Accor grows in South America guided by Chile and Peru, Colombia

The French connection won definitively AccorHotels South America, where he is leader of the hotel sector with several brands of your portfolio-Ibis, Sofitel and Mercure are just some of them. Last year, 31 new hotels were opened with the Accor in the South American continent, Colombia, Chile and Peru being the main countries that boosted the regional growth. In Brazil, specifically, the performance had a fall of just over 1%, even in Olympic year, something that should be fixed in 2017.
"We are more optimistic. The Brazil will recover investments. For 2017 is expected make a year equivalent to 2016, but without the Olympic Games, "said Patrick Mendes, CEO of AccorHotels South America, during a press conference held in Sao Paulo on Wednesday (22).
According to the Executive, regional performance contributed to high of 2.2% in global network revenue compared to 2015. To give you an idea, in South America growth was 4.7% isolated.
"Even with complex environments on the global stage, as economic crises and attacks, the group exceeded expectations of analysts for the industry. The good result was driven mainly by the end of the year, "says Mendes.
Despite the adversity mentioned by CEO, at least in Brazil Accor''s investment in marketing increased from 2015 to 2016. According to Roberta Vernaglia, VP of Marketing for Accor to South America, there was a 20% increase in the area last year and, this year, over 10 percent must be added.
The Executive highlights the bet of the company into shares in several platforms, digital television, through branded content for pay tv. Currently, the agency that meets the overall group is Havas.
Luxury
Known primarily for your economic category, the Ibis hotels, Accor comes, in recent years, working your institutional image and touting new brands of your portfolio. According to Mendes, more than a network of hotels, the company is now focused on shifting services, working under three pillars: hospitality, diversification in services and technology.
"For too long the Accor said in economics with Ibis, for example. But today our strategy is to develop more luxury and lifestyle brands, "says Mendes.