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Accor cultivates its “Jardin extraordinaire”

5 min reading time

Published on 04/06/05 - Updated on 17/03/22

A major project involving 10,000 collaborators and over 1,200 properties, the “Jardin extraordinaire” was imagined by Accor as a collective reflection in the battle against the image of “soulless multinational chains” that were beginning to set their eyes on its three major economy brands. But what process hides behind this bucolic code name?

“We must stop thinking of our economy hotel clients as simple sleepers, and start seeing them more like journeymen,” declared Marco Pimentel, Marketing Director for Accor’s hotel division in reference to Ibis, Etap Hotel and Formule 1 during the Hotel Makers’ Forum in 2004. It is strictly in this...

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