the property of Barakaat Consulting. Please refer to the Terms and Conditions and Disclaimer for usage guidelines.

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Accor SWOT & PESTLE Analysis
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