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世界著名酒店管理集团经营理念（下）

资料部 职业餐饮网 2006年12月12日
集团经营理念
Technology
技术
E-Commerce
贸易
Our websites are among the most visited hotel sites on the web, with more than 2 million visits monthly. In addition to being the first hotel company to allow real-time reservation bookings online, our expert E-commerce team is continually building and managing alliances with popular travel sites such as Priceline.com, travelocity.com, and lastminute.com.
我们的网站中包括很多酒店的情况。每个月有200万人访问我们的网站。另外作为一流的公司我们允许并给予网上预定服务。我们的专业队伍还在继续和一些深受大众喜欢的旅游景点建立联盟。

Reservations
预定
our technology in reservations was not only the first in the industry, but it also the most globally advanced. The power of our advanced HOLIDEX® reservation system with the added efficiencies of our Holiday Inn Reservation Optimizer (HIROSM) is geared to handle this ever-changing industry both competitively and profitably.
虽然我们不是第一家拥有预定服务的企业，但是我们的预定服务系统是全球化最先进的。我们功能完善的HOLIDEX预定系统和假日酒店高效率的预定服务系统使我们能够应付各种竞争和变化。

Guest tracking
our hotels benefits from our Guest Satisfaction Tracking System, the largest such system in the lodging industry. This advanced database will measure and track key product and service attributes directly related to guest satisfaction and guest retention at your hotel.
客户方针
我们酒店的效益来自我们客人的满意体制，这也是作为一个旅馆行业中最大的、最重要的体系。先进的数据、资料将会衡量出产品和服务的质量。同时也直接关系到客人对酒店的满意程度和是否会再次光临你的酒店。
Quality & Training
质量和培训
Six Continents Hotels, Inc. requires a strict adherence to standards that encompasses service, product quality, design, construction and operation - across ALL brands. HOW? One way to achieve such high standards relies on the underlying support of our training staff. We provide training for hotel staff, including the management tools necessary to provide your staff with additional knowledge of the skills necessary to generate continuous improvement in revenue management, service delivery, and operating skills.
Six continents集团在所有酒店的品牌服务、产品质量、设计、构造以及经营方面都要求一个严格的标准。怎样去作到呢？完全依靠我们基层受过培训并具有高标准的全体工作人员。我们对员工的培训包括：发展必须的管理经营方法，提高服务水平和及时对员工进行一些额外知识的培训。
Marketing
市场学
Six Continents Hotels, Inc. designs a wide array of marketing campaigns targeted locally, regionally, and globally to promote business into each of its brands. Each brand has a dedicated marketing team that focuses on enhancing consumer awareness and performance while differentiating each brand from the competition. In addition, Six Continents Hotels, Inc. has one of the industry's most popular frequency guest programs - Priority Club® Rewards - and maintains strong alliances with top internet companies, major news media sources, merchandisers, and air carriers. As a matter of fact, Six Continents TM Hotels has established alliances with 47 global airlines. Our scale of alliances benefits the Hotelier by allowing us to market more effectively through more channels.
Six continents酒店集团制定了一个非常大的战略目标。在当地，整个地区、国家乃至全球推动它的所有品牌的发展。每一个品牌都有一只特有的市场推销队伍在各种不同品牌的竞争中，重点增加对客人的关注。另外，还没有吸引客人常来的Priority Club与顶尖的网络公司、主要的新闻媒体、供货商以及航空公司建立联盟。实际上，Six continents酒店集团已经和世界47个航空公司建立联盟。我们的这些联盟会帮助我们从更多的渠道、更大效率的从市场获得利润。

With over 12 million members worldwide, Priority Club® Rewards was the first hotel customer loyalty program and provides a sizeable contribution to our brands' annual occupancy rates.
Priority Club全球的1200万会员在我们品牌的市场占有率上起很大的推动作用。

As the first hotel guest recognition program, Six Continents Club® is offered to Intercontinental® guests for a nominal fee, providing them with increased services and value added benefits. Six Continents Club has about 120,000 loyal members worldwide.
作为一级酒店的客人认可计划，Six continents Club给客人提供一项特殊服务：即客人付很少的钱可以升级他们所有的服务标准。Six continents Club在全球大约拥有12万的忠实会员。
Sales
销售
Our Global sales group consists of over 85 professionals worldwide in virtual offices close to our customers, generating nearly $1.6 billion (USD) in total annual hotel revenue. In addition, Six Continents Hotels, Inc. has regional sales forces devoted to each different brand within the different regions. This translates to localized sales and marketing programs for the properties.
我们的全球销售集团在世界各地拥有85个专业的办公场所。以便我们和客人进行亲密的接触。每年产生16亿美圆的收入。Six continents酒店公司在不同的地区针对不同的品牌设有专门的销售中心。这就是企业的地方销售推销计划。
Brand Marketing Teams
品牌推销队伍
Marketing teams for each brand develop strategic programs at a local, regional, national, and international level. Our marketing groups work in conjunction with our regional sales force to maximize efficiencies while maintaining focus on strong results.
销售推销队伍是不同的品牌在某一地区、国家或全球的战略计划。我们的推销队伍同当地的销售中心协同合作发挥最大的功效，维持并继续强大我们的成绩。
Strategy
集团战略
The basis of Accor's daily commitment is to ensure the sustainable and profitable growth of the company, while always observing balance and financial transparency.
集团经营理念：在关注平衡和财务透明的同时确保集团可持续发展。
Long-term growth
长期发展战略
Accor is building the long-term growth of its results on its two global professions: Hotels and Services.
雅高在其两大全球性业务——酒店和服务上实现了长期增长。

The results of the Group demonstrate the effectiveness of a balanced and sustainable growth strategy.
结果证明崔集团的发展战略起到了有力的平衡和支撑作用。
Accor has built its long-term growth and development on two global activities - hotels and services. The crisis which deeply shook the hotel and tourism sectors in 2001 has not affected the Group's promising outlook.
雅高已在其两大全球性业务---饭店与服务---实现了长期增长与发展。2001年严重影响饭店与旅游业的危机并没有影响雅高的前景。
Accor's financial performance demonstrates the success of a sustainable and balanced growth strategy which places an emphasis on risk management.
雅高成功的可持续发展平衡战略的良好财政表现在于将重点放在风险管理上。


The turnover in 2001 came to 7.29 billion euros, compared with 7 billion euros in 2000, which was an exceptional year.
2001年的资金周转达到72.9亿欧元，与2000年的70亿欧元相比是业绩卓越的一年。
Expansion-the pillar of Accor’s strategy Strength of the Accor network
集团战略的核心——扩张集团网络力量
Accor hotels: wide geographic coverage International brand recognition
雅高酒店：广泛的地区分布国际知名品牌
A worldwide loyalty program
全球忠诚活动
Expansion-the pillar of Accor’s strategy
扩张——雅高战略的核心
For Hotels, expansion remains an imperative. Accor's aim is to open 25,000 to 30,000 rooms per year. Priorities are to complete the Sofitel network in major international cities, continue rolling out the Mercure and Novotel brands in major regional centers, gain economy hotel market share worldwide, and establish a firm footing in Asia. Especially noteworthy is Accor's entry into the Chinese market.
对饭店而言，扩张仍有必要。雅高的目标是每年新开25，000—30，000间客房。优先完成索菲特在国际化大城市中的网络建设，在区域中心继续扩展美居和诺富特品牌，立足于亚洲赢得世界范围的经济型饭店市场。特别引人注目的是雅高进入中国市场。
415,769 rooms in 2001, i.e. a 6.7% increase over 2000 through organic growth (58%) and acquisitions (42%)
通过2000年的有机增长（58%）和获得（42%）， 2001年客房数量增长了6.7%达到415,769间。
Services will concentrate on continuing to open new markets in new countries, taking advantage of the deregulation of public sector markets in developed countries, and introducing new "Human Resources" services (employee assistance and incentives).
服务集中于开发新国家新市场，利用发达国家非常规大众市场推荐新的人力资源服务（雇员援助和激励）。
With average growth in pre-tax income of nearly 10% for thepast six years, Services once again demonstrated consistent performance for this rather non-cyclical activity in 32 countries where Accor operates.
在过去的六年里伴随税前收入增长率接近10%，雅高在经营的遍及32个国家的饭店里，其服务在无法重复的活动中一再展现出一致性。
Strength of the Accor network
雅高的网络实力
One of Accor's strengths lies in its capacity to make integrated resources available to its hotels: an optimized multi-brand sales force, global reservation system and an efficient, database-driven Revenue Management system for managing and monitoring major accounts. Worldwide, 140,000 travel agencies now have direct access to the Group. The Accorhotels.com website, available in three languages, continues its spectacular growth with 2 million room nights booked in 2001. Accor hotels also benefit from a global purchasing policy (product quality, reliability of supplies and competitive pricing), a methodology for optimizing hotel construction costs, a rigorous quality policy, a strong certification program (440 Ibis hotels in 11 countries have completed ISO 9002 certification), and a global human resources policy.
实力之一在于其饭店资源整合能力：最优化多品牌销售；全球预订系统和数据库管理与监测收入管理系统。全球现有14，0000家旅行社加入集团系统。雅高饭店网站，提供三种语言，在2001年实现200万过夜房预定。雅高也同时获利于其全球采购策略（产品质量、可靠的供给与竞争性的价格），最优化饭店建设成本，严格的质量政策，坚实的认证体系（遍布11个国家的440家伊比斯已经通过了ISO9002质量认证体系）和全球人力资源政策。
Accor hotels: wide geographic coverage
雅高酒店：广泛的地区分布
Strong, recognized brands - from economy to upscale - around the world come together under the "Accor Hotels" banner to satisfy the full range of market demand for local, international, business and leisure travel.
International brand recognition
国际化品牌认知
In 2001, Accor continued to increase its international brand recognition with a new logo endorsement that visually associates Accor more closely with its brands. "Accor Hotels," "Accor Travel" and "Accor Services" have been added to brand logos. As a result, every façade, hotel sign and service voucher is now a Group ambassador.
2001年，通过新的与雅高品牌吻合的标识语认可，雅高继续推行其国际化品牌认知。雅高饭店、雅高旅游、雅高服务已加入到其商标中。结果是，在各个方面，饭店标识和服务券成为集团的形象大使。雅高也在交通、通讯、银行和其它领域实行对行业领先者的追随战略。
A worldwide Loyalty Program
全球忠诚计划
In 2001, Accor launched a worldwide Loyalty Program, "Compliments from Accor hotels", which offers all its loyalty and payment cardholders the chance to earn "Compliments Points" which can be converted into a reward "Ch鑡ue-Compliments", redeemable in 2,000 of the Group's hotels around the world. As well as "Compliments Points", Customers benefit from services and discounts attached to the Card corresponding the best to their travel habits.
2001年，雅高开始一项全球忠诚计划，在全球所有雅高酒店开展“雅高酒店的问候”活动，提供所有的忠诚客户和持卡支付者获得“积分点数”的机会。这些积分点数可以转换成报酬。该活动在全球所有的雅高酒店开展，使顾客根据他们的旅行计划享受该项服务和折扣优惠。
Sustainable development
可持续发展
Accor conducts itself as a socially aware corporation and endeavours daily to reconcile its objectives of growth and profit with its social and environmental responsibility. Its proclaimed ambition: to grow while preserving the future.
雅高把自己定位成一个具有社会意识企业。履行企业的社会和环境责任的同时，确保实现集团的利润和增长目标。集团公开的理念是关注未来的增长。
Accor’s Commitment: to grow while ensuring the future
As a good corporate citizen, Accor works each day to pursue growth and performance objectives in a manner consistent with its environmental and social responsibility. With this in mind, Accor fully implements the recommendations of the World Tourism Organization's Global Code of Ethics for Tourism.
Its proclaimed ambition: to grow while preserving the future.
作为一个好的企业市民，雅高集团在充分履行企业的环境和社会责任前提下，追求集团的增长和业绩目标
集团的经营理念：关注未来的增长
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