Strategic Hospitality Management - A Plan for the Expansion of Accor Essay

Strategic Hospitality Management - A Plan for the Expansion of Accor - Essay Example So Europe as a whole (including France) has a total of about 50% of Accor’s business, but the Asian market has only 9%. Considering the populations of Asia and their growing middle class, this seems a somewhat skewed proportion with ample room for improvement. The proportions hotel business are as follows: As the company has been successful within the Economy sector it seems logical to plan for the future using the paradigm that has succeeded thus far. GOALS The Accor Board is planning on continued expansion with 10,000 rooms per annum over 2007/2008. This represents a fairly modest 2.2% rise per annum. This growth is planned across both established markets, such as in Europe and North America, and emerging markets in the developing world, such as Latin American, the Middle East, and Asia. PROPOSAL Established Markets Country The country chosen for expansion in the established market is Switzerland. The brand that will be expanded is the budget ETAP band. Switzerland is a logi cal and promising choice for the following reasons. 1)The Swiss economy is one of the most advanced in the world and has a broad range of economic activity, with a main focus on the banking and tourism sectors: â€Å"Switzerland’s economy is based on a highly qualified labor force performing highly skilled work. The main areas include micro-technology, hi-tech, biotechnology, and pharmaceuticals, as well as banking and insurance know-how. Most of the people working in Switzerland are employed by small and medium-sized enterprises.†