First introduced in September last year for the Chinese market, the initiative was extended this year for Indian travellers to Australia.

Pictured: Accor’s Peter Hook (left) and Bernie Schulz

“They not only get more business but greater yield. Since implementation of the programme, Accor hotels have seen a 25% increase in Chinese occupancy while Chinese inbound traffic to Australia increased by 14%,” said Peter Hook, Accor Asia Pacific general manager, communications.

The standards were implemented following consultation with leading tour and travel operators from China and India. It took the hotel group about 18 months to put together the programme.

Accredited hotels provide a wide range of services designed to cater to travellers from these two markets including particular food as part of the breakfast buffet, Chinese- and Indian-speaking reception staff, Chinese/Indian TV channels and media, and concierge assistance.

Hook said a key component of the Optimum Service Standards is training and educating front-line hotel staff on the cultural mores of China and India.

The programme now covers Accor hotels in most of Australia’s major city and resort destinations.

The latest to join the programme for the Chinese inbound market are four Accor hotels in Perth – Novotel, Mercure (pictured below right), All Seasons and Ibis – bringing the total to 33.

Accor has also accredited 10 hotels catering for Indian inbound travellers.

“We envisage having over 50 hotels accredited by the end of the year,” said Hook.

Bernie Schulz, Accor’s strategic advisor for international markets, said China is currently the “flavour of the year”.

He, however, added that despite the concentration on China, “we never take our eyes off India as yield from this market is significant, with Accor hotels catering to this market reporting 13% increase in occupancy from Indian visitors.”

The next market Accor is looking at is Indonesia. “This is a market with hugh potential, which is underestimated as it’s not fashionable. But it is producing strong yields for Accor hotels, predominantly family traffic,” Schulz said.

To ensure consistently high delivery of service standards, general managers of every accredited hotel are responsible for implementation and getting staff involvement. “It is part of thier KPI (Key Performance Index) and is tied to their yearly bonus,” said Schulz.

The programme is also audited by external companies once a year.

Accor is working on version two and three of the programme to meet with changing market expectations.

“We have to be on our toes to be ahead. Our aim is to show that Accor hotels not only welcome increased business from these markets but are prepared to invest considerable extra resources to ensure travellers from our target markets feel comfortable in Australia,” said Schulz.

There are plans to extend the programme to Accor hotels in New Zealand.