This document is a market research conducted in 2012 in order to identify the main trends in the hotel industry for this year, 2012. The sources will include official statements made by the hotels, hotel industry reports and travelers opinions. This document shall be used as a resource to help understand the hotel market as it is today, and what it may become in the next years. The categories of hotels covered by this research will be as follow : main hotel groups, smaller hotel chains and independent hotels ; the research will also provide indications in the main sectors of the hotel industry market : luxury, midscale, economy and budget class hotels.
In the first part, we will take the example of four main hotel groups : Accor, IHG, Starwood and Hyatt.
After a brief introduction to these hotel groups we will analyze what their brand structure is today.
- We will identify the main changes in their brand structure during the last decade.
- We will also report the vision of the CEOs of these four companies, and we will try to understand what they see in the future of their brands.
- We will then compare the four hotel groups in every market they are in. From budget hotels to luxury hotels, we will define the main winners for each category. We will also analyze which group is doing best in each country or continent.
In the second part of the report, we will compare how the three categories of hotels : global hotel groups, small hotel chains and independent hotels, are doing economically.
Using these statistics, we will establish which category is making the most progress in 2012.
We will also define the global trends concerning the three players.
The third part will be about the global growth of the industry market. We will concentrate in particular on the figures of room opening in cities, countries and continents per year.
We will then analyze which sector of the market experiences the most significant growth in the past years, and especially in which country it was able to grow at the most.
Finally, we will talk about the new hotel chains that were created in the last few years, and we will give a brief summary and description on these new players in the market.
Launch of All Seasons : Economy design hotels.
Accor also creates the Pullman chain, luxury hotels.
Adagio City Aparthotel is created : “Living in a city like one of its inhabitants with one’s own local neighbourhood lifestyle”.
Accor launches the MGallery non-standard hotel chain : singular luxury hotels, with a unique history, design, site or project by the owner.
Accor sells the Motel 6 brand, economy hotels acquired in 1990, in order to get a more homogeneous ROI from its main hotel chains.
These past two years, Accor Hotels group has initiated a reduction of its brand and a grouping of several hotel chains under a same name, like ibis hotels. In this way the hotel group is trying to increase the importance of its most valuable assets.
As the CEO pointed out: The new aim of the grouping is to make the guests appreciate the subtle differences, just as consumers recognize the differences between Coke, Diet Coke and Coke Zero.
To make Accor brands: brands of innovation and which reposition on every market segments.
Creation of Hotel Indigo : Affordable boutique accommodations.
New hotel chain : Even Hotels, hotels for travelers who do not want to suspend their healthy lifestyles while on the road.
New luxury hotel chain : Hotels designed for Chinese traditional travellers.
Opposite to Accor Hotels, IHG hotel group is aiming at opening new concept hotels in order to establish the branch on new markets like lifestyle hotels and culturally appealing hotels.
Starwood launches aloft hotel chains, a subdivision of W Hotels for business travelers.
Starwood buys Le Méridien hotel chain from Air France, in order to extend its luxury market.
Starwood creates Element by Westin, hotels that are known to be green hotels.
Since 2006, Starwood did not widened its brand or reduces the hotel chains under new concepts ; instead it relied on its older branches and confirmed their standards.
Hyatt buys the AmeriSuites hotel chain and rebrands it as Hyatt Place, for upscale limited service hotels.
Hyatt creates the Andaz brand, a hotel chain targeting luxury travellers.
Summerfield Suites, acquired in 2005 and incorporated in Hyatt Place, are renamed Hyatt House, to create a warm, inviting, and comfortable environment : closer to home.
The only Global Hotel Group to have a place in China is Accor, with its ibis Hotels.
This Hotel Group is the first one in Asia because since 2002, it has established budget hotels all over China, to become the first one on the Chinese market.
This hotel group was formed in 2008 to manage small luxury hotels in three subsidiary hotel chains in China, Hong Kong and the UK : The House Collection, EAST and Chapter Hotels.
Created in 2009 in Amsterdam, this new hotel chain aims at offering budget luxury hotels. Every hotels use prefabrication to lower the costs, the rooms arrive on-site nearly complete. Room prices range from 155$ to 300$.
They are established in Amsterdam, Glasgow and London ; and are coming to New York and Paris soon.