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Hospitality ON Event - Awards

Worldwide Hospitality Awards

Thursday 21 November 2019 à 18:00

En cours - Best Concept

Accor

Campaign - The Loft – Accor new ephemeral and nomadic sleeping solution

The Loft is designed to offer guests immersive, unique and distinctive all-inclusive experiences to enjoy extraordinary moments right in the heart of an iconic venue or unforgettable events.

At Accor, the Innovation Lab is constantly pushing back boundaries to offer new experiences to meet our guests’ every need.

The Lab’s teams observe trends, design solutions and act as catalysts for in-house innovation. They now reveal their latest creation.

The Loft is designed as a nomadic, self-contained, upscale addition to the existing Flying Nest proposition, to reinforce the Group's positioning in the mobile pop-up accommodation market, with its roots in the heart of the Accor Live Limitless strategy.

Complementary, the two concepts offer unique, incredible and unforgettable experiences. The Loft has a strong community and tribe spirit with higher mobility and capacity of welcoming 6 hosts, whereas Flying Nest is a more exclusive and premium hotel room for 2. Both are designed to be fully immersive whatever the location.

The Loft concept is the result of a true co-construction between the Innovation Lab and other group’s teams such as Flying Nest, Design, Strategy, Consumer Markets Insights and Legal, amongst others. The Loft value proposition fits perfectly with Accor Augmented Hospitality strategy.

The Loft is both the result of an observation and a trend: the lack of hotel solutions that combine comfort and closeness to major events and travelers’ growing demand for out-of-the-ordinary experiences. It is the “hotel” coming to you.

The loft has what it takes to appeal to a wide range of travelers and offers an infinite variety of experiences, whether for VIP’s, a family trip, with friends or colleagues.

The Loft’s DNA is undeniably linked to the setting of its location, whether it is in the middle of a music festival or amidst the stunning setting of the Pays de Fayence. It can go anywhere easily and combines the Group’s hotel expertise with its sense of service. It is the result of a collaboration between Accor internal teams and external experts such as Gruau - the French vehicle conversion specialist -, designers of Penson Studio and D+B agency architects.

The Loft aims at meeting the triple objective of practicality, quality and stylish design. This mission resulted with an immensely impressive prototype that carefully balances space, weight and mobility, despite the technical constraints allowing it to be fully mobile – i.e. weighing less than 3.5 tones, being easily modular and carrying its own water and electricity autonomy. It is perfectly equipped and able to accommodate up to 6 people, in a fully functional, extremely comfortable, bright and airy upscale space within a sublime setting.

The Loft is highly mobile, moving easily from one place to another, to provide 30m² of almost entirely glass-covered living space. The Loft is also unique in being completely self-sufficient as regards water and electricity supply for its 6 guests on a 3-day stay.

This new prototype has been in its test phase since May 2019, traveling the roads to various types of event, including: the Showroom in the Artists Village of We Love Green Festival in Paris and playing host to journalists from Esquire magazine at Glastonbury in England, in partnership with Pop Up Hotel - luxury pop-up accommodation. T

he Loft has also welcomed ibis Music competition winners at Les and at the Sziget Festival in Budapest. The Loft has more recently been showcased for corporate incentives and B2B/B2C events in partnership with the event agency Okwide at the Saint-Cassien and Annecy Lakes.

These first months have allowed us to carry out surveys with various target groups and work on a partnership with the ibis France brand. The latter collaboration offered an all-inclusive package with sport activities and F&B in a more intimate setting, such as a night on a private beach or at the heart of a festival.

The guests interviewed loved the Loft and the experience. They emphasized its design quality and practicality, the comfort of its bedding and the upscale experience offered.

These tests have led to pinpoint the Loft’s strategy and identify its two main targets: on the one hand, the Loft will be used to serve Accor loyal customers as it is perfectly in line with our new loyalty program ALL - Accor Live Limitless. It will also contribute to reinforce Accor brands in their brand activations.

Beyond its commercial aspect, the Loft also has a strong marketing and communication value for the Group and demonstrates Accor ability to transform itself, showcase internal innovation and offer its guests an ever-increasing range of top quality, innovative experiences.

On the other hand, the Loft will target the B2B2C market of event agencies to propose all sort of events in sport, corporate incentives, made to measure as is the case with Okwide with whom we have partnered. As for scaling opportunities, working with the manufacturer GRUAU (which has industrial production capacities) would facilitate industrialization of the Loft to meet our ambitions and market.

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