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Strategic Branding in Hospitality: Case of Accor Hotels

Year 2016, Volume: 2 Issue: 1, 50 - 64, 31.07.2016

Abstract

 

Branding strategy is used by hospitality companies for many years. One of the reasons behind it is to reach various segments ranging from luxury to economy. Guest loyalty is very important for hospitality companies since loyal guests are more profitable and less price sensitive. Strategic branding plays a critical role in order to maintain long term relationship with the guest. In this study, relevant literature about branding was reviewed. Strategies of Accor Hotel group were analyzed on based on online distribution, online marketing, sustainable development program, loyalty program and digital marketing. According to the result of this study, Accor Hotel Group bought Fairmont Group in order to be stronger in the luxury market and become stronger in Asia and US market. The company have invested around 225 € million to be stronger in the digital area. Moreover, the group also has a trustworthy reservation system and does many marketing activities.

 

References

  • References
  • Aaker, D. A. (1991). Managing brand equity. New York: Free Press.
  • Aaker, D., & Keller, K. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27-41
  • Accor Hotel Group. (2015, December 31). Sponsorship: (Sport and Entertainment). Retrieved May 5, 2016 from Accor Hotel Group website: http://www.accorhotels group.com/en/group/sponsorship-sport-and-entertainment.html
  • Accor Hotel Group. (2015, March 27). Enhancing your hotel experience: 2014 Registration document and annual financial report. Retrieved February 1, 2016, from Accorhotel group website:http://www.accorhotelsgroup.com/fileadmin/user_upload/Contenus_Accor/Finance/Documentation/2014/UK/accor_drf2014_uk_mel.pdf
  • Accor SA (2015). Accor SA marketline company Profile, 1-32.
  • Accor (2007). Reaching for the impossible. Paris: Le Cherce Midi.
  • Accor. (2015, May 1). Our Brand Portfolio. Retrieved May 5 2016 from Accorhotels-group: http://www.accorhotelsgroup.com/fileadmin/user_upload/Contenus_Accor/Franchise_Management/Documents_utiles/factsheet_reasons_April_15/leading_and_attractive_brands.pdf
  • Accor. (2015). Brand marketing: Accor. Retrieved May 5, 2016, from Accor hotel group: http://www.accorhotels-group.com/en/franchise-and-management/contacts-and-countries-information/zones/pacific/australia/brand-marketing.html
  • Accor. (2015). 10 reasons to join Accor hotels. Retrieved April 1, 2016 from AccorHotels-Group: http://www.accorhotels-group.com/en/franchise-and-management/10-reasons-to-join-accorhotels/powerful-distribution-and-revenue-management.html
  • Arnold, D. (1992). The handbook of brand management. Boston: Century Business.
  • Arslan, F., & Altuna, O. (2010). The effect of brand extensions on product brand image. Journal of Product & Brand Management, 19(3), 170-180.
  • Avery, Jill, Chekitan S. Dev, and Peter O'Connor. "Accor: Strengthening the brand with digital marketing." Harvard Business School Case 315-138, June 2015. (Revised October 2015.)
  • Barsky, J., & Nash, L. (2002). Evoking emotion: affective keys to hotel loyalty. The Cornell Hotel and Restaurant Administration Quarterly, 43(1), 39-46.
  • Cai, L. A., & Hobson, J. P. (2004). Making hotel brands work in a competitive environment. Journal of Vacation Marketing, 10(3), 197-208.
  • Cetin, G., & Walls, A. (2015). Understanding the customer experiences from the Perspective of Guests and Hotel Managers: Empirical findings from luxury hotels in Istanbul, Turkey. Journal of Hospitality Marketing & Management, 1-30.
  • Chauhan, V., & Mahajan, S. (2013). Employer branding and employee loyalty in hotel industry. International Journal of Hospitality & Tourism Systems, 6(2).
  • Dev, C. S., & Keller, K. L. (2014). Brand Revitalization. Cornell Hospitality Quarterly, 55(4), 333-341.
  • Dalia, F. (2015). Accor buys luxury Fairmont Brands as hotel deals heat up. Retrieved May 04, 2016, Bloomberg Business: http://www.bloomberg.com/news/articles/2015-12-10/accor-buys-luxury-fairmont-brands-as-hotel-acquisitions-heat-up?cmpid=yhoo.headline
  • Dallabona, A. (2014). Brand extensions into the hospitality industry by luxury fashion labels and national identity: the cases of Hotel Missoni Edinburgh and Maison Moschino (Doctoral dissertation). Nottingham Trent University, Nottingham, England.
  • del Olmo, L., & Munar, A. M. (2009). Strategic branding in hospitality: The case of Sol Meliá. Bridging Tourism Theory and Practice, 1, 219-232.
  • Dev, C. S., & Withiam, G. (2012). Branding Hospitality: Challenges, Opportunities and Best Practices.
  • Dev, C. S., Morgan, M., & Shoemaker, S. (1995). A positioning analysis of hotel brands. Cornell Hotel and Restaurant Administration Quarterly, 36(6), 48-55.
  • Dian, H. (2013, February 12). Hotel branding/identity evolution of Accor's Ibis brand. Retrieved on April 2 2016 from Ideas Inspiring Innovation: https://ideasinspiringinnovation.wordpress.com/2013/02/12/hotel-branding-identity-evolution-of-accors-ibis-brand/
  • Genc, C. (2010). Strategic brand management in hospitality sector: how to manage co-branding in hotels and restaurants. Acta Universitatis Danubius. Oeconomica, 6 (3), 33.
  • Grover, R., & Srinivasan, V. (1992). Evaluating the multiple effects of retail promotions on brand loyal and brand switching segments. Journal of Marketing Research, 76-89.
  • HNN Newswire. (2011, September 13). Accor restructures international economy brands. Retrieved Apr 5, 2016 from HotelNewsNow: http://www.hotelnewsnow.com/Article/6410/Accor-restructures-economy-brands
  • Hu, H. H., Parsa, H. G., & Self, J. (2010). The dynamics of green restaurant patronage. Cornell Hospitality Quarterly, 51(3), 344-362.
  • Jacoby, J., & Kyner, D. B. (1973). Brand loyalty vs. repeat purchasing behavior. Journal of Marketing Research, 1-9.
  • Kapferer, J. N. (2008). The new strategic brand management. London: Kogan Page.
  • Jiang, W., Dev, C. S., & Rao, V. R. (2002). Brand extension and customer loyalty: Evidence from the lodging industry. Cornell Hotel and Restaurant Administration Quarterly, 43(4), 5-16.
  • Kotler, P., & Armstrong, G. (2012). Principles of marketing (14 ed.). New Jersey: Pearson.
  • Kotler, P., Bowen, J. T., & Makens, J. C. (1999). Marketing for hospitality and tourism. Upper Saddle River: Pearson
  • Kotler, P., Bowen, J. T., & Makens, J. C. (2014). Marketing for Hospitality and Tourism. Upper Saddle River: Pearson
  • Kurtz, D. L. (2012). Boone & Kurtz's Contemporary Business 15th Edition. New Jersey: John Wiley & Sons.
  • Lane, V., & Jacobson, R. (1995). Stock market reactions to brand extensions announcements. Journal of Marketing, 59, 63-77.
  • Mahajan, V. V., Rao, V., & Srivastava, R. (1994). An approach to assess the importance of brand equity in acquisition decisions. Journal of Product Innovation Management, 11, 221-235.
  • Martin, H., Detlev, R., & Magnus, G. W. (2014). The impact of revenue management on brand equity: an exploratory study. International Journal of Business and Management Studies, 3(1), 103-116.
  • Martyn Shuttleworth (2008). Case study research design. Retrieved Feb 20, 2016 from Explorable.com: https://explorable.com/case-study-research-design
  • Maseviciute, K., Gueorguieva, N., & Georgiev, P. (2015). Branding strategies within international hotel chains: A case study of Lithuanian Market.
  • Mattila , A. S. (1999). Consumers’ value judgments. Cornell Hotel and Restaurant Administration Quarterly, 40 ( 1 ) , 40 – 46.
  • Mattila, A. S. , and O’Neill , J. W. (2003). Relationships between hotel room pricing, occupancy, and guest satisfaction: A longitudinal case of a midscale hotel in the United States. Journal of Hospitality and Tourism Research, 27 (3), 328 – 341.
  • Mattila, A. S., & O'Neill, J. W. (2004). Hotel branding strategy: its relationship to guest satisfaction and room revenue. Journal of Hospitality & Tourism Research, 28(2), 156-165.
  • O'Connor, P. (2014, December 17). Accor’s digital strategy – The unanswered questions. Retrieved on May 22 2016 from Hospitalitynet: http://www.hospitalitynet.org/news/4068287.html
  • Oh , H. (1999). Service quality, customer satisfaction, and customer value: A holistic perspective . International Journal of Hospitality Management, 18, 67 – 82.
  • Olsen, M. D., Yeasun, C., Graf, N., Kyuho, L., & Madanoglu, M. (2005). Branding: Myth and reality in the hotel industry. Journal Of Retail & Leisure Property, 4(2), 146-162.
  • Olsen, M., & Zhao, J. (Eds.). (2008). Handbook of hospitality strategic management. Oxford: Routledge.
  • O’Neill, J. W., & Carlbäck, M. (2011). Do brands matter? A comparison of branded and independent hotels’ performance during a full economic cycle. International Journal of Hospitality Management, 30(3), 515-521.
  • O'Neill, J. W., Hanson, B., & Mattila, A. S. (2008). The relationship of sales and marketing expenses to hotel performance in the United States. Cornell Hospitality Quarterly, 49(4), 355-363.
  • O'Neill, J. W., & Mattila, A. S. (2006). Strategic hotel development and positioning: The effect of revenue drivers on profitability. Cornell Hotel and Restaurant Administration Quarterly, 47 (2), 146-154.
  • O'Neill, J. W., & Mattila, A. S. (2010). Hotel brand strategy. Cornell Hotel and Restaurant Administration Quarterly, 51 (1) 27-34.
  • O'Neill, J. W., & Xiao, Q. (2006). The role of brand affiliation in hotel market value. Cornell Hotel and Restaurant Administration Quarterly 47 (3), 210-223.
  • Patricia, M. (2009). Brand management for international hotels. [electronic resource]. Chandni Chowk, Delhi : Global Media, 2009.
  • Reid, R. D., & Bojanic, D. C. (2006). Hospitality marketing management. New Jersey: John Wiley & Sons.
  • Schubert, F., Kandampully, J., Solnet, D., & Kralj, A. (2010). Exploring consumer perceptions of green restaurants in the US. Tourism and Hospitality Research, 10(4), 286-300.
  • Shocker, A. D., Srivastava, R. K., & Ruekert, R. W. (1994). Challenges and opportunities facing brand management: An introduction to the special issue. Journal of Marketing Research, 31(2), 149-158.
  • Simon, E. Y. (2010, February 09). Brand benefits: Revenue-management systems. Retrieved February 2, 2016, from HotelNewsNow: http://www.hotelnewsnow.com/Article/2677/Brand-benefits-Revenue-management-systems
  • Tauber, E. (1988). Brand leverage: Study for growth in a cost-controlled world. Journal of Advertising Research, 28(4), 26-30
  • Wheeler, & Alina. (2009). Designing brand identity (Third ed.). New Jersey: John Wiley & Sons.
  • Wolfsteiner, E., Grohs, R., & Wagner, U. (2015). Memory effects of different relational links between brands and sponsored events. Psychology & Marketing, 32(10), 1031-1048.

Ismail Kızılırmak (Istanbul University)

Year 2016, Volume: 2 Issue: 1, 50 - 64, 31.07.2016

Abstract

References

  • References
  • Aaker, D. A. (1991). Managing brand equity. New York: Free Press.
  • Aaker, D., & Keller, K. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27-41
  • Accor Hotel Group. (2015, December 31). Sponsorship: (Sport and Entertainment). Retrieved May 5, 2016 from Accor Hotel Group website: http://www.accorhotels group.com/en/group/sponsorship-sport-and-entertainment.html
  • Accor Hotel Group. (2015, March 27). Enhancing your hotel experience: 2014 Registration document and annual financial report. Retrieved February 1, 2016, from Accorhotel group website:http://www.accorhotelsgroup.com/fileadmin/user_upload/Contenus_Accor/Finance/Documentation/2014/UK/accor_drf2014_uk_mel.pdf
  • Accor SA (2015). Accor SA marketline company Profile, 1-32.
  • Accor (2007). Reaching for the impossible. Paris: Le Cherce Midi.
  • Accor. (2015, May 1). Our Brand Portfolio. Retrieved May 5 2016 from Accorhotels-group: http://www.accorhotelsgroup.com/fileadmin/user_upload/Contenus_Accor/Franchise_Management/Documents_utiles/factsheet_reasons_April_15/leading_and_attractive_brands.pdf
  • Accor. (2015). Brand marketing: Accor. Retrieved May 5, 2016, from Accor hotel group: http://www.accorhotels-group.com/en/franchise-and-management/contacts-and-countries-information/zones/pacific/australia/brand-marketing.html
  • Accor. (2015). 10 reasons to join Accor hotels. Retrieved April 1, 2016 from AccorHotels-Group: http://www.accorhotels-group.com/en/franchise-and-management/10-reasons-to-join-accorhotels/powerful-distribution-and-revenue-management.html
  • Arnold, D. (1992). The handbook of brand management. Boston: Century Business.
  • Arslan, F., & Altuna, O. (2010). The effect of brand extensions on product brand image. Journal of Product & Brand Management, 19(3), 170-180.
  • Avery, Jill, Chekitan S. Dev, and Peter O'Connor. "Accor: Strengthening the brand with digital marketing." Harvard Business School Case 315-138, June 2015. (Revised October 2015.)
  • Barsky, J., & Nash, L. (2002). Evoking emotion: affective keys to hotel loyalty. The Cornell Hotel and Restaurant Administration Quarterly, 43(1), 39-46.
  • Cai, L. A., & Hobson, J. P. (2004). Making hotel brands work in a competitive environment. Journal of Vacation Marketing, 10(3), 197-208.
  • Cetin, G., & Walls, A. (2015). Understanding the customer experiences from the Perspective of Guests and Hotel Managers: Empirical findings from luxury hotels in Istanbul, Turkey. Journal of Hospitality Marketing & Management, 1-30.
  • Chauhan, V., & Mahajan, S. (2013). Employer branding and employee loyalty in hotel industry. International Journal of Hospitality & Tourism Systems, 6(2).
  • Dev, C. S., & Keller, K. L. (2014). Brand Revitalization. Cornell Hospitality Quarterly, 55(4), 333-341.
  • Dalia, F. (2015). Accor buys luxury Fairmont Brands as hotel deals heat up. Retrieved May 04, 2016, Bloomberg Business: http://www.bloomberg.com/news/articles/2015-12-10/accor-buys-luxury-fairmont-brands-as-hotel-acquisitions-heat-up?cmpid=yhoo.headline
  • Dallabona, A. (2014). Brand extensions into the hospitality industry by luxury fashion labels and national identity: the cases of Hotel Missoni Edinburgh and Maison Moschino (Doctoral dissertation). Nottingham Trent University, Nottingham, England.
  • del Olmo, L., & Munar, A. M. (2009). Strategic branding in hospitality: The case of Sol Meliá. Bridging Tourism Theory and Practice, 1, 219-232.
  • Dev, C. S., & Withiam, G. (2012). Branding Hospitality: Challenges, Opportunities and Best Practices.
  • Dev, C. S., Morgan, M., & Shoemaker, S. (1995). A positioning analysis of hotel brands. Cornell Hotel and Restaurant Administration Quarterly, 36(6), 48-55.
  • Dian, H. (2013, February 12). Hotel branding/identity evolution of Accor's Ibis brand. Retrieved on April 2 2016 from Ideas Inspiring Innovation: https://ideasinspiringinnovation.wordpress.com/2013/02/12/hotel-branding-identity-evolution-of-accors-ibis-brand/
  • Genc, C. (2010). Strategic brand management in hospitality sector: how to manage co-branding in hotels and restaurants. Acta Universitatis Danubius. Oeconomica, 6 (3), 33.
  • Grover, R., & Srinivasan, V. (1992). Evaluating the multiple effects of retail promotions on brand loyal and brand switching segments. Journal of Marketing Research, 76-89.
  • HNN Newswire. (2011, September 13). Accor restructures international economy brands. Retrieved Apr 5, 2016 from HotelNewsNow: http://www.hotelnewsnow.com/Article/6410/Accor-restructures-economy-brands
  • Hu, H. H., Parsa, H. G., & Self, J. (2010). The dynamics of green restaurant patronage. Cornell Hospitality Quarterly, 51(3), 344-362.
  • Jacoby, J., & Kyner, D. B. (1973). Brand loyalty vs. repeat purchasing behavior. Journal of Marketing Research, 1-9.
  • Kapferer, J. N. (2008). The new strategic brand management. London: Kogan Page.
  • Jiang, W., Dev, C. S., & Rao, V. R. (2002). Brand extension and customer loyalty: Evidence from the lodging industry. Cornell Hotel and Restaurant Administration Quarterly, 43(4), 5-16.
  • Kotler, P., & Armstrong, G. (2012). Principles of marketing (14 ed.). New Jersey: Pearson.
  • Kotler, P., Bowen, J. T., & Makens, J. C. (1999). Marketing for hospitality and tourism. Upper Saddle River: Pearson
  • Kotler, P., Bowen, J. T., & Makens, J. C. (2014). Marketing for Hospitality and Tourism. Upper Saddle River: Pearson
  • Kurtz, D. L. (2012). Boone & Kurtz's Contemporary Business 15th Edition. New Jersey: John Wiley & Sons.
  • Lane, V., & Jacobson, R. (1995). Stock market reactions to brand extensions announcements. Journal of Marketing, 59, 63-77.
  • Mahajan, V. V., Rao, V., & Srivastava, R. (1994). An approach to assess the importance of brand equity in acquisition decisions. Journal of Product Innovation Management, 11, 221-235.
  • Martin, H., Detlev, R., & Magnus, G. W. (2014). The impact of revenue management on brand equity: an exploratory study. International Journal of Business and Management Studies, 3(1), 103-116.
  • Martyn Shuttleworth (2008). Case study research design. Retrieved Feb 20, 2016 from Explorable.com: https://explorable.com/case-study-research-design
  • Maseviciute, K., Gueorguieva, N., & Georgiev, P. (2015). Branding strategies within international hotel chains: A case study of Lithuanian Market.
  • Mattila , A. S. (1999). Consumers’ value judgments. Cornell Hotel and Restaurant Administration Quarterly, 40 ( 1 ) , 40 – 46.
  • Mattila, A. S. , and O’Neill , J. W. (2003). Relationships between hotel room pricing, occupancy, and guest satisfaction: A longitudinal case of a midscale hotel in the United States. Journal of Hospitality and Tourism Research, 27 (3), 328 – 341.
  • Mattila, A. S., & O'Neill, J. W. (2004). Hotel branding strategy: its relationship to guest satisfaction and room revenue. Journal of Hospitality & Tourism Research, 28(2), 156-165.
  • O'Connor, P. (2014, December 17). Accor’s digital strategy – The unanswered questions. Retrieved on May 22 2016 from Hospitalitynet: http://www.hospitalitynet.org/news/4068287.html
  • Oh , H. (1999). Service quality, customer satisfaction, and customer value: A holistic perspective . International Journal of Hospitality Management, 18, 67 – 82.
  • Olsen, M. D., Yeasun, C., Graf, N., Kyuho, L., & Madanoglu, M. (2005). Branding: Myth and reality in the hotel industry. Journal Of Retail & Leisure Property, 4(2), 146-162.
  • Olsen, M., & Zhao, J. (Eds.). (2008). Handbook of hospitality strategic management. Oxford: Routledge.
  • O’Neill, J. W., & Carlbäck, M. (2011). Do brands matter? A comparison of branded and independent hotels’ performance during a full economic cycle. International Journal of Hospitality Management, 30(3), 515-521.
  • O'Neill, J. W., Hanson, B., & Mattila, A. S. (2008). The relationship of sales and marketing expenses to hotel performance in the United States. Cornell Hospitality Quarterly, 49(4), 355-363.
  • O'Neill, J. W., & Mattila, A. S. (2006). Strategic hotel development and positioning: The effect of revenue drivers on profitability. Cornell Hotel and Restaurant Administration Quarterly, 47 (2), 146-154.
  • O'Neill, J. W., & Mattila, A. S. (2010). Hotel brand strategy. Cornell Hotel and Restaurant Administration Quarterly, 51 (1) 27-34.
  • O'Neill, J. W., & Xiao, Q. (2006). The role of brand affiliation in hotel market value. Cornell Hotel and Restaurant Administration Quarterly 47 (3), 210-223.
  • Patricia, M. (2009). Brand management for international hotels. [electronic resource]. Chandni Chowk, Delhi : Global Media, 2009.
  • Reid, R. D., & Bojanic, D. C. (2006). Hospitality marketing management. New Jersey: John Wiley & Sons.
  • Schubert, F., Kandampully, J., Solnet, D., & Kralj, A. (2010). Exploring consumer perceptions of green restaurants in the US. Tourism and Hospitality Research, 10(4), 286-300.
  • Shocker, A. D., Srivastava, R. K., & Ruekert, R. W. (1994). Challenges and opportunities facing brand management: An introduction to the special issue. Journal of Marketing Research, 31(2), 149-158.
  • Simon, E. Y. (2010, February 09). Brand benefits: Revenue-management systems. Retrieved February 2, 2016, from HotelNewsNow: http://www.hotelnewsnow.com/Article/2677/Brand-benefits-Revenue-management-systems
  • Tauber, E. (1988). Brand leverage: Study for growth in a cost-controlled world. Journal of Advertising Research, 28(4), 26-30
  • Wheeler, & Alina. (2009). Designing brand identity (Third ed.). New Jersey: John Wiley & Sons.
  • Wolfsteiner, E., Grohs, R., & Wagner, U. (2015). Memory effects of different relational links between brands and sponsored events. Psychology & Marketing, 32(10), 1031-1048.
There are 60 citations in total.

Details

Journal Section Articles
Authors

Tevfik Demirçiftçi

İsmail Kızılırmak

Publication Date July 31, 2016
Submission Date February 29, 2016
Published in Issue Year 2016 Volume: 2 Issue: 1

Cite

APA Demirçiftçi, T., & Kızılırmak, İ. (2016). Strategic Branding in Hospitality: Case of Accor Hotels. Journal of Tourismology, 2(1), 50-64.
AMA Demirçiftçi T, Kızılırmak İ. Strategic Branding in Hospitality: Case of Accor Hotels. Journal of Tourismology. July 2016;2(1):50-64.
Chicago Demirçiftçi, Tevfik, and İsmail Kızılırmak. “Strategic Branding in Hospitality: Case of Accor Hotels”. Journal of Tourismology 2, no. 1 (July 2016): 50-64.
EndNote Demirçiftçi T, Kızılırmak İ (July 1, 2016) Strategic Branding in Hospitality: Case of Accor Hotels. Journal of Tourismology 2 1 50–64.
IEEE T. Demirçiftçi and İ. Kızılırmak, “Strategic Branding in Hospitality: Case of Accor Hotels”, Journal of Tourismology, vol. 2, no. 1, pp. 50–64, 2016.
ISNAD Demirçiftçi, Tevfik - Kızılırmak, İsmail. “Strategic Branding in Hospitality: Case of Accor Hotels”. Journal of Tourismology 2/1 (July 2016), 50-64.
JAMA Demirçiftçi T, Kızılırmak İ. Strategic Branding in Hospitality: Case of Accor Hotels. Journal of Tourismology. 2016;2:50–64.
MLA Demirçiftçi, Tevfik and İsmail Kızılırmak. “Strategic Branding in Hospitality: Case of Accor Hotels”. Journal of Tourismology, vol. 2, no. 1, 2016, pp. 50-64.
Vancouver Demirçiftçi T, Kızılırmak İ. Strategic Branding in Hospitality: Case of Accor Hotels. Journal of Tourismology. 2016;2(1):50-64.