Vanguélis Panayotis, president MKG Consulting, presented a geopolitical outlook of the hotel industry. The new players on the market - hybrid models and third-party managers - have made it possible to outline the importance of the brand/destination/quality triptych of the asset, which has become a real lever for creating value.
“This insight currently emerging. It is clear that we are shifting from traditional to more holistic methods. We are upping our game.”
Regarding performance, the ranking of the top ten hotel groups worldwide – which was subject to the impact of mergers, acquisitions and consolidations in recent years – is relatively static on January 1, 2018. The leaders are tightening their ranks and leaving little room for change.
Despite Wyndham Worldwide’s acquisitions and sales in recent weeks – the acquisition of La Quinta (+ 100,000 rooms) and AmericInn (+ 12,000 rooms) as well as the sale of Knights Inn - the hotel group remains behind the Anglo-Saxon InterContinental Hotels Group. AccorHotels, meanwhile, is gaining strength in Asia-Pacific, particularly in New-Zealand, with the acquisition of Mantra Group (+ 17,000 rooms), confirming its targeted acquisition strategy.
Moreover, brands are changing their territories and giving way to a phenomenon of acquisitions of corporate models with Best Western acquiring Sweden Hotels, AccorHotels acquiring Mantis, Jin Jiang / Louvre Hotels Group acquiring Hotel & Préférences and pre-fusion Starwood, Marriott International with Design Hotels. In just a few years, the logic of soft branding has entered operations at major traditional hotel groups.
From 2013 to 2015, the dynamic was essentially driven by groups beneath the top 10. But in the last three years, mergers and consolidations have proved that the top 10 have entered an acceleration phase.
In Europe, change is slow. The most noteworthy movement is that of Fattal Hotels which climbed from 28th to 19th position thanks to the acquisition of Jurys Inn. Moreover, B&B Hotels acquired SIDORME and Scandic acquired Cumulus thereby strengthening their geographic positions. At the other end of the spectrum of the global ranking, a dynamic is taking shape beneath the ranking.
In light of the composition of...
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