Hotel and Accommodations Management

Hotel and Accommodations Management1
Hotel and Accommodations Management
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Hotel and Accommodations Management2
Hotel and Accommodations Management
Introduction
Hotel and Accommodations Management is a topic of study that mainly aims at
equipping managers with the crucial skills and knowledge to enable managers to run hotels
smoothly and efficiently. The hotel and accommodations management concepts help hotel
organizations to achieve sustainability through economic success, technological advancement,
social influence as well as environmental conservation and protection. Each hospitality company
has its unique strategy that aims at creating and sustaining a competitive advantage over their
competitors. Some of the hotel and accommodation management concepts are leadership and
branding that helps propel an organization as well as create good customer loyalty. Accor Hotels
is a public company associated with Tourism and Hospitality, and the company originated in
France, (Demirçiftçi and Kızılırmak, 2016.pp.50). The company is among the largest group of
hotels in the world even though it faces competition from other brands. The Accor brand has a
mixed marketing strategy organized into the upper scale, middle scale, and the budget scale,
(Khan, Hakeem, and Naumov, 2018, PP. 15). This report is property analysis of the upper scale,

Hotel and Accommodations Management3
and the lower scale brand based on the facilities provided, available services, room rates, revenue
streams, housekeeping functions among many more.
Property Portfolio Analysis of the upper scale Accor brand
The upper-level Accor brand represents consists of the premium services that are offered
targeting the high-income earners in the society as the leading market segment. The upper-class
Accor brand consists of the high-end hotels and resorts that meet the leisure preferences of the
high-income earners. The pricing of this scale is different from that of the middle and lower scale
bran. This scale uses the premium pricing strategy that focuses on delivering quality products
and services that are unmatched to their major competitors in this market niche, (Dogru, Mody,
and Suess, 2019, PP. 20). The upper scale Accor brand keeps much focus on the quality of the
service and product delivered to the customer and not only meet the guest expectations but even
surpass those expectations to create a memorable experience for the guest, (Sen and Kaushik,
2016.pp.485). To achieve this, housekeeping functions and the room rates must allow the
organization to offer exceptionally high-quality services and products but still within the
budgets. In the year 2017, the Accor group of hotels recorded total revenue of Euro1.93 billion
and net profit of Euro 481 after deduction of the production costs and taxes.
The upper scale Accor brand has been swift to react to the market needs and wants of
their market segment to ensure that the organization commands good customer loyalty. This has
been made possible through a partnership with key players in the market such as Qatar Airways
to promote good travel experience of their guests. This category of the brand also offers so many
incentives through the loyalty program that allows so many benefits to the guests such as
welcoming drinks, fast check-in and check-outs, quick room services lounge services among
many more. The hotels that are grouped under this brand category are mostly located in the