The Nextup project, launched in November 2009 has a goal to reposition the Novotel brand on the “Upper midscale segment”. This new strategy focuses on 4 primary axes related to customer service: Online service, reorganized public areas, rooms and restaurant. This global repositioning movement can only succeed with parallel support from human resources. This is the vocation of the project called Move Up, begun two years ago at the group Accor. Spotlight on a very elaborate campaign with a global vocation, winner in the Human resources category of the Hospitality Awards 2011.
NextUp is the name of the new brand project elaborated by operations, Human resources and Marketing teams at Novotel. Launched in November 2009, it lays the milestones for renewing the brand whose goal is to become the European reference on the «upper midscale» segment. The project is based on the brand’s DNA, which is characterized in particular by constant innovation, with a parallel challenge to guarantee the coherence of its network.Moreover, steering and follow-up of the project are led by Novotel’s HR team and an international steering committee for Novotel’s Next Up project that meets 4 times a year. Follow-up tools and specific control panels have been implemented and, to see how the project affects brand perception, questions concerning Move Up are now included in Novotel’s opinion surveys. The goal is clearly set forth by the HR teams at the headquarters: successfully deploy the program by the end of the year 2011 to all 400 hotels worldwide, meaning 30,000 collaborators.The brand’s new project is built around : a new customer promise: «Novotel, the best way to relax and reenergize» and 9 strategic axes of which 4 are developed around the customer’s experience and 5 are transversalThe goal of the new approach is to recentralize the global human resources policy in function of the evolution of the environment and new employee expectations. It is based on an obvious fact in the hospitality world: employees lie at the core of any brand project. Its implementation took place in 5 successive phases.Baptized Move Up (Move for the shift and development of skills and mobility and Up to echo Next Up signifying the direction of the action, the professional ladder) the goal of the campaign is three-fold:
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