After the purchase of the Atton hotels, the French Accor has already defined the process of changing the brand.
The first plans of changing the brand depends on the segment they point to, they will become Novotel or Pullman.
According to Patrick Mendes, CEO of Accor América del Sur, explained in a teleconference, Chile is taking more prominence for the conglomerate as a result of this acquisition, which led them to open an operations center -the one that is added to the one they already had in Brazil- which is being commanded by Franck Pruvost.
The next step is the unification of brands, which will directly impact Atton Hotels, whose places will change their name according to the segment they point to. While some will take the name of Novotel (middle segment) others will be called Pullman (luxury).
Thanks to the acquisition of Atton, the French company became the number one hotel chain in Chile, but also took a leading position at the regional level. Accor currently has 22 hotels in operation in the country and another 10 in development.
It’s not the only change. Internationally, the French company will simplify its name -from Accor Hotels to Accor- and made 300 openings throughout the world.
They reported that the results in the region were positive, which highlights the growth of business volume in 12.3% and the EBITDA of 23%. This was influenced by the economic reactivation of Brazil, which started towards the end of 2017 and which until then had been the most relevant market in Latin America for Accor.
“We opened 52 hotels in the region, the second largest global growth after Asia and we also signed 45 new contracts, which demonstrates the development potential of our region,” Mendes explained.