The assignment is based on Accor hotel group about its origin, expansion and its current trend in hospitality industry.Also a short study is done on one of exclusive brand of Accor Hotel.

1. Introduction
The assignment is based on intensive research of Sofitel hotel which is in Viaduct Harbour (Auckland) and it is
categorized as one of the luxurious brand of the Accor group. The study covers the background history about
the group, its location, competitors, guest reviews etc. Also, the study covers staff opinion about Sofitel hotel
its working environment, staff motivation and whether it is a good place to work. The assignment covers all
key aspects of hotel and group.
BackgroundInformation
The Accor groups is a French multinational hotel company where its headquarter is in Paris and the group
operates franchises of 4100 hotels in 95 countries with 570,000 rooms inventory and an estimated of 250,000
talented staff working round the clock for providing exceptional service using one single application. The
group is having 45 projects in pipeline and by 2020 they are targeting to include 170,000 rooms into their
fleet. The owner of the hotels were two friends named Paul Dubrule and Gérard Pélisson and in 1967 opened
their first Novotel Hotel in northern France (Accorhotelsgroup, 2017). At present Accor Hotels operates 20
brands worldwide from economy to luxury that meet all the requirements of the guests of all status from
business to leisure travelers in terms of seeking comfort, attention, high-quality service and value for money.
As stated by Sébastien Bazin, Chairman and CEO “We are now expanding our playing field in a unique way”
which means that the organization has a vison to target mass market as primary goals are already set like
following set standard and meeting customer expectation which they believe can be achieved through training
and recruiting the right candidate. Also after joining hands with Fairmont Raffels hotels the company is
holding maximum shares and profit. Accor is always into the development of hotels in its own unique way by
boosting hotel performance and ensures that travelers needs are met and should feel they are at their second
home, feel inspired, feel connected, feel committed. The group has always strive to open a new ways towards
positive hospitality by being friendly, attentive and passionate and to be a world leader by being a perfect
hotelier. Moreover the group follow a unique culture based on countries culture and tradition to show across
the globe by giving a very local welcome and warm rituals while welcoming guest in their hotel. For example,
in Japan the custom of welcoming is by bowing whenever they greet guest. However, being the leader, they
boast to announce Green star winner for their projects in vegetable gardens, food waste reduction and
providing healthy food to all their customers. Also, the group have launched a programme which is committed
to sustainable development to give a positive hospitality experience called the Planet 21 which aims at plant
for the planet means to reuse towels to save water for plants, to fight against sexual exploitation against
children, eco-design of guest rooms, healthy and sustainable food for guests. Also, the group follow loyalty
programme for elite customers like express check-in and check-out, rooms upgrade and free night. Apart from
that they have a range of card available based on per room night usage like silver, gold and platinum and
offers to reward up to 8000 points and the group is partner with airline companies like Qatar, Iberia airways
etc. where they can avail points based on jet miles. (Accorhotelsgroup,2016). The key groups of Hotels of
Accor are as mentioned below: -
 n our rooms
Figure: - 1 Source: - Facebook.com, list of hotels of Accor group

2. Growth in revenue of Accor Group
Withthe growthof marketshare andFairmountenteringintothe groupthe Hotel Services revenuehasincreasedby
(+5.6%) andthe new businesseslike luxuryhome rentalsanddigital services hasaddedrevenue whichisabout+10.4
2017 Overall itisseenthatthere isa steadygrowthrate in the marketshare and new hotelsbeingaddedtothe fleet.
The data belowrevealsgrowthof business. (AccorHotels,2017)
SL.NO In € millions Q1 2016 Q1 2017 Change (as reported) Change (LFL)
1 Hotel Services 295 394 33.60% 5.60%
2 NewBusinesses 5 13 0 10.40%
3 Hotel Assets 118 129 9.80% 5.80%
4
Holding&
intercos 104 112 0 0
Figure: - 2
Source: - Accor hotel 2017 Investors
Figure: - 3
Source: - Authors Own
Review of an Auckland CBD Hotel Location
Sofitel Viaduct Harbour one of the French luxury brand is at top-rated locations in Auckland at the heart of
central business location which is at proximity to the bus and train station. Many of its well-appointed rooms
are facing the great harbor views with private balcony. It boasts panoramic waterfront view and overlook the
Waitemata Harbour is a true landmark destination business and leisure guest. Situated at the edge of harbor
the area is surrounded by varieties of bars and restaurant at an affordable rate where guest can spoil
themselves with local cuisine and fine dining. Also, it is just a 5 minutes’ stroll from Auckland Sky Tower.
Leisure guest can take adventure rides nearby Harbour like high speed boat tour, New Zealand Maritime
Museum or Kelly Tarlton's Aquarium a few minutes’ drive away. Moreover, within proximity there are
shopping Centre and sightseeing etc. (Trivago, 2017)
0 50 100 150 200 250 300 350 400 450
HotelServices
New Buisnesses
Hotel Assets
Holding & intercos
1234
Accor Group annual growth rate first quater of
2017
Change (LFL) Change (as reported) Q1 2017 Q1 2016

3. Facilities
The hotel has 172 well-appointed rooms and most of them are facing the harbor and all include private
balconies, minibars with range of alcoholic and nonalcoholic beverages. Also, there are other facilities like on-
site gym, spa, sauna, steam room and 20m indoor pool. Moreover, there are range of other facilities which are
as listed below: -
HOTEL FACILITIES ROOM FACILITEIS WELLNESS / SPA
 24-hour room service

 Air conditioning

 Beauty Salon
 Airport shuttle (pick up & drop)

 Balcony / Terrace

 Body treatments
 Business center

 Bathroom with
bathtub/Shower

 Hot stone massage
 Car parking /Concierge Service 

 Cable/Satellite TV

 Massage
 Conference rooms

 Central heating

 Sauna
 Deck chairs / Sun loungers

 Cosmetic mirror

 Steam room
 Doctor on-site

 Telephone

 Whirlpool / Jacuzzi
 Express check-in / out

 Electric kettle with supplies

 Gym

 Free WiFi in the rooms

FOR CHILDREN
 Hotel safe

 Fridge

 Child / Baby cot
 Hypoallergenic rooms

 Hairdryer

 Childcare/ Babysitting
 Indoor/Outdoor swimming pool

 Hypoallergenic bedding

 Laundry service

 Ironing board

SPORTS FACILITIES
 Nightclub

 Room safe

 Golf Course within 10 km
 Non-smoking rooms

 Sailingon-site, fee-based
 PC with internet
 Porter service
 Bar/Restaurant & Room Service

 Open air terrace
 Towels at the pool / beach

(Booking.com, 2016-2017)
Target Market & Competitors Hotels
Since Sofitel is in heart of the city and at prime location of Auckland Business center with many leisure
activities and multi cuisine restaurants the hotel target mostly business class people or multinational
companies as the hotel is based opposite to IT companies like Infosys, Microsoft, IBM, Datacom etc. Also, it is
a preferred destination for many couples as it overlooks the harbor. So, they target with many promotional
offers and attractive price discounts.
Auckland boast of number of hotels at the harbor with of range of prices and Sofitel being one of Luxurious
brand offer rack rate at much higher as others but still have many positive reviews on trip advisor. The Sofitel
main competitors are Skycity, Millennium, Stamford Plaza etc. Also, there is an internal competition within the
group in terms of ARR and Revpar and accordingly coordinates with another brand. However, with new hotels
entrant in the market force would increase more rival amongst each other in terms retaining stability in

4. market.So, most hotels in order to increase their room revenue they registered with a number of portals and
travel agents to generate more business.
Customer feedback on social media
The hotel is best rated in Trip Advisor which is 3 out of 67 hotels in Auckland and having as many as 2823
reviews and received traveler choice award in 2017.The different of sample and reviews from hotels as
mentioned below: -
CATEGORY REASON
FOR
GREVIENCE
GUEST
COMMENT
STAFF REVIEW MY OPENION
Poor Don’t
bother
upgrading
to corner
junior suite
Paid extra to
upgrade to a
corner junior
suitewith
"water views" on
the top floor.
What I got
instead was a
sweeping view
of the adjacent
bus depot on
one side.
Bonjour Ichiro K,thank you for sharingyour invaluablefeedback
on your recent stay at Sofitel Auckland ViaductHarbour.I am
truly sorry to hear that you did not fully enjoy your stay at our
hotel. Pleaserestassured that myself and the management
team have highly considered your feedback and are undertaking
an evaluation of all your highlighted points with the room
category booked. I would very much appreciatethe opportunity
to discussyour feedback in detail the Junior Suite that was
booked. Would you kindly provideme a directcontact detail
where I can personally getin touch with you? Alternatively,
pleasefeel free to contact me on Linh.Pham@Sofitel.com
Once again,thank you very much for your feedback and I hope
to hear from you soon.sincerely,
Linh Pham(Guest Relations Manager)
For all guestgrievances,
the Guest Relation
Manager revert back to
guest with tailor made
answers where guest
were being asked to
revert in privateat her ID
rather than in public.
However, it is not very
clear if their issueis being
resolved is not known.
Excellent
A quiet
oasis in the
coty
Spent 3 nights
here recently
and really,I
enjoyed the
unhurried,
relaxed
atmosphere of
the hotel and
friendly staff
very attentive.
Rooms been
refurbished
sincemy last
stay and
comfortable.
Bonjour 995barryk,I am delighted that you enjoy many aspects
of your experiences with us from the servicethat you have
received from our dedicated ambassadors,our roomfacilities
and the tranquil harbour location.
Thank you again for sharingyour experience and we look
forward to welcome you back in the near future on your next
visitto Auckland.
Sincerely,Linh Pham
Guest Relations Manager
This is a positive
comment from the guest.
This is a curtosy mail sent
thankingthem for having
a wonderful stay and
encouragingthem to
come back to have more
memorable stay.
Average
Not what I
expected
My wife and I
booked the
Sofitel in
Auckland,as it
looked to be a
1stclass
property,
certainly the
priceindicated
that to be
true.The hotel is
a very modern
building
.However, itis
the littlethings
that distinguish a
Bonjour marty60, Thank you for sharingyour invaluable
feedback on your recent stay at Sofitel Auckland Viaduct
Harbour.I am glad to read you had enjoyed our central location
and spacious rooms.I amtruly sorry to hear that you did not
fully enjoy your stay at our hotel. I would very much appreciate
the opportunity to discuss your feedback in detail.Would you
kindly provideme a direct contact detail where I can personally
get in touch with you. Alternatively, pleasefeel free to contact
me on Linh.Pham@Sofitel.com.Once again,thank you very much
for your feedback. I hope to have the opportunity to discuss this
further with you.Linh Pham
Guest Relations Manager
The guest relation
manager responded back
to the guest with a tailor-
made answer. However,
most responses are not
same depending upon the
degree of seriousness.

5. great hotel from
the others, this
is not the case
with this Sofitel
Below the data and bar graph shows the reviews of guest out of total 2823 comments received from trip
advisor (Tripadvisor, n.d.) which is as follows: -
Figure 4
Source: - Authors Own
Brand in the group
Sofitel as a hotel is a very high-profile and French luxury hotel chain hotel of Accor group which is categorized
under the Luxury brand of hotels in terms of services and facilities and location. Also, the hotels have many
guest reviews on trip advisor and it is one of the preferred destination in terms of business class people and
couple because of its harbor location. Also, the hotel have many good reviews of the staff who were
associated with the organization and have appreciated for good management and developing people (indeed,
2017) . The main reason behind its unique is that it targets mostly the sophisticated class whether it is a
conference meeting or gala wedding reception their target market is upscale. Also, they actively work towards
betterment of the environment like educating guest to reuse towels to save water, planting trees within the
hotel to promote green and encouraging guest on green practices. By promoting such practices, the hotel won
Green Leaders Silver level award.
Conclusion
In conclusion, as a hotel it is unique and follow a very set standard in terms of brand, class and target market.
Also, they follow their own set rules and regulation that make different from other brands. Most guest who
have stayed in the hotel once would prefer to come back as per comments from trip advisor due to
professionalismand their ideology and principles staff on the other had feel valued and always been given
opportunity for development as per staff feedback and comments. Overall, I personally feel that setting its
brand standard is not only the end, the group have its own set principles that is made visible to all guest and
1701
668
205 71 3565% 25% 7% 2% 1%
0
200
400
600
800
1000
1200
1400
1600
1800
Excellent Very good Average Poor Terrible
Sl.No Categories
Total
Comment
Received Percentage
1 Excellent 1701 65%
2 Very good 668 25%
3 Average 205 7%
4 Poor 71 2%
5 Terrible 35 1%

6. made them understand that made them different from other brands of hotels. Also, they have different
grades of hotels all over the world where they can target every grade of people.
References
Accorhotels. (2016). www.accorhotels.group.com. Retrieved from
http://www.accorhotels.group/en/group/who-we-are/our-history.
Accorhotels. (2017). http://www.accorhotels.group. Retrieved from
http://www.accorhotels.group/en/investors.
AccorHotels. (2017). http://www.accorhotels.group. Retrieved from
http://www.accorhotels.group/en/group/who-we-are/accorhotels-in-brief.
Accorhotelsgroup. (2017). https://www.facebook.com. Retrieved from
https://www.facebook.com/accorhotelsgroup/.
Booking.com. (2016-2017). https://www.booking.com. Retrieved from
https://www.booking.com/hotel/nz/viaduct-harbour.en-gb.html.
indeed. (2017). https://www.indeed.com. Retrieved from
https://www.indeed.com/cmp/Accorhotels/reviews?fcountry=NZ&floc=Auckland%2C+Auckland.
Tripadvisor. (n.d.). https://www.tripadvisor.co.nz. Retrieved from
https://www.tripadvisor.co.nz/Hotel_Review-g255106-d2205830-Reviews-
Sofitel_Auckland_Viaduct_Harbour-Auckland_North_Island.html.
Trivago. (2017). https://www.trivago.co.nz. Retrieved from
https://www.trivago.co.nz/?aDateRange%5Barr%5D=2017-08-20&aDateRange%5Bdep%5D=2017-08-
21&iPathId=531892&iGeoDistanceItem=349586&aCategoryRange=0%2C1%2C2%2C3%2C4%2C5&aOve
rallLiking=1%2C2%2C3%2C4%2C5&sOrderBy=relevance%20desc&iRoomType=7&cpt=34958602&iView
T.