Century International Hotels will merge its hotel
operations into Accor Asias regional hospitality portfolio, with Accor
taking full ownership of Century.
The move comes one year after Accor purchased an initial 25 per cent stake
of Century in April 2001. Since then the two companies have co-operated in
integrating respective sales and marketing networks, hotel operations and
human resource development.
Deputy Chairman Asia Pacific, Jochen Dobel, said Accor had taken a cautious
approach towards integrating Century into its hotel network.
During the first year of working together we developed the proper
operational, sales and marketing and training synergies between the two
groups.
As a result, the time is now right for Accor to move forward and purchase
the remaining controlling share of Century, and we will continue to look for
opportunities to work with individual owners to re-flag hotels under an
appropriate Accor brand.
Mr Dobel said that President and Chief Executive Officer, Brian
Deeson, would remain at the helm of Century, in addition to assuming new
responsibilities as Senior Vice President, Asia Pacific.
Mr Deeson, added: I am delighted to be continuing as President and CEO of
Century International Hotels andwill have additional responsibilities
within Accor Asia Pacific as Senior Vice President.
Century is working on several exciting new projects, so there is no reason
why the Century name will not continue to grow. We have already co-branded
or rebranded several of our properties and will continue with this strategy
where it has additional marketing advantages for the individual hotels.
Mr Dobel, said that while the
Century Brand may grow with new Century hotels in the Asia
Pacific region, it would not become a global Accor brand,
being restricted to this region.
In October 2001 Accor and Century co-branded three hotels including the
516-room Novotel Century Hong Kong, the 418-room Novotel Century Kuala
Lumpur and the 276-room Novotel Century Harbourview. Accor also rebranded
two additional hotels including the 152-room Novotel Watergate Shenzhen and
the 210-room Ibis North Point. Century International Hotels currently
operates 16 properties (5,033 rooms) in seven Asian countries.
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