Sofitel Golden Mile, Montreal

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A strategical analysis of the Sofitel Golden Mile in Montreal, Canada, made for an Organizational Policy class at McGill University. Disclaimer: While our data was collected through secure sources, this presentation represents our personal interpretation of this data. We do not accept any responsibility as to the accuracy of this interpretation

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Sofitel Golden Mile, Montreal

  1. 1. GROUP PRESENTATION Giorgio Felici Paola Parolo Sebastien de Knoop Olivia Boussard
  2. 2. Background 2 Numbers Inside Strategy Future Outside <ul><li>French brand. Established since 19.. </li></ul><ul><li>5-star establishment </li></ul><ul><li>6 years old </li></ul><ul><li> updated view of the Sofitel brand </li></ul><ul><li>2 interviews: Capucine Bourque & Jean-Christophe Gras </li></ul><ul><li>Sofitel Golden Mile as illustration of brand’s practices & strategy </li></ul>
  3. 3. 1 Background Numbers Inside Strategy Future Outside <ul><li>Web-based strategy: </li></ul><ul><li>Un iqueness </li></ul><ul><li>Partnerships & The long-term Customer relationship </li></ul><ul><li>Globalization </li></ul><ul><li>Environmental Support </li></ul>
  4. 4. Uniqueness of service 2 Background Numbers Inside Strategy Future Sofitel, a Network
  5. 5. Uniqueness of service 3 Background Numbers Inside Strategy Future Room and Suites…my bed concept
  6. 6. 1 Background Numbers Inside Strategy Future Dining Uniqueness of service Meetings Well being
  7. 7. 1 Background Numbers Inside Strategy Future Partnerships…customer relationship A|club Sofitel and Golf Sofitel and cinema Sofitel and airlines t
  8. 8. 1 Background Numbers Inside Strategy Future Globalization CHANGES AND MAJOR PLAYERS Acquisition of Hilton Hotels Corp. by The Blackstone Group Blackstone’s sale of Extended Stay Hotels to The Lightstone Group Accor’s sale of the Red Roof Inns New brand launches by Accor Group: Accor’s All Seasons and Pullman concepts
  9. 9. 1 Background Numbers Inside Strategy Future Globalization OPPORTUNITIES emerging markets across the globe The Sofitel Macau at Ponte 16
  10. 10. 1 Background Numbers Inside Strategy Future Environmental challenges “ EARTH GUEST WEEK” improve human and environmental conditions to bring lasting change encourages Sofitel employees and guests alike to focus on preserving the Earth’s resources for future generations
  11. 11. 1 Background Numbers Inside Strategy Future <ul><ul><li>OTHER IMPORTANT ECO-FRIENDLY PRACTICES </li></ul></ul><ul><li>Collaboration with Community Energy </li></ul><ul><li>in the United States </li></ul><ul><li>This action qualified Sofitel </li></ul><ul><li>as an EPA Green Power Partner </li></ul><ul><li>Other ongoing conservation efforts at Sofitel </li></ul>Environmental challenges
  12. 12. 1 Background Numbers Inside Strategy Future Ranking and performance
  13. 13. 1 Background Numbers Inside Strategy Future Partnerships…customer relationship A|club Sofitel and Golf Sofitel and cinema Sofitel and airlines
  14. 14. 1 Background Numbers Inside Future Outside <ul><li>Upgrade approach : </li></ul><ul><li>Surpass Marriott & Hilton </li></ul><ul><li>Achieving consistency </li></ul><ul><li>Increase global average room rate </li></ul>“ Life is Magnifique”
  15. 15. 1 Background Numbers Inside Future Outside <ul><li>Mission </li></ul><ul><li>“ to be recognized as the world leader in terms of luxury and hospitality, deriving from French traditional expertise in “art de recevoir” combining service, gastronomy, and design” </li></ul><ul><li>Vision </li></ul><ul><li>Creating a space where “Life is Magnifique” </li></ul>Some vocabulary...
  16. 16. 1 Background Numbers Inside Future Outside <ul><li>Objective </li></ul><ul><li>250 luxury hotels around the world </li></ul><ul><li>BHAG </li></ul><ul><li>139 business & leisure hotels </li></ul><ul><li>Consistent global presence </li></ul><ul><li>3 hotel brands </li></ul><ul><li>Scope </li></ul><ul><li>3 years: 2007-2010 </li></ul><ul><li>HR, Marketing, Logistics </li></ul>Some vocabulary...
  17. 17. 1 Background Numbers Inside Future Outside <ul><li>From 1 to 3 sub-brands : </li></ul><ul><li>Sofitel </li></ul><ul><li>Sofitel Legend </li></ul><ul><li>So by Sofitel </li></ul><ul><li>Customized luxury </li></ul><ul><li>Repositioning </li></ul>Expansion of the product line
  18. 18. 1 Background Numbers Inside Future Outside <ul><li>Sofitel within the Accor Group </li></ul><ul><li> more flexibility & autonomy </li></ul><ul><li> Group remains present for support </li></ul><ul><li>Marketing campaign: </li></ul><ul><li>35 million Euros </li></ul><ul><li>Logo </li></ul><ul><li>Signature </li></ul><ul><li>Website </li></ul>Other key changes
  19. 19. 1 Background Numbers Inside Future Outside <ul><li>Alignment requirements (80% conformity): </li></ul><ul><li>Flat LCD screen $200,000 </li></ul><ul><li>Wireless internet </li></ul><ul><li>Bose sound system $90,000 </li></ul><ul><li>Carpeting $140,000 </li></ul><ul><li>SoBed </li></ul><ul><li>Amenities (Occitane & Hermes) </li></ul><ul><li>Fitness center $100,000 </li></ul><ul><li>Perks $200,000 </li></ul><ul><li>Rain shower </li></ul>Logistics & costs
  20. 20. 1 Background Numbers Inside Future Outside <ul><li>3-step training method : </li></ul><ul><ul><li>Create the link </li></ul></ul><ul><ul><li>6 steps to luxury service </li></ul></ul><ul><ul><li>Grooming & appearance </li></ul></ul><ul><li>Zoom-in on Sofitel Montreal: </li></ul><ul><ul><li>200 employees to train </li></ul></ul><ul><ul><li>1 year </li></ul></ul><ul><ul><li>$300,000 </li></ul></ul><ul><li>Employees must be luxury </li></ul>Human Resources

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