2010 Annual Report Accor

2010ANNbALkP0kT
Acccr
Letderandi00%
hcfelee
1
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
Message from Denis Hennequin 2
Governance structures 6
Board of Directors 8
Executive Committee 10
Accor around the world 12
Ayearcfmpcrtantchangeandgrcwth 14
Pcwerfulbrandswthencrmcusvtalty 24
Hctelexpertsethatmakesallthedfference 52
Lmplcyeesarethemanstaycfcurperfcrmance 62
Accmmtted,respcnsble,pcneerngleader 74
Performance indicators 84
Corporate directory 108
Ccufenfs
2
M
S
S
A
C
DensHennequn
CHAlPMANANDCHlLF
LXLCU1l\LOFFlCLP
lamveryprcudtcaddressycutcdaynmy
capactyasCharmanandChefLxecutveOffcer.
Havngservedcnthe8cardcfDrectcrs,lwas
alreadyveryfamlarwthAcccr,buttcday,ncw
thatlseetfrcmthensde,lcbvcuslyhavea
dfferentvewcftheCrcup.lamfullyawarecf
Acccrspcwerfulculture,themanystrcngbcnds
thatbndteammembersandtherattachmenttc
theCrcup.AtAcccr,hcsptaltysnct|usta
slcgan;tsawaycflfefcrthei45,000
emplcyeesthatarecurmcstmpcrtantasset.
1heyrepresentthemanydfferent|cbcategcres
wthncurcrganzatcnandembcdythesklls
weneedtcleverage,deepenandshare.
lmespecallypleasedtctakecvertherenscf
thscutstandngccmpanyatatmewhents
fnancalresultsaresharplyhgher.Ncwentrely
fccusedcnhctels,thenewAcccrturnedna
gccdperfcrmance,beneftngfullyfrcmthe
eccncmcreccvery,whchacceleratednthe
seccndhalf.1hsstrcngshcwngatteststcthe
valdtycfcurbusnessmcdel.lndeed,cur
cperatcnscnallccntnentsandnallmarket
segmentsfrcmbudgettcluxuryplayeda
largepartncursuccess.1hereccverywaseven
fasterandbggerthanantcpated.lnnearlyall
markets,thencreasendemandwasfcllcwedby
agradualstablzatcnnrccmrates.lnLurcpe,
grcwthwasdrvenntallybytheUnted
KngdcmandCermany,fcllcwedbyFrance.
Strcngdemandnemergngmarkets,whch
cffsetthedeclnenbusnessn200,ccntnued
Dear shareholders, customers
and fellow Accor team members,
CHAlPM
LXLCU1
3
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
Now fully focused on hotels, Accor has
opened a new page in its history. The past
year was remarkable with the demerger of
the hotel and prepaid services businesses.
Fully operational, the new Accor had a very
good year in 2010 and has set ambitious
objectives for the future.
thrcughcuttheyear,acrcssallmarketsegments.
Upscaleandmdscalehctelsmcresenstve
tctheupsanddcwnscfthebusnesscycle
repcrteda%-ncreasenrevenue,a
ccmmendableperfcrmance.Lccncmyhctels
ccntnuedtcprcducegccdresults,exceptnthe
UntedStates,althcughcccupancyratesdd
mprcventheAmercanmarket.Pevenuenthe
eccncmysegmentwasup6.8%fcrtheyear.
>Se|idgrewthferAccerin2010
Overall,Acccrturnednaverystrcngsalesand
cperatcnalperfcrmance.Pevenuencreasedby
7.i%tc5,48mllcn,whleL8l1wasupa
sharp82.4%tc446mllcn.L8l1DAPmargn,
whchmeasurestheccmpanysperfcrmanceand
prcftablty,rcsebyi.pcnts,ledbyhgher
cccupancyrates.1hankstcthedlgenceand
perseverancecfcurteammembers,wemcre
thanmetcurccstreductcncb|ectveswthcut
sacrfcngservcequalty.wewereabletc
acccmplshthsbyfccusngcnrevenueand
grcwthwhlealscensurngthesatsfactcnand
lcyaltycfcurcustcmers.1ccreatepreference
fcrcurbrands,wedelveredmcreservcesand
fcrgedclcserrelatcnsthrcughtheAClub
lcyaltyprcgram.Otherkeyccmpcnentscfcur
strategyncludedcurassertveexpanscn,wth
25,000rccmscpenedn20i0,andthecngcng
dvestmentcfprcpertyassets.lnall,i7ihctels,
tctalngi8,000rccms,weresclddurngthe
year,enablngustcreducedebtby630mllcn.
Scwerecntherghttrackandcurresultsare
sharplyhgher.whlewerestayngtheccurse,
wencwneedtcstepupthepacecfcur
transfcrmatcn.wewllacccmplshthsby
pursungaccrpcrateprc|ectthatsmcredrect,
clcsertcthefrcntlneandbasedcnsxkey
grcwthdrvers:thehctelbrands,anexpanscn
strategyledbyfranchsngandmanagement
ccntracts,humanrescurces,accmmtment
tcunderstandngandsatsfyngcurcustcmers,
atargetedprcpertymanagementstrategy,
andsustanabledevelcpmentpclcesthatset
thendustrystandard.
>Leveragingeurexpertise
Acccrstcdayai00%-hctelgrcup,whchwll
makecurcperatcnsmcrevsbleandmcre
easlyunderstccdand,cvertme,wllncrease
curmarketvalue.Fullyfccusedcncurccrehctel
cperatcrbusness,wewllbemcreeffectve.Nc
cneelsecanclamthateverydaytheymanage
400,000hctelrccms80%cftheCrcupstctal.
1hsexperenceprcvdesuswthanmpcrtant
assetwecanleveragefcrthebeneftcf
franchseesandprcpertynvestcrs.wecandraw
cnanunrvaledreservcrcfexpertseand
cperatngexcellence.Ourdutystcmantan
thesecapabltes,ccnstantlyenhancethemand
transmtthemtcnewteammembers.1hats
whatwedceverydayncurmanagement
practcesandncurAcccrAcademynetwcrkcf
tranngcentersarcundthewcrld.lnthefuture,
Acccrwllcreatedfferentatcnnctcnly
thrcughthestrengthcftsdstrbutcnchannels
andthevtaltycftsbrandsbutalscthrcughts
excellencenhctelengneerng.Ourexpertsklls
nccnstructcn,rencvatcn,desgn,prccurement,
partnershpsandsustanabledevelcpmentare
expectedandreccgnzedbycurnewpartners.
ltsuptcustcstrengthenandcaptalzecn
thcsesklls.
>Majercha||engesfacingthebrands
1hebrandsrepresentanctherma|cradvantage
fcrAcccrthecnlyhctelndustryplayerpresent
nallfvemarketsegments,wthhctelFin
France,Mctel6ntheUntedStatesandLtap
Hctelnthebudgetsegment,bsandall
seascnsneccncmy,NcvctelandMercuren
mdscale,PullmanandMCallerynupscaleand
4
M
S
S
A
C
Scftelnluxury.wthahghly-segmentedcffer,
werewellequppedtcsatsfycurcustcmers
ncreasnglyspecfcexpectatcns.wencwneed
tcstrengthencurbrandsscthattheyexpress
mcreperscnalty.1heywllbemcreassertven
theradvertsng,mcreaudaccusntherstylng
andmcrenncvatventherservcecfferngs.
Astheccreccmpcnentcfcurstrategy,theywll
leadthewayncreatngenterprsevalue.8rand
sensesamndsetandadscplnethatmust
beexpressedeverydayneveryway.Ourprcrty
stcrenfcrceeachbrandsDNA.Onegccd
examplesbs,whchsnctcnlytheleadng
ccntrbutcrtcAcccrsresultsbutalscarare
asset.lnaneccncmysegmentthatsprce-
centrc,bsdelversanextratcuchcfsprtand
warmththatcustcmersreccgnzeandwhch
makesallthedfference.1hsfccuscnthe
brandsmustcreateanaffectverelatcnshp
wthcustcmersthatgcesbeycndahctels
featuresandprce.1hecb|ectvesalscfnancal
sncepcwerfulbrandswllenccurage
franchseesandprcpertynvestcrstc|cnus.
Scftelhasemergedasareccgnzedplayern
theluxurysegmentbythcrcughlyrewcrkng
everyfacetcftscffer,refnngtsnetwcrkand
adcptngnewadvertsngccdes.were
apprcachngthebrandscneatatme,assthe
casewthPullman,whchhasthestrengths
neededtcbeccmeabenchmarkntheveryhgh
pctentalmarketfcrccnventcnsandsemnars.
1heseeffcrtstcleveragecurskllsandbrands
arevtallympcrtant.lnaccmpanylkeAcccr,we
mustbeccnstantlycnthemcveandfccusedcn
nncvatcnncrdertcrenventthehctel
ndustry.wewllacccmplshthsbyquestcnng
everyaspectcfcurbusness:desgnandstylng,
restaurantsanddnngservces,l1systemstc
respcndtctheexplcsvegrcwthndgtal
meda,andsustanabledevelcpmentsnce
custcmersandpartnersaremcreandmcre
attentvetcthesessuesand|ustfablysc.we
wllalscachevecurgcalsbyfcrgnghghvalue
addedpartnershpswthbannersandbrands
thatarewellkncwnandgeneratestrcng
emctcnalnvclvement.1hatsthekeyfwewant
tcantcpatecustcmerneedsandprcvdethem
wthunqueexperences.Atthesametme,we
needtcunderstandcurcustcmersbetter,andtc
thatendwehaveahghly-effectvetcclthatwe
canleveragecurAClublcyaltyprcgram.we
wllactvelydevelcptheprcgramscthattwll
actascurambassadcrandaclcserlnktchctel
guests,wththegcalcffcrgngrelatcnshps
basedcnrecprcctyandsharng.lntend
tcfccusmyattentcncnallcfthesebrand-
relatedssues.
>Speedingeurdeve|epment
1cprankednnumbercfrccmscrnumbercf
hctelscnfcurccntnents,Acccrwllstepupthe
pacecfdevelcpmentbycpenngmcrethan
i00,000rccmsby20i3.wewllstrengthen
curpcstcnsnLurcpe,wherehctelchans
acccuntfcrcnly25%cfthendustrytctal
(ccmparedwthcver70%ntheUntedStates),
bydevelcpngfranchsngandremanngcpen
tcpcssbletargetedacqustcns.Atthesame
5
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
tme,wewllbrcadenanddeepencur
nternatcnalnetwcrkwthafccuscnfast-
grcwngemergngmarkets.lmthnkngn
partcularcfChna,lndaand8razl,three
marketswhcserapdgrcwthsfueledbythe
emergencecfapcwerfulmddleclass.
lnaddtcntcthesema|crprc|ects,were
pursungcurstrategycfdvestngprcperty
assets,whchsanctherfcundatcncfcur
busnessmcdelandvtallympcrtantfwewant
tcmakecurbusnesslessvclatleandprccure
therescurcesweneedtcmeetcurambtcus
cb|ectves.ln20iiand20i2,curgcalstc
dspcsecfi.2bllcnnhctelassets.1he
prcceedsfrcmthesesaleswllbeusedtcpay
dcwndebtwhchwllbeclcsetczercatthe
endcftheyearandtccreatevalue.
>Makingsustainab|edeve|epment
acempetitiveadvantage
werepursungcurexpanscnwhletakng
advantagecfcurexpertsensustanable
develcpment.1hankstctheLarthCuest
prcgramntatedn2006,Acccrsreccgnzedby
prcfesscnalsasthehctelndustryleadernths
area.Ourleadershphasnspredandstmulated
curcreatvenstncts.Asprccf,werealready
thnkngabcuthcwtcfcllcwupcntheprcgram.
Ourgcalstcbethedrvngfcrceandthe
standard-setternthendustry.whlewefeelts
curdutytcprcmctesustanabledevelcpment,ths
ccmmtmentalscprcvdesuswthccmpettve
advantage.1cattancurgcal,wewlldevelcp
mcrescentfc,mcrequantfablewayscf
analyzngcurenvrcnmentalfcctprnt.ltscrucal
fcrustcmantantheseteswththeLarthand
wthcurhcstccmmuntes,atalllevels.
>Piringandretainingthebestpeep|e
lnaservcebusnesslkecurs,emplcyeesall
i45,000cfthemareall-mpcrtant.1hrcugh
therdalyccntactwthcustcmersandther
skllsandpasscnfcrtheprcfesscn,theyare
trulycnthefrcntlnewhentccmestcensurng
curservcequaltyandmage.1herdverstyand
capabltesarecurgreatestasset.1hechallenge
wefacestcattractandretanhgh-pctental
pecplebyenablngthemtcdevelcpskllsthey
canusethrcughcuttherwcrknglves.we
prcvdethemwthcppcrtuntestcgrcwand
ganexperencevathenetwcrkcfAcccr
AcademesthathavemadecurCrcupthe
wcrldsleadnghctelschccl.Petanngthebest
pecplealscmeansmakngther|cbsandther
lvesmeanngful.lnthsrespect,theAcccr
CcrpcrateFcundatcnsmakngapcwerful
ccntrbutcnbysuppcrtngntatvesput
fcrwardbymcrethan3,000teammemberstc
createteswthlccalccmmuntes.1cdate,the
Fcundatcn,whchlamhcncredtcserveas
Charman,hassuppcrted84prcgramsarcund
thewcrldandsdcnganexcellent|cbcf
expressngcurvalues.
>2011:ayearefrestarting
andacce|eratien
1hesgnsfcrancngcngreccveryn20ii
arepcstvedespteeccncmcandpcltcal
uncertantesarcundthewcrld.Ourteamsare
hghlymctvatedandccmmttedtcstayngat
theheadcfthepack.Scthetmehasccmetc
stepupthepacecftransfcrmatcnand
expanscnwththegcalcftrulymaknga
dfferenceandncreasngcurlead.lfrmly
belevethatcurfuturesuccessdependscnthe
abltytcmantanmcmentumwhleccnstantly
asknghardquestcns,therebycreatngpcstve
tenscnandenergy.8ackedbythswaycf
thnkng,curhumanassetsandcurfnancal
flexblty,Acccrtcmcrrcwwllbeevenmcre
attractve,nncvatveandfcrceful,andthats
mymcstchershedwsh.
6
C
0
V
k
N
A
N
C
S
T
k
b
C
T
b
k
S
Ccveenance
structuees
1heCcmpanysgcvernedbya8cardcfDrectcrs,whchdetermnes
theCcmpanysstrategy,cverseestsmplementatcn,examnes
anyandallssuesccncernngtheeffcentrunnngcfthebusness,
andmakesdecscnscnallmattersccncernngtheCcmpany.
lnacccrdancewththelawandtheCcmpanys
8ylaws,theCharmanandChefLxecutveOffcer
chars8cardmeetngs,crganzesandleads
thewcrkcfthe8cardandtsmeetngs,ensures
thattheCcmpanysccrpcrategcvernancestructures
functcneffectvely,andcbtansassurance
thatdrectcrsarenapcstcntcfulfllther
respcnsbltes.
1heCharmanandChefLxecutveOffcer
representstheCcmpanyntsdealngswththrd
partesandhasthebrcadestpcwerstcactcn
behalfcftheCcmpanynallcrcumstances.1he
stuatcnswheretheexercsecfthepcwerscfthe
CharmanandChefLxecutveOffcerssub|ecttc
theprcrapprcvalcfthe8cardcfDrectcrsare
detaledntherepcrtcftheCharmancfthe8card
cfDrectcrspreparedpursuanttcartcleL.225-37
cftheFrenchCcmmercalCcde.
1he8ylawsstpulatethateach8cardmember
srequredtchcldatleast500Acccrshares.
1cprcmctehghattendanceratesat8card
Meetngs,50%cfthetctalfeesawardedtc
memberscfthe8cardcfDrectcrsareallccated
basedcntherattendancereccrd.
AcccrccmpleswththeAFLP/MLDLFCcrpcrate
CcvernanceCcdefcrlstedccmpanesasamended
nDecember2008,exceptwthregardtcthe
mattersdescrbedcnpages78and83cfthe20i0
PegstratcnDccument.
1he8cardcfDrectcrsassessesthendependence
cftsmembers.Fcrthepurpcsecfthsassessment,
the8cardapplesthecrterasetcutntheabcve-
mentcnedAFLP/MLDLFCcrpcrateCcvernance
Ccdewhchstatethatamembercfthe8card
cfDrectcrscfaccrpcratcncannctbequalfed
asndependentfhecrshe:
scrhasbeenatanytmenthelastfveyears
anemplcyeecraccrpcratecffcercfthe
ccrpcratcn,cranemplcyeecrdrectcrcftsparent
craccmpanythattccnscldates;
saccrpcratecffcernaccmpanynwhch
theccrpcratcndrectlycrndrectlyhclds
adrectcrshp,crnwhchanemplcyeeappcntedas
suchcraccrpcratecffcercftheccrpcratcn(current
crnthepastfveyears)hcldsadrectcrshp;
sacustcmer,suppler,nvestmentbankercr
ccmmercalbanker:
thatsmateralfcrtheccrpcratcncrtsgrcup,cr
fcrwhchtheccrpcratcncrtsgrcuprepresents
amateralprcpcrtcncftheenttysactvty;
hasclcsefamlytestcaccrpcratecffcer;
hasbeenanaudtcrcftheccrpcratcnnthelast
fveyears;
hasbeenadrectcrcftheccrpcratcnfcrmcre
thantwelveyears.
7
A
C
C
O
R

2
0
1
0

A
N
N
U
A
L

R
E
P
O
R
T
The AFEP/MEDEF Corporate Governance Code
also states that directors who represent major
shareholders of a corporation or its parent may be
considered as independent provided that they do
not participate in the control of the corporation. If
the shareholder owns 10% or more of the
Companys capital or voting rights, the Board of
Directors should systematically review whether that
shareholders representative may be qualified as
independent, based on a report issued by the
Compensation, Appointments and Corporate
Governance Committee and taking into account the
Companys capital structure and any potential
conflicts of interest.
In accordance with the Company and Directors
Bylaws, Paul Dubrule and Grard Plisson,
Co-Chairmen and Co-Founders, attend Board
meetings in a consultative capacity, and may be
invited to attend meetings of the Board Committees.
Since February 2009, the Board of Directors
has been assisted in preparing its decisions by
the following three Board Committees:
the Audit and Risks Committee, now comprising

three members, including two independent
members: Philippe Citerne (Committee Chairman),
Virginie Morgon and Jean-Paul Bailly;
the Commitments Committee, comprising

five members, including three independent
members: Sbastien Bazin (Committee Chairman),
Sophie Gasperment, Mercedes Erra, Philippe Citerne
and Patrick Sayer;
the Compensation, Appointments and Corporate

Governance Committee, comprising five members,
including three independent members: Bertrand
Meheut (Committee Chairman), Jean-Paul Bailly,
Thomas Barrack, Franck Riboud and Patrick Sayer.
The organizational and operational framework
applicable to the Board of Directors and the Board
Committees is described in the Directors bylaws
(1)
.
In addition, members of the Board adhere to the
Directors Code of Conduct
(1)
, which defines the
scope of the directors duty of diligence, discretion
and confidentiality, and sets out the rules applicable
to trading in the Companys securities.
Lastly, with a view to preventing any potential
conflict of interests, members of the Board are
required to complete a statement every year
disclosing any and all direct or indirect ties they
have with the Company.
The procedures for organizing and preparing
the work of the Board during 2010 are described
in the Report of the Chairman of the Board
of Directors prepared pursuant to article L.225-37
of the French Commercial Code
(1)
.
In 2007, the Board of Directors formally assessed its
own performance with the support of a specialized
consulting firm. The results of this process, which
involved one-on-one meetings with each director,
were presented to the Board of Directors, which
discussed the matter at two Board meetings. In
light of the substantial changes in its composition
and organization in 2009 and 2010, the Board felt
that a new assessment would not be timely and
decided to postpone the process until early 2011.
(1) See the 2010 Registration Document.
8
8
0
A
k
0
F
I
k
C
T
0
k
S
8caed
crDrecfcrs
lnacccrdancewththeCcmpanys8ylaws,PaulDubrule
andCerardPelsscn,AcccrsCc-CharmenandCc-Fcunders,
attend8cardmeetngsnaccnsultatvecapacty.
l enisPennequin
ChairmanandChiefxecutive0fficer
DensHennequn|cnedAcccrasadrectcr
cnMayi3,200.HebecameChefLxecutve
OffcercnDecemberi,20i0andwassubsequently
appcntedCharmanandChefLxecutveOffcer.
Hscurrenttermcfcffceasadrectcrexpres
attheclcsecftheAnnualSharehcldersMeetng
tcbecalledtcapprcvetheacccuntsfcrtheyear
endngDecember3i,20i0.
l Phi|ippeCiterne
(1)
Vice-Chairman
PhlppeCternehasbeenadrectcrcfAcccr
sncelanuary,2006andadrectcrand\ce-
Charmancfthe8cardsnceMayi3,200.
Hscurrenttermcfcffceexpresattheclcse
cftheAnnualSharehcldersMeetngtcbecalled
tcapprcvetheacccuntsfcrtheyearendng
December3i,20ii.ScceteCenerale,represented
byPhlppeCterne,wasprevcuslyamember
cfAcccrsSupervscry8card,frcmlune28,i83.
Mr.CternewasChefOperatngOffcercfSccete
Ceneralebetweeni7andAprl200andsncw
Charmancf1eleccm&ManagementSudPars.
HesalscadrectcrcfScpraCrcupandPexeccde,
aprvateeccncmcresearchcenter.
9
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
l Iean-Pau|8ai||y
(1)
lean-Paul8allyhasbeenadrectcrcfAcccrsnce
Mayi3,200andhscurrenttermcfcffceexpresatthe
clcsecftheAnnualSharehcldersMeetngtcbecalledtc
apprcvetheacccuntsfcrtheyearendngDecember3i,20ii.
HehasbeenCharmancftheLaPcsteCrcupsnce2002and
CharmancftheSupervscry8cardcfLa8anquePcstalesnce
2006.Mr.8allyalscrepresentstheFrenchStatecnthe8card
cfCDFSuez,andsadrectcrcfCNPAssurancesandScpassure.
l ThemasI.8arrack
1hcmasl.8arrackhasbeenadrectcrcfAcccrsnce
lanuary,2006andhscurrenttermcfcffceexpresat
theclcsecftheAnnualSharehcldersMeetngcalledtc
apprcvetheacccuntsfcrtheyearendngDecember3i,20i2.
HewasprevcuslyamembercfAcccrsSupervscry8card,
frcmMay3,2005.Mr.8arracksFcunder,Charman
andChefLxecutveOffcercfCclcnyCaptalLLCands
alscadrectcrcfChallengerFnancalServcesCrcupLtd.
l Sbastien8azin
Sebasten8aznhasbeenadrectcrcfAcccrsnce
lanuary,2006andhscurrenttermcfcffceexpresatthe
clcsecftheAnnualSharehcldersMeetngcalledtcapprcve
theacccuntsfcrtheyearendngDecember3i,20i0.Hewas
prevcuslyamembercfAcccrsSupervscry8card,frcm
May3,2005.Mr.8aznsPrncpal,ManagngDrectcrLurcpe
andChefLxecutveOffcercfCclcnyCaptalSASandsalsc
CharmanandChefLxecutveOffcercfSccetedLxplctatcn
Spcrts&LvnementsandHcldngSpcrts&Lvnements.
l Mercedesrra
(1)
MercedesLrrahasbeenadrectcrcfAcccrsnce
February22,20ii.Sharehclderswllbeaskedtcratfyher
appcntmenttcthe8cardattheAnnualSharehcldersMeetng
cfMay30,20ii.Hercurrenttermasadrectcrwllexpreat
theclcsecftheAnnualSharehcldersMeetngtcbecalledtc
Ms.LrrasLxecutveCc-CharmancfLurcPSCCwcrldwde.
l SephieCasperment
(1)
ScpheCaspermenthasbeenadrectcrcfAcccrsnce
lune2,20i0andhercurrenttermcfcffceexpres
attheclcsecftheAnnualSharehcldersMeetngtcbecalled
tcapprcvetheacccuntsfcrtheyearendngDecember3i,20i2.
Ms.CaspermentsChefLxecutveOffcercf1he8cdyShcp
lnternatcnalandwasappcntedasaFrenchFcregn1rade
Advscrn2005.
l 8ertrandMeheut
(1)
8ertrandMeheuthasbeenadrectcrcfAcccrsnce
Mayi3,200andhscurrenttermcfcffceexpresatthe
clcsecftheAnnualSharehcldersMeetngtcbecalledtc
Mr.MeheutsCharmancftheCanal+CrcupManagement
8cardandsalscadrectcrcfAquarelle.
l VirginieMergen
\rgneMcrgcnhasbeenadrectcrcfAcccrsnce
Mayi3,200andhercurrenttermcfcffceexpresattheclcse
cftheAnnualSharehcldersMeetngtcbecalledtcapprcve
theacccuntsfcrtheyearendngDecember3i,20i0.Ms.Mcrgcn
samembercftheLxecutve8cardcfLurazecandalscstscn
the8cardcfDrectcrscfthewcmensFcrum(wLFCOS).
l Franckkibeud
(1)
FranckPbcudhasbeenadrectcrcfAcccrsnce
lanuary,2006andhscurrenttermcfcffceexpresat
theclcsecftheAnnualSharehcldersMeetngtcbecalledtc
apprcvetheacccuntsfcrtheyearendngDecember3i,20i0.
HewasprevcuslyamembercfAcccrsSupervscry8card,frcm
luly3,200i.Mr.PbcudsCharmanandChefLxecutveOffcer
cfDancneandsalscCharmancfthe8cardcfDrectcrscf
DancneCcmmuntes,adrectcrandCharmancfthe
PemuneratcnCcmmtteecfPenaultSAandadrectcrcfLaccste.
l PatrickSayer
PatrckSayerhasbeenadrectcrcfAcccrsnceAugust27,
2008andhscurrenttermcfcffceexpresattheclcsecfthe
AnnualSharehcldersMeetngtcbecalledtcapprcvethe
acccuntsfcrtheyearendngDecember3i,20i2.Mr.Sayers
CharmancftheLxecutve8cardcfLurazecandsalsc
Charmancfthe8cardcfDrectcrscfLurcpcarCrcupanda
drectcrcfSASPParsSant-CermanFcctball,Hcldels,Cruppc
8ancaLecnardcandCclyzeclnvestmentAdvscrs.
(i)lndependentdrectcr.
10
C
b
T
I
V
C
0
M
M
I
T
T
1
3
5
7
2
4
6
8
11
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
Lxecufveccmmffee
1lenisPennequin CuteHtutuoCuerLxecufveOrrcee
2lYannCai||re PeesoeuftuoCuerOreetfucOrrcee
3l CrgeireChampetier CLostLCuerMtekefucOrrcee
8randStrategyDesgnStrategyMarketngDstrbutcn
4leminiquesnau|t CLostLCuerOreetfousSurroef
DevelcpmentFranchsngPrccurement
1echncalServcesandDesgnManagement
5lSephieStabi|e CLostLCuerFutuctLOrrcee
FnancesCrcupslnfcrmatcnSystems
6lMarcViei||edent CLostLLxecufve\ce-Peesoeuf
AssefMtutceHeuf
AssetManagementandStrategyMergers-Acqustcns
7lAnne-MarieCambeurieu CLostLCuerHuHtuPesouecesOrrcee
HumanPescurcesCrcupOrganzatcn1ransfcrmatcn
SustanableDevelcpment
8lPasca|Quint CoeroetfeSeceefte\
LegalAffarslnsurancePskManagement
AudtDepartmentSecretarycfthe8cardcfDrectcrs
A1lANUAPY24,20ii
12
A
C
C
0
k
A
k
0
b
N
T
P
W
0
k
L
L8l1 L8l1DAPMAPClN
30.5%
446m
Acccr,thewcrldslargesthctel
cperatcrandtheundsputed
leadernLurcpehas4,22hctels
and507,306rccms.
lntcdaysrapdlychangngwcrld,
weredevelcpngatanever-faster
pacebyfcrgnghgh-qualty
partnershps,whletakngntc
acccunttheneedtcpreserve
curplanetandtsrescurces
andtcmeettheexpectatcns
cfcurhcstccmmuntes.
Acccearcuud
tuewceld
5,48m
PL\LNUL
KLYFlCUPLSA1DLCLM8LP3i,20i0
NORTH AMERICA
22% of the hotel portfolio
1,107 hotels 112,644 rooms
Scftel,8Ncvctel,
i,028Mctel6,62Studc6
LATIN AMERICA
AND CARIBBEAN
187 hotels 28,634 rooms
Scftel,4MCallery,iPullman,
iNcvctel,70Mercure,72bs,
iiFcrmulei,iCcrala
13
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
LMPLOYLLS
i45,000
4,22
HO1LLS
0
COUN1PlLS
lN
507,306
POOMS
FRANCE
1,424 hotels 129,041 rooms
i2Scftel,8MCallery,i3Pullman,
i2iNcvctel,iSuteNcvctel,
233Mercure,378bs,62allseascns,
28LtapHctel,252hctelFi,26Adagc
2unbrandedhctels
ASIA-PACIFIC
43Scftel,8MCallery,i8Pullman,
85Ncvctel,i07Mercure,2bs,
3allseascns,24Fcrmulei,
i4unbrandedhctels
REST OF EUROPE
2iScftel,iiMCallery,i2Pullman,
i40Ncvctel,7SuteNcvctel,234Mercure,
322bs,i4allseascns,i23LtapHctel,
28Fcrmulei,6Adagc,
i6unbrandedhctels
AFRICA AND MIDDLE EAST
22Scftel,2MCallery,5Pullman,22Ncvctel,
2SuteNcvctel,30Mercure,36bs,
24Fcrmulei,3Ccrala,iunbrandedhctel
14
15
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
Ayetrcf
Hpcrtantchauge
andgecwfh
FcrAcccr,20i0wllalwaysrepresenttHtioefueuucrouf.
wththedemergercftheHctelsandPrepadServcesbusnesses,
theCrcuphasenteredanewerantshstcry.Ncwi00%fccused
cnhctels,Acccrcanleveragetskeyassetstcmcvetcthenextlevel.
16
A
A
k
0
F
I
M
P
0
k
T
A
N
T
C
P
A
N
C
A
N
C
k
0
W
T
P
Ai00%
hofelcrcur
Acccrhasambtcuscb|ectvesasbcthahctelcperatcrandafranchser.
Ahstcrcyear,20i0wasalscntensentermscftheCrcupsexpanscn
andcperatcns.1hankstctsbalancedbusnessmcdel,Acccrwasabletc
takefulladvantagecftheeccncmcreccverywhleccntnungtcdevelcp
atasustanedpace.1hschapterlccksbackcnatrulyunqueyear.
Asuccessfu|demerger
Onlune2,20i0,mcrethan
88%cfthesharehcldersatthe
CcmbnedOrdnaryand
LxtracrdnaryMeetngvctedtc
apprcvethedemergercfthe
HctelsandPrepadServces
busnesses.Onluly2,20i0,
Ldenred,thenewname
fcrAcccrServces,was
lstedcntheNYSL
LurcnextParsstcck
exchange.1heresultcf
aprccesslaunchedn
lateAugust200,the
demergerwascarred
cutnafewmcnths
thankstcstrcng
emplcyeenvclvement,
especallythatcftax,
legalaffarsandfnanceteams.
1hemergergavebrthtctwc
nternatcnal,ndustry-leadng
ccmpaneswthnccaptaltes.
Asaresult,AcccrandLdenred
aretcdaymcrevsble,mcre
attractvetcnvestcrsandfully
fccusedcnasngleccre
busness.1hsnewccnfguratcn
senablngbcthccmpanestc
speedtherdevelcpment,
ntensfythertransfcrmatcn,
expandthrcughstrategc
allancesandcarrycutfnancal
transactcnstcsuppcrtther
futuregrcwth.
Fu||yfecused
enhete|eperatiens
ln20i0,Acccrpursuedts
prcgramcfdvestngncn-
strategcassetsandhctel
prcpertes.
ispesa|efnen-strategic
assets.AcccrscldCcmpagnedes
wagcns-Ltscnbcardral
caterngbusnessestca|cnt
venture60%-cwnedbyNewrest,
anarlnefccdservcesprcvder,
and40%byAcccr.wthths
transactcn,theCrcuphas
wthdrawnfrcmcnbcardral
caterng.lnMarch20ii,Acccr
scldtsstakenCrcupeLucen
8arrre,wthwhchthad
partneredsncei8,tcFmalac
andCrcupeLucen8arrrefcr
268mllcn.1hesetwc
transactcnswerefullynlne
wththencn-strategcasset
dspcsalprcgramntatedn
2006andwhchhasledtcthe
salecftheCrcupsnterestsn
ClubMedterranee,Carlscn
wagcnlt1ravel,Cc\cyagesand
tsnsttutcnalfccdservce
busnessesnltalyand8razl.
ispesa|efhete|preperties.
8etween20i0and20i3,Acccr
splannngtcsell2bllcn
nprcpertyassetswththegcal
cfreducngcaptalemplcyed
andearnngsvclatlty.
Desptetheyearseccncmc
uncertanty,theCrcupccntnued
tcactvelymanagetsassets,
evensurpassngtscb|ectves.
ln20i0,atctalcfi7ihctels
wererefnanced,leadngtca
630mllcnreductcnn
ad|ustednetdebt.
17
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
1hreema|crtransactcnswere
anncunced:
inFebruary,thesalecffve
hctelsnLurcpetclnvesccPeal
Lstatefcri54mllcn;
inAugust,thesalecf4hctels
nFrance,8elgumand
CermanytcPredcaandFcncre
desMursfcr378.4mllcn;
1hetransactcnncludesa
47.6mllcnrencvatcnprcgram.
inecember,thesalecf
i8hctelsnSwedenthat
wllbecperatedunderfranchse
agreements.
Anewdynamic
Fullyfccusedcnhctelsandthe
undsputedLurcpeanleader,
Acccrhasanncuncedthreema|cr
cb|ectvesfcr20i5:
1.strengthentsrankng
asthewcrldsnumbercnehctel
cperatcr;
2.ccnscldatetspcstcnas
Lurcpesleadnghctelfranchser;
3.rankamcngthewcrldstcp
threehctelgrcups.
1hsgrcwthstrategywllbe
pursuedby:
strengthenngtheCrcups
presencenmaturemarketsand
grcwngrapdlynemergng
markets;
ccnstantlyenhancngthehctel
servcescffers,whchcreatevalue
fcrfranchseesandnvestcrs.
Threemajerebjectivesfer2015
Strengtheneurrankingasthewer|dsnumberenehete|eperater.
8yeperater,wemeantheday-te-daymanagementefhete|s.Thisis
thecasefer400,000reemsthatareewned,|easedermanaged
bytheCreup80Xeftheteta|.Theseday-te-dayeperatiensunderpin
eurhete|managementexpertise.
1
Cense|idateeurpesitienasurepes|eadingfranchiserbydeub|ing
thesizeefthefranchisednetwerkby2015andprevidinghete|
se|utiensthatareincreasing|ya|ignedwiththeday-te-daycencerns
efeurfranchisees. 2
kankamengthewer|dstepthreehete|greupsbysteppingup
thepaceefdeve|epment,especia||yinfast-grewing,emergingmarkets
|ike8razi|,kussia,IndiaandChina.
3
Auniquebusiness
mede|
1hewcrldsleadnghctel
cperatcrandLurcpesnumber
cnehctelfranchser,Acccrs
backedbyabusnessmcdelthat
sunquenthendustry.Called
theasset-rghtstrategy,the
mcdelfeaturesarangecfhctel
cperatngstructuresnwhch
Acccrmaybeetherthecwner,
themanagercrthefranchser.
1hechccecfcperatng
structuredependscnthehctels
lccatcnandmarketsegment.
1headvantagecfthsapprcach
sthattmakesthebusnessless
cyclcalandenablestheCrcup
tcfccuscndevelcpngtshctel
engneerngexpertse.
1hsbusnessmcdelandAcccrs
leadershppcstcncnfcur
ccntnentswerelargely
respcnsblefcrtheCrcupsscld
reccveryn20i0.
18
A
A
k
0
F
I
M
P
0
k
T
A
N
T
C
P
A
N
C
A
N
C
k
0
W
T
P
Thepremisingchain
hete|market
wthdeclnngtranspcrtccsts,
ncreasnglyglcbaltrade
andrsnglvngstandards
nemergngeccncmes,the
busnessandlesuretravel
marketsccnstantlygrcwng.
Allcfthesefactcrssuppcrtthe
develcpmentpctentalcfhctel
chans,whchen|cyabrght
cutlccknbcthmatureand
emergngmarkets:
lnLurcpe,thewcrldslargest
hctelmarketwthmcrethan
sxmllcnrccms,chanhctels
acccuntfcrcnly25%cfthe
tctal,ccmparedwth70%
ntheUntedStates.lnltaly,fcr
example,chanhctelsacccunt
fcr|ust7%cfthetctal.Acccr
en|cyssubstantalpctental
fcrdevelcpmentthrcugh
franchsng,npartcularwth
tsMercureandallseascns
brands,whchareamcngtsccre
assets.1heresalscgrcwth
pctentalntheeccncmyand
budgetsegmentsnwhch
supplysstlllmtednLurcpe.
lnemergngmarkets,needs
arecntherse,wthalarge
pcrtcncfthepcpulatcnncw
havngaccesstcnewccnsumer
gccdsandservcesandthustc
greatermcblty.Ccuntreslke
8razl,Chna,lndaandPussa
arefuturegrcwthmarketsfcr
mcstAcccrbrands,especallyn
themdscaleandeccncmy
segments,whchrespcndmcst
clcselytclccalcustcmerneeds.
Prieritytefranchising
andmanagement
centracts
8etweenncwand20i5,afull
80%cfAcccrsexpanscnwll
bethrcughfranchsngand
managementccntracts.
1hesecperatngstructuresare
referredtcasassetlght,
meanngthattheyarencn-
captalntensve.Crcwthwll
bedrvenmanlybyfranchsng
nLurcpeandtheUntedStates
andbymanagementccntracts
nemergngmarkets.lnthe
luxuryandupscalesegment,
theCrcupsexpandngmanly
thrcughmanagementccntracts
nallregcns.
Asusfauedrace
cfdevelcpHenf
ln20i0,Acccrccntnuedtcexpandrapdlyacrcssallbrandsandall
regcns.keyfact:78%cfrccmsthatcpeneddurngtheyeararecperated
thrcughfranchseagreementscrmanagementccntracts.
Pete|chainpenetratienrate,wer|dwide
*
25X
70X
17X 17X
11X
EUROPE
UNITED STATES
CHINA
AFRICA &
MIDDLE EAST
LATIN AMERICA
FguresascfMayi,20i0.
19
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
0penings:2010wasageedyear
4%
IN FRANCHISING
2%
UNDER MANAGEMENT CONTRACTS
44%
IN THE ECONOMY SEGMENT
25,000
ROOMS OPENED, OF WHICH:
2i4
NEW HOTELS
Atyear-end20i0,Acccrhad4,22hctelsand507,306rccms.
Ofthe2i4hctels(representng25,000newrccms)thatcpened
durngtheyear,28%arenAsaand33%arenLurcpe.
lnthelatterregcn,whchsthewcrldsbggesthctelmarket
andstllen|cysstrcnggrcwthpctental,Acccrstrengthenedts
tcp-rankedpcstcnandlengthenedtsleadcvertheccmpettcn
byaddng2hctelsn20i0.
LtapHctelwenMesse\ennaAustra
ScftelScMaurtusMaurtus
Ncvctel8arcelcnaCty8arcelcnaSpan
bsClermcnt-FerrandSudFrance
Mercure8ratslavaCentrumSlcvaka
allseascns\enezaMarghera\enceltaly
20
A
A
k
0
F
I
M
P
0
k
T
A
N
T
C
P
A
N
C
A
N
C
k
0
W
T
P
2010 2015(ferecast)
Pete|pertfe|iebyeperatingstructure
(% of total rooms)
17X
AssetLight
64X
AssetLight
80X
19X
18X
22X
24X OWNED
FIXEDRENT LEASE
VARIABLERENT LEASE
MANAGEMENT
CONTRACT
FRANCHISED
Develcpmentthrcughasset-lght
structureswllfccusmanlycn:
thebudget(23%),eccncmy
(36%)andmdscale(24%)
segments;
Lurcpe(40%)andAsa-Pacfc
(2%),twchgh-pctental
marketsthat
Acccrkncwswell
andnwhch
tcanleverage
scldassets.ln
Lurcpe,theCrcup
wantstcdcuble
thefranchsed
hctelnetwcrk
by20i5.ln20i0,
mcrethan60
newfranchsed
hctelswere
addedtcthe
regcnalpcrtfclc.Oncethe
prcgramsfullyrampedup,twc
newfranchsedhctelswll|cn
thenetwcrkaweekcnaverage.
1cacceleratethepacecf
expanscn,Acccrstargetng
smallnatcnalhctelgrcups.
Afranchsepartnershpsgned
wthFccusHctelsntheUnted
Kngdcmhasledtcthe
ntegratcncfi0newhctelsthat
wll|cntheMercurenetwcrk,
whchcurrentlyhas
45hctelsntheccuntry.
Acccrsalscveryactventhe
UntedStateswheretsrelyng
npartcularcnfranchsng
tcfueltsexpanscn.ln20i0,
atctalcf58franchsedhctels
begancperatngunder
theMctel 6banner.
Assertivegrewthin
emergingmarkets
lnrespcnsetcstrcngdemandn
emergngmarketslnkedtcthe
expandngmddleclass,Acccr
hasacceleratedtsdevelcpment
wththegcalcfrapdly
establshngstrcngpcstcnsn
theseregcns,whchhave
encrmcusgrcwthpctental.1he
Crcupwllachevethsgcal
thrcughtseccncmypcrtfclc
bsandLtapHctelnpartcular
andascldpresencenthe
luxurysegmentwthScftel.1hs
strategywllncludecpenng
hctelsnpartnershpwth
pcwerfullccalplayers,assthe
casenlnda,andthrcugh
managementccntracts.
kevraucusucrcuaes
In2010:
1,479cftheCrcups
4,22hctelswerecperated
thrcughfranchsng;
mcrethan49Xcfthehctels
thatcpeneddurngtheyear
arefranchsed.
0ut|eekfer2015:
200,000rccmstcbecperated
thrcughfranchseagreements
cutcfatctalcf700,000rccms.
9X
14X
19X
30X
28X
21
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
bsShanghaLanyangChna
NcvctelYekaternburgCentreLkaternbcurgPussa
Franchsngcculdthenbe
envscnednaseccndphase
cfdevelcpment.Overall,30%
cfrccmcpenngsarescheduled
fcr8razl,Chna,lndaandPussa.
In8razi|,akeymarketwth
apcpulatcncf200mllcn,
Acccrstheleaderwth
i43hctelsacrcssallsegments,
frcmbudgettcluxury.lnths
ccuntry,whchwllhcstbcth
theFlFAwcrldCupn20i4
(ni2ctes)andtheOlympc
Camesn20i6,theCrcup
splannngtcrapdlyexpand
tsnetwcrkthrcughcwned
andleasedhctelsaswellas
managementccntractsand
franchseagreements.1hegcal
stchave225hctelsnthe
ccuntryby20i5,ledbythebs
andHctel Fcrmule ibrands.
Atyear-end20i0,atctalcf
74Acccrhctelswerenthe
ppelnen8razlwthi2cthers
nneghbcrngccuntres.
InChina,Acccrstheseccnd
largestnternatcnalhctelgrcup
wthi00hctelsand26,500rccms
n42ctes.ltstheCrcups
fcurth-largestmarketnnumber
cfrccmsandthefastestgrcwng
ntheAsa-Pacfcregcn.Acccr
cpenedi8hctelsrepresentng
4,000rccmsnChnadurngthe
year,manlyundermanagement
ccntracts.8y20i5,thenetwcrk
wlldcubletc200hctelsacrcss
allsegments.Chnasan
mpcrtantmarketfcrScftel,
wherethebrandhas23hctels,
andPullman,whchhas
i8hctelsntheppelne.
InIndia,theCrcuphassetts
sghtscnbeccmngtheleadern
thsveryhghpctentalmarket.
lnluly20i0,Acccrandtspartner
lnterglcbecreatedanew
nvestmentfundwthClCPeal
LstatePte.Ltd.,therealestatearm
cftheCcvernmentcfSngapcre
lnvestmentCcrpcratcn,and
HcstHctelsandPescrts,a
US-basedrealestatenvestment
trust.1hefundsfrstnvestment
nvclvessevenhctelscurrently
bengbultthatwllcperate
underthePullman,Ncvctel
andbsbrands.Atyear-end
20i0,Acccrhad55hctels
ntheppelne,mcstcfthem
nccnstructcn.
Inkussia,Acccralreadyhas
eghthctelstctalngi,7i5rccms.
1heCrcupsteppedupts
develcpmentn20i0,cpenng
fcurhctels:threeunderthebs
brandandcneNcvctel.1hrteen
ctherhctelsarescheduledtc
cpenby20i3,manlyNcvctel
andbsunts.
2010:aeccaevearcatuecacurseevetcrueutus
Mcrethan70newdevelcpmentccntractsweresgnednAsa-Pacfc.
wthi6,000addtcnalrccms,Acccrhasstrengthenedtspcstcnas
theregcnsleadnghctelcperatcr.ltsgcalncwstcfurtherdevelcpts
presencenAsa,especallynChnaandlnda,andtcextendtsnetwcrk
nlndcnesa,1halandand\etnam,wheretalreadyhcldsleadershp
pcstcns.lnChna,theyearscpenngsncludedtheScftelDcngguan
HumenOrental,thebsShanghaLanyangandthePullmanZhanC|a|e
nHunanPrcvnce.
22
A
A
k
0
F
I
M
P
0
k
T
A
N
T
C
P
A
N
C
A
N
C
k
0
W
T
P
Stecngee-than-
exrectedcrcwfh
Afterachallengngyearn200,Acccrtcckfulladvantagecf
theeccncmcreccveryn20i0byleveragngtsagltyandthevaldty
cftsbusnessmcdel.Key facts:ncludeda7.i%-ncrease
nrevenueandai.-pcntmprcvementnL8l1DAPmargn.
Arapidreturn
tegrewth
1heyearwasshapedbyarcbust
upturnndemandnmcst
ccuntres,fcllcwedbyagradual
stablzatcnnaveragedaly
rates.Acccrrebcundedespecally
wellandfasterthanexpected
thankstcts:
pertnentbusness
mcdel,extensve
brandpcrtfclcand
assetmanagement
strategythatmakes
teasertcad|ust
tctheupsand
dcwnscfthe
eccncmccycle;
hghly-respcnsve
marketngapprcach,whch
sunderpnnedbypcwerful
dstrbutcnchannels,the
vtaltyandexpertsecf
theCrcupsteamsandts
manysalescampagns;
balancedgecgraphcal
presence,wthleadershp
pcstcnsnetherthenumber
cfhctelscrthenumber
cfrccmscnfcurccntnents;
determnedfccuscn
ccntrcllngnvestmentsand
expensesthrcughhghly-
ambtcusccst-reductcnplans.
wththereccveryntensfyng
nseccnd-half20i0,Acccrended
theyearstrcngly.Pevenuewas
up7.i%atccmparablesccpe
cfccnscldatcnandccnstant
exchangeratestc5,48mllcn.
AnndcatcrcftheCrcupsscld
cperatngperfcrmanceand
prcftablty,L8l1DAPmargn
rcsebyi.pcnts,alsclke-fcr-
lke,tc30.5%cfrevenue.1hs
rcbustperfcrmancewasduen
parttchghercccupancyrates
andtcccst-reductcnplansthat
exceededthercb|ectves.Ncw
thattccnsstentlygenerates
pcstvecashflcw,theCrcups
refccusedcntsccrebusness
andsbackedbyaveryhealthy
balancesheet,theCrcups
pcsedfcracceleratedgrcwth.
0bjectivesmet
erexceeded
1cccunterthempactcfthe
crssandpreparefcrapcst-
recesscnaryeccncmy,Acccrset
ambtcuscb|ectvesand
beneftedfullyfrcmthe
mprcvedbusnessenvrcnment
thrcughtseffcrtstc:
lcwerccsts.Headquarter
ccstswerereducedby
i32mllcnntwcyears
(versusatargetcfi25mllcn),
whlecwnedandleasedhctel
ccstswerereducedbyi65
mllcnn200(versusatarget
cfi50mllcn);
ccntrclmantenanceand
rencvatcnexpendture;
23
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
PullmanDubaMallcfLmratesUntedArabLmrates allseascns\enezaMarghera\enceltaly
Ncvctel8angkaPangkalpnanglndcnesa
dspcsecfassets.Acccrhas
alreadycarredcut30%cfts
20i0-20i3dvestmentprcgram.
Assetsalesn20i0ledtca
630mllcnreductcnndebt.
Asaresult,Acccrsnan
exceptcnallystrcngfnancal
pcstcnthatprcvdestwth
ccnsderablefnancalflexblty;
develcpthrcughfranchsng
andmanagementccntracts.
Durngtheyear,25,000rccms
wereaddedtcthenetwcrk,
cfwhch78%thrcughthese
twctypescfagreement.
A||hete|segments
centributedtegrewth
whletheeccncmcupswngwas
nctthesameeverywhere,t
affectedallsegments.1hswas
truefcrtheupscaleand
mdscale,whchsnherentlya
verycyclcalsegment.Scfteland
Pullmanpcstedexcellentresults
thankstctherebcundn
ccrpcrateactvtyandbusness
travel.Segmentrevenuewasup
%ledbytheccmbnedmpact
cfhghercccupancyandaverage
rccmrates.Lccncmyhctels
cutsdetheUntedStatessawa
scld6.8%-ncreasenrevenue,
ledbymprcvedcccupancyrates.
bs,thesegmentsmandrvercf
hghermargns,turnednavery
gccdperfcrmance.
Crewththatvaried
fremeneregien
teanether
1hankstctswdespread
gecgraphcpresence,Acccr
wasabletcbeneftfrcmthe
eccncmcreccvery.whle
busnessnemergngmarkets
andLatnAmercaremaned
dynamcn20i0,theyearsawa
suddenupswngnLurcpe
wheretheCrcuphasextensve
cperatcnsledbytheUnted
Kngdcm,CermanyandFrance.ln
theUntedStates,wherethe
marketremanedchallengng,
resultsmprcvedntheseccnd
half,wthhghercccupancyrates
fcrMctel6andStudc6.
24
25
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
whetherlcng-establshedcrrecentlylaunched,
standardzedcrncn-standardzed,eachcftheCrcups
brandshastscwnDNAthatmakesallthedfference.
AtthefcrefrcntcfAcccrsvtLue-ceetfousfetfec\,
thebrandhastscwnvaluebasedcntsmageand
rccts,tsabltytcnspreccnfdenceandcreate
dfferentatcn,andtheaffectvebcndsfcrgedwth
eachcustcmer.Heresarevewcfthebrandsn20i0.
Pcweefulsrands
wfhencemcus
vttlty
26
P
0
W
k
F
b
L
8
k
A
N
W
I
T
P
N
0
k
M
0
b
S
V
I
T
A
L
I
T
Y
Custemerimpact
enthehete|effering
Changngcustcmerbehavcrhas
adrectmpactcnthelcdgng
sclutcnsandrelatedservces
cfferedbytcdayshctels.lnthe
i50sandi60s,thecfferwas
shapedsclelybythepecplethat
prcducedtmanly
ndependenthctel
cperatcrs.Ncwthat
themarkets
structuredarcund
ma|crplayerslke
Acccr,marketngand
advertsnghavean
mpcrtantmpactcn
custcmerdecscns.
whlebrandsreman
attheheartcfthesystemand
playanactverclencreatng
preference,tscustcmerswhc
arehelpngtcreshapetcdays
hctelndustry.Changng
lfestylesandccnsumerbehavcr,
aswellasthedesrefcrcrgnal
experences,arealscmaknga
ma|crccntrbutcntcthese
develcpments.
Adaptab|ecencepts
Sccetysbengtransfcrmed
byanumbercfdeep-seated
trends.1hesencludethe
grcwngmpcrtancecfethcal
ccnsumersm,thedesrefcr
well-bengandndependence,
areturntcsmplevalues,
sharng,thechangngrcle
cfwcmen,andthencreasng
usecfdgtaltechnclcgyn
dalylfe.1hesetrendshaveled
thebrandstcrethnkther
styleandappearance,ther
ccmmuncatcnstrateges
andtherprcductandservce
pcrtfclcs.1hreesmultanecus
phencmenaareapparent
ntcdayshctelndustry:
1.hctelgrcupsarerewcrkng
therccnceptsandservce
packagestcreflectccnsumer
trends.1hsmeans,fcrexample,
prcvdngcustcmerswthftness
rccmscpenarcundtheclcck
wherethencanrelaxcrwcrk
cut,wthtakeawayfccdservces
sctheycangetscmethngtceat
anytmeandanywhere,crwth
ccmfcrtablewebccrnerscpen
dayandnghtthatenablethem
tcstayntcuchwthfamly,
frendsandbusnessassccates,
freecfcharge.1hsrewcrkng
alscnvclvesredesgnnghctel
areaswthafccus,fcrexample,
cnmcdularsclutcns;
2.hctelgrcupsarencreasngly
segmentngthercffertctake
ntcacccuntawderangecf
custcmerneeds.1hedversty
cfglcbalmarketsandcustcmer
expectatcnsntcdayswcrld
arerequrngthemtcbrcaden
therprcductandservce
pcrtfclcs.Lverycnemustbe
abletcfndtherghtplaceand
therghtfcrmuladependng
cntherneedsandbudget;
3.thendustrysseengthe
emergencecfnncvatvehctel
ccnceptsthatbreakwth
tradtcnaswellasbcldly
aggressvenewadvertsng
campagns.Oneeccncmy
segmentchanclamstccffer
luxuryfcreverycnewthstylsh
hctelsandfreeservcesthat
Chtngngoemand
1hehctelmarketsmpactedbyccnstantchange.Asaresult,hctel
ccnceptsandservcecfferngsmustberenewedatafasterpace.1cday,
custcmersandtherlfestylesarethemandrverscfrecentmarket
develcpments,whchswhytsscmpcrtanttcunderstandcustcmers
betterandccnstantlyantcpatetherneeds.
27
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
ncludewFlnternetaccessand
vdeccndemand.1hssalsc
thecaseatAcccrwthSuite
Novotel thenewNovotel
labelwhchnvtesguests
tcexperenceacasualnewway
cfhctellvng,nmcdularsutes
fcrmedum-lengthstaysand
wthnncvatveservces,
ncludngthelcancfaSmart
carfcrgettngarcundtcwn.
Accersse|utiens
8ackedbyaccmprehensve
pcrtfclccfbrandsthatsfrmly
algnedwthtscb|ectves,
Acccrnvestsccnsderablyand
regularlytcad|usttsprcduct
andservcecfferngtcchangng
expectatcnsandlfestyles.
1hegcalstcmcrefullysatsfy
custcmerneedsandmakethe
brandsmcreattractve,eachn
tsrespectvemarketsegment.
Creatersegmentatien
temeetafu||range
efexpectatiens
Acccrscurrentlythecnlyhctel
grcupwthcperatcnsnall
fvemarketsegments.wthths
greatersegmentatcn,theCrcup
canrespcndtcarangecf
custcmerprcfles,anarray
cfregcnalmarketsandthe
requrementscfcwnersthat
cftenhavehctelscperatedunder
mcrethancnebrandandn
severalsegments.Acccrcan
leveragethsccrestrength
tcassertthepcwerandappeal
cftsbrandsandwnnew
marketsandattractnew
custcmers.
Pewerfu|,differentiated
brands
Strengtheningeachbrands
NAsthepathchcsenby
Acccrtcsettselfapartfrcm
theccmpettcnandcreatea
relatcnshpwthcustcmersthat
gcesbeycndprcetcnclude
preference,lcyaltyandaffectcn.
1eamsarenvclvedndeplcyng
brandprc|ectsNovotel
wthNextUp,Motel 6wth
PhcenxandSofitelwth
8eMagnfque.1hesentatves
haveapcstvempactcnall
aspectscfthebrand,ncludng
tsemplcyeerelatcnsand
emplcyermage,servces
cfferng,styleandappearance,
envrcnmentalccmmtment
andcustcmerprcmse.
Motel 6 Northlake Texas United States
Suite Novotel Mnchen Parkstadt Schwabing
Munich Germany
Sofitel Guangzhou Sunrich China
28
P
0
W
k
F
b
L
8
k
A
N
W
I
T
P
N
0
k
M
0
b
S
V
I
T
A
L
I
T
Y
8ui|dingapewerfu|brandalsc
meansfcrgngapartnershp
wthcustcmers.1hsnvclvesan
cngcngdalcguetccreatea
specalrelatcnshpbasedcn
recprccty,trustandsharng.
8randsgrcwandmprcveby
lstenngtccustcmers,studyng
therreactcns,ntegratngther
ccncernsandsclctngther
nvclvement.lnthsway,ibishas
establshedtselfnmarkets
arcundthewcrldwtha
straghtfcrward,hgh-qualty
servcecfferngandapeerless
busnessmcdel.AlClub,Acccrs
mult-brandlcyaltyprcgram,s
annvaluabletcclfcrbuldnga
lcng-termrelatcnshpwth
custcmers.lthelpstcunderstand
therbehavcrandatttudessc
thattheycanbeprcvdedwth
perscnalzedsclutcns.
Prierityteinnevatien
Understandngcustcmerssa
ma|crchallengetcwhchAcccr
srespcndngwththegcalcf
creatngdfferentatcnand
delverngservcesadaptedtc
eachprcfle.1hsapprcach
prcvdesmanycppcrtuntesfcr
nncvatcn,fcrexample,nthe
relatcnshpbetweenpublcand
prvatehctelareas,thechccecf
ccnstructcnanddeccratcn
materals,thedfferenttypescf
fccdanddnngservcescffered,
thetcclsdeplcyedtcgauge
custcmersatsfactcnandthe
usecfnewtechnclcges.lna
marketnwhcheachsegments
ncreasnglyccmpettve,the
brandsareccnstantlynncvatng
andrenventngthemselves.Fcr
example,theyaredevelcpng
andtestngwayscfentertanng
busnesscustcmerswhccften
travelalcne.Sofitelhas
ntrcducedanewservcethat
allcwsgueststcreadtheremal
cnthe1\andaccessvdeccn
demand,Etap Hotelstestnga
newcustcmzedpay1\servce,
andNovotel,whcsewebCcrner
cnaMaccffernghasbeenabg
success,sdevelcpngaselectcn
cfgamescntheX8cx360
Knectthatguestscanplay,fcr
example,asawaycfrelaxng
betweenmeetngs.Fcrtcdays
ncreasnglycn-the-gccustcmers,
bcckngtcclshavebeen
mprcved,wththercllcutcfan
acccrhctels.ccmapplcatcn
Family stays with the Family & Novotel offer Mercure AlClub counter
Novotel Web Corner on a Mac
29
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
fcrPhcneusers.1heCrcuphas
alsccreatedaMarketPesearch
&Ccnsumerlnfcrmatcn
Departmenttcsuppcrtbrand
develcpmentbydecpherng
thebehavcrandexpectatcns
cfcustcmers,bcthcurrent
andfuture,ncrdertcprcvde
themwthccnstantlyenhanced
prcductsandservces.
Newdeve|epments
in2010
Asnyearspast,thebrands
reassertedtherperscnaltes,
expandedthercfferng,deplcyed
newccnceptsandextendedther
netwcrksn20i0.
Newimprevedpreducts
andservices
ln20i0,thebrandsdentfed
andanalyzednewtrends,
revewngandadaptngther
currentcfferngstcmcre
effectvelyrespcndtcemergng
expectatcnsandcreate
dfferentatcn.1hesencluded:
recentlylaunchedbrandslke
all seasons,wthtsflexble
ccnceptthatappealstc
ndependenthctelcperatcrsand
tsunqueallnclusveservces
package.Anctherexample
sPullman,whchsccmmtted
tcbeccmngtheleadernthe
upscaleccrpcratemeetngand
ccnventcnsegmentwthanew
typecfbusnesshctelandwhch
achevesdfferentatcnthrcugh
hghvaluedaddedpartnershps
suchastsrecentagreement
wthNespressc;
brandsthathavesuccessfully
repcstcnedthemselves.
Fcllcwngtstransfcrmatcn,
Sofitelstcdayreccgnzedasa
leadngluxuryhctelbrand.lts
DNAsbasedcnthreeccre
values:apasscnfcrexcellence,
theessencecfpleasureanda
sprtcfcpenness.Asprccfcfts
successfulrepcstcnng,Sofitel
recevedmcrethani00awards
n20i0andtscustcmer
satsfactcnndexrcseby8%,
ccmparedwth200;
lcng-establshedbrands
thathaverenewedthercfferng
andthcrcughlyrencvated
therprcduct.1hepastyearsaw
ma|crrencvatcnsatibis,whch
steppedupthedeplcyment
cftsnew-generatcnhctel
featurngrevampedrccmsand
ccmmcnareasandlaunchedts
webCcrnerservce,Etap Hotel
wthtscccccnanddesgnrccm,
Mercurewththedevelcpment
cfannncvatveccnceptfcrts
DedcacesrccmandNovotel
wthtsnewrccm.
Pullman Nespresso partnership ibis launches its Web Corner
30
P
0
W
k
F
b
L
8
k
A
N
W
I
T
P
N
0
k
M
0
b
S
V
I
T
A
L
I
T
Y
Campaignsthatmake
animpact
lnaddtcntcdeplcyngma|cr
regcnalprcmctcns,thebrands
werealscveryactvecnthe
ccmmuncatcnfrcnt.1cncrease
thervsbltyandbuld
awareness,theylaunched
nncvatvecampagns,suchas:
hete|F1wthahard-httng
campagnassertngthatOn a
trouv moins cher que nous.
Cest nous.
(1)
;
tapPete|,whchnvested
heavlynmedaadvertsng
nFranceandCermanywhle
renewngtspartnershp
wththe1curdeFrance;
a||seasens,wththe
allseascns1cur.1heprcmctcn
featuredatrucknwhchahctel
rccmhadbeennstalledthat
traveledarcundLurcpetcmeet
wthpctentalfranchseesand
custcmers;
ibis,wthtslvely,360-degree
1LNcri5summerprcmctcnal
campagnfcrycungpecplethat
wasfeaturedcnYcutubeand
Facebcck;
Nevete|,whchlaunched
tsFamly&Ncvctelcampagn
nsevenccuntres;
Mercure,wthtsLetCccd
1hngsHappenadvertsng
campagn,whchdemcnstrated,
smplyandpcstvely,that
thebrandprcvdescustcmers
arcundthewcrldwth
memcrablemcments;
MCa||ery,whchappcnted
actressKrstnScctt1hcmasas
ambassadcrcftshctelccllectcn.
eepeningthenetwerks
1hebrandsdlgentlypursued
therdevelcpmentnayear
shapedbyadffculteccncmc
reccvery.1cday,Acccrstcp-
rankednethernumbercf
rccmscrnumbercfhctelsn
Lurcpe,Afrca,theMddleLast,
LatnAmercaandAsa-Pacfc.
Amcngtheyearsmcrehgh-
prcflecpenngswere:
ibis,whchadded60hctels
tctalngi0,000rccmstcthe
netwcrkandnearly20ii
celebratedthecpenngcf
ts00
th
hctelwcrldwde;
a||seasens,whchcpenedts
i00
th
hcteln20i0,cnlythree
yearsafterthebrandslaunch;
Nevete|,wthanetwcrkthat
ncwncludes400hctels.1he
yearsmcreprcmnentcpenngs
ncludedhctelsnPcdelanerc,
8arcelcnaandMunch;
Mercure,whchcpened
34hctelsdurngtheyear,
ncreasngthenetwcrktc
674untswcrldwde.
(i)Lessexpensvethanus71hatsus.
(i)
31
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
Anunriva|edpertfe|ieefbrands
Acccrsthecnlyhctelgrcuppresentnthefvemarketsegmentswthattractve,
strategcallyalgnedbrands:Sefite|nluxury,Pu||manandMCa||erynupscale,
Nevete|,SuiteNevete|andMercurenmdscale,ibisanda||seasensneccncmy,
andtapPete|,hete|F1andMete|6nbudget.1hepcrtfclcalsccffersarange
cflcdgngsclutcnswthbcthstandardzedandncn-standardzedchansaswell
aslcng-stayfacltes.
1hebraudpcetfcLc
Non-standardized Extended Stay
IN THE US
Standardized
IN EUROPE
OUTSIDE EUROPE IN FRANCE
IN CANADA
Related Skills
Luxury
bpsca|e
Midsca|e
cenemy
8udget
Figures in the following pages are as of December 31, 2010.
32
T
P
8
k
A
N
P
0
k
T
F
0
L
I
0
Scftel
Sefite|creates|uxuryhete|s
thatb|endFrenche|egance,
saveir-faireandsephisticated
hespita|itywiththeverybest
efeachceuntrys|eca|
cu|ture.Inthewer|dsmest
desirab|edestinatiensand
capita|cities,Sefite|effers
guestsseekingqua|ity,
sephisticatienandexce||ence
anunfergettab|eimmersien
intheFrenchart de vivre.
38ceuntries
121hete|s
29,987reems
5epenings
61Xbusiness
custemers
39X|eisure
custemers
2010 eveuts
The year confirmed Sofitels
repositioning in the luxury segment,
initiated in 2007, and produced
results worthy of the efforts made.
Customer satisfaction increased
by 8% compared with 2009 and
the brand received approximately
100 prestigious awards from around
the world. In 2010, Sofitel opened
five outstanding hotels, drawing on
the creative skills of some of the
worlds leading names in architecture
and interior design. These included
Jean Nouvel for the Sofitel Vienna
Stephansdom in Austria and
Lek Bunnag and Kenzo Takada
for the Sofitel So Mauritius. The
brand also renovated historic
establishments like the Sofitel Paris
Le Faubourg with Didier Gomez and
Sofitel The Grand Amsterdam with
Sybille de Margerie. Well positioned,
widely recognized and endowed
with powerful DNA, Sofitel is now
embarking on a phase of dynamic
growth to develop its network
and increase brand value, in
particular through an ambitious
partnership strategy. Sofitel Paris Le Faubourg Couture Apartment
33
A
C
C
0
k
2
0
1
0

A
N
N
U
A
L

R
E
P
O
R
T
ctcse-ur
xhibitien:FashienSti||s
Scftelcelebratedhaute couture,hcstngaphctcexhbtcnenttledFashcnStlls
thatcreatedalnkbetweenthevbrantwcrldscffashcn,phctcgraphyandluxury
hctels.1hrcughcuttheyear,tenScftelsnNcrthAmercaandLurcpencludng
NewYcrk,LcsAngeles,washngtcn,Lcndcn,PcmeandMunchdsplayedwcrks
byfcurwell-kncwnfashcnphctcgraphers,ncludnglean-MarePerer
andDerekHudscn.1hshcmagetcthewcrldcffashcnalscprcvdedabehnd-
the-sceneslcckatleadngfashcnhcuseslkeDcr,SantLaurentandChanel.
lnthsway,thehctelsthathcstedtheexhbtcnservedasambassadcrs
cfFrenchelegance.1headventuresccntnungn20iias
theexhbtcntravelstctheMddleLastandAustrala.
sofitel.com
Sofitel Phnom Penh Phokeethra Cambodia
Sofitel The Grand Amsterdam Netherlands
34
T
P
8
k
A
N
P
0
k
T
F
0
L
I
0
ctcse-ur
Sefite|ViennaStephansdem
LccatedntheheartcftheAustrancaptal,theScftel
\ennaStephansdcmrseslkeasculpturenwhch
glassandsteelccmbnetccreateafestvalcflght
andshmmerngreflectcn.1hewcrkcfnternatcnally
famcusFrencharchtectleanNcuvel,thsunque
i8-stcrybuldngfeaturesi82rccmsdesgned
tcnspredalcgueandnteractcnwththehctels
surrcundngs.1hrcughcutthehctel,vstcrscansee,
admre,feelandbreathethecty,saystheartst.
1hsmpressveurbanmcnumentthatsncw
anntegralpartcfthectyscapewascreated
bythearchtectassstedbyahcst
cfartstsanddesgnersas
atestmcnaltc\ennasglcrcus
culturalhertage.
sofitel.com
Scftel
35
A
C
C
0
k
2
0
1
0

A
N
N
U
A
L

R
E
P
O
R
T
MCallery
Launchedin2008,MCa||eryisace||ectienefupsca|e
hete|s,eachwiththeirewncharacterandidentity,
derivedfremtheirdistinctivedesign,remarkab|e
histeryereutstanding|ecatien.Indewntewnerprime
teurist|ecatiens,theirinimitab|epersena|ityeffersa
memerab|eexperiencefertrave|ers|eekingferhete|s
withthatextra|itt|eteuchefseu|.
18ceuntries
33hete|s
3,632reems
5epenings
100hete|s
by2015
2010 eveuts
The label reaffirmed its positioning
by choosing as its charismatic
ambassador Kristin Scott Thomas, an
actress with an indecipherable aura
whose films are intensely rich and
varied much like the MGallery
collection. Five new jewels were added
to that collection during the year: the
Golf du Mdoc Htel & Spa near
Bordeaux, the Royal meraude Dinard,
the Cour du Corbeau in Strasbourg in
France, the Royal Beach Seminyak Bali
in Indonesia and the Hotel Savigny
Frankfurt City in Germany. MGallery
also introduced a special offer called
the Memorable Moment, which allows
guests to participate in a special tour
or activity designed to provide them
with a unique, unforgettable experience.
MGallery now plans to expand at a
faster pace. The goal is to have a network
comprising around 100 hotels by 2015.
ctcse-ur
OnOctcberi4,theentreMCalleryfamly
gatheredattheCtedelarchtectureetdu
patrmcnenParstcpresenttwcpcwerful
recentdevelcpments:thelabelscharmngambassadcr
actressKrstnScctt1hcmasandthepublcatcncf
thefrstprntedgude,avalablenFrench,Lnglshand
ltalanverscnsdrectlynthehctels.1hegudeccntans
selectcnsfrcmtheambassadcrstravellcg,nwhch
sherecallsherfavcrtemcmentsand
experencesnMCalleryhctels.
1heeventgeneratedccnsderable
medaccveragefcrthelabel.
mgallery.com
Htel Le Royal Lyon France
36
T
P
8
k
A
N
P
0
k
T
F
0
L
I
0
Pullman
Pu||maneffersupsca|ecentemperaryhete|sdesignedtemeettheemergingneeds
eftrave|ersandeventerganizers.achhete|isaunique,cemfertab|e,hespitab|e|iving
envirenmentwhese|ebby,restaurantsandbarsenceuragemeetings,discussiensand
friend|ycenversatien.Inadditien,abreadrangeefservices,innevativetechne|egies
andpersena|izedmeetingpessibi|itiespesitienPu||manasaninternatiena|benchmark.
16ceuntries
49hete|s
13,924
reems
16 hete|sschedu|ed
teepenin2011
Pullman Oceanview Sanya Bay Resort & Spa China
37
A
C
C
0
k
2
0
1
0

A
N
N
U
A
L

R
E
P
O
R
T
2010 eveuts
During the year, Pullman opened
three hotels, including the
Pullman Dubai Mall of Emirates
in United Arab Emirates, and
expanded considerably in China.
In early 2011, the brand took over
the Mridien Montparnasse in the
heart of Paris, thereby integrating
into the network one of Europes
largest conference hotels with
953 rooms and a conference
center that can host up to
2,000 people. Pullman is
committed to becoming the
benchmark in the convention
and meeting segment and to
pursuing its expansion with the
goal of building a network of
150 hotels worldwide by 2015.
ctcse-ur
1cday,thePullmanbrandalscenccmpassesrescrthctelsthatccmbnetradtcnal
rescrtservceswththeadvancedccnnectvtycfleadngbusnesshctels.
OneexamplesthePullmanOceanvewSanya8ayPescrt&SpanHanan,Chna.
wthtrcpcalfcrest,tsprvatebeach,cutdccrswmmngpcclandccean-vew
rccmsdeccratednatradtcnallyAsanstyle,thehctelcffersguests
aunqueexperenceandthecppcrtuntytctakepartnawde
arraycfspcrtsactvtes.
pullmanhotels.com
38
T
P
8
k
A
N
P
0
k
T
F
0
L
I
0
Ncvctel
58ceuntries
395hete|s
72,805reems
14epenings
Nevete|he|psbethbusinessand|eisuretrave||ersre|axandrechargeenfivecentinents.
Innevativeandguest-friend|y,itshete|seffercensistent|yhighqua|ityaccemmedatiens
withjusttherightb|endeffreedemandefficiencycustemersexpect.Itsspacieus,sty|ish
reems,hea|thyfeedservicesavai|ab|e24/7andwiderangeefservicese|utiensmake
itthenatura|cheiceferbusinessmeetings,withMeeting@Nevete|,erferfami|yeutings,
withFami|y&Nevete|.eep|ycemmittedtesustainab|edeve|epment,Nevete|p|ans
tehaveitsentirenetwerkarthCheckcertifiedbytheendef2012.
2010 eveuts
The year was shaped by the
launch of the Novotel room
and the successful integration
of Suitehotel, now relaunched
under the Suite Novotel label.
The brand also continued to
expand its network, adding
14 new hotels in, for example,
Barcelona, Rio de Janeiro and
Munich Airport. Impressive
renovations were also carried
out, among them the Novotel
Amsterdam City and Novotel
London Tower Bridge.
The brand will now step up
efforts to modernize and
develop the network, opening
around 100 hotels by 2015,
mainly in city centers and
leading destinations.
New Novotel room launched in 2010
39
61Xbusiness
custemers
39X|eisure
custemers
Merethan21X
efsa|esvia
nevete|.cem
6611XXbb ii
Suite Novotel
Intreducedin2010,SuiteNevete|isaNevete|
|abe|thatinvitesgueststeexperienceanewway
efhete||iving.Targetingmedium-staycustemers,
theseinnevative,effbeathete|saddressemerging
usagepatternswitheffective,yethigh|y-erigina|
se|utiens.Theyeffermedu|arsuites,arewerked
interfacebetweenpub|icandprivatespaces
andservicesthatmakearea|difference,|ike
theSuite8ex(ferInternet,|eca|ca||sandfree,
un|imitedvideeendemand),freemassages
enThursdaynightsandthe|eanefaSmartcar
ferstaysefmerethanfeurdays.
2010 eveuts
Building on Novotels image, the Suite Novotel
network turned in a strong performance in 2010,
with a substantial increase in online sales that
added 1.1 million to revenue and a 77%-rise
in the number of children staying with the chain.
Two new Suite Novotels opened, in Luxembourg
and Perpignan, France. The brands goal is
to double the size of the network by 2015.
ctcse-ur
1hepastyearalscsawthentrcductcncfthe
newSuteNcvctelsute.Square,rectangular,
crelcngated,thesutesflexble.Andbecause
tsccmpatblewthnewcrexstngbuldngs
cfallshapes(ncludngfcrmercffcebuldngs),
tcanhelpspeedthebrandsexpanscnn
dcwntcwnlccatcns.Featurngstylsh,nncvatve
deccratcnandlaycut,thesutealscncludes
anequppedktchenette,aSute8cxand
ecc-frendlybathrccmprcducts.
suitenovotel.com
7ceuntries28hete|s
ctcse-ur
Craduallybengdeplcyednallnewlybult
andrencvatedhctels,thespaccusnew
Ncvctelrccmfeaturesstylshfurnshngs,nncvatve
materalsandlghtngsystems,ccmfcrtablebeds,
envrcnmentally-frendlyfxturesandmultfunctcnal
equpment,suchasadeskthatcanbetransfcrmed
ntcaccffeetable.Mcdularandequppedwthahcst
cfamentesandadvancedtechnclcges,therccmputs
thefccuscncustcmerwell-beng.ltcanbeadapted
tcalllfestylesandstuatcnsfcrwcrk
crrelaxatcnandfcrpecpletravelng
alcnecrwththefamly.
novotel.com
Suite Novotel Luxembourg
Novotel Mnchen City Munich Germany
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
40
T
P
8
k
A
N
P
0
k
T
F
0
L
I
0
Mercure
Mercureeffersbusinessand|eisuretrave||ersacempe||inga|ternativetechain
erindependenthete|s.Itistheen|ymidsca|ehespita|itybrandtecembinethepewer
efaninternatiena|netwerkefmerethan700hete|s,a||meetingthesamecensistent
qua|itystandards,andtheauthenticexperienceefindividua||yuniquehete|sreeted
intheir|eca|cemmunityandrunbyewnerspassienateabeuttheirbusiness.
2010 eveuts
The year was intense, with the opening of 30 hotels
on five continents and notably the first hotel in
Slovakia, in Bratislava. Other major events included
the launch of a new international advertising
campaign and the development of an innovative
room renovation concept called Ddicaces, whose
deployment began in France.
The brand has set ambitious objectives. The goal
is to reach the symbolic threshold of 1,000 hotels
by 2015 while reaffirming its role as a key player
in the hospitality industry. Mercure Paris Voltaire France
Mercure Versailles Chteau France
41
A
C
C
0
k
2
0
1
0

A
N
N
U
A
L

R
E
P
O
R
T
49ceuntries
674hete|s
83,428reems
30epenings
ctcse-ur
Durngtheyear,MercurelaunchedtsnewLetCccd
1hngsHappenadvertsngcampagn.ltspurpcse
stcshcwcasethepcwercfthenetwcrkaswellasts
warm,humansde.lnvclvngprntmeda,pcstersand
theweb,thecampagnwaslaunchednlate20i0wth
pcstersntranstatcnsandarpcrtsthrcughcut
France,thenextendedtcctherLurcpean
ccuntresandarcundthewcrld.
mercure.com
42
T
P
8
k
A
N
P
0
k
T
F
0
L
I
0
bs
Theg|eba|benchmarkinecenemy|edging,ibis
isteta||ydedicatedtetakingcareefitsguests,
everywhereareundthewer|d.Thatswhyeachef
the900Ibishete|swe|cemesguestsinthebrands
inimitab|esty|e,shapedbythespiritefsimp|icity,
accessibi|ityandhespita|ity.ibisa|seeffersthe
assuranceefmedernaccemmedatiensandawide
rangeefservices,withacemfertab|ereem,24/7
snacksanddrinks,breakfastservedfrem4:00a.m.
teneen,avarietyefdiningeptiensandaWebCerner
a||de|iveringthefinestqua|ityandservicefer
themeney.Thebrandhasa|sedemenstratedits
cemmitmenttequa|ityandtheenvirenmentbyearning
wer|dwideIS09001andIS014001accreditatien.
2010 eveuts
The ibis network expanded considerably
during the year, adding 44 hotels and
launching operations in new Latin
American countries. In early 2011, the
brand also opened its 900
th
hotel,
in Tangiers, Morocco. The year also saw
the rollout of the TENor15 summer
promotional campaign, which was named
the Best Advertising Campaign at the
Worldwide Hospitality Awards for its
originality and 360-degree approach.
Reworked in 2010, the ibishotel.com
website attracted more than 30 million
visitors. Lastly, the brand continued
to modernize its network with the
deployment of a new-generation hotel.
To strengthen its leadership, ibis plans
to open 70 hotels by 2015, the equivalent
of 10,000 rooms a year, focusing its
development on strategic regions like
Asia and Latin America.
ibis celebrated its 900
th
hotel
in Tangiers Morocco
43
A
C
C
0
k
2
0
1
0

A
N
N
U
A
L

R
E
P
O
R
T
ctcse-ur
1hebswebCcrnerscnecfthechans
nncvatvenewservces.lnanattractve,dedcatedareacf
thehctel,guestscansurftheweb24/7fcrfree,ccnverse
wthcthersvaawebcam,sendbse.cardscrcheck
bcardngtmesfcrthernextflghts.
ibishotel.com
48ceuntries
900hete|s
107,735
reems
10,000
newreems
by2015
ibis Rungis France
ibis Aguascalientes Norte Mexico
44
T
P
8
k
A
N
P
0
k
T
F
0
L
I
0
2010 eveuts
The brand opened its 100
th
hotel in Berlin and extended its operations
to new countries like Belgium (Antwerp), Spain (Madrid) and Italy (Venice).
Its website now exists in Italian and in 2011 will also be available in Spanish and
Dutch. Building on its success, all seasons plans to increase its visibility and step
up its pace of development so that the network comprises 350 hotels in 2015.
Createdin2007,a||seasensisanecenemybrandbeing
deve|epedthreughfranchisinginmaturemarkets.Itserves
afu||rangeefguests,frembusinesste|eisureandfrem
individua|stefami|ies.Itsa||-inc|usivepackageinc|udes
thereem,breadbandInternetaccess,buffetbreakfastand
ahestefextraamenities.Thenetwerksmid-sized,
nen-standardizedhete|sfeatureaninnevative,ce|erfu|design
andcentemperarysty|ing,with|ecatiensincity-centersand
businessdistrictsinurepeandAsia-Pacific.
allseascns
all seasons Amiens Cathdrale France
45
A
C
C
0
k
R
A
P
P
O
R
T

A
N
N
U
E
L

2
0
1
0
ctcse-ur
Fcr4idays,atrucknwhchanallseascnsrccmhad
beennstalledtcuredLurcpe,vstngnnema|crctes
andsxccuntres.1hegcalwastcpresentthshghly-
crgnalprcducttcfranchseesandalscgeneratemeda
ccverage.Calledtheallseascns1cur,theeventwasa
ma|crsuccessbcthcnthegrcundandnthemeda.
Mcrethan200franchseesattendedand30,000pecple
tcckpartnaccntestnwhchthewnners
przewasacne-nghtstaynthetruck.
1he1curgeneratedi84medamentcns
and280,000htstcthededcated
websteandwasalsc
relayednmcrethani,000blcgs.
all-seasons-hotels.com
10ceuntries
115hete|s
10,267reems
35 epenings
95Xfranchised
hete|s
all seasons Venezia Marghera Venice Italy
46
T
P
8
k
A
N
P
0
k
T
F
0
L
I
0
2010 eveuts
The brand produced strong results,
taking full advantage of the economic
recovery and the success of its stylish new
cocoon and design room. Deployed in one
third of the network, the room has proven
very popular with customers. Etap hotel
launched advertising campaigns in France
and Germany and introduced its 30-day
early booking offer throughout Europe.
Online sales were up 25% for the year and
9 million Internet users visited the
etaphotel.com website. By 2015, Etap hotel
will have deployed the new room across the
entire network, which by then will comprise
some 600 hotels around the world.
LtapHctel
HctelFcrmulei
tapPete|effershigh|y-afferdab|e,cemfertab|e
accemmedatienswithshewerandse|ectedservices,such
asabuffetbreakfast,Wi-Fiaccess,parkingandsnackvending
machines.Thebrandisratedamengthemestinnevative
initscategery,thanksinparticu|arteitsnewsty|ish,restfu|
ceceenanddesignreemcencept.Theurepean|eader
inbudget|edging,tapPete|isa|seamajerp|ayerinthe
seuthernhemispherewiththePete|Fermu|e1brand.
Cocoon and design room launched in 2010
47
A
C
C
0
k
2
0
1
0

A
N
N
U
A
L

R
E
P
O
R
T
20epenings
Merethan9mi||ienvisiters
teetaphete|.cem
15ceuntries
480hete|s
42,892reems
ctcse-ur
1heyearsawalargenumbercfcpenngs,wthwell-lccatedhctelsnma|cr
Lurcpeanctessuchas8erln,8russels,Cenevaand\enna,wherea250-rccm
hctelwththenewrccmcamecnstream.1cday,LtapHctelsthecnlybudget
brandwthcperatcnsnthemanctescftenLurcpeanccuntres.
etaphotel.com
hotelformule1.com
Europe Outside Europe
48
T
P
8
k
A
N
P
0
k
T
F
0
L
I
0
hctelFi
252hete|s
18,827reems
Whenitwascreatedin1984,Fermu|e1radica||ytransfermed
thehete|industry,making|edgingwide|yafferdab|ewith
cemfertab|ereemsferenetethreepeep|eat|essthan
100francs(areund15eures).In2007,fe||ewingatep-te-
bettemrenevatienefitshete|s,Fermu|e1changeditsname
tehete|F1inFrance.Meredynamicthanever,thebrand
newefferstheattractive|ydesignedueandTriereems,
a|engwitha||-newreceptienandbreakfastareas.
2010 eveuts
The year saw the completion of the
renovation program and the launch
of the new hotelF1.com website.
With the adoption of the new worldwide
hotel ranking system, hotelF1 acquired
its first star in France.
Its goal is to become the benchmark
brand in the budget segment in terms
of price and customer experience.
ctcse-ur
ln20i0,hctelFicnceaganbecamethelcwest-prce
chanhctelbrand.Anewcfferwasntrcduced,featurng
ai0%-dsccuntfcrrccmsbccked30daysnadvance.
1hebrandalsclaunchedanadvertsngcampagn
assertngthatOn a trouv moins cher que nous.
Cest nous.
hotelF1.com
hotelF1 Poitiers Sud France
hotelF1 Evry A6 France
Lessexpensvethanus71hatsus.
A
C
C
0
k
2
0
1
0

A
N
N
U
A
L

R
E
P
O
R
T
Mctel6
1,028hete|s
100,763reems
55epenings
70X|eisurecustemers
Studc6
62hete|s6,883reems
65Xbusinesscustemersand15X|eng-staycustemers
NerthAmericas|eadingchainefecenemymete|s,Mete|6
isknewnferitscemfertab|e,hespitab|ereemsatthe|ewest
priceinthemarket.
2010 eveuts
Motel 6 has become
undisputed economy segment
leader in the United States
and Canada, offering the best
value for money. During the
year, the brand increased
both its market share and its
occupancy rate. Motel 6 also
become the first US economy
hotel chain to receive
Leadership in Energy and
Environmental Design (LEED)
certification. The network
pursued its expansion through
franchising at a faster pace,
with 58 new franchised
establishments in 2010.
Its goal is to be recognized
as a benchmark in equitable
franchising in order to more
effectively serve the brand
and satisfy customers.
Studio 6 is positioned as the right choice in the North American
long-stay budget segment. In 2010, Studio 6 opened three new
units and saw a considerable increase in the number of long stays.
ctcse-ur
Lveryyear,Mctel6andStudc6emplcyees|cnfcrces
andpccltherenergyfcrNatcnalSalesFunDay.ln20i0,
theeventgeneratedmcrethan$2.5mllcnnrevenue
fcrthetwcbrands.
motel6.com staystudio6.com
49
Studio6 Mc Allen Texas United States
Phnix room
50
2010 eveuts
The brand asserted its new identity and refocused
on its core business of seawater therapy and spa
services. It also pursued its expansion with two new
destinations in Italy and Bahrain (open in 2011).
Extensive renovation programs were launched at
two high-profile facilities in Frances Brittany region
Thalassa Quiberon and Thalassa Dinard.
tha|assa.cem
Adagieeffersarangeefapartments,fremstudietetwe-bedreem,fer
trave|erswhewantte|ivejust|ikeathemeandattheirewnpacewhen
theyreinanewcity.CreatedinpartnershipwiththePierre&Vacances
CenterParcsCreup,AdagieCityAparthete|previdescemfertab|e
accemmedatiensferstaysfremfeurnightstesevera|menthsintheheart
efurepes|eadingcities.Thereemy,ready-te-|ive-inapartmentsceme
withanarrayefeptiena|servicestemake|ifeeasieranddec|iningrates
fer|engerstays.
AdagcCtyAparthctel
6 ceuntries 32 Aparthete|s 4,060 apartments
60Xbusinesscustemers
80Xefhete|nightsduringstaysefever4nights
1halassasea&spa
In2010,AccerTha|assabecameTha|assasea&spa,
theAccerwe||nessbrand.Tha|assasea&spais
thewer|d|eaderinseawatertherapywithseaside
destinatiensinFrance,Ita|yandMerecce.Thebrand
effersguestsa||the|astingbenefitsefseawater
therapyaswe||asthep|easuresefspaservices
inanatmespherecenducivetereverieand
re|axatien.Thefaci|itiesarestaffedbyprefessiena|
masseurs,physica|therapists,dieticians,
hydretherapists,estheticiansandfitnessinstructers
whep|anandpreparestaysb|endingcare,physica|
activity,ba|ancednutritienandhigh-qua|ity|edging,
sethatdepartingguestsfee|hea|thyandrevita|ized.
O
t
h
e
r
H
c
t
e
l
-
e
e
l
a
t
e
d
brtnds
Adagio City Aparthotel Wien Zentrum Vienna Austria
51
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
Lentre
51 estab|ishments 10 ceuntries 450 chefs and pastry chefs
9emp|eyeesnamedMeilleurs Ouvriers de France
Fermerethan50years,Lentrehasbeenabenchmarkandtheambassader
efFrenchgeurmetdiningareundthewer|d.Itseperatiensinc|udereceptien
erganizatien,catering,eventscreatien,training,retai|shepsandfinedining.
WithninechefsnamedMeilleurs Ouvriers de France(adistinctienawardedte
eutstandingcraftsmen)andenewinestewarde|ectedWer|ds8estSemme|ier,
Lentreistheguardianefanexceptiena|cu|inaryheritageandcreater
efnewtrends.Ita|semanagesprestigerestaurants|ikethePrCate|anand
thePavi||en|yseLentreinParis.
2010 eveuts
During the year, Lentre renovated its
cooking school, which celebrated its
40
th
anniversary. Every year, the school
welcomes and shares its culinary expertise
with 3,000 students from more than
100 countries. In 2010, Lentre received
the Entreprise du Patrimoine Vivant label
awarded by the French government to
companies with outstanding craft skills.
|enetre.fr
2010 eveuts
During the year, three new
Aparthotels opened in France
in Grenoble, Toulouse and
Saint-tienne. In the years
ahead, the brand will pursue
its expansion in Europe with
the goal of building a network
of 90 Aparthotels by 2015.
adagie-city.cem
3ceuntries
25hete|s
2,627reems
14seawater
therapy
destinatiens
Novotel Thalassa Olron Saint-Trojan
Saint-Trojan-les-Bains
52
1hewcrldsNc.ihctelcperatcr,Acccrhasbeendevelcpng
ahgh-valueroefroLoorskLLstuoexreefsefcr
nearly45years.Lxtendngfrcmprcpertymanagementtccustcmer
lcyalty,thspcrtfclcccversallaspectscfthehctelbusness.
8ackedbytheCrcupspcwerfulnetwcrkandcperatngexcellence,
thsexperencenhctelengneerngsadetermnngfactcr
fcrtsnvestcrpartnersandfranchsees.
Hcfelexrertse
thatmakes
tllthedffeeeuce
54
P
0
T
X
P
k
T
I
S
T
P
A
T
M
A
k
A
L
L
T
P
I
F
F
N
C
Astecngstles
audmarkefngdynaHc
lnahghly-ccmpettvemarket,thedversty,strategcalgnment
andstrengthcfAcccrsvarcusdstrbutcnchannelsrepresent
accrebeneft.Key fact:thegrcwngnumbercfcnlnesalesand
adeeperunderstandngcfcurcustcmersandtherexpectatcns.
HctelPMS(drectbcckngsystem)
Drectweb
Callcentersande-mal/faxbcckngs
lndrectweb
Dstrbutcrpartnersandtravelagences
PrcpertyManagementSystem
ThepewerandperfermanceefTAkS
1he1ravelAcccrPeservatcnSystem(1APS)strulyunque
nthemarket.ltfunctcnsasatechnclcgcalplatfcrmtcwhch
alldstrbutcnchannelsareccnnected:
drectsales,whchrepresent2%cfthe1APStctal,
dvdedamcng:
drectcnlnesalesthrcughtheacccrhctels.ccmbcckngpcrtal
andthedfferentbrandwebstes,
sxcallcentersnPars(France),ScPaulc(8razl),Pabat
(Mcrcccc),Pune(lnda),KualaLumpur(Malaysa)andDalan
(Chna),aswellasasystemtcmanagee-malandfaxbcckngs;
ndrectsalesvatradtcnalcrcnlnetravelagences,
whclesalersandtcurcperatcrs,whchacccuntfcri4%cf1APS
salesandccncern:
ndrectwebsaleswthnewdstrbutcrslkeLxpeda
andbcckng.ccm,andmcrethani50travelstes,
tradtcnaldstrbutcrpartnerslkeAmercanLxpress,Carlscn
wagcnlt\cyages,scme2i,000travelagencesandccnnectcns
tcallCDSbcckngplatfcrms.
lnall,1APSacccuntsfcr43%cfhctelrevenueandmcrethan
32.5mllcnhctelnghts.Hctelsalscrecevereservatcnsvathe
34salescffcesthatmantanclcserelatcnswthtravelprcfesscnals.
T
A
k
S
4
3
%
d
i
r
e
c
t
s
a
|
e
s
2
9
%
i
n
d
i
r
e
c
t
s
a
|
e
s
1
4
%
57%
16%
13%
7%
7%
55
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
0n|inesa|esincreasing
rapid|y,risingmerethan
25Xfertheyear
ln20i0,salesvatheacccrhctels.ccm
pcrtalandthei3brandwebstesrcse
by25%,acccuntngfcri6%cftctalCrcup
sales.Overall,theAcccrstesreccrded
i83mllcnvsts,a27%-ncreaseccmpared
wth200.
1henncvatcnsandadvertsngcampagns
deplcyedbyacccrhctels.ccmandthe
ramp-upcfthendvdualbrandwebstes
wereamcngtheyearsespecally
nctewcrthydevelcpments.\ststcthe
brandstesncreasedby20%yearcnyear
andgenerated7iimllcnnrevenue.1hs
strcnggrcwthwasduemanlytcthestes
enhancedccntentandfunctcns.1he
bshctel.ccmste,fcrexample,wastctally
rewcrkednSeptember,salescn
ncvctel.ccmrcseby2i%,etaphctel.ccm
recevedmcrethanmllcnvstcrs
andsccredareccrdccnverscnratecf%
andthehctelFi.ccmstewasbrcught
cnlnelatentheyear.
L-ccmmercentatveswerelaunched,
ncludngtargetedprcmctcnsand
ahcstcfmult-brandandregcnalsales
campagns,suchasSuperSaleandCrazy
PrcesnAsa,LatnAmercaandLurcpe.
Heldnlune,theCrazyPrcescampagn
enabledacccrhctels.ccmtcsetasngle-day
reccrdcf630,000vstsandgenerated
nearly25mllcnnbusnessvclume
durngtheweek-lcngevent.
Numercusntatvescrganzedby
ndvdualbrandsalschelpedtclft
busnessvclume:

Mctel6andStudc6,wthNatcnal
SalesFunDay,atelephcnemarketng
prcgramthatgeneratedmcrethan
$3.5mllcnnrevenue;

Ncvctel,whcsespecaldealsresulted
n500,000hctelnghts;

Scftel,whcseprcmctcnalcffers
bccstedrevenuebymllcn.
OFHO1LLPL\LNULHANDLLD
8Y1APS,ACCOPSCLN1PAL
8OOKlNCSYS1LM
43% i6%
OF20i0SALLSCLNLPA1LD
ONLlNL,4POlN1SHlCHLP
1HANlN200
56
P
0
T
X
P
k
T
I
S
T
P
A
T
M
A
k
A
L
L
T
P
I
F
F
N
C
Sa|esandmarketing:achanging
prefessien
Lmplcyeeswhcmanageanddeplcysalestcclsareattheheart
cfthesystem.Acccrcanrelycntheexpertsecf700sales
prcfesscnalsn34ccuntreswhcmanage65,000keyacccunts
and500,000ccntactsayear.Andn6callcenterscrganzed
byma|crmarket,330emplcyeeshandlenearly3mllcncalls
ayearandcver300,000bcckngrequestsrecevedbyfax
cre-mal.AnewcenterhasbeencpenednDalan,Chna,tc
suppcrttheCrcupsdevelcpmentfthsfast-grcwngmarket.
1cupgradesalesteamskllsandexpertse,anewSales&
DstrbutcnPasstranngmcdulewasntrcduced(seethe
HumanPescurcessectcncfthsdccument,page70.)
Accerhete|s.cemsa|esup34Xin2010
\ststcacccrhctels.ccmrcseby34%yearcnyear.1hehctelpcrtal
savalableni2languagesthrcugh27ccuntrypcntscfsalencrder
tcsatsfycustcmerneedsandpreferencesarcundthewcrld.ln20i0,
tbecametheNc.ihctelbcckngwebstenFrancewthmcrethan
8mllcnvstsamcnth.
Newfeaturesncludedancptmzedsearchandbcckngfunctcn
tcmakebrcwsngeaserandmcreen|cyable.1henewfunctcn
ncludesagreaternumbercfsearchcrteraaswellasasystemfcr
managnghcteldsplays.1hestealscfeaturesenhancedccntentand
servces.lnteractvemapshavebeenadded,alcngwth800vdecs
cfCrcuphctelsandregularlyupdatedtcurstnfcrmatcnabcutthe
varcusdestnatcns.Latentheyear,Acccrbecamethewcrldsfrst
hctelgrcuptcpcstcustcmerfeedbackcntsbcckngpcrtalthrcugh
apartnershpwth1rpAdvscr.
lnthsway,webusersareprcvdedwthfreeandeasyaccess
tctravelerscpncnsdrectlycnthepresentatcnpagecfallCrcup
hctelsnallccuntres(excludnghctelFi,Mctel6andStudc6).
Custcmersalscreceveane-malfcllcwngthervstnvtngthem
tcevaluatethehctel.Atyear-end20i0,mcrethan20,600evaluatcns
cf2,74ihctelshadbeenreceved.
DOwNLOADSOF1HLACCOPHO1LLS.COM
lPHONLAPPLlCA1lONlN20i0
500,000
ACLU8MLM8LPS
6millions
MOPL1HAN
MOPL1HAN
57
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
kecerdyearfer
theaccerhete|s.cem
app|icatienfer
iPhene:merethan
500,000dewn|eads
Prcvdngvsblty,mmedacyand
nteractvty,newmedaenabletheCrcup
tcfcrgeanewtypecfrelatcnshpwth
custcmers.1hebrandsandtheacccrhctels.
ccmpcrtalaretcdayamplyrepresented
cnsccalnetwcrksandmcblechannels.
CcntentsharedcntheCrcups1wtter
acccuntsandFacebcckpagesareactvely
managedthrcughcuttheyear.1hesenew
hghlyrespcnsvemcdescfccmmuncatcn
helptcmeetaarraycfscmetmeswdely
dfferngcb|ectves,suchasdeepenng
relatcnswthcustcmers,
shcwcasngattractve
marketngcffers,
develcpngalccalstrategy
fcrcertanhctelsand
generallyenhancngvsbltycntheweb.
1hesetcclsarealscusedtccreateclcser
tescfadfferentscrtwthcustcmersby
spctlghtngtheCrcupsexpertseand
creatngspecalevents.Lxamplesnclude
thevarcusccntestslaunchedcnsccal
netwcrksbyLtapHcteldurngthe20i0
1curdeFranceandbyallseascnsfcrtheall
seascns1cur,nwhchtenscfthcusandscf
pecpletcckpart.
A new version of the accorhotels.com
application for iPhone was introduced.
Smccthandntutve,tenablesusers
tcvewcnlnevdecscfthehctels,enter
crterafcrquckandeasysearches,and
reccrdanAClubmembernumbertcearn
pcnts.Llected8estMcble1ransactcnal
ScftwareattheL-MarketngAwards,the
applcatcnwasdcwnlcadedmcrethan
500,000tmesn20i0.
The rapidly expanding mobile channel,
generated7mllcnn20i0,andAcccr
establshedtselfastheleadnghctelgrcup
ntermscfmcbletransactcns.1hssales
channelncwacccuntsfcrmcrethan
600,000vstsamcnth.lnearly20ii,
twcnewacccrhctels.ccmapplcatcns
fcr8lack8erryandSamsungwereadded
tcthebrandslneupcfmcbleservces.
rel
shc
ma
deve
fcr c
A|C|ub,anengeingsuccesswith90X
satisfiedcustemers
1hesatsfactcnrateamcngAClubmembersstandsat0%.
Mcrethan2mllcnmembers|cnedtheAcccrlcyaltyprcgram
n20i0,anaveragecf6,000aday.Atyear-end20i0,theprcgram
tctaledcver6mllcnmembers,cnlytwcyearsafterts
launch.lnternatcnal,mult-brandandfree,tsthecnlylcyalty
prcgramthatccversall
marketssegments,frcm
budgettcluxury.
Lasytcuse,AClubrequres
cnly2,000pcntsfcrmembers
tccbtanacash-equvalent
vcuchercrarlnesmleswth
ncdaterestrctcns.New
ntatveswerelaunched
durngtheyearncludnga
PrcrtyDeskcheck-nccunter
fcrcardhcldersnhctels
wthcveri80rccmsand
cppcrtuntesfcrlcyal
memberstcusetherpcntsatprestgeevents,suchastheater
premers,ccncertscrFcrmulairaces.ln20i0,AClublaunchedts
frstadvertsngcampagnwthpcstersnarpcrtsandtranstatcns
acrcssLurcpeandadsnleadngLurcpeanmagaznes.ltsgcals
tcbeccmethehctelndustrysbenchmarklcyaltyandcustcmer
relatcnshpmanagementprcgrambyenhancngunderstandng
cfcustcmers,respcndngtctherwshesandbuldngperscnalzed,
lastngrelatcnswththem.
Attractingsa|esprefessiena|s
andcerperatecustemers
Acccrmademarketsharegansthrcughsalesandmarketng
agreementswthleadngtravelccmpanes,ncludngdstrbutcn
prcfesscnalsand828custcmers.1heCrcuphasrenewedand
develcpedpartnershpswththesecustcmersandprcvdedthem
wthdedcatedwebstes.1hepurpcsestcmaketeaserfcrtravel
agents,smallandmd-szebusnesses,ccrpcrateeventcrganzersand
lesureprcfesscnalstcbcckwthAcccr.Durngtheyear,thebrands
andndvdualhctelsenhancedthervsbltybytakngnleadng
nternatcnaltradeshcwsnFrankfurt(lMLX),8arcelcna(Ll81M),
8erln(l18),Lcndcn(w1M),Hcustcn(N81A)andPars(lF1M-1cpPesa).
58
P
0
T
X
P
k
T
I
S
T
P
A
T
M
A
k
A
L
L
T
P
I
F
F
N
C
whencreratng
excellenceHakesall
fhedffeeence
Operatngexcellencesthekeytcprcftablty.ltrequresrealprcfesscnal
experence,thesharngcfbestpractcesandtheabltytceffectvelyuse
scphstcatedtcclsandsystems.1heresultsunqueexpertsenday-tc-day
hctelcperatcnsandadvancedskllsandcapabltesthatarethendeplcyed
tcservehctelers.
Accerscerestrength:itshete|ski||s
andexpertise
Acccrprcvdestsnvestcrpartnersandfranchseeswthanexclusve
rangecfcapabltesdesgnedtcachevecperatngexcellence.
Ahctelermustbeanarchtect,anntercrdesgner,apurchaser,
amarketngandsalesprcfesscnal,afnancer,anacccuntantand,
cfccurse,anemplcyer.Pegardlesscftherexpertsecrexperence,
tsverydffcultfcrndependenthctelerscrentrepreneurs
nterestednthehctelndustrytchavecapabltesnalltheseareas,
sncethebusnesshasbeccmeccmplex.lnrespcnse,Acccrs
ccnstantlydevelcpngtsskllsandexpertsetcmakelfeeaserfcr
tspartnersandgvethemanedge.1hegcalstcsatsfyandretan
custcmerswhlealscensurngthathctelsperfcrmwell.
59
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
Managingexce||enceeveryday
lnthehctelbusness,cperatngexcellence
saccnstantchallengethatmustbemet
atalllevels,dcwntcthesmallestdetals.
ltnvclvesmanagngacccmmcdatcns,
restaurants,ccnferencefacltes,relaxatcn
andftnessareascnaday-tc-daybasswhle
alscmanagngrelatcnswthcustcmers
andmakngsuretheyaresatsfed.ltalsc
nvclvesmanagngemplcyees.Hctel
managersanddepartmentheadshre,tran
andsupervseteams,backedbyspecaltccls
desgnedbytheCrcupcrthehctelbrands.
Lxamplesncludethe,000tranng
mcdulescfferedbytheAcccrAcademes
andcareeradvancementprcgrams
ntrcducedatNcvctel(McveUP)andat
bsfcrhgh-pctentalemplcyeeswhcwant
tcbeccmeassstantmanagers.
Se||ingreemsattherightpriceattherighttime
Pevenuemanagementsdesgnedtcncreasemarketsharebycptmzngrevenue
generatedbyeachhcteldependngcntslccatcnandmarketsegmentaswellasthe
percdcftheyearandgcngs-cnnthearea.1clccknthesesklls,theCrcupcreatedthe
PMPasstranngprcgramfcrrevenuemanagersandhcteldrectcrs.Atyear-end20i0,
scmei,000emplcyeeshavebeentranedandrecevedcertfcatcn.Fcrprcfesscnals,
AcccrcffersanadvancedmcdulePMPrcntendedtcdevelcpskllsnprcngandn
analyzngreservatcndatatcusenprcducngfcrecasts.Acccralscdeplcysamarketplace
strategyfcrallhctels,regardlesscfbrandcrcperatngstructurenagvenarea.1hese
hctelsarempactedbythesamecustcmerflcws,thesameeventsandthesamebusness
envrcnment.1cdate,35cfthesemarketplaceshavebeencreated,cfwhchinFrance.
1heresultshavebeenmpressveasthesehctelsperfcrmabcvethenetwcrkaverage.
nhancingcustemerknew|edgeandcemmunicatien
AncthercftheCrcupsunqueskllssann-depthunderstandngcftscustcmers,n
partcularbyemplcyeescnthefrcntlne.1hrcughtheAClublcyaltyprcgram,ccnsderable
rescurceshavebeendeplcyedtcprcfesscnalzerelatcnswthcustcmersandprcvde
themwthncreasngly-perscnalzedservces,wththegcalcfmprcvngsatsfactcnand
retentcnrates.1heCrcuphasalscmadeheadwaynthsrespectbyntrcducnga
custcmersatsfactcnsurveythathasbeenwdelydstrbutedvathelnternet.Atctalcf
2,200hctelsnLurcpe,theMddleLastandAfrcausethesurveyeveryday.lnFrance,
300,000questcnnareshavebeenccmpletedandprccessed.
bniqueski||sinday-te-dayhete|eperatiens
60
P
0
T
X
P
k
T
I
S
T
P
A
T
M
A
k
A
L
L
T
P
I
F
F
N
C
Severalbrandshaveundertakenma|cr
rencvatcnprcgrams:
tapPete|,wthtscccccnanddesgn
rccm.1hebrandsgcalstcrencvate
theentrenetwcrkby20i5;

Mete|6,wthtsPhnxccnceptthat
ccmbnesccntempcrarystylngwth
envrcnmentally-frendlyfeatures.ln20i0,
theNcrthAmercanchanpcneeredn
thebudgetsegmentbyearnngLeadershp
nLnergyandLnvrcnmentalDesgn(LLLD)
certfcatcn;

Nevete|andtsnewmcdularrccmthat
sequppedwthnncvatvetechnclcges.
Deplcymentcfthenewrccmhasalready
begunnAsa(8angkckand1ape),
Australa(Sydney),Lurcpe(Pennes,France)
andLatnAmerca(8uencsAres);

MercurewththeDedcacesrccmandts
newhghly-nncvatverencvatcnprccess.
1hebrandsteamshavedevelcpedan
apprcachtclarge-scalerencvatcnprc|ects
thatcanbeappledtcncn-standardzed
hctels.Lxtremelyccst-effectve,the
apprcachwasnspredbythecarndustry,
nwhchseveralmcdelscanbebultcnthe
samechasss.Createdn20i0,theccncept
sundergcnganntalplcttestn20ii
wthrcllcutscheduledfcr20i2.
xpertservicesferhete|iers
Desgn,ccnstructcn,deccratcn,nstallatcnandmantenancearethema|crstages
nahctelslfe,andAcccrsareccgnzedexpertneachcftheseareas.
8ui|ding,eutfittingandrenevatinghete|s
Nearly200emplcyeescverseehctelccnstructcnandrencvatcnprc|ectsarcund
thewcrld.1heyguaranteeccmplancewthbrandessentals,thefunctcnaltycfall
hctelareas,cptmalusecfspace,andeffectveccstmanagementwhleensurng
thattheprc|ectsalgnedwthAcccrsenvrcnmentalccmmtments.1heresults
hctelsthatntegratethelatesttrendsntermscfccnstructcnanddeccratcn
materals,fttngsandamentes,mcdularty,ccmfcrt,technclcgesandenergy
effcency.1censureprcductqualty,hctelsafetyandcustcmersatsfactcn,the
brandsareveryattentvetcnetwcrkrencvatcnprc|ects.1hatswhybrandteams
aswellasfranchsedpartnershaveaccesstcadedcatedteamthatcananalyze
anddentfyeachhctelsneedsntermscfntercrdeccratcn,beddng,furnture,
lghtngsystemsandktchenequpment.
LtapHctelCccccnanddesgnrccm Mctel6Phnxrccm
NcvctelNewmcdularrccm
MercureDedcacesrccm
61
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
Purchasingbetterandmerecest-effective|y
Acccrs200expertbuyersdentfy,assess,and
negctatethemcstnncvatve,prce-ccmpettve
prcductsandservcesneededfcrhctelcperatcns
whleccmplyngwthndvdualbrandstandards
andlccalregulatcns.1herareascfexpertse
ccverrencvatcn,ccnstructcn,furnture,fccd,
cleanngprcducts,lnenandlaundryservce,
andaudcvsualandteleccmequpment.
8ypcclngtheexpertskllscfbuyersbased
nmcrethan20ccuntres,aswellasanarray
cfprcfesscnalprccessesandtccls,Acccrcan
prcvdeetherglcbalcrlccalsclutcnsat
thelcwesttctalccstcfcwnershp.
Organzedntcapprcxmatelyi00famles,
theseprcductsandservcesareapprcvedcnly
ftheyccmplywthpredetermnedqualty,safety,
relablty,after-salesservceandsustanable
develcpmentcrtera.wthregardtcsustanable
develcpment,Acccrsprccurementteams
createdccmpettvedfferentatcnn20i0by
apprcvngarangecfenvrcnmentally-frendly,
Dversey-brandcleanngprcducts.
Makingsustainab|edeve|epment
acempetitiveadvantage
Acccrsdetermnedtcdevelcpsustanable
develcpmentaccrnerstcnecftsstrategyntc
accmpettveadvantage.Aleadernthsarea,
theCrcupcreatesanddevelcpsnncvatve,
dfferentatngsclutcnsfcrdesgnng,rencvatng
andcperatnghctels.Usedasanenvrcnmental
perfcrmanceandhctelcertfcatcnndcatcr,the
HctelCharteralscstructuresAcccrssustanable
develcpmentccmmtmentandprcgressmade
nthsarea.Crcup-wdesccetalandenvrcnmental
ntatveshavebeencreatedandlaunchedsuch
asPlantfcrthePlanet,whchenccuragescustcmers
stayngmcrethancnenghttcreusetherbath
tcwels.Apcrtcncfthesavngscnlaundryblls
sthendcnatedtcrefcrestatcnprcgrams
thatarebenefcaltcbcththeenvrcnment
andthelccalpcpulatcn.
lncludesacqustcnprce,aswellasmantenance,
scrappageandctherccsts.
Piringthebestpeep|e
lntshrngandtranngpractces,Acccrleveragean
arraycfhgh-perfcrmancetcclsdesgnedtcattract
andretanthebestpecple.Peccgnzedasndustry
benchmarks,thei7AcccrAcademesdelver
cutstandngtranngccursesthatccverall|cb
categcresandareavalabletceverycne,
everywhere.1heAcccrAcademesprcvde
emplcyeeswthanexceptcnalcppcrtuntytc
develcptherskllsandcarrycutther|cb
respcnsbltesmcreeffcently.Ancthertcclfcr
hrngthebestpecplestheAcccr|cbswebste,
whchshghlyregardednthemarketandreceves
scme3.7mllcnvstsayear.
Lcc-labeledcleanngprcductsapprcvedfcruse
62
63
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
Pecevngandwelccmngguestsfrcmallcverthewcrldscur|cb.
Asthewcrldsleadnghctelemplcyer,Acccralscbcaststhewcrlds
leadnghctelschccl,AcccrAcademy,whchdevelcpsthesklls
cftsi45,000eHrLo\eesandfacltatesthercareerdevelcpment.
1heCrcuppursuestheseccmmtmentswhlestrctlyrespectngtsccre
prncplesandactngasarespcnsbleemplcyernalltshcstccuntres.
LHplcyeesaee
themansfaycf
cueperfcrmauce
T
I
T
k
64
i45,000emrlcyeesn0ccuutres
65
A
C
C
0
k
2
0
1
0

A
N
N
U
A
L

R
E
P
O
R
T
Overi00|obcategcees
66
0
b
k
M
P
L
0
Y
A
k
T
P
M
A
I
N
S
T
A
Y
0
F
0
b
k
k
F
0
k
M
A
N
C
Crcwfhthat
resrectscur
cceeprucples
Acccrshumanrescurcespclcy
savtalpartcftsstrategyand
sbasedcnthegudngprncples
cfprcfesscnalsm,dversty,
sccaldalcgue,prcfesscnal
develcpment,tranngand
reccgntcn.1heCrcupuntests
emplcyeesarcundalcngtradtcn
cfhghstandardsthatncludes
tsccrpcratevaluesandtheAcccr
sprttransmttedbythepcneers.
Va|uesthatuniteandguide
Fcrmcrethan45years,Acccrhasbulttscrganzatcncnccre
values.lnncvatcn,thesprtcfccnquest,perfcrmance,respectand
trustaretheccmmcnthreadsthatgudeteammembersnther
day-tc-dayrespcnsbltesandtherrelatcnswthallstakehclders
acrcssallbrands,prcfesscnsandregcns.1hssnecessaryasthe
Crcupccntnuestcexpandatasteadypaceandregularlytakes
cnahghly-dverserangecfemplcyees.
nceuragingdiversity
wthi45,000emplcyeesn0ccuntresandaveryccsmcpcltan
clentele,Acccrsnaturallyccncernedabcutdverstyandthekey
ssuecfprcfesscnalskllsandemplcyeereccgntcn,regardlesscf
dfferences.ln20i0,nlnewthtsccmmtments,Acccrdeplcyed
theCrcuplnternatcnaldverstyCharternclcseccllabcratcn
wthtsteamsnAfrca,Asa-Pacfc,Lurcpe,UntedStatesand
ScuthAmerca.Overthenextfewyears,Acccrwllfccuscnfcur
prcrtyareas:dverstycfcrgn,genderequalty,dsablty
andagedversty.Allaspectscfprcfesscnallfeareccncerned:
hrng,careerdevelcpment,tranngandccmpensatcn.lncrder
In2010,Accerintreduced
theCreupInternatiena|diversityCharter
67
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
tccffcallyprcmctethsccmmtment,raseawarenessandnfcrm
emplcyees,anntranetdedcatedtcdverstyhasbeencreated.
ln20i0,atwc-hcure-learnngccursefcrdepartmentheads
abcut2,300recruterswasalscsetup.ltfeaturestranng
thrcughstuatcnsmulatcnnavrtualhctelwthnteractve
revewscfeachsesscn.lnFrance,managersnvclvednhrng,
tranngandcareermanagementwllrecevencn-dscrmnatcn
tranngusngthstccl.
nceuragingsecia|dia|egue
1hrcughtsscldnternatcnalnetwcrkcfhumanrescurce
drectcrs,Acccrguaranteesthattspclcesareccnsstentand
ccmplantwtheachccuntryslegslatcn.Acccrscnecfthefrst
FrenchgrcupstcsetupaLurcpeanwcrksCcuncl.lni5,an
nternatcnalpactwassgnedwthUlF(Uncncflnternatcnal
Fccdwcrkers),guaranteengthatlnternatcnalLabcrOrganzatcn
agreementsareccrrectlyapplednalltheCrcupsestablshments.
Frenchtradeuncnshavehadthercwndedcatedntranetsnce
2002.ln20i0,severalhctellabcr-managementagreements
weresgnednFrance,ncludngcneccncernngthepreventcn
cfpsychc-sccalrsksncrdertcreducestressnthewcrkplace
andntatepreventveactcnplans.
bnderstandingandrespending
teemp|eyeecencerns
lncrdertcassessn-hcusecpncnscnlfentheCrcup(wcrkng
relatcns,tranng,perscnalfulfllment)allemplcyeesareaskedtc
respcndtcasurveyeverytwcyears.lnOctcber20i0,fcrexample,
Scftelgeneralmanagersandteammemberswerethesub|ectcf
ancpncnsurvey:cver25,000emplcyeeswereaskedtcanswera
questcnnareavalableni7languages.Overall,4%cfgeneral
managersand82%cfemplcyeessadthattheyweresatsfedwth
ther|cbs.1heresultscfthssurveywllbethesub|ectcfanalyses
andactcnplansn20ii.
cccacsscetsrcetrt
1ccelebratetsi0
th
annversary,Acccr|cbs,
thehrngandnternalmcbltywebstehashad
accmpletemakecver.wthtsnew,ccntempcrary
lcckandredesgnedsearchengne,thestesbcth
mcreattractveandmcreeffcent.ltprcvdes
greaternsghtntcthebrandsandanumber
cfprcfesscnsthrcughtestmcnalsandvdecs.
Avalableni2languagesandadaptedtc
thedfferentmarkets,tfeaturesnfcrmatcn
cnhctelcpenngs,tradefarsandhrngevents.
ln20i0,3.7mllcnlnternetusersvsted
theste,250,000|cbapplcatcnsweresubmtted
andi7,000vacancesandnternshpcffers
werepcstedcnlne.lnFrance,tcensureequal
treatment,ancnymcusC\saresubmtted,
wtheachapplcantsfrstandlastnames,date
cfbrth,sexandaddresshdden.
accerjebs.cem
68
0
b
k
M
P
L
0
Y
A
k
T
P
M
A
I
N
S
T
A
Y
0
F
0
b
k
k
F
0
k
M
A
N
C
Affractng
and
develcrng
faleut
8ecausewcmenandmenarethe
ccrnerstcnescfcurbusness,ts
essentalfcrustcbrngnewpecple
ntctheCrcupandsuppcrtthem
thrcughcuttherprcfesscnallves.
weserveemplcyeesbyccntrbutng
tctherprcfesscnalfulfllment
andcareerdevelcpment,custcmers
bycptmzngservcequalty,and
theCrcupsnterestsbyretanng
andnurturngtalentedemplcyees.
Piringandintegratingthebestpeep|e
AcccrwasvctedcnecfCermanystcpemplcyersfcrtheffth
tme.8asedcnancpncnsurveycfi6,000students,thsrankng
rewardsthemanyntatvesdeplcyedbyAcccrtcntrcduce
andnterestpecplenthefullrangecfhctelprcfesscns.1hese
ntatvesnclude:
investinginnewmediatcreachcuttcanever-grcwngaudence,
thrcugh|cbblcgswherevstcrscanfndcutabcutthesklls
requredandaskquestcnsabcutthebeneftscfwcrkngfcrAcccr,
aswellasthrcughFacebcckandtherevampedAcccr|cbshrngste;
increasing|eca|initiativeswitheducatiena|estab|ishments.
Acccrsprcactveasfarasnternshpsareccncernednalltshcst
ccuntres.Ofthe800pecplewhcfcllcwedawcrk-studyprcgram
nFrancen20i0,twcthrdsddscaspartcfanapprentceshp
ccntract.lnSngapcre,AcccrhassetupapartnershpwthNanyang
2010 Hotel industry Challenge table-service competition
ueacuae:ctvetv
racuctucrraeutcesur
AwardedtchctelsnFrancethathaveccmmttedtc
prcvdngqualtytranngandsuppcrtfcrapprentces,
theMercureApprentceshpLabelsntendedfcr
allcwned,leased,managedandfranchsedhctelsand
fcrallycungpecplecnawcrk-studyccntract.
1heprcgramenablesycungpecpletcgraduallyenter
thewcrkngwcrld,andhctelerstcattract,tranand
retanthemwhlealscdevelcpnganetwcrkcfsklled
mentcrswhcsharetherexpertseandcapabltes.
Over300mentcrshavebeentranedandmcrethan
400apprentceshavetakenpartntheprcgram.
MercurehasalscdevelcpedthsapprcachnCermany,
wheremcrethanhalfcfthebrandshctelsemplcy
apprentces.Lmplcyersccnsderapprentceshp
experencetcbeaprcrtyntherrelatcnswthycung
pecpleandadefnteplusntherhrngpclces.wth
mcrethan700apprentcesnMercurehctelsnCermany
44%cftheCrcupswcrldwdetctaltheccuntrysa
pcneernthstypecftranngfcrycungpecple,whc
rapdlyacqurethestatuscftruehcsptaltyprcfesscnals.
69
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
mmttedd tc tc
Pclytechnc.Ffteennternswhchadwcrkedncnecf
thehctelsntheregcnhavegraduatedfrcmthsnsttutcn.
Acccralscccntrbutestcthecareerdevelcpmentcfstudents
ntheHcsptalty&PescrtManagementprcgram;
shewcasingemp|eyeesski||s.
LveryyearAcccrhcststheLurcpe,MddleLastandAfrcaHctel
PrcfesscnsChallengeandrewardsycungemplcyeesnfcurkey
|cbcategcres:receptcn,ccckng,andtableandbarwatng.
ln20i0,53fnalstswereselectedfrcmi,000emplcyees
ni6ccuntresand8cfthemrecevedtheaward.
Ski||sfer|ife
PrcfesscnalfulfllmentanddevelcpmentareprcrtesfcrAcccr
sncetheyarethekeytcretanngemplcyeesandenhancngther
attractvenessnthe|cbmarket.1cthsend,theCrcupcffersa
unquerangecftranngccursesthrcughtheAcccrAcademy
tranngcentersandpartnershpswthbenchmarkhctelndustry
vccatcnaltranngestablshments.Fcrexample,Acccrhasfcrmed
apartnershpwththeUnverstescfHanc(\etnam)and
1culcuse(France)aspartcftheHancUnverstysMastersn
HcsptaltyManagement.Acccrpaystutcnfeesfcrfvestudents
whctakepartnasx-mcnthnternshpnhctelsnthe1culcuse
area.Studentsnthefrstgraduatngclasswhccbtanedthebest
resultswerehredbyAcccrhctelsn\etnam.
InNewZea|and,the8uldngFuturesprcgramstheresultcf
apartnershpwththeMnstrycfSccalDevelcpment.Atctalcf
25traneestcckpartn20i0.1heprcgramsmanagedbythelccal
AcccrAcademytranngcenterandhelpsdsadvantagedycung
pecplefndafrst|cb.ltccmbnescn-stetranng,e-learnngand
wcrkassessmentcveratwelve-mcnthpercd.Attheendcfthe
ccurse,partcpantscbtannatcnally-reccgnzedskllscertfcatcn.
InPertuga|,AcccrpartcpatesnthegcvernmentsNew
Oppcrtuntesprcgramthatsdesgnedtcdevelcpskllsby
dentfyngdsadvantagedcrhgh-pctentalpecple.Partcpants
fcllcwpurpcse-desgnedtranngccursesthatleadtcacademc
crvccatcnalcertfcatcn.ln20i0,73emplcyeeswerenvclved
ntheprcgram.
8eceminganexpert
Severalyearsagc,Acccrntateda|cb-specfctranngprcgram
pclcy.1heamstcensurecperatcnalexcellencenday-tc-day
hctelmanagementandenableemplcyeestcdevelcpadvanced
skllsthatwllhelpthemcrcssthreshcldsandfurtherthercareers.
1hemcstwell-kncwntranngprcgramsare:
kMPass,whchprcvdestranngandcertfcatcnfcrkey
emplcyeeswthrespcnsbltesnPevenueManagement,a
technquedesgnedtcmaxmzehctelrevenuebycbtanngthe
bestpcssbleyeldfrcmeachavalablerccm.1hstranngprcgram
wassetupwthcutsdePevenueManagementexpertsand
ccmprsestwcn-hcuseccurses:PMDmenscnandPMPrc.
70
0
b
k
M
P
L
0
Y
A
k
T
P
M
A
I
N
S
T
A
Y
0
F
0
b
k
k
F
0
k
M
A
N
C
PMDmenscnsfcrfull-tmerevenuemanagers,general
managers,salesteams,frcntcffcemanagersandreservatcns
managers.ltenablesthemtcacqurethefrstlevelcfrevenue
managementtranngandcertfcatcn.ln20i0,cveri,000
emplcyeesrecevedtranngwthnumercusccursescrganzed
regularlynallregcns.
PMPrcsexclusvelyfcrPevenueManagementexperts.1hsnew
certfcatcn-backedtranngccurselaunchednMarch20i0allcws
themtcacquredetaledkncwledgecfprcngandfcrecastng;
Sa|es&istributienPasswastestedin2010.ltsdesgnedtc
createatalentpcclcfhctelsalesanddstrbutcnprcfesscnals
andmakeAcccrabenchmarktranngcenternafeldthatshghly
specalzedandncreasnglyccmplex;
A|Teuchhasbeendeplcyedwcrldwdetcraseemplcyee
awarenesscfthempcrtanceandvaluecfeachcustcmer
whcsamembercftheAClublcyaltyprcgram.1hetranngccurse
usesaflm8eAClubthatdepctsemplcyeesnreallfe
receptcnstuatcns.
Creatingandenrichingta|entpee|s
Lveryday,eachbrandapplesAcccrspclcesbydevelcpng
anddeplcyngthercwnprcgrams.Fcrexample:
Nevete|sMevebPpregram,whchsstructuredntcsxcareer
develcpmentstages,waslaunchednlune20i0.ltcffers
emplcyeesskllsandcareerdevelcpmentcppcrtuntes.McveUP
ncludesschemeslkewelccme,asx-mcnthntegratcnprcgram
fcrnewemplcyees,andClcbe1rctter,aprcgramthatenables
emplcyeestcbeccmeadepartmentheadwthntwcyearsand
ncludesacne-yearfcregnpcstng;
tapPete|/hete|F1sVA(Va|idatienefLearningThreugh
xperience)pregram.LtapHctelandthe\ersallesChamber
cfCcmmerceandlndustry|cnedfcrcestcenablennemctvated
generalmanagerstccbtanadegreen8usnessAdmnstratcn
frcmthePcuen8usnessSchccl.1heprcgramsanexcellent
cppcrtuntyfcremplcyeestcenhancethevaluecftherbusness
experence,regardlesscfwhethertheyhaveaunverstydegree.
ltalscmprcvestheremplcyabltyandallcwsthemtccertfy
thersklls.1hebrandwllspcnscrthesameprcgramaganfcr
tenctheremplcyees.1hs\ALprcgramhasalscbeendevelcped
fcremplcyeesnncn-manageralpcstcns,whccancbtan
prcfesscnalqualfcatcncertfcatesfcrhcusekeepngand
receptcnsklls;
ibissP|ayerspregram,aperscnalzedcertfcatcn-backedtranng
ccursethatvaldatesthegradualacqustcncfskllsbycfferng
anattractvewagepclcyandacareerdevelcpmentpath.Over
3,000emplcyeeshavealreadytakenpartnthsprcgram.Ancther
examplesDeputy,afcur-mcnthprcgramthatcffersperscnalzed
tranngwthpractcalcn-the-|cbexperencefcremplcyeeswhc
wanttcbeccmeassstantmanagers.
Players: an approach to develop and recognize
the skills of ibis employees in Europe
71
Acccr:
fhewcelds
leaonghcfel
scuccl
Key figures
Over340,000days
cftranngn20i0.
Mcrethanii0,000emplcyees
attendedatleastcnetranng
ccursen20i0.
i.%cfthepayrcll
sallccatedfcrtranng.
i7AcccrAcademes
arcundthewcrld.
AccerAcademyce|ebrates
its25
th
anniversary
Acccrwasthefrsthctelgrcuptccreatetscwnccrpcrate
unverstyni85.1wenty-fveyearslater,AcccrAcademyhas
ncequvalentnthendustry.ltcffersarangecfunquetranng
prcgramsthatccverthehctelndustrysapprcxmately
i00prcfesscnsreceptcnst,rccmattendant,ccck,headwater,
etc.1hetranngccursesareavalableregardlesscfthehctel
cwnershpstructure.1heseccursesareprcvdedlccallythrcugh
anetwcrkcfi7AcccrAcademesarcundthewcrldcfferngabcut
i50prcgrams.AsavectcrcftheCrcupsccrpcratecultureanda
fcrumfcrlearnngandtheexchangecfgccdpractces,Acccr
AcademysanundenableassetfcrtheCrcupandtspartners.Fcr
emplcyees,tsameanscfccntnucusenrchment.1ranngmethcds
areevclvngwththentrcductcncfself-tranngccurses,vrtual
classesandhctlnesfcrspecfcprcgrams.L-learnngsalscncwa
keytranngtechnquewthseveralnteractveccursesdevelcped
n20i0.lnthsway,tranngsncwaccessbletceverycne.
Custemizedtraining
Facedwthawdearraycflccalstuatcnsandssues,Acccrhastc
nncvateandnventtranngccursestchelpthenetwcrkexpand
andaddressabrcadrangecfneeds.
72
0
b
k
M
P
L
0
Y
A
k
T
P
M
A
I
N
S
T
A
Y
0
F
0
b
k
k
F
0
k
M
A
N
C
InMauritius,AcccrcreatedatempcraryAcademyn20i0tc
suppcrtthecpenngcfScftelScMaurtusandrespcndtcthelack
cfqualfedlabcrntheluxuryhctelsegment.1heprncplewas
tcteachfutureemplcyeesbaschcsptaltysklls,especallythcse
reservedfcrluxuryhctels.1hefcur-mcnthtranngccurse,whch
wassetupcnlccatcn,wasgvenbyAcccrAcademynstructcrsand
bythehctelsmanagersandfrcnt-lnestaff,whcwllnturn
beccmenstructcrsandtransmttherkncw-hcwtctherteams.
1hsverysuccessfulexpermentwlldefntelyberepeated.
InAustra|ia,avastccuntry,theAcccrAcademycreatedadstance
learnngcenterfeaturngself-admnsteredcnlneccurses,
nteractvesesscnswthsmulatcnscfrealstuatcns,avrtual
classwtharealnstructcrandevencnlneassessmentstc
determnetheacqustcncfsklls.
InFrance,amxed-methcdPrcpertyManagementSystem
tranngccurseccmbnngawdevaretycftechnqueswascffered
tchctelemplcyeesnearly20ii.1hstranngccursefeatures
face-tc-facelesscns,vrtualclasses,self-tranngande-learnng.All
thesemethcdsweredeplcyedtccreateaveryflexbletranng
prcgramfcrthsveryeffcenthctelmanagementsystem,whchs
desgnedtcprcvdeexcellentvsbltycfday-tc-dayactvtesand
enableareasfcrmprcvementtcberapdlydentfed.
Acting|eca||yasarespensib|eemp|eyer
Asthewcrldsleadnghctelschccl,AcccrAcademyhasanumber
cfrespcnsbltes.Nctably,tmustbehavenanexemplaryway
wthregardtcthelccalccmmunteswthwhchtsnccntact
everyday.1hsncludesmakngthehrngcflccalpecpleaprcrty
andccmbatngexcluscnthrcughnstructcn.
Acccrenccurageslccalhrng:
inMerecce,where8%cfemplcyeesareMcrcccan,lccalhrng
andtranngareaprcrtyandanAcccrAcademyhasbeensetup.
ln20i0,nearlyi,500pecpleattendedccursesand5,000dayscf
tranngwereprcvded.Acccralscactvelyassstsdsadvantaged
ycungpecple.wthsuppcrtfrcmpartners,twcapprentceshp
centerswerecreatedwthntheAcccrAcademynAgadrand
Marrakech.1heywlltranycungpecplefrcmdsadvantaged
backgrcundsnfcurprcfesscns:ktchenassstant,assstantwater,
receptcnstandrccmassstant.Ofthe300ycungpecplewhc
attendedtheccurse,halfarewcrkngnAcccrhctelsnMcrcccc;
inChina,theccuntrywhereAcccrhastheseccndlargest
numbercfemplcyeesandteamsare%lccal.1heAcccrAcademy
nChnacffers66tranngccursesccverngallaspectscf
thehctelbusness.Lachemplcyeedevctesatleastthreehcurs
amcnthtctranngandallhctelshavetcmplementgudance
andmentcrngsystemsfcrnewrecrutsandalscprcvde
nstructcrsfcreachdepartmentscthatemplcyeescanbecffered
thetranngcppcrtuntesrequredfcrthercareerdevelcpment;
inFrance,tcccmbatllteracy.Htel la lettre saprcgram

fcremplcyeeswhcareexcludedfrcmthetranngprccessbecause
cftherpccrccmmandcftheFrenchlanguage.1heyreceve
nstructcnnreadng,wrtng,arthmetcandlcgcalthnkngas
wellasspatalandtmeawareness.Lmplcyeesalscmprcvether
ccmmuncatcnsklls,learntcbemcrendependentandhavemcre
self-ccnfdence.1heacqustcncfthesebascskllscanmake
asgnfcantdfferencentherdalylves.lnall,50hctelsand
i4emplcyeestcckpartnthsscheme,whchwaslaunchedn20i0.
73
ln
M
c
rc
c
c
c
,th
e
S
c
ld
a
rte
F
em
nnencn-gcvernm
entalcrganzatcntransycungsnglemcthersntradtcnalsklls:hcme-stylecaterng,w
ell-bengan
d
b
eau
tyca
re
.
Tefindeutmere:
fendatien-accer.cem
Since it was created in October 2008, Accor Foundation has supported
75 philanthropic projects in 28 countries involving over 3,000 employees.
Foundations objective is to link cultures and provide support for the
development of individuals and their integration into the community.
It supports projects submitted by Accor employees that fall within one
of the Foundations three fields of intervention:
CAINSM0MNTbM
ACCOR FOUNDATION
|eca|knew-hew;
trainingandinsertienefyeung
peep|eindifficu|ty;
humanitarianandemergency.
74
75
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
Ccmmttedtcsustanabledevelcpmentsncei4,Acccrstructuredts
apprcachn2006wththecreatcncfLtefuCuesf.1hsambtcus
prcgramscrganzedntctwcma|crsectcns,eachcfwhchncludeseght
strategcprcrtes:LCO,tcactnfavcrcfpecple,andLCO,tcprctectthe
envrcnment.ln2006,theCrcupccmmttedtcachevngspecfcgcalsby
20i0andthetmehasccmetcevaluatetsperfcrmance.1heresultsare
verypcstve,althcughthereareafewpcntsthatneedtcbemprcved.
Acccrsharestheresultscfthsaudtcpenlyandtransparentlyand
ccnfrmstsdetermnatcntcgcevenfurther,lcckngfcrwardtc20i5.
1hegcalstcremanaleaderanddrvercfsustanabledevelcpmentn
thehctelndustry,tcccntnuemprcvngtheCrcupsenvrcnmentaland
sccalperfcrmanceand,mcstmpcrtantly,tcrenventhctelssustanably.
Accmmffed,
eespcusble,
pcueerngletder
A
c
c
o
r, a
c
ity
w
ith
4
7
0
,0
0
0
liv
e
-
in
g
u
e
s
ts
O
ver 4,200 hotels, m
ore than 500,000 room
s,
19 m
illio
n
sq
uare m
eters, 90 countries,
145,000 em
p
loyees, m
ore than 100 d
ifferent job

categories.
131 m
illio
n
m
eals served
a year,
E
nergy consum
p
tion of 14.9 G
W
h
,
3.3 m
illio
n
tonnes of C
O
2
eq
uivalent,
2.28 m
illio
n
tonnes of w
aste.
76
A
C
0
M
M
I
T
T
S
P
0
N
S
I
8
L
P
I
0
N
k
I
N
C
k
LarthCuesf:
veeypcstve
eesulfs
ccuutueutaewaeee
Acccrspclcyandntatveshavebeenreccgnzed
byexpertsandregularlyreceveawards,aswas
thecasen20i0.Acccrsthecnlyhctelgrcup
presentnthefeurmainsecia||y-respensib|e
investmentsteckindexesDcwlcnes
Sustanablty(SAM),ASPlLurczcne(\gec),
F1SL4Cccd(LlPlS)andLthbelSustanablty
andhasbeensnce2004.Lveryyear,these
extremelyselectvestcck-marketndexesevaluate
Acccrsperfcrmanceandprcgressccmparedtc
thatcftsccmpettcrsandthesectcrasawhcle.
FTSE4Good Index Series
AWARDS
7 Tourism for Tomorrow Awards 2010
from the World Travel & Tourism Council, in the Global Tourism
Business category. This prestigious award recognizes the Groups
sustainable development commitment. It was awarded following
the audit of 15 hotels in 5 countries.
7Global Vision Awards from Travel + Leisure magazine honored
Accor for its commitment to combating child sexual tourism.
l T
rism
The 4
th
Earth Guest day
On April 22, 2010, employees in 71 countries participated in this once-a-year event
to support sustainable development.
The agenda included collective initiatives
to promote local development, health and
the environment.
E
G
O
p
ro
je
ct
1. CONTRIBUTING TO
LOCAL DEVELOPM
ENT
Support the economic development
of host communities through
long-term partnerships and promote
fair trade.
2. PROTECTING CHILDREN
Train employees and inform
customers about the fight against
child sex tourism.
3. FIGHTING AGAINST
EPIDEM
ICS
Deploy preventive measures
and combat major epidemics,
in particular HIV/AIDS and malaria.
4. PROM
OTING
BALANCED FOOD
Provide customers with a more
balanced food selection
and combat obesity.
wththelaunchcftheLarthCuestprcgram
n2006,Acccrsetquantfedtargetstcacheve
byend20i0.Heresaquckrevewcffveyears
cfccmmtmentandactcns.
77
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
C0:tcsuppcrthumanwell-beng
evtutcucrtueC0racect
(2006-2010)
1heLCOprc|ectscrganzedarcundfcurprcrtes
thatccntrbutetcthewell-bengcfpecple:lccal
develcpment,prctectcncfchldren,thefght
aganstepdemcsandprcmctngabalanceddet.
1.Centributingte|eca|deve|epment
Prccurementscnecfthemanleversavalable
tcAcccrtcsuppcrteccncmcdevelcpment.
Fairtrade.Acccrccntnuestcdevelcpths
lcng-standngccmmtmentandbuysfar-trade
prcductsn2iccuntres,4mcrethann2006.
lnFrance,AcccrwasthelargestbuyercfFartrade-
MaxHavelaarhctbeverages(nctccuntnglarge
andmedum-szedsupermarkets)wth335tcnnes
cfhctbeverageprcductspurchasedn20i0,
ii%mcrethann200.
Supperting|eca|farmers.AlcngsdeAgrsud
lnternatcnal,Acccrhasexpandedtssuppcrt
tcnclude300market-gardenngcccperatves
nvclvngmcrethani,500pecple.1hegcalstc
expandanddversfyprcductcnscastcncrease
revenue.lnaddtcn,Acccrhctelsntheccuntry
ccmmttcscurcngprcductsfrcmthese
cccperatvesncrdertcsecureandperpetuatether
marketcutlets.LaunchednCambcdan2004,
theprc|ecthasbeenextendedtcscuthernMcrcccc
n20i0andwllsccnberclledcutn8razl.
2.Pretectingchi|dren
Acccrsccmmtmenttcccmbatngthesexual
explctatcncfchldren,ntatednScuth-LastAsa
n200i,hassnceacquredglcbalsccpe.wcrkng
alcngsdeLCPA1(LndChldPrcsttutcn,Chld
Pcrncgraphyand1raffckngcfChldrenfcrSexual
Purpcses),AcccrhasactvelyprcmctedtheChld
PrctectcnCcdecfCcnductpreparedbyLCPA1and
thewcrld1cursmOrganzatcn.Atyear-end20i0,
Acccrhadsgnedthsccden33ccuntres,ccmpared
wthi6n2006.Acccrhasdevelcpedathree-step
systemfcrtsapprcachtcguaranteeeffectve
actcnnthefeld:
a|ertingandtrainingemp|eyees
ln20i0,cveri0,000emplcyeesweretranedtc
avertrsksandreactwhenfacedwththesedffcult
stuatcns.Snce2006,thankstctheccmmtment
cfAcccrshumanrescurcesteams,50,000emplcyees
havebeentranedbytheLCPA1netwcrk;
raisingtheawarenessefguestsandsupp|iers
lnccmmttedccuntres,hctelsdsplayLCPA1
awareness-rasngcampagns.lnAustra,Cermany
andSwtzerland,Acccrtcckpartnthefrst
nternatcnalpreventcncampagntargetngsexual
explctatcncfchldrenbytcursts.1hscampagn,
calledwtnessZeuge,smanagedbythethree
gcvernments,ncccperatcnwthLCPA1,lnterpcl
andanumbercftcurstndustryfederatcns.
ln2008,Acccrncludedaclauserelatngtcthe
fghtaganstchldsexualtcursmntsSustanable
PrccurementChartersgnedbysupplers.
Sorting cocoa pods
78
A
C
0
M
M
I
T
T
S
P
0
N
S
I
8
L
P
I
0
N
k
I
N
C
k
eve|eping|inkswithautherities
ln20i0,AcccrpartcpatedndraftngaManualfcr
repcrtngprccedures,alcngsdeLCPA1Franceand
thelnternatcnalPclceCccperatcnDepartment
cftheFrenchlntercrMnstry.1hegcalstcsetup
prcceduresfcrrepcrtngtcurstswhcengagen
sexualtcursmtctheapprcprateauthcrtesand
tcprctectchldrenwhcarevctmscfabuseby
wcrkngwthlccalncn-prcftcrganzatcns.1he
gudesgraduallybengrclledcutnAcccrhctels.
1hankstctseffectveandreccgnzedkncw-hcw,
Acccrsleadngthewaynthehctelndustry.
OneexamplewasnScuthAfrcafcrthe
FcctballwcrldCupn20i0,whereAcccrtcck
thentatvecfsharngthetranngtcclsprcvded
wthndustryccunterparts,tchelpthemprepare
therstaffmembers.
3.Fightingagainstepidemics
1hsactcnsbasedcnthreeprcrtes:prctectng
emplcyees,rasngguestawarenessandmcblzng
thetcursmsectcr.
Pretectingemp|eyees.ln2007,Acccrlaunched
theAC1-Hl\prcgramamedathctelmanagers.
ln20i0,plansfcractcnandccmbatngHl\/AlDS
wererclledcutn32ccuntresfcr40,000emplcyees.
OnwcrldAlDSDay,teamsn30ccuntres
crganzedntatvestcraseawarenessand
prcmctepreventcnalcngsdelccalNCOs.
kaisingguestawareness. Acccrsccntnung
wthtsCcngcna1rppreventcncampagn,
ncccperatcnwthArFrance.Scme2,000hctels
ni6ccuntresareequppedwthccndcm
dspensersfcrtheusecfguestsandemplcyees.
lnearly20i0,AcccrlaunchedthePasteurtravel.ccm
healthnfcrmatcnwebstenpartnershpwth
lnsttutPasteur.
Mebi|izingtheteurismindustry.Snce2006,
AcccrhasbeenamembercftheClcbal8usness
Ccaltcn(C8C)tcccmbatHl\/AlDS,tuberculcss
andmalara,wththegcalcfnternatcnalzng
tsccmmtmentsandenccuragngctherplayers
nthetcursmsectcrtcgetnvclved.
4.Premetingba|ancednutritien
1heCrcupsgcalherestcmaketeaserfcrguests
tceatabalanced,healthydetbyprcvdngspecal
menusntsvarcushctelbrands.Fcrnstance,the
Nutrtcnal8alanceprcgramdevsedbyLdenred
scfferednbsrestaurantsnFranceandSpan.
AtNcvctel,35ccuntrescfferabalanced-eatng
cptcnnchldrensmenus.lnearly20ii,Ncvctel
hctelsn8elgumcrganzedawcrkshcpallcwng
ycungergueststcvctefcranewmenuccmbnng
balancednutrtcn,delccustasteandtheuse
cfseascnalprcduce.
Everyone on board
In the United States, Motel 6 and Studio 6 have formed a partnership
with AMBER Alert, the initiative to combat child abduction run by
the United States Department of Justice. The goal is for each of
the 14,000 employees working for these brands to serve as a link
in the chain of vigilance. Once a kidnapping alert has been issued,
employees can help to locate abducted children. In France,
messages issued by the Alerte Enlvement system are now regularly
posted on the French version of the accorhotels.com website.
79
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
79
E
C
O
P
R
O
JE
C
T
5. MANAGING ENERGY
CONSUMPTION
Improve energy efficiency and reduce consumption through tight
management while promoting the
use of renewable energy sources.
6. CONSERVING WATER
Reduce water consumption, recycle wastewater and reduce emissions. Raise awareness among
employees and customers.
7. PRODUCING LESS WASTE
Recycle more and better, and limit
the amounts of waste produced.
8. PROTECTING BIODIVERSITY
Introduce sourcing and management
practices for green areas that respect biodiversity. Raise awareness
among customers and employees,
in partnership with associations.
evtutcucrtueC0racect
(2006-2010)
1hegcalcftheLCOprc|ectstcreducethe
mpactcfahctelsactvtescntheenvrcnment.
ltsstructuredarcundfcurma|crprcrtes:
energy,water,wasteandbcdversty.1cacheve
tsgcals,Acccrrelescnclcse,day-tc-day
managementcfactcnsandcntsexpertse
nsustanableccnstructcn.
1censurealgned,effectveactcn,Acccrhas
mplementedanumbercfverydemandng
ntatvesacrcsstheCrcup:
theAccerPete|snvirenmentCharter,
asystemdesgnedtcmakeprcgresscnthe
envrcnmentalfrcntthatreccmmends65ccncrete
actcns.Scme3,706hctelsrepresentng0%
cfthenetwcrkappledtheLnvrcnmentCharter
n20i0,ncludngallcwnedandleasedhctels,
nlnewththe20i0target.Ancthernctewcrthy
resultsthat73%cffranchsedhctelsapply
theCharter,representnga32-pcntncrease
ccmparedtc2006;
0PN:Acccrsenvrcnmentalmanagementtccl
allcwshctelgeneralmanagerstcpublshand
mcntcrtherperfcrmancenenergy,waterand
waste.Newfunctcnaltesareregularlyadded
tcthsunquerescurce,desgnedn2005,suchas
anndcatcrfcrccmparngthehctelsperfcrmance
wththatcfctherhctelsandatcclfcrmcntcrng
greenhcusegasemsscns.whletheCrcupdd
nctsetapartcularrcllcuttargetn2006,tcday
thetcclsusedby3,500hctels;
certificatiens.lnall,45hctelshave
beenawardedenvrcnmentalcertfcatcn:
353lSOi400i-certfedhctelsncludng326bs
hctels,84LarthCheck-certfedhctelsncludng
78ntheNcvctelnetwcrkand58CreenKeyLcc-
Patng-certfedhctelsncludng43Mctel6unts.
wthcnlyi2%cfhctelscertfed,Acccrhasnct
achevedtstargetcf20%.Hcwever,wththeUK
|cnngtheprcgramandthecurrentcertfcatcn
cfi05Ncvctelhctels,theCrcupsccntnung
tcstepupthepacecftscertfcatcnprcgram.
5.Managingenergycensumptien
ln20i0,the2,735cwned,leasedand
managedhctelsccnsumed5,i3Cwhand
emtted2,045,000tcnnescfCO
2
equvalent.
8etween2006and200,theCrcupreduced
tsenergyccnsumptcnby8%.Hcwever,
n20i0,thebusnessreccveryand
theharshwnterpartcularlyfcrthe
i,400hctelsnFrancecausedabreak
nthstrend.Allnall,Acccrreducedts
energyccnsumptcnby5.5%between
2006and20i0.1cday,85%cfcwnedand
leasedhctelsareequppedwthccmpact
flucrescentlghtbulbsfcr24/24lghtng,
ii6hctelsprcducehctwaterusng
sclarthermalpanels,cfwhch
73equppedsnce2006.Snceths
technclcgysstlltccexpensve
ccmparedtctheeccncmcbenefts
generated,Acccrhasdecdedtcrevew
thepacecfrcllcutwhlesteppngup
researchandexpermentsnvclvng
ctheravalabletechnclcges.Onthe
mcbltyfrcnt,Acccrspreparngfcr
thearrvalcfthefrstmass-market
electrccars.1hreehctelsnSpan
andsxnParshavebeenchcsen
asplctstestctestelectrccar
chargngpcnts.
NkCYC0NSbMPTI0NIN2010
(in kWh per available room per day)
C0:tcprctect
theenvrcnment
S
o
t
e
l
P
u
l
l
m
a
n
M
G
a
l
l
e
r
y
N
o
v
o
t
e
l
M
e
r
c
u
r
e
S
u
i
t
e

N
o
v
o
t
e
l
i
b
i
s
a
l
l

s
e
a
s
o
n
s
E
t
a
p

H
o
t
e
l
/
F
o
r
m
u
l
e

1
h
o
t
e
l
F
1
M
o
t
e
l

6
S
t
u
d
i
o

6
98.3
71.1
59.3
51.7
46.1
26.5
23.6
26.9
14.6
13.4
20.5
21.9
80
A
C
0
M
M
I
T
T
S
P
0
N
S
I
8
L
P
I
0
N
k
I
N
C
k
6.Censervingwater
watersavtalrescurceandaprcrtycfthe
LarthCuestprcgram.ln20i0,the2,735cwned,
leasedandmanagedhctelsccnsumed45mllcn
cubcmeterscfwater.Acccrsucceedednbeatng
tstarget,wthai2%-reductcnnwater
ccnsumptcnpercccupedrccm.ltachevedths
fneperfcrmancethrcughsuchmeasuresas
nstallngwaterflcwregulatcrsn3%cfthe
cwnedhctelsandrecyclnggraywaterni73hctels.
7.Preducing|esswaste
Acccrcarrescutmanyntatvestclmtts
prcductcncfwasteandmprcvewasteprccessng.
Scme53%cfcwnedhctelsrecyclepaper,
cardbcardandglass,and88%prccessbatteres
andccmpactflucrescenttubes/bulbs.Dspartes
betweenrecyclngfacltesfrcmcneccuntry
tcanctherccmbnedwththevaretycfwaste
prcducedbyahctelnpartculardurng
ccnstructcncrrencvatcnprc|ectsmakethsa
veryccmplexssue.Acccrfaledtcmeettstargets
nthsarea.1cremedytheshcrtfall,thas
strengthenedtstcclsandactcns,prmarlyby:
rolling out an OPEN management module
amedatmcreaccuratelyquantfyngthewaste
prcducedandrecyclngpractces.ltsusedby
cwned,leasedandmanagedhctelsntheUKand
at1halassasea&spanFrance.1henextccuntry
scheduledfcrrcllcuts8razl;
collecting 800 old mobile phonesfrcm
emplcyeesnheadcffcesnFrance.1healmcst
3,000ccllectedfrcmrecyclngcrre-usng
thesephcneswasdcnatedtcaprc|ectsuppcrted
bytheAcccrFcundatcn,whchamstcfcster
ntegratcncfycungpecplefrcmunderprvleged
neghbcrhccdsbygettngthemnvclvednrugby;
Responsible sourcing
In 2003, Accor launched the Sustainable Procurement Charter to publicize its commitments and
share them with suppliers. The Group has since strengthened its standards and also measures
the social and environmental performance of its suppliers. After a pilot phase conducted with 53
of them, another 100 suppliers will be assessed in 2011. Sustainable development criteria are
integrated in the different phases of the procurement process to encourage the most responsible
product and service solutions. For instance, this approach has been applied for the new Novotel
room, where the wood-particle boards used comes from sustainably managed forests, and carpets
have the GUT label, a European certification program that guarantees environmentally-friendly and
user-friendly rugs and carpets. In addition, procurement teams in the different countries commit
to Group priorities depending on the local situation.
WATkC0NSbMPTI0NIN2010
(in liters per occupied room)
S
o
t
e
l
P
u
l
l
m
a
n
M
G
a
l
l
e
r
y
N
o
v
o
t
e
l
M
e
r
c
u
r
e
S
u
i
t
e

N
o
v
o
t
e
l
i
b
i
s
a
l
l

s
e
a
s
o
n
s
E
t
a
p

H
o
t
e
l
/
F
o
r
m
u
l
e

1
h
o
t
e
l
F
1
M
o
t
e
l

6
S
t
u
d
i
o

6
1,556
991
956
551
507
257 263
546
216
189
561
527
81
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
the eco-design approachmplementedby
Lentre,apcneeramcngluxurycaterers,has
ledtcthedevelcpmentcfai00%-bcdegradable,
recyclablemealtraythathasreducedprcductcn-
relatedgreenhcusegasemsscnsby50%;
a partnershipwaslaunchednlate20i0wth
theScftLandngprcgramnAustrala,whchams
tccptmzerecyclngcfmattresseswhlehelpng
dsadvantagedpecpletcfndemplcyment.
1hefrstthreehctelsccncernedhavealready
recycledmcrethan260mattresses.
8.Pretectingbiediversity
1hehctelndustryhasarcletcplaynpreservng
bcdversty,nctablythrcugh:
feed.Scmei,i00hctelsusecrgancfarmng
prcduce.Acccrhasalscmprcvedtspractceswth
regardtcfshandseafccdprcducts.lnChna,fcr
nstance,63%cfthehctelshavealreadyremcved
sharkfnscupamuch-apprecatednatcnal
delcacyfrcmthermenus;
pretectienefthenatura|envirenment.
wth76%cfhctelsnvclvednlccal
envrcnmentalcrtree-plantngntatves,the
Crcupfaledtcachevethetargetset,despte
a26-pcntmprcvementsnce2006.
sustusteccustauctcu
Acccrhasrealexpertsenenvrcnmental
ccnstructcnandccntnucuslyrenfcrcests
standardsbyrelyngcnplctschemessuchas:
Mete|6Nerth|akentheUS.1hehctelcbtaned
LeadershpnLnergyandLnvrcnmentalDesgn
(LLLD)
certfcatcnnthesummercf20i0.
Mctel 6sthefrstbudget-hctelbrandtccbtan
thsbenchmarkcertfcatcn.1heprcgramncludes
theregulatcncfrccmtemperatures,usecfrecycled
materals,sclarpanelstcheatwaterandreduced
waterccnsumptcnfcrallbasns,shcwersandtclets;
Pullman is Bee Friendly
In France, Pullman has made a commitment to protect
bees, which are an essential link in the biodiversity
chain. The brand sponsors a hive for every hotel, has
added dishes containing honey to its restaurant offer
and has donated 100,000 to the Abeille Sentinelle
research program led by the Oniris veterinary center
for wild fauna and eco-systems.
a||seasensTreyesCentrenFrance.
1hsfranchsedhctel,cpenednlate20i0and
desgnedtcccmplywthsustanabledevelcpment
crtera,meetsFrances88Cbuldngenergy-
effcencystandards.Preferencesgventcnatural
lghtng,alcngwthaddtcnalthermalnsulatcn,
heatpumpsfcrarccndtcnngandheatng,
thermalsclarpanels,ranwaterccllectcnsystems,
greenrccfs,etc.ltccnsumes50%lessenergy
thanaccnventcnalbuldng.
all seasons Troyes Centre France
82
A
C
0
M
M
I
T
T
S
P
0
N
S
I
8
L
P
I
0
N
k
I
N
C
k
2006-2010csectves 2006 2010aesutts cueveueut
tccteevetcrueut
lncreasedstrbutcncfFartrade-MaxHavelaar
prcducts.
i7ccuntres.
France:i87tcnnespurchased.
2iccuntres.
France:335metrctcnspurchased.
lncreasethenumbercfprc|ectssuppcrtng
lccalprcductcn.
Suppcrtfcr70market-gardener
cccperatves.
Oneprc|ectwththeNCO
Agrsudlnternatcnal
nCambcda.
Suppcrtfcr300market-gardenercccperatves.
Fcurprc|ectswthAgrsudlnternatcnal
nCambcda,Mcrccccand8razl.
ractectcucrcuteaeu
SgntheLCPA1ChldPrctectcnCcdecfCcnduct
nAfrcaandLurcpe.
i6sgnatcryccuntres
altcgether,cfwhch2nLurcpe.
33sgnatcryccuntresaltcgether,cfwhchi2
nSub-SaharanAfrcaand6nLurcpe.
8clsteremplcyeetranng. 6,000emplcyeestranedsnce
2003,cr2,000/year.
50,000emplcyeestranedbetween2006
and20i0,cri0,000/year.
rcutuccustereeucs
Employees: DssemnatetheAC1-Hl\tccl
nallhctelstcccmbatHl\/AlDS.
Assessmentcfemplcyee
Hl\-AlDSpreventcntranng
CreatcncftheAC1-Hl\tccln2007.
AC1-Hl\deplcyedn32ccuntres.
40,000emplcyeestraned.
Guests: PursuecampagnstcpreventHl\/AlDS
andmalara.
i0hctelsequppedwth
ccndcmdspensers.
Ccngcnatrpcampagn(2007).
Pasteurtravel.ccmhealthnfcrmatcnwebste
wthlnsttutPasteur(20i0).
2,000hctelsequppedwthccndcmdspensers.
racuctucstuceeuutatcu
Pcllcutabalanced-menucfferngnnewccuntres
andnewbrands.
bs:balancedmenus
nFrance.
bs:balancedmenusnFranceandSpan.
Ncvctel:balancedcptcnnchldrensmenus
n35ccuntres.
euvacuueuttuuceueut
20%cfhctelscertfed(lSOi400i,LarthCheck). 207hctels,.e.5%. 45hctels,.e.i2%.
i05ntheprccesscfcbtanngcertfcatcn.
i00%cfcwnedandleasedhctelsmplement
theactcnscftheAcccrHctelsLnvrcnmentCharter.
3%cfcwnedandleased
hctels;4i%cffranchsedhctels.
i00%cfcwnedandleasedhctels.
73%cffranchsedhctels.
eueacv
i0%-reductcnnccnsumptcnperavalablerccm
ncwnedandleasedhctels.
Peferenceyear. 5.5%-reductcn(ccmparablesccpe
cfrepcrtng).
i00%cfcwnedandleasedhctelsequpped
wthlcw-ccnsumptcnlghtbulbs.
73% 85%
200hctelsequppedwthsclarpanels. 43 ii6
wtea
i0%-reductcnnccnsumptcnpercccupedrccm
nthecwnedandleasedhctels.
Peferenceyear. i2%-reductcn(ccmparablesccpecfrepcrtng).
i00%cfcwnedandleasedhctelsequpped
wthwater-flcwregulatcrs.
7% 3%
wste
70%cfcwnedandleasedhctelsrecyclepaper,
cardbcardandglass.
45% 53%
5%cfcwnedandleasedhctelsprccessused
batteresandccmpactflucrescenttubes/bulbs.
53% 88%
sceveastv
i00%cfhctelsengagednactcnstcpreserve
thenaturalenvrcnmentcrplanttrees.
50% 76%
Achievementindicatersca|e
Pesultmeetngcrexceedngtargetcb|ectve. Pesultclcsetccb|ectvecrshcwnggenuneprcgress. Areacfmprcvement.
LaethCuest2006-2010
1angbleresults
83
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
1cday,Acccrssustanabledevelcpmentpclcy
senternganewphase.ln20ii,theCrcupwll
publshtsprcrtesandtargetsfcr20i5.1hekey
fccuswllbecnrenventnghctelssustanably.
aeuveutucuesuaeueut
creuvacuueutturct
1akngnspratcnfrcmthemult-crteralfe-cycle
analyssapprcach,n20i0Acccrwasthefrst
hctelgrcuptccarrycutaquantfedaudtcfts
envrcnmentalmpact.1hegcalstcaccurately
dentfytsmpactandprcrtzeareasfcrprcgresstc
acheveasgnfcantreductcnntsenvrcnmental
fcctprnt.1heresultscfthsanalysswllserve
asagudelnewhendefnngtargetsfcr20i5.
Fcrexample,70%cfthewastegenerateds
prcduceddurngccnstructcnandrencvatcn
prcgramsandcnly8%frcmdrecthctelcperatcns.
1hus,ftheCrcupgenunelywantstcmplement
aneffectvewastereductcnandmanagement
pclcy,tmustfrstaddresshctelccnstructcn
andrencvatcnssues.1heprc|ectwaslaunched
nearly20iiwththefrstmplementatcn
cfSeconde Vie(SeccndLfe),aprc|ectthatgves
anewlfetcunneededfurnturebysellng
tcntheseccnd-handmarket.
Plant for the Planet
Here, YOUR towels plant trees is the slogan of the Plant for the Planet project launched in 2009. The principle is that hotels finance seven reforestation projects with laundry savings generated by guests who agree to keep their bath towels for more than one night.
5 reused towels = 1 tree planted. This innovative project, already deployed in 1,200 hotels, has so far financed the planting of 1.7 million trees. The approach also includes a strong
societal dimension that aims to improve the living conditions of the local population. To take this idea further, at the end of 2010, market gardeners participating in the Accor project in Senegal began to supply fruit and vegetables to the two Accor hotels in the country.
project launched
j l
AHbfcn2015
Penventnghctelssustanably
aeuveutucueustav
uvctveueut
Acccrfrmlybelevesthattcbrngabcutaradcal
changenhctelpractcestsessentaltcactvely
nvclvethendustryasawhcle.lnearly20ii,
AcccrlaunchedLarthCuestPesearch,afree,cpen
platfcrmfcrsharngkncwledgeandexpertse
cnsustanabledevelcpmentfcrthehctelndustry,
wththegcalcfhelpngallndustryplayerstc
mprcventhsarea.1cnauguratetheplatfcrm,
Acccrpublshedtheresultscfthefrstma|cr
nternatcnalsurveycfhctelguestsexpectatcns
wthregardtcsustanabledevelcpment,whch
wasccnductednsxccuntres.
aeuveutucuctetuuceueut
1cmprcvetheenergyperfcrmancecftshctels,
Acccrsmplementngannncvatventatvewth
retrcccm,anaudtprccessthatguarantees
tangble,mmedately-effectvereccmmendatcns
cnreducngenergyandwaterccnsumptcnsthat
requrencnvestment.1heCrcupsncreasngly
expermentngwthnewtechnclcges.Several
plcthctels,fcrexample,arecurrentlytestng
athermcdynamcccmpcsterthattransfcrmsfccd
wastentcfertlzer.Lastly,mprcvedenergy
perfcrmancesalscthedeclaredcb|ectvecf
thePlantfcrthePlanetprc|ect,whchrenvents
theusecfbathtcwels,gvngrealmeanngand
effectvenesstcaccmmcnhctelndustrypractce.
84
85
ln20i0,tccoeseesuLfsweeeursuterL\,n
partcularbecausetheCrcuptcckfulladvantagecf
theeccncmcreccvery.Ncwi00%fccusedcntshctel
busnessandbackedbyaveryscldbalancesheet,
Acccrspcsedtcstepupthepacecftsdevelcpment.
Atthesametme,theCrcupwllrespecttsccmmtments
tcsharehclders,mantanngclcseteswththemand
prcvdngthemwthtransparentnfcrmatcn.
rerfcrHance
nocatces
86
P
k
F
0
k
M
A
N
C
I
N
I
C
A
T
0
k
S
Acccrano
fsshaeehclders
Lveryyear,Acccrdeepenssharehcldernvclvementnccrpcrateevents
anddevelcpmentsthrcughmeetngsandpublcatcns.lnaddtcntc
theannualmeetngandtheeventscrganzedtcpresenttheannualresults,
Acccrkeepsbcthprvateandnsttutcnalsharehcldersnfcrmedcfthe
latestdevelcpmentscnahghly-respcnsvedalybass.1hsnfcrmatcn
stalcredtcthespecfcneedscfdfferenttypescfsharehcldersand
fnancalanalystswhleccnstantlyccmplyngwththeprncplecffar
accesstcnfcrmatcn.
Meetingswithinvesters
ln20i0,meetngswereheldwthscme
460representatvescf350fnancalnsttutcns
andircadshcwswerecrganzed
nLurcpe,theUntedStatesand
Canada.1heseeventsncluded
hctelvstsfcrnvestcrstc
talktclnemanagersandgan
abetterunderstandngcfcur
managementpractcesand
prccesses.wealsctcckpart
neghtnvestcrccnferences
durngtheyear,nLurcpe
andtheUntedStates.
Heldcnlune2,20i0atthe
NcvctelParsLst,theAnnual
SharehcldersMeetngwas
attendedby450pecpleand
prcvdedmanycppcrtuntesfcrexchangngvews
andcpncns,partcularlyccncernngthema|cr
prc|ectcfdemergngcurtwcccrebusnesses.
TheAccerSharehe|dersC|ub
CreatednMay2000fcrsharehclderscwnngat
least50bearersharescrcneregsteredshare,the
AcccrSharehcldersClubhadcver8,000members
atyear-end20i0.
Amcngthemanyadvantagesmembersen|cy
areregulare-malupdatesthrcughcuttheyear
wthpressreleases,LettertcSharehclders
andcthernews,thepcssbltycfsubscrbng
tcallcfcurctherccrpcratepublcatcns,the
cppcrtuntytcdsccvercurbusnessesnamcre
perscnalwaythrcughstevstsand\lPnvtatcns
tcsharehcldermeetngsandctherevents
nwhchAcccrpartcpates.
AspartcftheAClubcustcmerlcyaltyprcgram,
SharehcldersClubmembersreceveanAClub
PlatnumCardwhchdcublesthepcntsearned
whentheystayatpartcpatnghctelsandcffers
themexclusveadvantages.Clubmembersalsc
receveprcmctcnalcfferscnCrcupprcducts.
87
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
Werkinggreupentheprivate
sharehe|derre|atiensprecess
Createdn2007,awcrknggrcupccmprsng
i5memberscftheSharehcldersClubsexplcrng
waystcenccurageexchangescfvewsand
cpncnswthcurprvatesharehcldersandtc
mprcvetheprvatesharehclderrelatcnsprccess.
Attstwcmeetngsn20i0,cnAprli3and
September20,thegrcuprevewedthedemerger
ccmmuncatcnsprccess,theAnnualSharehclders
Meetngandthevarcusrescurcesusedtckeep
sharehcldersnfcrmed,wthnpartcularacrtcal
analysscftheLettertcSharehclders.Members
werealscabletcengagenfrankdscusscnswth
Acccrsmanagementteamccncernngtcpcalssues,
suchastheprcpcseddemergerattheAprlmeetng
and,attheSeptembermeetng,Acccrsstrategyncw
thattsrefccusedcntsccrebusness.
asi|yaccessib|einfermatien
tai|eredtesharehe|derprefi|es
AllcftheCrcupsfnancalnewsandpublcatcns
canbeaccessedntheFnancesectcncf
theacccr.ccmwebste,whchservesasa
ccmprehensvenvestcrrelatcnsdatabase.1heste
carreslveanddeferredwebcastscfresults
presentatcnsandAnnualSharehcldersMeetngs.
Sharehe|derstructureatecember31,2010
Total number of Accor shares: 226,793,949
27.27X
C0L0NY/bkAZ0
(1)
2.01X
F0bNkS/
IkCT0kS
70.72X
FL0AT
(1) Shareholders agreement between ColTime and ColDay (Colony Capital) and Legendre Holding 19 (Eurazeo).
8eardMembers
andFeunders:
29.28X
88
P
k
F
0
k
M
A
N
C
I
N
I
C
A
T
0
k
S
1heAcccrshareprcecanbetrackednrealtme
cntheste,whchalscfeaturesadedcatedsectcn
fcrprvatesharehcldersandmemberscfthe
SharehcldersClub.
Awdearraycfdccumentsfarexceedngregulatcry
requrementsmaybevewedntheFnance
sectcncfacccr.ccm.1hesedccuments,whch
ccverbcthcurrentandprevcusyears,nclude:
1hePegstratcnDccumentfledwththeAutorit
des Marchs Financiers;accrpcratebrcchure
descrbngtheCrcup;theLettertcSharehclders;
nctcecfSharehcldersMeetng.
Individua|sharehe|derscentact
SharehcldersnFrancecancall0805650750
atanytmetccbtangeneralnfcrmatcnabcut
theCrcup,real-tmeshareprcesandthelatest
news,aswellaspractcalgudelnesfcrprvate
sharehclders.Operatcrsareavalabletcanswer
questcnsfrcm:00a.m.tc6:00p.m.frcmMcnday
tcFrday.Messagesleftcutcfhcursareanswered
assccnaspcssble.
Acccauvestcaaettcus
Accor 110, avenue de France
75210 Paris Cedex 13, France
Tel.: toll-free (France only)
accor.com
aecsteaeesuaesuucee
svscctcuate
32, rue du Champ-de-Tir
BP 81236 44312 Nantes Cedex 03, France
Tel.: +33 (0)2 51 85 67 89
nominet.socgen.com
89
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
fheAccce
Shaee
SPAkPkF0kMANC0FACC0kSMAINC0MPTIT0kS
2008 2009 2010 2011
(1)
Intercontinental (IHG) 36.4% 58.9% 39.2% 10.1%
Marriott 43.1% 40.1% 52.9% 7.0%
NH Hoteles 69.8% 0.8% 8.6% 29.6%
Sol Melia 59.1% 38.5% 17.8% 14.0%
Starwood 59.3% 104.0% 67.1% 2.0%
Whitbread 34.5% 53.9% 26.9% 0.0%
(1) From December 31, 2010 to February 28, 2011.
SPAkPkF0kMANC
In euros 2007* 2008* 2009* 2010 2011
(1)
Accor Year-end closing 54.70 35.11 38.25 33.29 34.08
High for the year 75.32 56.30 39.95 34.03 36.20
Low for the year 52.21 24.23 25.20 22.26 32.20
% change for the year 6.8% 43.1% +8.9% +25.2% +2.3%
Market value ( billions) 12.6 7. 7 8.6 7.6 7.7
Net yield
(2)
5.8%
(3)
4.7%
(4)
2.7%
(5)
1.9%
(6)
1.8%
(6)
CAC 40 Change for the year +1.3% 42.6% +22.3% 5.2% 6.6%
* Share performance before 2010 have not been adjusted from Edenred share.
(1) At February 28, 2011. (2) Based on year-end closing. (3) 3% on the ordinary dividend of 1.65 per share; 5.8% including the special dividend
of 1.50 per share. (4) Based on the ordinary dividend of 1.65 per share. (5) Based on the ordinary dividend of 1.05 per share. (6) Based on the ordinary
dividend of 0.62 presented for approval at the Shareholders Meeting on May 30, 2011.
Listeden
Euronext Paris
Compartiment A
ISINcede
FR0000120404
Inc|udedin
thefe||ewingindexes
CAC 40
SBF 120
EURONEXT 100
CAC LARGE 60
Inc|udedinthefe||ewing
sustainabi|ityindexes
Dow Jones
Sustainability Indexes
FTSE 4 Good
Aspi Eurozone
Ethibel Sustainability Indexes
ACC0kSPAkPkF0kMANC(from July 2, 2010 to February 23, 2011)
90
100
110
120
130
140
150
160
0
i
/
0
2
/
i
i
2
3
/
0
2
/
i
i
0
3
/
0
i
/
i
i
0
i
/
i
2
/
i
0
0
i
/
i
i
/
i
0
0
i
/
i
0
/
i
0
0
i
/
0
/
i
0
0
2
/
0
8
/
i
0
0
2
/
0
7
/
i
0
Accor: +30.90%
CAC 40: +18.77%
L0NCTkMSPAkPkF0kMANC
0
10
20
30
40
50
60
70
80
11 10 09 08 07 06 05 04 03 02 01 00 99 98 97 96 95 94 93 92 91 90 89 88 87 86 85 84 83
Paris Index
Accor
51.40
(at April 20, 2007)
Demerger:
Edenred initial public
offering: July 2, 2010
January 1983
4.80
90
P
k
F
0
k
M
A
N
C
I
N
I
C
A
T
0
k
S
2010 Pesulfs
Perfcrmancen20i0wasdrvenbyfavcrablehctelcycledynamcs,wth
arcbustupturnndemandnmcstccuntres,fcllcwedbyagradual
stablzatcnnaveragerccmrates.1heCrcupmadeafaster-than-expected
reccveryandexceededtsprevcuslyanncuncedcb|ectves.L8l1amcunted
tc446mllcnn20i0.Ncwrefccusedcntsccrebusnessasahctel
cperatcr,Acccrsreadytcstepupthepacecfexpanscn,prmarlythrcugh
managementccntractsandfranchseagreements.Durng20i0,theCrcup
alscdecdedtcacceleratethemplementatcncftsassetmanagement
prcgramfcr20ii-20i2,wthatargetedi.2bllcnmpactcnad|usted
netdebtcverthepercd.
kevenue
Ccnscldatedrevenuefcr20i0tctaled
5,48mllcn,up7.i%lke-fcr-lkeand8.4%
asrepcrted.1heexpanscnstrategyncreased
revenuebyi.4%tcrepcrtedgrcwth.1hencrease
wasledbythecpenngcf2i4hctels,representng
24,800rccms,essentallyundermanagement
ccntractsandfranchseagreements.1hetwn
mpactscf()thedspcsalcf
ncn-strategcbusnessesand
()thecngcngdeplcyment
cftheasset-rghtstrategy,
whchtcgetherreduced
repcrtedgrcwthby3.7%.
Lastly,a3.6%pcstve
currencyeffectcnrepcrted
grcwthwasprmarlydue
tcthedeclnentheeurc
agansttheAustralandcllar,
8razlanrealandUSdcllar.
Hctelsrevenuercsewththefavcrablehctelcycle
dynamcsdrvngsustanedgrcwththatganed
mcmentumntheseccndhalf.1hereccverythat
begandurngthefrsthalfnthemanccuntry
markets(France,CermanyandtheUntedKngdcm)
graduallyspreadtcmcstcftherestcfLurcpe
ntheseccndhalfascccupancyratesccntnued
tcrseandaveragerccmratesbegantcturn
upwards,partcularlynthefcurthquarter.
1herevenuefgurewasalsclftedbystrcng
busnessgrcwthnemergngmarkets,especally
nAsaandLatnAmerca.
8ITAk
L8l1DAP(earnngsbefcrenterest,taxes,
deprecatcn,amcrtzatcn,prcvscnsandrental
expense)representsakeyndcatcrcffnancal
perfcrmance.CcnscldatedL8l1DAPamcunted
tci,8i4mllcnn20i0.L8l1DAPmargnrcse
tc30.5%cfccnscldatedrevenuen20i0,agan
cf2.pcntscn200asrepcrtedandi.pcnts
lke-fcr-lke.1hsncreasereflectstheCrcups
mprcvedcperatngperfcrmancedurngtheyear
aswellascngcngccstdscplnemeasures,wth
thesuccessfuldeplcymentcfa45mllcnsuppcrt
ccstreductcnplan.lnall,suppcrtccstswerecut
byi32mllcnn200and20i0cntcpcfthe
i65mllcnnccstsavngsachevedncwnedand
leasedhctelsn200.1heHctelsbusnessen|cyed
ahgh54%flcw-thrcughratcn20i0
(i)
,butthe
pcturewasmxedacrcsstheCrcupsvarcushcst
ccuntresduetclccaldfferencesnthepacecf
Quarter|ychangein2010Pete|srevenue,
|ike-fer-|ikeandyear-en-year
+1.6X
+8.2X
+9.8X
+9.4X
+7.4X
Q1 Q2 Q3 Q4 Q4 YTD
91
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
eccncmcreccvery.1hemangrcwthdrverswere
theUntedKngdcmandCermanywheretherewas
asharpcyclcalupswng,fcllcwedbyFranceand
therestcfLurcpe(exceptfcrSpanandltaly).
Meanwhle,busnesslevelswerebrsknemergng
marketsthrcughcuttheyear.
8ITsuperierteanneuncedtarget
L8l1,ccrrespcndngtcL8l1DAPafterdeprecatcn,
amcrtzatcn,prcvscnsandrentalexpense,surged
0.i%asrepcrtedand82.4%nlke-fcr-lkebass
tc446mllcnn20i0frcm235mllcnthe
prevcusyear.1hsreflectsagccdreccveryn
hctelsactvty,npartcularcnUpscalesegment.
Netprefit,Creupshare
Netprcft,Crcupshareamcuntedtc3.6bllcn,
versusanetlcsscf282mllcnn200.ltwas
prmarlyduetctheccmbnedmpactcf:
1he4,044mllcnncn-cashcaptalgan
cnthedemergercftheServcesbusness,whch
waslstedcnthestcckmarketunderthename
Ldenredcnluly2,20i0.
1he7mllcnlcssarsngfrcmthemark-
tc-marketad|ustmentcnCrcupeLucen8arrre.
284mllcnnmparmentlcsses,prmarly
reflectngthecutccmecfmparmenttests
cnMctel6assets.
A263mllcnwrte-dcwncfaCcmpagne
deswagcns-Ltstaxrecevable.
Larnngspershare,basedcntheweghtedaverage
226mllcnsharescutstandngn20i0,came
tci5.4ccmparedwthalcsspersharecfi.27
cneyearearler.
Operatngprcftbefcrencn-recurrngtems,netcf
taxstccdat280mllcn.Operatngprcftbefcre
ncn-recurrngtemspersharestccdati.24n
20i0,twllccntrbutetcthepaymentcf0.62per
share,a50%paycutratc.
(i)1heflcw-thrcughratcccrrespcndstcthechange
nlke-fcr-lkeL8l1DAP/thechangenlke-fcr-lkerevenue.
PL\LNUL
5,48million
L8l1DAP
i,8i4million
L8l1
446million
OPLPA1lNCPPOFl18LFOPLNONPLCUPPlNCl1LMS
280million
L8l1DAPMAPClN
30.5%
20i0PL\LNUL8YPLClON
NORTH
AMERICA
10%
LATIN AMERICA
AND CARIBBEAN
5%
FRANCE
34%
REST OF EUROPE
39%
ASIA PACIFIC
10%
AFRICA
MIDDLEEAST
2%
92
P
k
F
0
k
M
A
N
C
I
N
I
C
A
T
0
k
S
NORTH
AMERICA
7 million
LATIN AMERICA
AND CARIBBEAN
32 million
FRANCE
70 million
REST OF
EUROPE
126 million
REST OF
THE WORLD*
86 million
CasufLcw
0.62
Dl\lDLND
(i
PLPSHAPL
1hepaycutrate,calculatedcncperatngprcftbefcre
ncn-recurrngtems,netcftax
(2)
,stccdat50%,ccmpared
wth72%n200.
(i)Sub|ecttcapprcvalattheCcmbnedOrdnaryandLxtracrdnary
SharehcldersMeetngcnMay30,20ii.
(2)Operatngprcftbefcrencn-recurrngtems,netcftaxcperatngprcft
befcretaxandncn-recurrngtemslesscperatngtax,lessmncrtynterests.
65million
ADlUS1LDFUNDSFPOMOPLPA1lONS
frcmcrdnaryactvtes(cashavalabletcfnancenvestmentsand
dvdendpayments)tctaled65mllcnn20i0,mcrethan
n200(520mllcn).
28imillion
PLNO\A1lONANDMAlN1LNANCL
LXPLNDl1UPL(LXCLUDlNC
DlSCON1lNULDOPLPA1lONS
Afterrencvatcnandmantenanceexpendture,whchrepresented
4.7%cfrevenue,freecashflcwstccdat4i4mllcn.
340million
COMPAPLDwl1H420MlLLlONlN200
LXPANSlONLXPLNDl1UPL
1ccptmzeearnngs,Acccrsfccusngtsexpanscncaptalexpendture
cntheLccncmyHctelscutsdetheUSsegmentandemphaszngasset-lght
cperatngstructuresntheUpscaleandMdscalesegment.
HO1LLLXPLNDl1UPL8YPLClON321MILLI0N
lncludnghctelcpenngsandma|crrencvatcnprc|ects.
* Includes worldwide structures.
93
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
630million
DlSPOSALS
Peductcnnad|ustednetdebtrelatedtcAssetManagementprcgram.
ii.3%
POCL
Ameasurecfhcweffectvelyaccmpanyusesthemcney
nvestedntscperatcns,returncncaptalemplcyedamcunted
tcii.3%,versus8.3%n200.
POCLstheratccf:
L8l1DA, plus nccme frcm ncn-current fnancal assets
(dvdendsandnterestfrcmassccatesandncn-ccnscldated
ccmpanes)analyzedbybusness;
tc captal emplcyed, representng the sum cf average
ncn-currentassetsbefcredeprecatcn,amcrtzatcnand
prcvscns,andwcrkngcaptal,analyzedbybusness.
i8%
\LPSUS50%lN200
NL1DL811OLQUl1Y
Cressdebt
bytypeefrate
Cressdebt
bymaturity
Averagecestefgressdebt:6.40X
20.i%
\LPSUSi5.5%lN200
(ADlUS1LDAMOUN1S
FUNDSFPOMOPLPA1lONS8LFOPL
NONPLCUPPlNCl1LMS/ADlUS1LD
NL1DL81
AnndcatcrcftheCrcupssclvablty,thsratcscalculated
acccrdngtcamethcdusedbythemanratngsagences,
wthnetdebtad|ustedfcrthe8%-dsccuntngcffuturemnmum
leasepayments.
VARIABLE RATE
FIXED RATE
> 6 YEARS
3 TO 6 YEARS
1 TO 2 YEARS
< 1 YEAR
22X
78X
18X
67X
5X
10X
94
P
k
F
0
k
M
A
N
C
I
N
I
C
A
T
0
k
S
SuHmaryrnaucalsfateHent
SUMMAPY8ALANCLSHLL1
lnmllcns 2008
(i)
200
(2)
2010
ASSTS
Cccdwll i,32 i,777 743
lntangbleassets 5i2 488 40
Prcperty,plantandequpment 4,324 4,306 3,682
1ctalncn-currentfnancalassets 403 428 480
1ctalncn-currentassets 7,37 7,20 5,555
1ctalcurrentassets 3,84 4,3i2 2,3i0
Teta|assets 11,417 11,746 8,678
QbITYANLIA8ILITIS
Lqutyattrbutabletcsharehclders 3,28 2,7 3,650
Lquty 3,556 3,254 3,4
1ctalncn-currentlabltes 5,74 6,072 5,64
1ctalcurrentlabltes 5,443 5,670 2,336
Teta||iabi|itiesandsharehe|dersequity 11,417 11,746 8,678
i)1hefnancalstatementshavebeenad|ustedtcreflectthechangenacccuntngmethcdusedfcrlcyaltyprcgrams.lmpactcftheretrcspectveapplcatcncflFPlCi3CustcmerLcyalty
Prcgrams(seencteicftheCcnscldatedfnancalstatements200PegstratcnDccument).(2)lnacccrdancewthlFPS5Ncn-currentassetsheldfcrsaleanddsccntnuedcperatcns,
the200ccnscldatednccmestatementhasbeenad|ustedtcexcludecperatcnsdsccntnuedn20i0,ccrrespcndngtctheServcesbusness(Ldenred),CrcupeLucen8arrreandcn-bcard
transervces.(3)SubmttedfcrapprcvalattheCcmbnedOrdnaryandLxtracrdnarySharehcldersMeetngcnMay30,20ii.
SUMMAPYS1A1LMLN1SOFlNCOML
lnmllcns 2008
(i)
200
(2)
2010
Cense|idatedrevenue 7,722 5,490 5,948
Operatngexpense (5,432) (3,72) (4,i34)
8ITAk 2,290 1,518 1,814
Pentalexpense (03) (854) (34)
8ITA 1,387 664 880
Deprecatcn,amcrtzatcnandprcvscns (446) (42) (434)
8IT 941 235 446
Netfnancalexpense (86) (i24) (i34)
Sharecfprcftcfassccates 20 (3) 22
0peratingprefitbeferetaxandnen-recurringitems 875 108 334
Pestructurngccsts (56) (ii0) (3i)
lmparmentlcsses (57) (24i) (284)
Cansandlcssescnmanagementcfhctelprcpertes iii 7 4
Cansandlcssescnmanagementcfctherassets i3 (27) (35)
0peratingprefitbeferetax 886 (263) (12)
lnccmetaxexpense (273) (32) (32)
Prcftcrlcssfrcmdsccntnuedcperatcns 30 4,0i4
Netprefit/(|ess) 613 (265) 3,610
Netprefit/(|ess),Creupshare 575 (282) 3,600
Netprcftattrbutabletcmncrtynterests 38 i7 i0
Weighted average number of shares outstanding (in thousands) 221,237 222,890 225,838
ln
arningspershare 2.60 (1.36) (1.82)
0rdinarydividendpershare 1.65 1.05 0.62
(3)
95
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
2010kegistratienecument
CASHFLOwS
lnmllcns 2008
(i)
200
(2)
2010
Fundsfrcmcperatcnsexcludngncn-recurrngtransactcns i,iii 520 65
Pencvatcnandmantenanceexpendture (488) (288) (28i)
Freecashf|ew 623 232 414
Lxpanscnexpendture (i,086) (420) (340)
Lxpendturecnassetsheldfcrsale (5)
Prcceedsfrcmdspcsalscfassets 560 33 556
Ordnarydvdendspad (387) (36) (24)
Specaldvdends (332)
Decrease/(ncrease)nwcrkngcaptal 8 i75 44
Peturntcsharehclders (62)
Prcceedsfrcmssuecfsharecaptal 25 (4) i8
ClwL1taxdspute (242)
Other (2i2) (78) (i70)
Cash flow for discontinued operations (ii3) 44i
ecrease/(increase)innetdebt (868) (552) 894
(i)1hefnancalstatementshavebeenad|ustedtcreflectthechangenacccuntngmethcdusedfcrlcyaltyprcgrams. lmpactcftheretrcspectveapplcatcncflFPlCi3CustcmerLcyaltyPrcgrams
(seencteicftheCcnscldatedfnancalstatements200PegstratcnDccument). (2)lnacccrdancewthlFPS5Ncn-currentassetsheldfcrsaleanddsccntnuedcperatcns, the200ccnscldated
nccmestatementhasbeenad|ustedtcexcludecperatcnsdsccntnuedn20i0, ccrrespcndngtctheServcesbusness(Ldenred), CrcupeLucen8arrreandcn-bcardtranservces.
C0NTNTS
1.C0kP0kATPkSNTATI0N
2.C0kP0kATC0VkNANC
3.FINANCIALkVIW
4.FINANCIALSTATMNTS
5.CAPITALAN0WNkSPIPSTkbCTbk
6.SPAkP0LkSMTINC
7.0TPkINF0kMATI0N
DetaledfnancaldataarencludednthePegstratcnDccument
fledwthAutcrtedesMarchesFnancers.ltstablecfccntentss
presentedbelcw.
1hePegstratcnDccumentcanbedcwnlcadedfrcmcurwebsteaccor.com/finance
96
P
k
F
0
k
M
A
N
C
I
N
I
C
A
T
0
k
S
Hanagngthesustauabledevelcpmentpeccess
Stakeholders At stake Objectives
(1)
set in 2006 for year-end 2010
SHAREHOLDERS
Lnsureccmplancewththeccrpcrate
gcvernanceprncplesfcrlstedccmpanes,
asdescrbedntheAFLP-MLDLFrepcrts
cnccrpcrategcvernance.
Assessthe8cardcfDrectcrseffcencyandeffectveness.
Pursuemeasurestcmprcveeffcency,especallythrcughamcrestreamlned
crganzatcnwthaleaner8cardandthreespecalzedccmmtteesnsteadcffve.
Lnsurethetransparencycffnancaland
strategcnfcrmatcnabcuttheCcmpany
prcvdedtcfnancalmarkets.
Deepenrelatcnshpswthndvdualandnsttutcnalsharehcldersthrcugh
mcrenstructveccntentandgreaterrespcnsveness.
CUSTOMERS
Satsfycustcmersneedsandrequests.
Pursuethebrandaudtprcgramtcensureservcequaltynallchans.
Deplcysatsfactcnsurveysnallhctelswcrldwde.
Cuaranteesupercrservce.
i00%-certfcatcnfcrthebsnetwcrknLurcpe,Mcrccccand8razl
anddeplcymentnnewccuntres.
Lnsurecustcmersafetyandsecurty.
Ccntnuetcdeplcysafety,securty,crssmanagementandcrssccmmuncatcn
tranngprcgrams.
lntrcduceasafety/crssmanagementmcdulefcrmanagerswththeAcccrAcademy.
1cmanagesenstvestuatcnsandcrses,crganzetranngprcgrams
andregulardrllsfcrteamswthdecscn-makngrespcnsbltyatalllevels.
Prcmctegccdhealththrcughwhclescme,
balanceddets.
Deplcyabalancednutrtcncfferngnnewccuntresandnewhctelbrands.
8uldcustcmerawarenesscfHl\/AlDS
andmalarapreventcn.
PursueHl\/AlDSandmalarapreventcnntatves.
EMPLOYEES
Prcmctedverstynemplcyeeprcflesand
careerpathsandensureequalcppcrtunty.
Nccb|ectvesetfcr2006-20i0.
Penewandextendtheccmpensatcnsurveys.
1akeactcntcreducedfferencesasnecessary.
SgnanewCrcup-levelagreementfcrthepercd200-20ii.
Prcvdeccmpensatcnnlne
wthlccalpractces.
CcnductsystematcccmpensatcnsurveysandaudtscutsdeFrance
andccntnuetcdevelcpancverallccmpensatcnpclcy.
lmprcveemplcyeetranngprcgrams. Cuaranteecnetranngsesscnperperscnperyear.
Prcmcte|cbmcblty.
Organzecneperfcrmanceapprasalperperscnperyear.
Ccntnuetcprcmctenternatcnalcareercppcrtuntes.
Prcmctesccaldalcgue. Mantanccnstructvedscusscnswthemplcyeerepresentatves.
(i)1hrcughtheseccmmtmentstcachevetsgcals,Acccrapplesthei0prncplescftheUntedNatcnsClcbalCcmpact.
97
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
Situation in 2006 2006-2010 results and 2010 highlights
Achievement
indicator
AcccrccmpleswththeAFLP-MLDLFccrpcrategcvernance
ccdefcrlstedccmpanes.
ln2006,adcptcncfanewccrpcrategcvernancesystem,
basedcna8cardcfDrectcrs,tcreplacetheprevcustwc-
terstructurewthaSupervscry8cardandaManagement
8card,ntrcducedni7.
Creatcncfnewspecalzedccmmttees.
AcccrccmpleswththeAFLP-MLDLFCcrpcrateCcvernanceCcdefcrlsted
ccmpanesasamendednDecember2008,exceptwthregardtcthematters
descrbedcnpages78and83cfthe20i0PegstratcnDccument.
ln2007and2008:assessmentcfthe8cardcfDrectcrscperatngprcceduresand
mplementatcncfmprcvementactcns.
ln20i0:the8cardmetnnetmes,wtha6%attendancerate;thethree
specalzedccmmtteesmetatctalcfi7tmes,wtha77%attendancerate;
the8cardcfDrectcrsCcdecfCcnductwasamendedtcprchbtdrectcrs
frcmpartcpatng,drectlycrndrectly,nthesalecfanycftheCrcupshctel
assetsfcranyamcuntwhatscever.
Meetngswth580representatvescf353fnancal
nsttutcns.Organzatcncf3ircadshcwsandpartcpatcn
nthreenternatcnalccnferences.Organzatcncfan
lnvestcrDay.Ccntactwthcver2,000ndvdualsharehclders
thrcughmeetngs,tcursandtradeshcws.
Lveryyear:meetngswthmcrethan500representatvescfcver200fnancal
nsttutcns,ccntactwthmcrethan500ndvdualsharehclders,crganzatcn
cfarcund20rcadshcwswcrldwde.FcurlnvestcrDaysbetween2006and20i0.
ln2007,creatcncfawcrknggrcupccmprsngi5memberscftheSharehclders
Club,whcmeettwceayear.
i00%fcrhctelFi,LtapHctel,bsandMercurenLurcpe.
0%fcrNcvctelnLurcpe.
65%fcrScftelarcundthewcrld(Lurcpe,AsaandAfrca).
Allcfthehctelshavebeenaudted,exceptfcrMctel6ntheUntedStates.
Creatcnn2008cfaCuestSatsfactcnSurvey(CSS)wthresultspermanently
pcstedcnlnefcrccnsultatcnbyfrcntlnestaffandhctelbrands.
1hesurveytcclhasbeendeplcyedn3,670hctelswcrldwde,representng
0%cfthenetwcrk.
6i0bshctelscertfed,80%cfthenetwcrk.
758bshctelscertfedn2iccuntres,84%cftheglcbalnetwcrk,
andi00%cfthebsnetwcrknLurcpe,Mcrccccand8razl.
350hctelgeneralmanagerstranednFrance.
Mcrethani,000hctelgeneralmanagerstranedwcrldwde
between2006and20i0.
Nccrssmanagementsystemalgnedatccrpcrate
levelnplaceyet.
8etween2006and20i0:creatcncfacrssmanagementsystemanddeplcyment
acrcsstheentreCrcup.1ranngfcrmemberscfcrssunts.
ln20i0:crssuntsactvatedtcmanageseveralnaturaldsasters,health
ssues(AHiNi)andpcltcalevents.8usnessccntnutyplanspreparedtchelp
headquartersandhctelsrespcndtcnaturaldsasters,healthprcblems
andctherevents.
bsnvclvednNutrtcnal8alanceprcgramnFrance.
bsnvclvednNutrtcnal8alanceprcgramnFranceandSpan.
Ncvctel:8alancedmealcptcnnchldrensmenusdeplcyedn35ccuntres.
i0hctelswthccndcmdspensers.
Creatcnn2007andsubsequentdstrbutcncftwcflmscnpreventngHl\/AlDS
andmalara.Ccndcmdstrbutcrsfcrcustcmersandemplcyeesn2,000hctels.
LaunchcfthePasteurtravel.ccmhealthnfcrmatcnwebstefcrtravelersnearly20i0.
wcmenacccuntfcr5i%cfwcrkfcrceand44%cfmanagers. wcmenacccuntfcr50%cfwcrkfcrceand43%cfmanagers. N/A
Ncsgnfcantdfferencenctednmenandwcmens
ccmpensatcn.
lnFrance,annualcalculatcncfaveragesalarydfferencesbetweenmen
andwcmen(frcntlnestaff,supervscrs,managers)scthatccrrectvemeasures
maybentrcduced.
Percentagecfdsabledemplcyees:3.5i%.
Percentagecfdsabledemplcyees:3.7%.
Sgnaturen200cfanewCrcupagreementccverng200-20ii.
Pegularsurveysshcwsalarypclcytcbenlnewthmarket
practces.
Surveysccnductedn2006:Asa,fcrmanagementpcstcns;
Franceand8razlfcrallpcstcns.
Pegularccmpensatcnsurveysby|cbtrack,busnesscrregcn.ln20i0:surveys
nFrance,Span,Pcrtugal,theMddleLast,LgyptandSwtzerland;revewscf
executveccmmtteesntheUntedKngdcm,cftheregcnalmult-brandsuppcrt
functcnsnSngapcreandcfScftelwcrldwde.
i6,700emplcyeesattendedatleastcnetranngsesscn.
1ranngbudgetasa%cftctalpayrcll:2.2%.
ii0,i83emplcyeesattendedatleastcnetranngsesscn.
1ranngbudgetasa%cftctalpayrcll:i.%.
2005-2006:70%cfemplcyeeshadanannualapprasal. 200-20i0:73%cfemplcyeeshadanannualapprasal.
Arcund20,000emplcyeeschangedther|cbcategcry
and/crregcn.
ln2007,creatcncfaCrcupnternatcnalmcbltypclcyandadedcated
teamtcmanaget.
lune2005-luly2006:46ccllectveagreements. 20i0:28ccllectveagreementssgned.
Pesultmeetngcrexceedngtargetcb|ectve. Pesultclcsetccb|ectvecrshcwnggenuneprcgress. Areacfmprcvement.N/A Nccb|ectveset.
98
P
k
F
0
k
M
A
N
C
I
N
I
C
A
T
0
k
S
Stakeholders At stake Objectives
(1)
set in 2006 for year-end 2010
EMPLOYEES
Lnsureemplcyeehealthandsafety.
Pursueactcnstcreducewcrk-relatedaccdentsandcccupatcnaldseases.
DeplcytheAC1-Hl\prcgramnallhctelstcleadthefghtaganstHl\/AlDS.
Deepenunderstandngcfthelccalsccalsafetynetandccntnuetcdeplcy
medcalccverageandbeneftsntheeventcfdeathcrdsablty.
lmprcveemplcyeereccgntcn
andsatsfactcn.
Lnsurethatallemplcyeespartcpatenasurveycftheruntatleastcnce
everytwcyears.
SUPPLIERS
1akentcacccuntsuppler-relatedsccal
andenvrcnmentalrsks.
DetermnecperatcnalprcrtesfcrapplyngtheSustanablePrccurementCharter.
Pasesupplerawarenesscfsustanable
develcpmentpractcesandhelpthem
ntegratethemntcthercperatcns.
Setupaprcgramwthatleastcnenetwcrkcfservceprcvdersn20ccuntres.
ENVIRONMENT
DeplcytheLnvrcnmentCharter.
ApplytheHctelLnvrcnmentCharternallcwnedandleasedhctels.
Launchanndependentdataccntrclprccess.
ApplytheLnvrcnmentCharternheadquartersandcffcescfallAcccrunts.
Pursuethesustanabledevelcpment
certfcatcnprccess.
Obtanenvrcnmentalsustanabledevelcpmentcertfcatcnn20%cfAcccrhctels.
lntegrateecc-desgncrterantcprcduct
develcpment.
lntegrateenvrcnmentalcrteranthechccecfhctelprcducts,frcmccmplmentary
bathrccmtemstcrccmccnstructcnmaterals.
Manageenergyuse.
Peduceccnsumptcnbyi0%perrccmncwnedandleasedhctels.
Lqupallcwnedandleasedhctelswthenergy-effcentlamps.
Prcmctetheusecfrenewableenergy
scurces.
lncreasethenumbercfhctelsequppedwthsclarthermalpanels
byafactcrcffvetc200.
Managewateruse.
Peduceccnsumptcnbyi0%percccupedrccmncwnedandleasedhctels.
Lqupallcwnedandleasedhctelswthflcwregulatcrs.
Managewaste.
Pecyclepaper,cardbcardandglassn70%cfcwnedandleasedhctels.
Prccessbatteresandccmpactflucrescenttubesandlghtbulbsn5%
cfcwnedandleasedhctels.
Develcpgreenpurchasng.
lncreasethenumbercfhctelsservngcrgancprcducts.
lncreasethenumbercfhctelscfferngecc-labeledprcducts.
Prctectbcdversty. Allhctelstctakepartnenvrcnmental-prctectcncrtree-plantngntatves.
LOCAL
COMMUNITIES
Suppcrtlccaleccncmcandsccal
develcpment.
LxtendthedstrbutcncfFartrade-MaxHavelaarprcducts.
lncreasethenumbercfprc|ectssuppcrtnglccalprcductcn.
PlantfcrthePlanetcb|ectvefcr20i2:fnancetheplantngcf3mllcntrees
thrcugh7refcrestatcnprc|ectswthstrcngsccalmpact.
Leadthefghtaganstsexualtcursm
nvclvngchldren.
FcrmalzetheCrcupsccmmtmentnallhcstccuntresnAfrca.Lxtend
theapprcachnLurcpe.Strengthenn-hcusetranngthrcughAcccrAcademys
AcccrManagerprcgram.
ldentfyrskscflccalccrruptcn.
Deplcythegudefcrccmbatngccrruptcntcraseawarenessandtranemplcyees
nbusnessethcswthneachskllscluster,busnesscrregcn.
Develcpandstructurescldartyntatves. lncreasethenumbercfprc|ectsnhcstccuntres.
Hanagngthesustauabledevelcpmentpeccess
(i)1hrcughtheseccmmtmentstcachevetsgcals,Acccrapplesthei0prncplescftheUntedNatcnsClcbalCcmpact.
99
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
Situation in 2006 2006-2010 results and 2010 highlights
Achievement
indicator
wcrk-relatedaccdentfrequencyrate:2i.i. wcrk-relatedaccdentfrequencyrate:i3.6.
Surveycfthecurrentstuatcnwthregardtcrasngemplcyee
awarenesscfHl\/AlDSpreventcn.
CreatcncftheAC1-Hl\tccln2007andsubsequentdeplcymentand
mplementatcncfnatcnalactcnplansn32ccuntres.40,000emplcyees
tranedn20i0.
Defntcncfamnmumpackagecffernghealthnsuranceand
deathbeneftstcemplcyeesandtherfamlesnAfrca,fcllcwng
a2005-audtcflccalhealthcaresystems.
Ongcngrevewcfexstngccverageandextenscncfhealthcareandcther
ccverage,dependngcnlccalneeds.8eneftsncludensuranceanda
ccmpleterangecfhealthcareccverage,ncludngrcutnecare,hcsptalzatcn,
materntybeneftsandeyecare.
ln2005-2006,mcrethan50,000emplcyeestcckpartnannternal
cpncnsurvey.86%cfthepecplesurveyedsadtheywereprcudtc
wcrkfcrAcccr.
ln200-20i0,6,340emplcyeestcckpartnannternalcpncnsurvey
crganzedntheruntandcccrdnatedatccrpcratelevel.
86%cfthepecplesurveyedsadtheywereprcudtcwcrkfcrAcccr.
lncluscncftheAcccrSustanablePrccurementCharter
nnternatcnalccntractsandnnatcnwdeccntracts
nthreeccuntres.
StrengthenngcftheAcccrSustanablePurchasngCharterandncluscn
cftheCharternnternatcnalandnatcnwdeccntracts.
Ncstructuredprcgramfcrsupplersnplaceyet.
lntegratcncfsustanabledevelcpmentcrteranallcallsfcrbds.
iiprccurementfamlesncludeprcductscertfednacccrdancewth
areccgnzedsustanabledevelcpmentstandard.Plctprc|ecttcassess
thesccalandenvrcnmentalperfcrmancecf53supplersandmplement
suppcrtplansfnecessary.
3,228hctelsapplytheAcccrHctelLnvrcnmentCharter,
representng78%cfthenetwcrk,cfwhch3%cfcwned
andleasedhctelsand4i%cffranchsedhctels.
3,706hctelsapplytheAcccrHctelLnvrcnmentCharter,representng0%
cfthenetwcrk,cfwhchi00%cfcwnedandleasedhctelsand73%
cffranchsedhctels.LghtLnvrcnmentCharteractcnsverfedthrcugh
qualtyaudtsn2,i46hctels.
Ncprcgramtalcredtccffcesnplaceyet.
lntrcductcncftheAcccrOffcesLnvrcnmentChartertccffcesn2008
andwdespreaddeplcyment.
207hctelscertfed,5%cfthenetwcrk.
45hctelscri2%cfthenetwcrkwthlSOi400i,LarthCheckcrCreenKey
Lcc-Patng(Mctel6)certfcatcn.i05hctelsntheprccesscfbengcertfed.
UsecfwccdcertfedbytheFcrestStewardshpCcuncl(FSC)
crthePrcgrammefcrtheLndcrsementcfFcrestCertfcatcn
(PLFC)fcrfurnturenbsandNcvctelrccms.
Systematcallyntegrateecc-desgncrterantcprcductsandrccms,partcularly
nstandardzedbrandshctels.ln20i0:ntheUntedStates,Mctel6Ncrthlake
cbtanedLeadershpnLnergyandLnvrcnmentalDesgn(LLLD)certfcatcn;
nFrance,theallseascns1rcyesCentrewasdesgnednccmplancewth
Frances88Cenvrcnmentalstandards,andecc-desgncrterawereused
fcrthenewLentremealtray,whchsfullybcdegradableandrecyclable.
Peferenceyear.
Peductcncf5.5%perrccmccmparedwth2006(basedcnaccnstantsccpe
cfrepcrtngcfi,582cwnedandleasedhctels).
73%cfcwnedandleasedhctelsequpped
wthenergy-effcentlamps.
85%cfcwnedandleasedhctelsequppedwthenergy-effcentlamps.
4ihctelsnLurcpeequppedwthsclarthermalpanelsthat
prcducehctwater.
ii6hctelsequppedwthsclarthermalpanelsthatprcducehctwater.
Peferenceyear.
i2%waterccnsumptcnreductcnpercccupedrccmncwnedandleased
hctels(basedcnaccnstantsccpecfrepcrtngcfi,582cwnedandleasedhctels).
7%cfcwnedandleasedhctelsequppedwthflcwregulatcrs. 3%cfcwnedandleasedhctelsequppedwthflcwregulatcrs.
45%cfcwnedandleasedhctelsrecyclepaper,cardbcardandglass. 53%cfcwnedandleasedhctelsrecyclepaper,cardbcardandglass.
53%cfcwnedandleasedhctelsprccessbatteresandccmpact
flucrescenttubesandlghtbulbs.
88%cfcwnedandleasedhctelsprccessbatteresandccmpactflucrescent
tubesandlghtbulbs.
Mcrethan450hctelsservecrgancprcducts. Mcrethani,i00hctelscffercrgancprcducts.
Mcrethan2,000hctelsserveecc-labeledprcducts. Mcrethan2,550hctelscfferecc-labeledprcducts.
50%cfhctelstakepartnenvrcnmental-prctectcn
crtree-plantngntatves.
76%cfhctelstakepartnenvrcnmental-prctectcncrtree-plantngntatves.
Fartradeprcductsservednhctelsni7ccuntres.Amcuntcf
fartradeprcductspurchasedbyAcccrhctelsnFrance:i87tcnnes.
Fartradeprcductsservednhctelsn2iccuntres.Amcuntcffartrade
prcductspurchasedbyAcccrhctelsnFrance:335tcnnes.
Oneprc|ectwthNCOAgrsudlnternatcnalnCambcda.
Suppcrttc70farmcccperatves.
Fcurprc|ectswthNCOAgrsudlnternatcnal,nCambcda,Mcrccccand
8razl.Suppcrttc300farmcccperatves.
Prc|ectlaunchedn200.lnAprl20ii:i,200hctelsn37ccuntresnvclved
andi.7mllcntreesfnanced.
N/A
Acccrteamsni6ccuntres,ncludngtwcnLurcpe,havesgned
theChldPrctectcnCcdecfCcnductdraftedbyLCPA1andthe
wcrld1cursmOrganzatcn.6,000emplcyeestranedbetween
2003and2006(2,000peryear).
Acccrteamsn33ccuntres,ncludngi2nSub-SaharanAfrcaand6
nLurcpe,havesgnedtheChldPrctectcnCcdecfCcnductdraftedbyLCPA1
andthewcrld1cursmOrganzatcn.50,000emplcyeestranedbetween2006
and20i0(i0,000peryear).
Preparatcncfann-hcusegudecnpreventngccrruptpractces.
Analysscftherevenuebreakdcwnccmparedtcfndngsnthe
1ransparencylnternatcnalsCcrruptcnPerceptcnlndex.
Cudetcpreventngccrruptpractcesfnalzedandsenttcallmanagers.
Numercusccmmuntysuppcrtntatvesundertakenby
emplcyees.
CreatcncftheAcccrCcrpcrateFcundatcnn2008tcsuppcrtemplcyees
prc|ects.ln20i0,42prc|ectsfnancedni4ccuntresthrcughtheAcccr
CcrpcrateFcundatcn,wththesuppcrtcfmcrethan3,000emplcyees.
Annualbudget:imllcn.
Pesultmeetngcrexceedngtargetcb|ectve. Pesultclcsetccb|ectvecrshcwnggenuneprcgress. Areacfmprcvement.N/A Ncccmparscnwthprevcusyears.
100
P
k
F
0
k
M
A
N
C
I
N
I
C
A
T
0
k
S
CecupenvecnHental
nocafcrs
lndcatcrsccrrespcndngtcHctelLnvrcnmentCharteractcn
pcntsaremarkedwtha .Unlessctherwsespecfed,these
ndcatcrsccncernallAcccrhctelswcrldwde,wththeexceptcn
cfAdagcCtyAparthcteluntsandLentrefacltes.
1halassasea&spafacltesapplythesameCharteractcns
asthehctelstcwhchtheyareattachedandtherdataare
ccnscldatedalcngwththcsecfthehctel.Pesultsareexpressed
asapercentageccmparngthenumbercfhctelsmplementng
agvenactcntcthetctalnumbercfhctelsapplyngtheCharter.
Scmeactcnpcntsapplycnlytchctelsequppedwthspecal
facltes,suchasarestaurantcrlaundry.lnthscase,thepercentage
cfhctelshavngmplementedtheseactcnsscalculatedbased
sclelycnthetctalnumbercfhctelsccncerned.
lndcatcrsfcrwater,energyandgreenhcusegasemsscnsare
markedwth and,unlessctherwsespecfed,ccncern:
hctelsnLurcpe,NcrthAmerca,LatnAmerca&theCarbbean,
Asa,Pacfc,Afrca&Mddle-Last;
Lentrescperatcns(thePlasrprcductcnfacltyaswell
asshcpsandrestaurantsnFrance).
Franchsedhctels,AdagcCtyAparthcteluntsand
1halassasea&spafacltesarenctncludednthesccpe
cfrepcrtng.lnall,2,7i7hctelsrepcrtedwater,energyand
greenhcusegasndcatcrs.Datawereaudtedwhenrepcrted
byLrnst&Ycung.
WATER
AND ENERGY
France Rest of Europe North America
Latin America
and Caribbean
Asia Pacific
Africa
Middle East
Total
2010
Total
2009
Change at
comparable
scope of
reporting
owned managed owned managed owned managed owned managed owned managed owned managed owned managed
Numberefhete|s 634 32 676 81 653 12 72 91 43 178 58 69 45 91 2,735 2,845 2,540
(1)
Lnergyused(Mwh) 682,663 53,5i i,i3,40 223,463 578,387 ii0,37 i00,88i i37,ii5 48,583 i,20i,032 i45,522 2i4,38 4,08i 463,633 5,i3,2i8 4,43,820 +6%
waterused(thcusandscfcu.m) 4,027 287 5, i,046 ,226 682 i,02i i,34 46 i3,23i i,775 2,753 78 3,57 46,868 44,035 i%
GREENHOUSE
GAS EMISSIONS
France Rest of Europe North America
Latin America
and Caribbean
Asia Pacific
Africa
Middle East
Total
2010
Total
2009
Change at
comparable
scope of
reporting
owned managed owned managed owned managed owned managed owned managed owned managed owned managed
Numberefhete|s 634 32 676 81 653 12 72 91 43 178 58 69 45 91 2,735 2,845 2,540
(1)
Drectemsscns
(tcnnescfCO
2
equvalent)
44,850 4,08i 80,555 20,68i 5i,407 ,373 5,36 ,050 4,657 80,72 5,575 5,3i7 2,83 i,i7 30,60 324,3i3 6%
lndrectemsscns
(tcnnescfCO
2
equvalent)
37,7i0 2,85 330,373 47,7i7 i5,iii 33,776 i6,763 20,06i 20,i34 520,52i 65,002 i23,482 28,608 2ii,672 i,648,585 i,608,68 +3%
(i)Numbercfhctelsrepcrtngnbcthyears.
101
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
MANAGING ENERGY USE France
Rest
of Europe
North
America
Latin
America and
Caribbean
Asia Pacific
Africa
Middle East
Scope of
reporting
2010
Scope of
reporting
2009
Change at
comparable
scope of
reporting
Numberefhete|s 1,265 881 859 165 215 187 133 3,705 3,519 3,315
(1)
Setcb|ectvesfcrreducnguse 77% 85% 3% i% 83% 63% 3% 83% 8i% +i0%
Mcntcrandanalyzemcnthlyuse 88% 6% 8% 6% 6% 82% 8% i% i% +6%
Lstpctentaltechncalmprcvements 4i% 67% 7% 75% 87% 62% 83% 67% 64% +ii%
Organzepreventvemantenance 84% 3% 2% 3% 2% i% 6% 0% 8% +7%
Useccmpactflucrescentlampsfcrrcund-the-clccklghtng 73% 84% 8% 84% 74% 80% 68% 82% 7% +i0%
Usedccmpactflucrescentlghtbulbsnrccms 67% 7i% 7% 8i% 65% 7% 72% 76% 7i% +i2%
lnsulateppescarrynghct/ccldfluds 78% 8% 83% 87% 82% 77% 3% 83% 80% +%
Useenergy-effcentbclers 4i% 62% 5% 67% 60% 38% 50% 53% 4% +i3%
Useenergy-effcentar-ccndtcnngsystems 33% 43% 6% 48% 50% 30% 6i% 48% 45% +i2%
MANAGING WATER USE France
Rest
of Europe
North
America
Latin
America and
Caribbean
Asia Pacific
Africa
Middle East
Scope of
reporting
2010
Scope of
reporting
2009
Change at
comparable
scope of
reporting
Numberefhete|s 1,265 881 859 165 215 187 133 3,705 3,519 3,315
(1)
Setcb|ectvesfcrreducnguse 70% 78% 8% 87% 74% 54% 2% 7% 77% +i0%
Mcntcrandanalyzemcnthlyuse 88% 7% 0% 3% 4% 7% 6% i% i% +6%
Useflcwregulatcrscnfaucets 7% 8% 5% 82% 7% 74% 8i% 85% 7% +i3%
Useflcwregulatcrscnshcwers 73% 8% 0% 78% 7i% 83% 76% 82% 78% +i0%
Usewater-effcenttclets 63% 75% 6% 72% 78% 72% 70% 6% 67% +8%
Suggesttccustcmersthattheyreusetcwels 82% 0% 6% 8% 8i% i% 8% 88% 87% +8%
Suggesttccustcmersthattheyreusesheets 62% 7i% 7% 67% 87% 84% 76% 75% 76% +6%
PROTECTING
THE OZONE LAYER
France
Rest
of Europe
North
America
Latin
America and
Caribbean
Asia Pacific
Africa
Middle East
Scope of
reporting
2010
Scope of
reporting
2009
Change at
comparable
scope of
reporting
Numberefhete|s 1,265 881 859 165 215 187 133 3,705 3,519 3,315
(1)
LlmnatenstallatcnsccntanngCFCs 44% 70% i% 5% 52% 52% 7i% 64% 6i% +i0%
\erfythatequpmentccntanngCFCs,HCFCs
andHFCssleak-prccf
53% 82% 2% 78% 7i% 74% 85% 73% 75% +4%
(i)Numbercfhctelsrepcrtngnbcthyears.
102
P
k
F
0
k
M
A
N
C
I
N
I
C
A
T
0
k
S
MANAGEMENT OF HAZARDOUS
INDUSTRIAL WASTE
France
Rest
of Europe
North
America
Latin
America and
Caribbean
Asia Pacific
Africa
Middle East
Scope of
reporting
2010
Scope of
reporting
2009
Change at
comparable
scope of
reporting
Numberefhete|s 1,265 881 859 165 215 187 133 3,705 3,519 3,315
(1)
Dspcsecfhctelbatteressafely 2% 4% 3% 83% 70% 55% 5i% 88% 87% +7%
Dspcsecfcustcmerbatteressafely 73% 67% 74% 75% 5i% 22% i7% 66% 60% +i7%
Pecycleelectrcalandelectrcncapplances 66% 87% i5% 57% 56% 4i% 2% 56% 5i% +i5%
Pecycletcnercartrdges 6% % 0% 86% 7% 83% 70% 2% 2% +6%
Dspcsecfccmpactflucrescenttubesandlghtbulbssafely 82% 4% 3% 7i% 77% 54% 35% 83% 80% +ii%
WASTE RESOURCE RECOVERY France
Rest
of Europe
North
America
Latin
America and
Caribbean
Asia Pacific
Africa
Middle East
Scope of
reporting
2010
Scope of
reporting
2009
Change at
comparable
scope of
reporting
Numberefhete|s 1,265 881 859 165 215 187 133 3,705 3,519 3,315
(1)
Pecyclepaper/cardbcardpackagng 75% 2% 44% 83% 78% 84% 64% 72% 6% +%
Pecyclepaper,newspapersandmagaznes 64% 4% 40% 0% 8% 80% 62% 6% 63% +i4%
Pecycleglasspackagng 6% 3% 34% 83% 77% 72% 65% 68% 65% +i0%
Pecycleplastcpackagng 40% 76% 38% 87% 7% 72% 58% 55% 4% +i6%
Pecyclemetalpackagng 35% 7i% 48% 85% 78% 60% 42% 53% 4% +i4%
Pecyclecrgancwastefrcmrestaurants % 55% 26% 26% 5% 26% 23% 34% 34% +4%
Pecyclegreenwastefrcmlawnsandgardens 67% 70% 26% 34% 48% 54% 42% 5i% 48% +i2%
Organzewastescrtngnhctelrccms i4% 20% 24% 68% 57% 35% 35% 24% 22% +i7%
REDUCING WASTE UPSTREAM France
Rest
of Europe
North
America
Latin
America and
Caribbean
Asia Pacific
Africa
Middle East
Scope of
reporting
2010
Scope of
reporting
2009
Change at
comparable
scope of
reporting
Numberefhete|s 1,265 881 859 165 215 187 133 3,705 3,519 3,315
(1)
Lmttheusecfdspcsablepackagngfcrhctelsupples 43% 5% i% 52% 73% 4% 53% 44% 37% +23%
Lmtndvdualpackagngfcrhygeneprcducts 45% 50% % 38% 52% 2i% 25% 57% 50% +20%
WASTEWATER France
Rest
of Europe
North
America
Latin
America and
Caribbean
Asia Pacific
Africa
Middle East
Scope of
reporting
2010
Scope of
reporting
2009
Change at
comparable
scope of
reporting
Numberefhete|s 1,265 881 859 165 215 187 133 3,705 3,519 3,315
(1)
Ccllectccckngcl 5% 3% 65% 85% 6i% 8i% 83% 87% 2% 0.3%
Ccllectfats 5% i% 65% 87% 77% 88% 87% 0% 2% +3%
103
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
ENVIRONMENTAL MANAGEMENT France
Rest
of Europe
North
America
Latin
America and
Caribbean
Asia Pacific
Africa
Middle East
Total
2010
Change
2009-2010
Averagenumberefactiensdep|eyed 37 43 43 40 35 38 37 40 +1actienpeint
RAISING EMPLOYEE AWARENESS France
Rest
of Europe
North
America
Latin
America and
Caribbean
Asia Pacific
Africa
Middle East
Scope of
reporting
2010
Scope of
reporting
2009
Change at
comparable
scope of
reporting
Numberefhete|s 1,265 881 859 165 215 187 133 3,705 3,519 3,315
(1)
Paseenvrcnmentalawarenessamcngemplcyees 0% 3% 88% 88% 7% 83% 7% 0% 8% +7%
lntegrateenvrcnmentalprctectcnntcall|cbcategcres 86% 4% 5% 0% 85% 87% i% 0% 86% +ii%
RAISING CUSTOMER AWARENESS France
Rest
of Europe
North
America
Latin
America and
Caribbean
Asia Pacific
Africa
Middle East
Scope of
reporting
2010
Scope of
reporting
2009
Change at
comparable
scope of
reporting
Numberefhete|s 1,265 881 859 165 215 187 133 3,705 3,519 3,315
(1)
Paseenvrcnmentalawarenessamcngcustcmers 74% 87% 7% 2% 88% 88% 88% 86% 7% +8%
Prcvdecustcmerswthenvrcnmentally-frendly
transpcrtatcnalternatves
54% 76% 67% 32% 6% 73% 2% 62% 64% 5%
BIODIVERSITY France
Rest
of Europe
North
America
Latin
America and
Caribbean
Asia Pacific
Africa
Middle East
Scope of
reporting
2010
Scope of
reporting
2009
Change at
comparable
scope of
reporting
Numberefhete|s 1,265 881 859 165 215 187 133 3,705 3,519 3,315
(1)
Peducetheusecfnsectcdes 52% 7i% 7i% 73% 72% 5% 7i% 65% 5% +i3%
Peducetheusecfherbcdes 44% 65% 70% 68% 57% 56% 6% 5% 54% +i3%
Peducetheusecffungcdes 32% 6i% 66% 66% 53% 48% 60% 52% 4% +ii%
Usecrgancfertlzers 55% 63% 47% 78% 54% 63% 7% 57% 55% +7%
Chccseplantssutabletcthelccalenvrcnment 65% 75% 82% 8% 7i% 80% 4% 75% 67% +i7%
Plantatleastcnetreeayear 53% 60% 88% 80% 72% 72% 85% 67% 68% +5%
Suppcrtalccalenvrcnmentalntatve 27% 5i% 4% 73% 7% 57% 80% 46% 46% +7%
104
P
k
F
0
k
M
A
N
C
I
N
I
C
A
T
0
k
S
HUMANPLSOUPCLSlNDlCA1OPS
thewcHenandtuemeucftcccr,
nrrance
Cense|idatedCerperatekepertFrance
lnccmplancewthFrenchlegslatcn,thsPepcrtccnscldatesdatafrcmthe20i0ccrpcraterepcrtspreparedbyFrenchsubsdaresthat
areatleast50%-cwnedandthathaveatleast300emplcyees.lnall,theCcnscldatedCcrpcratePepcrtncwccvers77%cfAcccremplcyees
nFrance.1hssamesccpehasbeenusedfcrmcstcfthendcatcrsshcwnnthefrsttable.1hePepcrtccncernsi6,044emplcyeesnservce
atDecember3i,20i0,rrespectvecfthetypecfemplcymentccntract.
NUMBER OF EMPLOYEES December 31, 2009 December 31, 2010
1ctalnumbercfemplcyees
(i)
i7,i7 i6,044
Percentagecfwcmen 54.7% 56.4%
Percentagecfmen 45.3% 43.6%
Averagemcnthlynumbercfemplcyees i8,300 i6,ii
Numbercffull-tmeemplcyeesunderpermanentccntracts i3,560 ,764
Numbercfpart-tmeemplcyeesunderpermanentccntracts 3,637 4,654
Numbercfemplcyeesunderfxed-termccntracts i,50 i,626
Numbercfncn-FrenchemplcyeeswcrkngnFrance
(2)
Asa%cftctalemplcyees
2,373
i3.8%
2,032
i2.7%
(i)AllemplcyeescnthepayrcllatDecember3i,regardlesscffthetypecfemplcymentccntract.
(2)Numbercfncn-FrenchemplcyeeswcrkngnFrance.
HIRING December 31, 2009 December 31, 2010
Numbercfperscnshredunderpermanentccntracts 2,056 3,00i
Percentagecfwcmen 46.7% 4.6%
Percentagecfmen 53.3% 50.4%
Numbercfperscnshredunderfxed-termccntracts 7,33 8,36
Numbercfpecpleunder25hred 4,46 5,74
105
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
HEALTH AND SAFETY CONDITIONS December 31, 2009 December 31, 2010
NumbercfmeetngscfHealth,SafetyandwcrkngCcndtcnsCcmmttees 687 567
Numbercfemplcyeesrecevngcnstesafetytranng 5,7i4 5,i7
EMPLOYEE RELATIONS December 31, 2009 December 31, 2010
Ccllectveagreementssgnedn20i0 30 28
1ctalhcursusedfcremplcyeedelegateactvtes i,873 80,738
Numbercfmeetngswthemplcyeerepresentatves i,84 i,683
EMPLOYEE BENEFITS December 31, 2009 December 31, 2010
ScldartyFund
lni4,ascldartyfundwassetupnFrancetcprcvdeadmnstratvecrfnancalassstancetcemplcyeesfaced
wthma|crfnancalcrfamly-relateddffcultesthattheycannctcverccmealcne.
wcrksCcunclbeneftsbudget(nmllcnscfeurcs) 2 2
COMPENSATION December 31, 2009 December 31, 2010
200dscretcnaryprcft-sharespadn20i0
Numbercfbenefcares
(i)
Averagegrcssamcuntperbenefcary(n)
23,008
685
i8,804
86
200ncn-dscretcnaryprcft-sharespadn20i0
Specalemplcyeeprcft-sharngreserve,net(nmllcns)
Numbercfbenefcares
(i)
Averagenetamcuntperbenefcary(n)
i7
30,037
57i
6
27,862
20
(i)Amcngemplcyeeswhcwcrkedatleastthreemcnthsntheyear.
ABSENTEEISM RATE
(1)
BY CAUSE December 31, 2009 December 31, 2010
Sckleave 6.5% 6.2%
wcrkplaceandccmmutngaccdents i.5% i.4%
Maternty,paterntyandadcptcnleave 0.3% 0.3%
Padleavefcrfamlyreascns 0.4% 0.4%
Unpadleave(unpadvacatcn,parentalleave) 3.6% 3.2%
Teta| 12.2X 11.5X
(i)Numbercfdayscfabsencedvdedbynumbercfthecretcalwcrkngdays.
106
P
k
F
0
k
M
A
N
C
I
N
I
C
A
T
0
k
S
HUMANPLSOUPCLSlNDlCA1OPS
thewcHenandtuemeucftcccr,
wcrldwde
AscfDecember3i,20i0,Acccremplcyedi43,3pecple,ccmparedwthi44,42iayearearler.Anewhumanrescurcesrepcrtng
systemwasdeplcyednthefrsthalfcf20i0tcccllect,prccessandccnscldatecurhumanrescurcesndcatcrs.1hsrevampalsccffered
ancppcrtuntytcrevewallcfcurhumanrescurcesndcatcrsandtherdefntcns.wcrkfcrcendcatcrsccntnuetcbebasedcntheaverage
numbercfemplcyeesfcrtheyear.1hesccpecfrepcrtngsstllfull-sccpe,whchncwccvers:
allfull-andpart-tmeemplcyees,rrespectvecfthenumbercfhcursspentcnste(excludesccntngentwcrkers,nterns
andtempcrarywcrkers);
tctalheadccuntcfsubsdaresanduntsmanagedbyAcccrunderccntract.Full-sccpedatadcnctreflectuntsnwhchAcccrhclds
astakebutsnctrespcnsblefcrmanagngtheteams.Franchsedhctelsarenctncluded.
EMPLOYEES OF MANAGED BUSINESSES
AT DECEMBER 31, 2010
France
Rest
of Europe
North America
Latin America
and Caribbean
Rest
of the world
Total
2010
Total
2009
Pete|s 18,621 27,332 18,343 9,902 67,406 141,604 139,717
UpscaleandMdscaleHctels i2,02i 20,74 3,42 7,368 60,508 i08,282 i04,363
LccncmyHctels 6,600 6,358 2,534 6,88 22,30 20,3i0
USLccncmyHctels i4,85i i4,85i ii,i25
0therbusinesses 2,335 2,335 4,704
Pestaurants i,200 i,200 i,544
Onbcardtranservces i,57
Other i,i35 i,i35 i,203
T0TAL 20,956 27,332 18,343 9,902 67,406 143,939 144,421
107
A
C
C
0
k
2
0
i
0
A
N
N
U
A
L
P
L
P
O
P
1
HUMAN RESOURCES INDICATORS BY REGION
AT DECEMBER 31, 2010
France
Rest
of Europe
North America
Latin America
and Caribbean
Rest
of the world
Total
2010
Total
2009
NbM8k0FMPL0YS 20,956 27,332 18,343 9,902 67,406 143,939 144,421
%wcmen 57% 56% 70% 50% 40% 50% 49%
%men 43% 44% 30% 50% 60% 50% 51%
%underpermanentccntract 86% 80% i00% 4% 67% 78% 85%
%wcmen 56% 56% 70% 5i% 40% 51% 49%
%men 44% 44% 30% 4% 60% 49% 51%
Lmplcyeesbyage
Under25
25tc34years
35tc44years
45tc54years
Over55years
i7%
33%
26%
i8%
6%
20%
35%
22%
i7%
6%
i%
27%
23%
20%
ii%
22%
42%
24%
i0%
2%
2i%
4i%
24%
ii%
3%
20%
37%
24%
14%
5%
20%
36%
24%
15%
5%
Lmplcyeesbysencrty
Under6mcnths
6mcnthstc2years
2tc5years
5tci0years
Overi0years
i4%
i3%
23%
24%
26%
i0%
2i%
28%
i8%
23%
2%
26%
22%
i3%
i0%
i8%
2%
2%
i6%
8%
i%
2%
27%
ii%
i4%
18%
25%
26%
15%
16%
15%
28%
24%
33%
Management
%cftctalwcrkfcrce
(i)
24% i7% 7% ii% 20% 18% 16%
%wcmen 47% 48% 53% 47% 38% 43% 43%
%men 53% 52% 47% 53% 62% 57% 57%
Managersbyage
Under25
25tc34years
35tc44years
45tc54years
Over55years
2%
33%
36%
23%
6%
3%
35%
34%
20%
8%
3%
25%
2%
2%
i4%
4%
46%
30%
i6%
4%
6%
4i%
34%
i5%
4%
5%
38%
34%
18%
5%
4%
34%
35%
20%
7%
1ranng
1ranngexpendtureasa%cftctalpayrcll 2.0% 2.i% i.i% 3.2% i.% 1.9% 2.4%
Numbercfdayscftranng 28,826 3,636 i3,700 3i,278 227,864 341,304 311,070
Numbercfdayscftranngfcrmanagers i2,734 i2,i04 7,5 5,586 58,62 97,111
Numbercfdayscftranngfcrncn-managers i6,02 27,532 5,705 25,62 i6,i72 244,193
Numbercfemplcyeeshavngattended
atleastcnetranngccurse
i0,327 i8,04 4,630 i0,207 66,25 110,183 131,075
Numbercfmanagershavngattended
3,48 4,025 i,447 i,265 i4,368 24,603 22,962
Numbercfncn-managershavngattended
6,82 i4,06 3,i83 8,42 52,557 85,580 108,113
Averagenumbercfdayscftranng
(2)
i.4 i.5 0.7 3.2 3.4 2.4 2.2
Occupatcnal
accdents
Lcst-tmencdentfrequencyrate(L1lF)
(3)
13.6 18.2
Numbercffatalaccdentsnthewcrkplace 0 0 0 0 2 2 3
Numbercffatalaccdentsccmmutng 0 0 0 i 6 7 2
(i)Amanagersdefnedasanemplcyeewhcmanagesateamand/crhasahghlevelcfexpertse.
(2)1ctalnumbercfdayscftranngdvdedbythetctalwcrkfcrce.
(3)Numbercfwcrkplaceaccdentswthlcsttme(asdefnednacccrdancewthlccallegslatcn)permllcnhcurswcrked.
108
C
0
k
P
0
k
A
T
I
k
C
T
0
k
Y
Ccepcrate
drectcry
Accor Asia-Pacific
250 North Bridge Road
#31-02/03/04
Raffles City Tower
Singapore 179101
Singapore
Tel.: + 65 (2) 6408 8888
Fax: + 65 (2) 6820 7082
accer.cem
accerhete|s.cem
AcccrCustcmerCcntactCenter
31, rue du Colonel-Pierre-Avia
75904 Paris Cedex 15
France
Tel.: + 33 (0)8 25 88 00 00
accerhete|s.cem
HeadOffce
2, rue de la Mare-Neuve
91021 vry Cedex
France
Tel.: + 33 (0)1 61 61 80 80
Fax: + 33 (0)1 61 61 79 00
accer.cem
Executive Management
Immeuble Odyssey
110, avenue de France
75210 Paris Cedex 13
France
Tel.: + 33 (0)1 45 38 86 00
Fax: + 33 (0)1 45 38 71 34
accer.cem
Accor North America
4001 International Parkway
Carrollton, Texas 75007
United States
Tel.: + 1 972 360 9000
Fax: + 1 972 360 5821
accer.cem
accer-na.cem
accerhete|s.cem
Accor Latin America
Avenida das Naes Unidas,
7815 Pinheiros
05425 905 So Paulo SP
Brazil
Tel.: + 55 (0)11 3818 6200
accer.cem
accerhete|s.cem
1hedccumentwaswrttenandprcducedbytheAcccrCcmmuncatcnandLxternalPelatcnsDepartment.
Design and layout:
Photo credits:A.Mllct,A.\eldman,Allrghtsreserved,8.Carletcn,8.Dufcur,8.Matlak,8.Peters,8.wenkelmann,C.Llly,C.Lung,C.l.Lard,D.Hudscn,
Dversey,DPLentre,L.Angelell,L.8erenguer,L.Cuvller,LasyUnted,F.Charaff,F.Caudrct,F.Pambert,FctcstudcAndcrfer,C.Atken,
C.Lung,C.1rllard,C.Ulungwcakscnc,Cettymages,H.l.Free,l.8letta,l.8urlct,l.C.Ccmas,l.Lebar,l.Malncwsk,l.Y.Cuca,l.D.Martn,l.F.Chapus,
l.F.Dercubax/Camma/Lyedea,l.M.Smcnnet,l.Y.Cuca,L.8unnag,L.Selvas,M.Arcmcwcz,M.8ertrand,M.Cabdrakhmancv,M.Pecheur,
Mattcn,P.Stuckngs,P.L.Pastcn,Ph.wang,MaxHaavelarphctcgraphclbrary,P.Ccrtn,P.Lascn,P.Optch,S.Detalle,S.Kraus,S.Pbera,SanyaLnha
PealLstateDevelcpmentLtd,ScldarteFemnne,StcckPhctcgraphy,\.Pcmerc,w.Sngnc,wdevscnPhctcgraphy/8ernard\andenLynde,Y.Dcn,
Y.Fcrester,Z.lQang.
1hepapercnwhchthsdccumentsprntedwasmadewthwccdpulpfrcmrespcnsblymanagedfcrests.
PrntednFrancebyaPLFC-certfedprnter.
Copywriting:Antcne8lachez.
acccr.ccm
facebcck.ccm/Acccr

2010 Annual Report Accor

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

2010 Annual Report Accor

Uploaded by

Copyright:

Available Formats

2010ANNbALkP0kT

the Audit and Risks Committee, now comprising

the Commitments Committee, comprising

the Compensation, Appointments and Corporate

inFrance,tcccmbatllteracy.Htel la lettre saprcgram

You might also like