Jean-Jacques Morin: “We are today hospitality excellence, but we want even more”

What is your function in Accor’s brand-new organisation?

Since January 1 ^st, I have actually been the pleased president of the department in Accor which is regrouping premium, midscale, and economy brand names. It is the heart of what we do at Accor, 90% of the hotels and 75% of the cost incomes. This department regroups 18 brand names consisting of ibis, Novotel, and Pullman. Those 3 brand names make up about 50% of the turnover, they are really considerable. I wish to commemorate Mr. Dubrule and Pélisson who developed those brand names about 50 years back. They were both leaders and I wish to pay them an unique homage.

What is your roadmap for this big scope of hotels?

To summarise it, we have a vision, we desire hospitality quality. We are today hospitality quality, however we desire much more hospitality quality. We have the benefit of having a group of individuals at all levels, whether they remain in head office or in the hotels, who have a severe devotion. They boost the level of acknowledgment, of stickiness and brand name equity that we have actually had the ability to construct along the time on our brand names. What matters in brand name management, is length. You simply wish to guarantee consistency, development. In Australia, Brazil, we are getting the fruits of having actually been there for a long period of time and having actually established a deep-rooted network of owners and individuals working for us.

What, in your viewpoint, will be the chauffeur of worth production for brand names? You have those tradition brand names with a historic performance history, however there are likewise brand-new brand names, what would be properly to establish the footprint of Accor worldwide?

I believe that we have labor forces, brand names that today produce a great deal of volume and service. Apart from those complimentary brand names, we likewise have Mövenpick, Mercure … Post Covid, we wish to restore those brand names. The method end consumers would look today at a hotel has actually altered. Individuals utilized to search for a space, a shower, and to be precisely where they were believing they would be. Things have actually altered, individuals were burnt by the Covid crisis, they wish to see something various. We are to renew those brand names and provide a bit of way of life and tone. That will equate for example by restoring the F&B technique. We can do much better and more on that subject. Individuals will value that. There is likewise a problem to discover the ideal funding today on the marketplace. The monetary crisis is not fixed. Anything around conversion, will contribute in advancement. Accor is without a doubt the big group which picks the most conversion. About 50% of our openings is originating from conversion. It relates to where those brand names were born. We were born in a location where brand-new builds can be an obstacle.

Revenge travel provided the market the chance to truly carry out well, how do you forecast yourself in the coming years?

I believe we have a distinct chance to browse that wave due to the fact that business is strong. This will offer us the advantage of all the tool kits we have actually been putting in location to provide worth for the last 5 to 7 years. We have actually been moving from a really French group to a lot more worldwide. To a midscale and eco portfolio to a lot more well balanced one. We likewise changed into a possession light business. All those modifications were accompanied to get the brand name acknowledgment worldwide. We are now leaving Covid, business is really strong, and we simply wish to browse that wave, utilizing the tool kit, and get the advantage of it. ESG will be a lot more crucial than what individuals might believe, it will be critical to our success. It begins with having the ideal components to put in location, the ideal method. Among the problems that everyone is dealing with, in any market, is the absence of information that can cause greenwashing. That is why we chose the buy tools for all our residential or commercial properties to determine. As the old stating states ‘if you do not determine, you do not’ enhance’. This tool will offer the possession owners the aspects they require, to comprehend their carbon footprint. When you have the info, you can act. This will enable us to compare, to establish methods and to lower acts to the homes. Measurement is missing out on in something where everyone concurs on what is. What is right is to do something, however what?

What is your state of mind for this year, in your brand-new function?

I am rather unwinded since we have whatever lining up. The rebound, which is a very great play area to press things forward. We have the tool kit, I discussed previously. And I believe we have the ideal group, the best spirit, an incredible desire from everyone in this business to show that they can do their task generally and, even much better, extremely. All of that integrated, makes it a best positioning of stars to move on and provide worth.