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David Esseryk, manager technological Innovations – Innovation& Design division – of the Accor Group

“Until now, we didn’t have a group policy for Pay TV. Today we have entered a period of consideration in order to improve its profitability in our hotels. A prototype of the room of the future, the concept room 1014 Paris Bercy, conceived and designed by Natacha Froger, includes a pilot test with Acentic. With the “In Room entertainment” project we are giving ourselves a year, until March 2009, to analyze results and de-fine what the future offer will be in terms of contents, image and sound. Today, we are investing to outfit our rooms with state of the art LCD screens. That means contents are imperative. The guest’s first reflex is to turn on the television upon entering the room, where he consumes 3.5 hours of television on average. Today, only 3 to 5% of guests are willing to pay a fairly high price to watch a movie, generally speaking adult films or American extravaganzas. On the other hand, they are perfectly willing to pay for more exclusive contents: events, sports, previews of series. With exception to hotels located at air-ports or other areas away from urban centers or other attractions, hotels have a hard time turning these investments to profit. This may be explained by the complexity of the purchase. The key to success is to simplify this procedure or seek another economic model with free contents, services such as access to weather or the front page of the newspaper from one’s home country upon waking. Connectivity is also an essential aspect of the multimedia offer. Our guests travel with their own tools and want to use them the same way they do at home. All our brands, from the hotel F1 to Sofitel, will be outfitted with the appropriate connection technology.”

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