novotel.com 101 Novotel Brand Presentation Official figures 2022 – Yearly basis Q1 2023 11 GEOLOCATED VERSIONS 100K ROOMNIGHTS BOOKED 17M€ REVENUE GENERATED 41 POINTS OF SALE 1.46M OF PAGES VIEWED NEW WEBSITE LAUNCH IN MARCH 2023
6_ Brand Performance 102 Novotel Brand Presentation Q1 2023
We measure success through the evolution of: BRAND PERCEPTION 68,5% Of people agree with the statement “Novotel are hotels where I can reconnect with myself, my family and my peers”” Novotel is recognized as a ‘relaxed’ and ‘lively’ brand, making people feel ‘comforted’ BRAND MARGIN +€34,4 Brand Margin® measures the financial premium which the brand name adds to the intrinsic value of the same hotel stay with an unbranded alternative REPUTATION PERFORMANCE SCORE 83,55pts Source: BEN 2022 Source: TrustYou 2022 BRAND AWARENESS 42,3% Brand awareness is strong within our 10 key markets. Our objective is to maintain current awareness levels. Our objective is to maintain this price premium. Our objective is to improve our image of modernity and create emotional connections between the brand and its customers. Source: BEN 2022 Source: BEN 2022 103 Novotel Brand Presentation Q1 2023 The RPS measures the overall hotel online reputation based on several sources : Guest satisfaction survey and online reviews from sources such as Booking, Tripadvisor, Ctrip etc.
Brand awareness (%) 70 42 45 41 36 59 14 36 47 38 31 France UK Germany Spain Brazil Australia China Thailand Indonesia UAE India EUROPE AMERICAS MEASPAC Source: BEN 2022
Brand margin (€) 35 14 16 30 37 40 50 41 48 France UK Germany Brazil Australia China Thailand Indonesia UAE EUROPE AMERICAS MEASPAC Brand Margin® measures the financial premium which the brand name adds to the intrinsic value of the same hotel stay with an unbranded alternative. A Brand Margin® of 10€ means that « Consumers think it is worth paying on average 10€ more per night to stay with brand X compared to an unbranded equivalent ». Brand Margin ® in €. Traveler representative Brand Margin® in € Source: BEN 2022
Global average reputation performance score of 83,55% NORTH & CENTRAL AMERICAS 81% SOUTH AMERICA 85% EUROPE 82% ASIA - PACIFIC 84% AFRICA & MIDDLE EAST 87% GREATER CHINA 93% Source : TrustYou YTD December 2022
9M ROOM NIGHTS €1 079M ROOM REVENUE FOCUS WEB (ACCOR WEB + WEB PARTNER) Central Brand Delivery Powered by Accor Novotel Room Nights based OTA 22% B2B GLOBAL SALES (incl. GDS) 29% ALL.ACCOR.CO M, BRANDS.COM, VOICE 16% LOYALTY DIRECT HOTEL 6% 73,4% CBD measures the business in room nights brought by Accor to the hotel through the 3 main group levers: Distribution (through Central Reservation System - CRS), Loyalty & Sales. A 70% CBD means that 70% of the room nights of a hotel are driven by Accor & Brand Sales, Distribution (all channels powered by the CRS) & Loyalty ecosystem. Central Brand Delivery : CBD (%)
A TRUE DIGITAL FOOTPRINT TO BOOST DIRECT SALES MORE TOUCHPOINTS, MORE BOOKINGS ALL.COM 2,200+ DESTINATIONS 110 COUNTRIES 18 LANGUAGES (+ Vietnamese 2022) • New design, more visibility for hotels o A new homepage to better showcase our portfolio o The ALL resort platform is live • More seamless, more direct booking o Booking funnel personalization & family enhancements to secure conversion • More Loyalty features, more engaged customers, more value o Digitalization of the Suite Night Upgrade, an Elite benefit o Launch of ALL Mobility service to extend our services outside the hotel o New experience service, activities to offer more memories to our members conversion ALL ACCOR APP POWERFUL TOOL FOR OUR MEMBERS TO SHOWCASE ALL PARTNERS & REWARDS App ratings (2022): 4,6/5 on iOS & Android 3 downloads of the app every minute FIGURES AS END OF DEC 2022 BRANDS.ACCOR.COM 35 + BRANDS.COM WEBSITES First step of the Brand Websites Factory that will allow brands to launch & manage more efficiently their customer journey, through websites, personalization, marketing...
STRATEGIC BUSINESS ALLY70M+ members Diversified, international database Largest international partner offering 95+ partners to recruit travelers and provide ‘outside of stay’ stickiness Unique loyalty programme Lifestyle & augmented hospitality Widest international network 5200 hotels; 40+ brands distributed on all.com POWERFUL MEMBER DATABASE FIGURES AS END OF DEC 2022 X2 Members stay twice more than non-members A HIGH VALUE LOYALTY PROGRAM +10% ADR members spend more than non-members MEMBERS STAY MORE MEMBERS SPEND MORE More than 80% of all.com bookings are from members MEMBERS BOOK DIRECT One of the industry leader loyalty programme 10 + "Recognized by guests" awards and travel press WORLDWIDE LOYALTY PROGRAM Northern Europe 30% Southern Europe 29% North Central America 8% South America 8% India Middle East Africa 7% PACIFIC 8% South East Asia 7% Greater China 3%
WHAT IS DISTRIBUTION? C a l l C e n t e r s In-Hotel Reservatio n Service W e b A c c o r , M o b i l e & A P P W e b P a r t n e r s GD S IDS RESAweb T H E A C C O R D I S T R I B U T I O N E C O S Y S T E M C O N N E C T I N G H O T E L S T O C L I E N T S 18% 2% 69% 17% 25% 7% C R S H O T E L P M S 31% 140+ Partners* *included search/ metasearch / OTA/ GDS/ IDS 1000+ contact centers experts 9 Call centers 17 Languages 350+ BtoB Sales Representatives 5,800+ Hotels distributed on TARS 110 Distribution channels ACCOR DISTRIBUTION 2023
Development Criteria - Programming AAA ULTRA CITY CENTER LOCATION, HISTORIC CONVERSION WORLDWIDE RECOMMENDED NUMBER OF ROOMS 150 keys and more 150 keys and + ROOM AVERAGE SIZE 20 - 30 sqm 26 - 32 sqm TGFA / ROOM 45 - 56 sqm 50 – 70 sqm RECOMMENDED NUMBER OF ROOMS 120 keys and + 150 keys and + ROOM AVERAGE SIZE 30 sqm 32 - 36 sqm + balcony TGFA / ROOM 45 – 50 sqm 55 – 70 sqm FOOD & BEVERAGE 1 restaurant (preferably connected to bad) 1 Gourmet Bar (Hotel) or Boutique Gourmande (Novotel Suites) WELL-BEING Fitness center In Balance (50 sqm min.) Swimming pool (nice to have) Spa(1) MEETINGS Meeting room(1) Web Corner (1) Based on market demand HOTEL RESORT PRIME LOCATIONS SECONDARY LOCATIONS AIRPORTS SUBURBS INTERNATIONAL CAPITALS KEY CITIES & RESORTS MAJOR DOMESTIC DESTINATIONS OTHER CITIES & ATTRACTIVE TOURISTIC DESTINATIONS
Guest Journey & Experience – Key Standards at a Glance The following list contains the key brand concepts & markers. Specific and detailed guidelines with rich elements & content bring each experiences to life in the guest journey. ARRIVAL & DEPARTURE SOCIAL HUB GUEST ROOMS WELLNESS F&B NOVOTEL EXPERIENCES Dress code Fragrance Executive Room Fitness Novotel Breakfast Meeting By Novotel Welcome-in Family Zone Live N’ Dream Swimming pool All day dining philosophy Collective Classes Welcome gifts (family) Welcome/ Living Area 20% family room Spa Family time By Novotel Resort By Novotel Food Bar Branded amenities Calm Disney Brand playlist Calm free trial Executive & above Tea M MANDATORY P PROGRAMME M M M M M M M M M M M M M P M M P P P M M P
Design & Technical Services Guidelines NOVOTEL CONSTRUCTION & RENOVATION STANDARDS Can be used after HCSA is signed NOVOTEL BRAND VIDEO Can be used before HCSA is signed NOVOTEL STYLE BOOK Can be used before HCSA is signed NOVOTEL DESIGN CONCEPTS CATALOGUE Can be used before HCSA is signed DRAWINGS AVAILABLE Can be used after HCSA is signed NOVOTEL DESIGN CONCEPTS GUIDELINES Can be used after HCSA is signed NOVOTEL NEW DESIGN CONCEPTS WEBINAR, NOVOTEL WEBINAR NEW CONCEPTS UPDATE Can be used before HCSA is signed
114 Presentation title 00.00.2020 NOVOTEL LIVING DESIGN BRIEF Can be used before HCSA is signed NOVOTEL LIVING BRAND PRESENTATION Can be used before HCSA is signed NOVOTEL RESIDENCES DESIGN BRIEF Can be used before HCSA is signed Design & Technical Services Guidelines
Thank you 115 Novotel Living Brand Presentation Q1 2023