DALLAS, TX Accor S.A. has combined its multi-branded and previously freestanding North American divisions into one operating entity.
Accor Economy Lodging, which operates the Motel 6, Studio 6 and Red Roof Inns brands, and Accor North America, which operates the Sofitel and Novotel brands in North America, have been combined to create Accor Lodging North America (ALNA), based in Dallas, TX. As part of this realignment, Georges Le Mener, previously president/CEO of Accor Economy Lodging, has been appointed president/CEO of Accor Lodging North America, which contributes approximately 30% of Accors total profit worldwide.
According to Le Mener, the realignment of Accors North American operations also underscores Accors recently announced strategy to broaden consumer awareness of its international network of brands. He stated that, because the company historically has placed a greater emphasis on the individual identity of each of its brands, few consumers – especially in the United States – know the scale and breadth of Accor and its international offerings.
Now each of the brand logos will include the Accor name and identification, which will allow the company to cross market its brands and services regardless of destination or price preferences.
The company also plans to expand Accors development efforts in Mexico, where today two Novotels and two Ibis locations are under construction in Mexico City and Monterrey. In addition, Accor inked a development and management agreement for a 402-room Sofitel in Cancun, slated to open in November 2002 with an investment of approximately $60 million. (11/9/00)