Hotel Operations Management: Accor Hotel Brand Analysis Report

This report provides a comparative analysis of two Accor Hotel Group brands: Sofitel (luxury) and Ibis Budget (budget). The analysis covers various aspects of hotel operations, including provided facilities, services, room rates, revenue streams, housekeeping functions, food and beverage outlets, and other supplementary services. The Sofitel hotels are portrayed as catering to business and leisure travelers seeking comfort and style, emphasizing French themes, suites, business meeting spaces, spa services, and personalized experiences. Ibis Budget hotels, on the other hand, are presented as affordable options for a broader clientele, focusing on essential services like Wi-Fi, air conditioning, and efficient housekeeping. The report highlights key differences in pricing, target audience, revenue generation, and the level of personalized services offered. It also emphasizes the strategic planning of the Accor Group in positioning these two brands to cater to different segments of the hospitality market. The report also includes references to support the analysis.

Running head: HOSPITALITY MANAGEMENT
Hospitality Management
Name of Student:
Name of the University:
Author note:

1Hospitality Management
Hospitality management refers to the application of management services and
practices in the departments of food, lodging and other activities related to the hospitality.
The travel and tourism industry is the largest industry in any country, and this industry
includes a large scale of hospitality services. (Brown. Arendt. and Bosselman. 2014.)
Therefore, the term hospitality management refers to the methods of sound conduct of these
services. These services include food, lodging, commutation services, recreational sessions,
private clubs and the like (Schuckert. Liu. and Law. 2015). In the following essay the two
groups of hotels of Accor group will be discussed, of which one of them belongs to the
category of luxury group band the other belongs to the category of budget group. In the
discussion, the hotels of Sofitel Group and Ibid budget group are included.
The Accor hotels maintain good services in both the cases of luxury hotels and budget
hotels. However there are indeed certain disparities. The Sofitel hotels are essentially made
for the business class people and the ones who want to go for a vacation in style and
comfortably. The facilities provided at the Sofitel hotels are, the hotels are essentially made
following a French theme. The Sofitel hotel rooms are mostly suites and are created with a
contemporary elegance and exquisite designs maintain a symphony of French style.
Strategically designed these hotels also have a separate setting for the conducting business
meetings and events. The hotels also offer a grand and experience of bathing and spa, with
expert therapists and masseuses who provide treatments and massages and with natural
products. The hotels also offer an exquisite parlour salon experience to its customers by
teaming up with celebrity hair and make-up specialists. The Sofitel also offers a grand Gym
experience to its clients with expert and certified and celebrity trainers. Other than these the
hotel provides all kinds of other facilities, from swimming pool to all day long WIFI
experience, grand TVs min each room and all sorts of recreational elements at the hotels,
along with a grand and smooth valet experience. The room rates for the Sofitel starts from,

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$85 to $90 and range up to $260- $270. The ranges vary depending upon the area, where the
hotels re located and on the services that are provided. The house keeping services, at these
hotels are again, worth mentioning. They are adapt, quick and maintain the privacy of the
clients. The house keeping department not only deal with the basic duties that they have, but
also they continuously keep the rooms clean. In fact, the customers are provided with an
executive house keeper, who are seen to be at continuous services of the customer, taking
care of the cleanliness of the room as well as providing the customer with all the
requirements that are made. They also keep a background check of the guests, noticing
whether they have left any of their personal belongings, as they have the access into the
room, and hence they are bound to follow the privacy rules. The hotel generates its revenues
essentially through the hotel services, but along with that, the So Boutique, that provides
world class boutique experience to the customers and sells textiles and ornaments and have a
huge range of collection, enabling the people to experience and choose from a vast collection
that includes textiles of the world (VERBOZ. BUCAK. and ATAY. 2013). Along with this
the hotel provide an exquisite food services with tasteful gourmet food items. The hotel
includes celebrity and experienced chefs and, as mentioned before, all the food contains a
French touch.
The Ibis Budget hotels also belong to the Accor group. The main focus of the Ibis
Budget hotels by the Accor Group is that it has affordable hotels for the people of all
categories, belonging to the middle class or the higher middle class, with the ranges starting
from $45-$50. The rooms provide all kinds of services, a free WIFI, air conditionings, proper
and effective hose keeping services and quick and adapt room services. The Ibis budget
hotels essentially offer the best and affordable prices in town. The hotels have an exquisite
urban design that appeal to the modern customers. The rooms are smart and comfortable and
spacious and the décor or the interior of the hotels are not only of elite profile but also they

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have a hint of humour, which makes the rooms intellectually represented. The important
aspect is the food of the hotels. The Ibis Budget hotels also involve experienced chefs and
present their customers with a great food experience that are have a continental touch to it.
The Ibis budget hotels also have a business environment that enables the customers to
conduct business meetings and events. The hotels have smart and quick approach to the
conducts of the activities that make the hotels more approachable to the new generation
business people (Sen. and Kaushik. 2016). Therefore, the hotels essentially, draws its
revenues from the chains of hotels that they have across the globe. The number of Ibis budget
hotels are more than the number of Sofitel as these are more affordable and approachable by
all.
The Ibis Budget hotels and the Sofitel, both belong to the same company, Accor
group. However, that are observable. Firstly, the Sofitel are essentially for the elites,
aesthetics, whereas, the Ibis budget hotels are for all, as they have an affordable price
structure. Secondly, since the Ibis hotels are budget oriented, therefore, they have the all-day
check-in and check-out policy and the customers can cancel their bookings at any point of
time. However, this is not the scenario, in case of Sofitel. These hotels have an essential pre-
booking and pre-cancellation policy and a fixed time foe check-in and check-out. More
importantly, the revenue generation policy for the two channels are different. The Ibis budget
hotels essentially depend upon the chains of hotels, whereas, the Sofitel depends upon hotels,
business meetings, documentaries and the Sofitel Boutique (Akbar. and Tracogna. 2018).
Another point of disparity is that the Sofitel offer a more individualistic and personal
experiences, with personal car, executive housekeeper and tour guide, which are not available
in the Ibis Budget hotels. The Sofitel also provide, the So-fit, which is the gym, the So Spa
and the So Salon, which provide health and body wellness. All these are missing in the Ibis
Budget hotels. The Sofitel also includes a vast and exquisite range of liquor collection, which

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is not as present in the Ibis Budget hotels. Also, there is point of disparity in the recreational
programs in cases of these two channels of hotels. The Sofitel offers all sorts of entertainment
with a global touch, but the recreational events held at the Ibis, are more classy and restricted
to certain types (Demirçiftçi. and Kızılırmak. 2016). However, there is one point of similarity
in all these hotels, which is the bed. Both Sofitel and Ibis follow the ‘My Bed’ policy that
offers an extremely soft and comfortable bed to the guests.
The Sofitel and Ibis Budget hotels, both belong to the some company the Accor
group, who have strategically planned these two chains of hotels, approaching and appealing
to the various sections of the society, and further they have kept the facilities and benefits
provided at the and by the hotels re discrete. Therefore, as a concluding point it can be said
that the company has correctly chosen its strategic plans and have successfully accounted the
same.

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Reference:
Akbar, Y.H. and Tracogna, A., 2018. The sharing economy and the future of the hotel
industry: Transaction cost theory and platform economics. International Journal of
Hospitality Management, 71, pp.91-101.
Brown, E.A., Arendt, S.W. and Bosselman, R.H., 2014. Hospitality management graduates’
perceptions of career factor importance and career factor experience. International Journal of
Hospitality Management, 37, pp.58-67.
Demirçiftçi, T. and Kızılırmak, I., 2016. Strategic branding in hospitality: Case of Accor
Hotels. Journal of Tourismology, 2(1), pp.50-58.
Schuckert, M., Liu, X. and Law, R., 2015. Hospitality and tourism online reviews: Recent
trends and future directions. Journal of Travel & Tourism Marketing, 32(5), pp.608-621.
Sen, K. and Kaushik, T., 2016. Recent innovative measures across different functions in the
Indian hospitality industry: A case study from Accor Hotels. Worldwide Hospitality and
Tourism Themes, 8(4), pp.481-489.
Sen, K. and Kaushik, T., 2016. Recent innovative measures across different functions in the
Indian hospitality industry: A case study from Accor Hotels. Worldwide Hospitality and
Tourism Themes, 8(4), pp.481-489.

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VERBOZ, S., BUCAK, T. and ATAY, L., 2013. Product Differentiation in International
Accommodation Establishments: The Case of Accor Hotels. Consortium Journal of
Hospitality & Tourism, 18(2).