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Accor Launches New Concept at Dubai World Trade Center
Since 70's when Accor launched its first establishment, an ambitious extension program of 44 hotels in the Region with brands such as Sofitel, Novotel, Mercure and Ibis has been developed.

With 147,000 employees in 140 countries, Accor is the European leader and a global operator in its two core businesses, Hotels and Services, as well as in such related lines of business as travel agencies, casinos, restaurants and onboard train services.

Despite a challenging market environment, Accor reported sustained growth in its financial results in 2001, demonstrating the effectiveness of the strategy implemented in recent years. Consolidates sales rose 4.0% in 2001, to Euros 7,290 million from Euros 7,007 million the year before, and over 1.2 million room nights via Accorhotels.com have been registered.

At Accor's fifth Arabian Travel Market press conference, Christophe Landais, Accor Regional Director of Operations and Development for the Arabian Peninsula confirmed the upcoming opening in April 2003 of the 412 rooms Novotel and 210 rooms Ibis at the Dubai World Trade Center.

Both hotels are built in anticipation of the IMF convention in September 2003 as well as to accompany the World Trade Centre development in its endeavor to become one of the most active and prominent international exhibitions and conference center.

Accor and Dubai World Trade Center recognized the needs for an alternative accommodation offer with its 4-star Novotel hotel to the Sheikh Zayed Road well populated with 5-star properties as well as creating demands for economy hotel with Ibis hotel, Landais told the assembled press.

Since 1967, when the first Novotel has been opened in France, Novotel has grown all over the world by applying a simple and innovative idea: modern, comfortable accommodation, combined with restaurants, room to work, room to relax and room to park. 

The "feel at home" Novotel, is designed to offer outstanding accommodation facilities at a highly competitive price, averaging at Dhs 370/-. With modern and high-tech facilities, the hotel is specifically targeting at the business needs of its clients. Over 50% of its clients worldwide are business travelers.

Ibis was the first European hotel chain to receive ISO 9002 certification and showcases Accor's "Fair Price Policy" with different rates for peak and off-peak, weekdays and weekends, starting at Dhs 180/-. Ibis has successfully reconciled the economy business hotel concept with comfort.

Ibis, represents a new concept in Dubai as economy business hotels" Landais continued. Ibis has a high quality commitment ("the 15-Minute Satisfaction Contract"). If the hotel is unable to solve a problem falling within its sphere of responsibility within 15-minutes, the client is given a free stay in the chain.
Both Ibis and Novotel feature rooms and facilities for the handicapped as well.
The new DWTC extension features an air-conditioned concourse, shopping and a variety of restaurants making it comfortable and convenient for guests year-round. The two properties, Novotel and Ibis, are conveniently located at either end of the Perspex concourse making them an ideal choice both for DWTC exhibition and conference clientele as well as corporate clients from Sheikh Zayed business district.

Wahid Atalla, General Manager, Dubai World Trade Center, said, "The new hotel facilities that will be part of the Dubai International Convention Centre will offer an excellent range of room options for delegates attending functions at the centre. More than 600 hotel rooms on site provide close, convenient accommodation, an important advantage prized by meeting planners."

Christophe Jeannest, Vice President Worldwide Sales, revealed Accor's aggressive expansion plan at the 2002 ATM, announcing 200 new hotels internationally in the coming year, including the openings of 14 new Sofitel Hotels & Resorts. He said the French-owned network would also sustain growth throughout 2002 with comprehensive "Business Solutions", "On-line Reservation" and "Ideal" loyalty programs.

Jeannest said, "Accor's performance in the Arabian Peninsula last year resulted in a 20% increase in net profit, with 16 hotels and 3,000 rooms now in the UAE, Kingdom of Saudi Arabia, 

Qatar and Oman. In 2002, we will open four new properties, increasing our number of rooms in the region to 3,669, expanding into Bahrain, Yemen and Al Ain for the first time."

Daniel Vrancx, Director of Operations Europe & Middle East, detailed the group's seven key regional hotel openings, including a new Mercure Hotel in Mecca, a Sofitel in Yemen opening May 2002, a Grand Mercure in Al Ain opening this summer, a Novotel in Bahrain opening July 2002, a Novotel in Sharm El Sheikh along with Sofitel Taba Heights in Egypt, and a Sofitel in Marrakech."

He highlighted that Saudi Arabia and the UAE have been prime targets for Accor's expansion plans, with the successful re-branding of the City Center Hotel to Sofitel City Center Hotel & Residence, marking the first Sofitel in Dubai. 

"In line with our commitment last year, we are well on track to increase the number of rooms operated by Accor in the Arabian Peninsula to 6,000 by 2005," Vrancx concluded.

A major success story for the Accor group last year was its Business Solutions corporate web portal, a custom-designed, multi-faceted reservations channel. 'Accessing accorhotels.com allows corporate clients to book at their own negotiated rate, terms and conditions on-line.' Jeannest said. 'Our portal has secure customer recognition, faster and more efficient hotel search, immediate booking processes, and the ability to get online planning advice for meetings, seminars and incentive trips worldwide with complete confidentiality.'

Also at the press conference, Accor Middle East International Director of Sales & Marketing, Mohamed Taher said, 'Building on Accor's reputation for quality and service, the Worldwide Solutions program this year expanded to include a full selection of prime hotels that guarantee a Guest Satisfaction Index for Arab Nationals. The program ensures features such as Arabic television channels, and Arabic-speaking staff at selected hotels around the world with an addition to the Frequent Flyer program with the national airline carrier.'

Taher continued, 'With the already famous Summer Sale, whereby Accor hotels offer up to 50% savings in 600 properties globally, with no minimum stay required and breakfast included.' He also highlighted the customized promotion 'Sofitel at a Glance' offering the Middle East traveler the privilege of "stay three nights, get one free" in destinations such as Paris, London, Zurich, Brussels, Sydney and Bangkok.

Also new is Accor's Loyalty Card program called 'Compliments from Accor Hotels'. The new program offers the chance to earn points redeemable in 2,000 hotels around the world. With a choice of two cards, 'Accor Hotels Favourite Guest' multibrand subscription or 'Privileged Guest' exclusively by Sofitel, the program offers major point-score opportunities and a host of luxury services from late checkout options to promotional packages. 

In conclusion Taher stated that Accor's outbound traffic from the GCC had increased 25% due to the group's greater presence in key cities in demand from this region. Accor also boosted its reservations network in the region, appointing new liaison offices in Cairo, Bahrain and Qatar.

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