Hotel group Accor has announced a complete overhaul of its management structure in Europe to place more focus on its individual brands.
The changes will affect each of the brands the group operates in Europe: Pullman, MGallery, Mercure, Novotel, Suite Novotel, ibis, ibis Styles and ibis budget.
Taking effect from January 1st, the reorganisation will see each brand or group of brands appoint a chief operating officer, who will be assisted by a support team dedicated to the brand and comprising expertise in key areas such as marketing, human resources, management control and technical standards.
Accor believes that this new business model will help strengthen the identity of each brand and make them more coherent.
It says this is in response to a number of challenges currently facing the hotel sector, such as greater segmentation in the market and increasingly specific customer expectations, which call for strongly positioned brands.
"This organisation structure will enable us to develop first-rate specialists in each market segment and rely on teams that are entirely focused on their brands and have perfect knowledge of both their customers and their competitors", explained Yann Caillere, president and chief operating officer in charge of worldwide operations at Accor.
"It is also essential to strengthen our relations with our partners and at the same time it will offer new development opportunities to our employees."
Accor's operation in 15 countries in western and central Europe will fall under the new management structure, representing over 210,000 rooms and nearly 2,000 hotels – half of the group's global network.
The new structure could also help create new hospitality employment opportunities, said the hotel group, as employees will be working in a more international environment and therefore have more chances for progression.
Meanwhile, the nearly 400 franchised owners operating Accor hotels in the region will be able to communicate directly with the dedicated brand teams, giving them easier access to the brand manager and providing greater opportunities for exchange of best practices.
Berkeley Scott is a specialist recruitment agency providing hotel management solutions