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Transcript of The Beginning
The first idea was to create a chain of hotels near the airports and alongside with the growing national highway system in France.
But this idea had to wait because he could not find enough investment.
Gérard Pélisson (1932) who also worked in the USA became interested in the project and joined Dubrule, attracting enough capital through his business connections.
In 1967 the first hotel, Novotel was created and they set a goal of opening a new hotel per year during the next 10 years. In 1970 they had already 7 Novotels.
Consolidation in the domestic market with the acquisition of Mercure
The Dual Management
Dubrule and Pélisson, interchangeable partners
Professional distance and equality
Environment of trust
Delegation of responsibility is necessary it unleashes creativity
A blend of american and french characteristics
80’s: acquisition of luxury hotel chain Sofitel
Pragmatic vs Tightly Controlled
“We concentrated on our respective fields of expertise, but we always discussed things with each other. That way, after a while, each of us had acquired the expertise of the other”.
From a country structure to a brand structure
“You cannot be successful unless you succeed in North America”, Dubrule and Pélisson
Entry to North American market in 1990 with the acquisition of Motel 6
Consistency in ACCOR’s overall culture, ethics, and training on ACCOR Academy.
Ethics stated in the company principles “Blue Book of Ethics and Management”.
1985, first ACCOR Academy, training and continuing education for its employees.
The company’s image, public relations, relations with investors.
Real-time reservation online: accorhotels.com
Meal Service Card is introduced in China.
100 million visitors
Sofitel in Bali, Wellington and Shenyang
The first IBIS opens in China
Opening of the 4,000th hotel, the Novotel Madrid Sanchinarro in Spain.
Hotel expansion program in India: open 5.000 rooms in 5 years.
Sofitel in Central Asia
Accor's strong position in the Pacific with Mirvac
Accor and MasterCard Strategic Alliance
Asia - Pacific Region
Masters in International Management
Dr. José Paulo Esperança
Dr. Márcio Amaral Baptista
Product diversification with the acquisition of the restaurant chain Courte Paille.
Geographic diversification with opening of hotels in French visited countries like North Africa and the Middle East (lower psychic distance first)
Geographic expansion to European countries (Germany, Switzerland, UK)”