The Accor Group is not left in the renovations

Combat in economic Hotel pandemonium. Renovation of concepts and battle marketing are on the menu of the sector. In Louvre Hotels, it is the Campanile experiencing the largest transfer. It is changing everything. Or almost. It offered, for the occasion, the surety of two signatures. In design, that of Patrick Jouin. He signed a new concept of more spacious room, natural materials, lighting, redesigned and a space home and restaurant reorganized way "lounge bar". In the kitchen it is Pierre Gagnaire developed contribution. Chief fertile imagination has affixed his paw on the map, without touching to the buffet formula to will who made the reputation of the mark and attracts restaurants 50 of clients not staying at the hotel. Verrine presentations tend to replace the large containers and used products meet the most possible seasons.

"The Campanile brand is part of the French heritage but was a little aging and therefore fragile." "It was necessary therefore to use names known to knock spirits and mark the change", said Marie-Pierre Mottin, Louvre Hotels marketing manager. Goal of the game: combine values for better living in proximity and authenticity contained in the DNA of the brand.

"Bed blitz."

The sign also practiced a "bed blitz" with a change of bedding in 80 of the institutions. She opted for range high mattresses, swapped covers, low dynamic image, against of quilts and replaced the towels more mellow models. In the same spirit of modernity, it offers for a time the free Wi - Fi in the rooms. Another signal sent to the client: a specific application created to reserve via his iPhone. Designed initially for its effect to image, it is also be a trade lever while a version for BlackBerry is in progress.

To accompany these changes, the logo has also experienced a serious grooming, migrating grey and green anise while making reference to the Bell Tower of more subtle village. As the new advertising signature "your desires change, we also", it is responsible for marking the transition focusing investment on the Internet. It is not to go too far in promises, because for the moment, only 15 hotels have been renovated. The lifting of the 380 sites should be in three years.

Property of Starwood Capital since 2005, Louvre Hotels also boosts its other brands marketing. For Kyriad, he working architect firms who have created trend specifications where hoteliers franchisees will be digging. From build, too, a new signature ("more"), these institutions are all different, while addressing standards.

Light pole

Positioned in entry-level, first class, whose fame is far behind that of Formula1 of Accor Hotel F1 now insists, he, on the fact that, unlike its closest competitor, its rooms include a shower. Driving the nail with a slogan proclaiming "first price without compromise." "We have chosen a territory of communication in black and white, which contrasts with what exists in the world of hospitality, relying on humor," said Marie-Pierre Mottin. A new concept must also be validated by the end of the year, incorporating prototypes tonic colors having been made.

If the economic Hotel suffers less than the luxury accommodation, the sector has no less need new types of visitors. B & B, which has made a good year 2008, continues to deploy its new concept. The Accor Group is not left in the renovations. Hotel F1 has accelerated its transfer, providing you finish to remake a beauty to its French network by 2010. In addition to its name, it changed its rooms and reception areas, but also its logo, around the slogan "pay less, move more". Etap Hotel opened in March in Toulouse the first establishment with its new rooms built around a light pole.

As Ibis, next to a classic summer promotional campaign called "The sleepwalkers", he launched a video contest. Its theme: "all in pyjamas". A dream that all hotels share on the eve of the holiday.