Accor Wins THPT Prize for Lockdown Marketing

Main Photo: The Accor re-opens with their All Stay Well campaign

Date: June 2020

Location: Global

Name: Accor

No. of Keys: 800,000 or so

What did they do: Produce some great YouTube marketing for when it all comes back. As at end of April 2020, Accor says it can see “initial signs of business recovery”, with 250 hotels having reopened.

The French hotel group said, in May  that “while operations are still challenging”, the relaxation of lockdown restrictions in France, along with measures announced by the government to support tourism in the country are “favourable elements”.

Accor added that revenue per available room (RevPAR) in China is showing some recovery – rival hotel group Hilton this week announced it had reopened all of its closed hotels in mainland China.

A total of 42 per cent of the Accor network is now operating.

Meanwhile Accor has signed an agreement with a consortium of five banks for a new €560m Revolving Credit Facility (RCF), complementing an undrawn €1.2bn RCF signed in July 2018.

It brings the group’s liquidity position to over exceeds €4 billion, which it says equates to over 40 months of operations under current market conditions.

By mid-June, they said that 70% of their global hotels would be re-open by July.

THPT Comment: Great marketing to accompany their hotel re-openings

First Seen: Luxury Travel Advisor

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