As Accor wants to double in size in South America

Sao Paulo-the network of hotels Accor has an audacious goal: to double its presence in South America over the next four years.
She now has 266 operations in the region (253 of them in Brazil) and, until 2020, promises to increase the number to 500 (400 in the country).
Of the new ventures, 196 are already being developed.
To support this plan, the company is restructuring its Steering Committee and will broaden the investor relations, strengthen the platform of accorhtotels.com reserves, expand the digital experiences of customers and adding value to employees.
With the redesign, the front line of the company is represented by three new departments: it, communication and marketing and social responsibility.
"We now have a much more horizontal Committee, which enables agility in difficult times like now," said the CEO of Accor to South America, Patrick Mendes, in press conference with journalists on Wednesday in Sao Paulo.
He stressed that the team has become more diverse, made up of younger people and by three women.
The change is one of the first gambling Executive, who took over the Presidency in July.
Digital
Include it on the Committee is a point in the company''s strategy to strengthen the digital media.
Today, about 35 percent of the network''s sales are made by the sites of the flags and 40% by Accor Le Club loyalty program that brings benefits such as discounts on rates and VIP service
"We want to have the best digital hosting platform in South America, they have to be nice," said Mendes.
In addition to improving those channels, Accor is working, for example, in the creation of a wi-fi portal through which guests can request all the services within the hotel.
Also bet on a "key" that will enable the customer to open the doors of the room through the phone. This device must reach the Pullman Vila Olímpia, São Paulo, still this year.
To improve the relationship with investors, the company created an area dedicated to the subject.
This happened mainly because she identified that approximately 50% of new contracts for the construction of hotels were signed with well-known partners.
"We will intensify the dialogue with them, said Mariano.
Enhancing the value of employees, according to the company, is something that happens in practice and that will remain the priorities.
Last year, each 6 1:00 pm network workers in South America was promoted and 93% of the entire staff received training.
Results
In 2015, while Accor presented a world record result, the numbers of South America''s operation were positive.
On behalf of the Brazilian economic scenario, the company''s turnover fell 2.9% on the subcontinent and 5.8% in the country, before 2014.
The revenue per available room (Revpar-Revenue Per Avaliable Room) also shrank 8.3% 5.8% and in Brazil.
"The high inflation and the increase in energy costs in 30% is a combination that kills operating margins," said Mendes.
According to him, however, the indicators were better than expected thanks to correct measures taken by the company.
"The crisis also bring opportunities to review where we can save, and that''s exactly what we did. We had a good reaction in the second half (last year) and we go into 2016 more prepared, "he said.
Among the cuts are the reduction of imported products at the lowest possible level by replacing regional suppliers, travel reduction, saving water and energy.
"We think twice before spending money on anything that''s not very useful to our business. The goal is to lower costs in hotels in 10 to 15%, but inflation did not help, "he said.
An eye on tourist
Accor also decided to explore more tourism LODE and not be known just for acting in the corporate segment.
She decided, for example, recreate the Board and, in the last 20 months, he played in hotels in tourist destinations like Rio de Janeiro, Fortaleza, Natal and Guaruja;
According to Mendes, on the devaluation of the real, more Brazilians are traveling into the country and more foreigners are coming here.
Overall, the network has received between 15% and 20% more guests from other countries in Brazil.
"Brazilians with high purchasing power, which before were going on vacation to Miami and Paris, are staying here or going to other places in South America," he said.
Rio de Janeiro, said the Executive, is now the first development zone of Accor in the world. The city has 29 Hotels in operation and 8:00 pm chain development.
Stocks in Rio de Janeiro were accelerated because of the Olympics, which take place in August this year, but were already in the company''s plans.
According to Mendes, the city will have more supply than demand rooms soon after the games, but this issue shall not extend over the long term.
"Yes, we have problems of occupation initially because there are many hotels being opened at the same time. But it is a quality destination, just needs to be promoted, with a focus on the region of Barra da Tijuca, separately ".
Price increase
Patrick Mendes expects this year will be better for Accor South America and Brazil.
He relies on the maintenance of actions taken against the crisis over 2015 and also with an increase in prices, which have been reduced in the last 12 months.
"We aim to raise the prices on 5% to 6%. Does not cover inflation, but it helps, "he said.
According to the Executive, the increase in revenues, however, depends on factors still uncertain.
"The first is the impact of the Olympics, which we think will be very good, but it''s still anybody''s guess. The second is whether companies will resume the thread of meetings and events even in the crisis, "he added.
In all, the network covers 14 flags in categories luxury, midscale and economy: Sofitel, Pullman, MGallery, Grand Mercure, The Sebel, Novotel, Suite Novotel, Mercure, Adagio, Ibis, Ibis Styles, Ibis, Adagio Access Budget and HotelF1.