Accor Chain Hotels: Analysing Globalisation's Effects on Marketing

This essay delves into the influence of globalisation on the Accor Chain of Hotels, a prominent player in the hospitality sector. It explores the company's marketing strategies, competitive landscape, and operational adaptations in response to global market dynamics. The essay highlights Accor's expansion across various countries, its brand portfolio, and its strategies for tailoring services to local cultures. It examines the challenges and opportunities presented by globalisation, including the need for managerial approaches and the impact on the industry. The analysis includes a review of Accor's competitors, its marketing mix, and its approach to customer service. The essay concludes by emphasizing the importance of adapting to cultural nuances and the overall impact of globalisation on Accor's business operations and marketing practices. This essay provides a comprehensive overview of Accor's position within the global hospitality industry, emphasizing its response to the challenges and opportunities of globalization.

Accor Chain Hotels – Globalisation
Student Name ………….(Name & Number have been removed for confidentiality purposes)
Student number ……….
Marketing Essentials M4X01918 ( the module code has now changed to BMIH4005)
Lecturer. Dr. Jayne Griffith-Parry

2
Accor Chain Hotels – Globalisation
The Effects of Globalisation on Accor Chain of Hotels
Management of a business is not an easy task; irrespective of what level the business is operating
on, focus is required on managing and running the operations. A businessperson should not only
have the knowledge of his business but a deep insight into the factors, that are required to run the
business successfully. They should also have a careful analytical skill so that the upcoming
challenges of the future can be predicted, and strategies can be devised accordingly. The need for
such knowledge and skills increases to multiple folds when the nature of business is dynamic and
is changing all the time. One of the top examples of such an industry is the hospitality industry,
which is changing now and then.
There are thousands of hotels and resorts currently operating all over the world. These hotels
have been categorized on the level of services they are providing into various groups like seven
stars, five stars, four-star, three-star and even one star. One of the prominent chains of hotels that
are operating all over the world and has made a great name over a period of time in the industry
is the Accor Group of Hotels.
The following piece of writing will look into the complete details of Accor Chain of Hotels, its
marketing strategies and how it is doing in the global economy. Moreover, this essay will also
investigate various factors, especially globalisation, and how it has left an impact on the
hospitality industry, especially the Accor Chain of Hotels and Resorts (Aung, 2000). The main
purpose of this research article is to explore all the positive sides of the renowned group of hotels

3
and resorts and check the effects of globalization on the number 1 hoteling chain all over the
world.
Accor Chain of Hotels, mostly known as Accor S.A., is a French multinational hospitality brand.
The company deals in all kinds of hospitality services and efficiently manages many hotels,
resorts, and vacation properties. Accor Group of Hotels holds the privilege of being the only
largest hospitality brand all over Europe, in addition to being the sixth largest hospitality
company all over the world.
Currently, Accor Group of Hotels owns more than 4800 hotels all over the world with a
workforce of more than 280000 employees. The total number of rooms owned by the hospitality
industry leader is approximately 704000 rooms. Although the operations of the hoteling giant are
spread in more than 100 countries worldwide, its headquarters is in Issy-les-Moulineaux, France.
The hoteling giant is also a constituent of the CAC 40 index in the Paris stock exchange.
Accor Chain of Hotels holds a unique name and identity in the hospitality industry not only in
Europe but all over the world. The hoteling brand has been carrying out its operations since 1967
when it opened the first hotel in this respect by the name of Novotel in France (Santos et al.,
2016). Since then, the giant of the hospitality industry has never looked back and has only
progressed. Accor Chain of Hotels has been successfully managing its operations over a long
period of time and has effectively acquired, developed, and managed resources which have been
able to provide a competitive edge to the hoteling brand.

4
With more than 4800 hotels all over the world and a workforce of more than 280000 employees
on board, the best marketing strategy that is adopted by the hoteling industry giant is the quality
of services being provided by it. Accor Group of Hotels has a complete marketing mix for the
promotion and advertisement of its products and services (Demirçiftçi and Kızılırmak, 2016).
This marketing mix includes all the essential elements of a good marketing strategy, which are,
price, place, promotion, and most importantly, product.
Accor Chain of Hotels, the hoteling brand standing at a top position right now also offers the
services of flight reservation along with hotel reservation services; this feature is also highlighted
on their website. In addition to check-in and stay services, Accor Group of Hotels offers various
other value-added services to its clients which include ticket service, eye-care vouchers,
discounted vouchers, childcare vouchers, lunch vouchers, and restaurant tickets.
Where the factor of globalization has engulfed every other aspect of the business sector, it has
also hugely impacted the area of the hospitality industry, as this industry is considered the most
“global” industry or working area of all. Being a market leader in the hospitality industry, Accor
Group of Hotels is not barred from the effects of globalization. With the ever-changing demands
of the clients, it has become inevitable for the hoteling industry leader to meet with the various
environmental conditions (Erkmen, 2010). Accor Group of hotels is now bound to study various
managerial approaches to sustain and survive in the market with such competitive environmental
circumstances. These managerial approaches are not only enabling the hoteling leader to learn
new tactics to sustain and survive but also making it realize the positive and negative effects of
globalization, especially on the hoteling industry.

5
As discussed earlier, Accor Group of Hotels is not operating in just one location; the market of
this hoteling leader is not a single country or city. The hoteling giant has its hotels, resorts, and
vacation properties at more than 100 locations all over the world, hence, it is not possible that a
single country or location is its market. In fact, the whole world is the hoteling giant’s market
and it is serving the whole world, in different countries, to be more precisely more than 100
countries (“Accor brand portfolio,” n.d.). These countries include France, the United States of
America, Japan, China, Switzerland, and many others.
Just like every other business, especially the ones operating in the global business scenario,
Accor Group of Hotels also has several competitors in the hoteling industry. All these
competitors are also working in the same industry and carry the equally good name and
reputation among the hotel loving crowds of the worlds. These competitors include Marriot
hotels at the top. Then comes the IHG group of hotels, Hyatt group of hotels and Hilton Chain of
International Hotels. Some other famous names in the list of competitors of Accor Group of
Hotels and Choice Hotels. Starwood Hotels and Resorts, Jumeirah, Shangri-la Hotels and
Resorts, Four Seasons, and Wyndham Destinations.
Accor Chain of hotels holds a unique name in the sector of the hospitality industry all over
Europe. The hoteling brand has a unique name in the area of providing luxury services to its
clients with luxury rooms and exotic value-added services (“Accor – Newsroom | Continental
Europe | AccorHotels leads the way to personal & memorable service with cultural
transformation,” 2018). Another positive aspect of the marketing strategy of the renowned

6
hotelier is the molding of its strategies and policies according to the culture and norms of the
place at which the new branch of hotels is being opened.
If there is once industry, after the fashion designing, dressing and food that is affected by the
cultural factors is the hospitality industry. The norms and traditions in the hospitality industry are
never constant and keep changing as a new hotel in the current chain is added. A similar instance
can be seen in the case of the Accor Chain of Hotels.
Accor Group itself accepts in its press release that it loves to transform with the changing
cultures (“Accor – Newsroom | Continental Europe | AccorHotels leads the way to personal &
memorable service with cultural transformation,” 2018). As Accor Chain of Hotels is not just
operating in one country and is a multinational brand of hotels running its branches and
franchises all over the world, it becomes a necessity for it to change with the changing cultures
with different countries and even cities.
Hence, in a nutshell, it can be said that Accor Chain of Hotels is a big name in the hospitality
industry, operating more than 4800 hotels, resorts and vacation properties all over the world, to
be precise, more than 100 countries. With the headquarters located in Issy-les-Moulineaux,
France, the chain of hotels holds a unique place in the hospitality industry. The reason for its
great success and fame are the effective strategies not only in the area of operations but
marketing as well. The famous chain of hotels has expanded at an exceptional rate and accepted
the norms of globalization as a challenge. The management of the hotel believes in bring changes
according to the change in the trends and the region. Accor Group of Hotels also keeps a close

7
check on the cultural factors in the region it is operating and keeps retouching its strategies and
practices according to the cultural priorities of the people of that region.

8
References
Accor – Newsroom | Continental Europe | AccorHotels leads the way to personal & memorable
service with cultural transformation [WWW Document], 2018. . Accor – Newsroom
Cont. Eur. URL https://press.accor.com/continental-europe/accorhotels-leads-the-way-to-
personal-memorable-service-with-cultural-transformation/ (accessed 2.18.20).
Accor brand portfolio [WWW Document], n.d. URL https://group.accor.com/en/hotel-
development/brands/our-brands-portfolio (accessed 2.19.20).
Aung, M., 2000. The Accor multinational hotel chain in an emerging market: Through the lens
of the core competency concept’. Serv. Ind. J. 20, 43–60.
Demirçiftçi, T., Kızılırmak, I., 2016. Strategic branding in hospitality: Case of Accor Hotels. J.
Tour. 2, 50–64.
Erkmen, E., 2010. The Relationship Between Brand Quality and Brand Relationship: Delivering
The Hotel Brand as Promised. J. Tour. 3, 44–52.
Santos, M., Brochado, A., Esperança, J., 2016. Foreign direct investment patterns of global hotel
chains. J. Bus. Res. 69, 5235–5240.
Notes:
The text highlighted in red within this essay, are where the writer has inserted the citations,
you will see that for the word count they were short of references as only 6 had been used
and they should have had at least another 9… but you can see the process of how they were
used and inserted.

9
Within the essay you will see that there are no sub- headings or paragraph titles, and the
paragraphs are separated by what their content is; so if you want to write an introduction
this would go into the first paragraph , your conclusion in the last paragraph; without you
actually putting a heading such as Introduction or conclusion. We can discuss within
lectures or one to one the difference between a report and an essay, as required, but for this
module you need to concentrate on learning the format of essay writing. If you use the
correct format then you will automatically gain some marks, also with the correct use of
references and citations then you will show that you have been reading about the subject
and that you are learning.