Innovation and Entrepreneurship at Accor Hotel: A Report

This report examines AccorHotels, a prominent international hospitality group, focusing on its innovation and entrepreneurial strategies. The report begins with an introduction to AccorHotels, highlighting its global presence, mission, and commitment to innovation within a competitive landscape. It provides an overview of the company's history, tracing its evolution from the first Novotel in 1967 to its current status. The report also details Accor's revenue, management structure, and core values, emphasizing its dedication to customer service, employee development, and sustainability. Accor's values are explored, including its commitment to human values, talent development, and ethical business practices. The report also references Accor's sustainability initiatives, such as eco-friendly practices and environmental consciousness. The report concludes with a list of references used to compile the information.

Running Head: ACCOR HOTEL 0
Innovation and Entrepreneurship

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Introduction
AccorHotels has a reputation for opening new frontiers in the international hospitality
industry. Its first Novotel hotel was opened in France in 1967. With over presence in 100
countries having 3,500 hotels, this hotel Group and their partners offering holiday options
tailored for both business and leisure. As per report, it is being identified that this hotel group
have employed more than 2, 50,000 employees across all its chain. AccorHotels mission is to
manage and streamline the current assets portfolio with the help of acquisitions and disposals
depend on three standards i.e. cash generation, margin and location. Considering innovation
and competitive environment, AccorHotels foster living innovation with “openness” as their
mantra follows – open to new practices, opportunities and technologies.
Through consolidation and technological disruption, the hotel business has become
highly competitive (Hjalager, 2010). AccorHotels consolidated revenue for the full-year 2018
implies to EUR 3,610 million, up 16.9% year on a reported basis (accor.com, 2019).

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Management & Franchise revenue by segment
Source: (accor.com, 2019)
History
Accor is the story of two friends who opened their first Novotel in 1967 when no one
in France is working on such an innovative hotel business model. These two friends pushed
the boundaries with their boldness and creativity to make their dream of hospitality into
reality in the form of Accor.
In 1974, the first Ibis hotel was established with the opening of Ibis Bordeaux. In
1975, they acquired Mercure hotel chain. In 1983, the group, which had hotels and restaurant
tickets, modified its name to the Accor Group including Novotel, SIEH and JBI holdings. In
1985, a partnership is being formed with Lenotre (a baking and catering company) and
Accor, and in the same year, it launched Hotel Formule offering basic accommodations at
lower prices.
Later in 1990, Motel 6 turn into Accor family considering North American market.
After a few partnership and acquisitions, Accor gains the Red Roof Inn chain in US and also
launches their internet website in the year 2000. On November 19, 2017, Accor celebrated its
50th Anniversary with opening hotel doors to everyday heroes, bonded with the local
communities and become a part of new era for the service industry.

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Accor Values
The hospitality of tomorrow is entrenched in human values. Accor passion is to offer
service and achievement beyond limits. The company also pledge for identifying each
individual value, attracting talent to the group and make them involve proactively so as to
contribute to growth of Accor.
The success of Accor is based upon strong values as the hospitality they perceive is
rooted in unique combination of surprising understandings and high performance solutions.
These values make Accor actions and practices meaningful and also contribute them in
guiding their everyday activities. With having a strong ambition with the quality service,
Accor group also ensure their staff to be feel appreciated, to innovate and to grow in the
service of their customer.
Accor group always look ahead and challenge themselves to innovate and reinvent
and make it all possible way to make dreams into reality. Accor values their talents as they
believe that their employees to be their greatest strengths. One of their significant goals is to
make everyone a proactive agent in the growth of Accor and provides a platform to make all
act independently and thus change profession into passion.
The company also believe in making their every action and practices to be refined by
focusing on the smallest detail. In addition, Accor has sophisticated tastes while remaining
accessible to all. Most significantly, Accor also stands by their commitments by being
focused to the outside world and to other individuals and resolute to act for the greater good.
The company aim to build a drive for a positive value to all the talent as possible over the
longer period of time.
Other than this, their values are too linked up with their practices towards
environment, social backdrops and sustainability in extent to their key achievements. For
instance, the company plant for the planet like by asking their consumers to reprocess their
towels and saving thru on energy in addition to water used to stock tree planting (accor.com,
2018). In addition, Novotel propose eco-designed beds build from wood and obtained from

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sustainably coped forests (FSC certified) including pillowcases and bedspreads prepared from
reprocessed bottles.
With incorporation of these practices in their values, AccorHotels becomes one of the
wide choices of destinations to compose vacations of travellers and thus rediscover the
meaning of world travel.

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References
accor.com. (2018). Our values. Retrieved from https://group.accor.com/en/careers/our-
philosophy/our-values
accor.com. (2019). Revenue. Retrieved from https://group.accor.com/en/investors/events-and-
announcements/revenue
Hjalager, A. M. (2010). A review of innovation research in tourism. Tourism
management, 31(1), 1-12.