In terms of price this market is very competitive

Peter Verhoeven, CEO of Accor Germany.

Why is the Accor Group located in Germany

The Germany is one of the strongest economic powers in Europe and the world. It is therefore important for Accor to be present on that market. Transparency and predictability of the euro area are also an advantage. With more than 320 hotels, 11 marks and nearly 8 000 employees, we are now leaders in the German market of the hotel, which is the largest foreign market for our group. This success is based on strong brands, and a high quality service. We attach great importance to the professional expertise and service delivery that the German team brings investors and franchisees. This local team is on the ground to support the franchisees partners in their language and their investment market. We believe that this economic model has great potential for Germany. It is for this reason that the franchise should play a more and more important for the group in this country.

What - were the major stages of this implementation and the difficulties encountered

The first German Novotel opened its doors in Saarbrücken in 1975. Accor and its brands have been known since a constant growth, including through the integration of German as groups Dorint. The fact that we were a great importance to the "corporate social responsibility" is one of our main assets. We are, with more than 1 700 apprentices, one of the greatest trainers in Germany, and we are committed at all levels in many social and environmental projects. Thus, every year on Earth Guest Day, we are more than 150 local and national projects that support sustainable commitment. We are intimately convinced of the importance of our active social commitment for our economic success, and not only in Germany!

Have signs of the Accor Group adapted to the specificities of the German market

Each market has of course its specificities. The Germany like the others. This is why for example that at our beginnings, we have adapted the formula 1 standardized concept to meet the criteria for classification in Germany. We also need to make adjustments in terms of marketing and communication, to the extent where over three quarters of our customers is German. In terms of price, this market is very competitive. The client waits a quality and impeccable service, priced at the lowest possible. The important thing is that these adaptations are made by local teams who perfectly know the German market.

How have you crossed the crisis of 2009

The financial crisis of 2009 has been to the hotel a difficult period in terms of investment. The funds became more rare, both in private than in the institutional investors. But the crisis has also been creative opportunities for private hoteliers, strong brands and distribution systems to which relate - as those of Accor. We of course seized this chance. What is important in a franchise model, is the power of the brand, the professionalism of the support and expertise of the franchisor. This is Accor makes the difference, and explains our strong growth in the area of the franchise. Investors working with pleasure with us, and we are proud.