Accor Hotel Case Study
Category : Hotel Marketing Strategies
This paper is a
case study of Accor Hotel. This study investigates on the current position of
the company, its level competition and its market segment using appropriate
analysis tools. The paper also discusses the company’s strategic planning for
future new market.
Accor is one of the leading chains of hotels in the world and the largest
hospitality group in Europe with about 3973 hotels in 140 countries, employing
about 168,500 people. The company is based in Evry Cedex, France. It began in
1967 with the creation of SIEH and the opening of the first Novotel. Accor was
created with the merger of Novotel SIEH Group and Jacques Borel International on
1983. Accor was known with its Accor Academy, the first corporate university for
service activities in France. It is present in many countries which includes
China, Spain, United States, Panama, Australia, Peru and many more, involving in
leisure and tourism businesses from hotel services to restaurants, casinos and
Several factors are affecting the operation of a hotel business like Accor.
The growing number of competition in the hospitality industry as well as the
economic downturn affect Accor’s external environment while its internal
environment is affected by its marketing strategy and its organizational
structure for its being a network of hotels.
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