Why Invest in Novotel Accor Global Development

Why Invest in NovotelAccor Global DevelopmentQ1 2021

Time is on your side

At Novotel, we believe that quality time is aboutmaking everyday moments matter. Everything hasbeen thought to enhance our guests’ life balance,sense of well being but also enjoyment.Whether through our intuitive & modern design orour large range of rewarding experiences,everyone can disconnect from a busy life or maketime to connect with their family, friends orcolleagues.

This combination makes Novotel the perfect spotfor travelers and locals to have a drink, a bite to eat,to work, play or just relax.

RELAXED LIVELY COMFORTED ENERGIZED

2 01.2021Novotel Brand Presentation

POSITIONING USP’S NETWORK & PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE HOTEL DEVELOPMENT DESIGN & TECHNICAL SERVICES

00.00.2020Presentation title3

NOVOTEL CANARY WARF LONDON, UK

Brand Story

Born a modernist pioneer in the late 60’s with a clear vision :

Create a European version of the US Motel concept, providing high level of comfort, relaxation and safety standards.

Rationality, productivity and identical mass-produced rooms were new concepts.

Today, we focus on the beauty of simplicity and a clear mission : reimagining everything to reshape time, anticipating the needs of tomorrow.



The most well known & reliable brand of its category

Large global footprint of 500 hotels in 60 countries & 128 hotels in pipeline

Strong brand awareness > 50% in > 10 feeder markets

Best-known & trusted upper midscale "full services brand“:

Sleep, Eat & Drink, Meet & Exercise.

NOVOTEL PERTH MURRAY STREET, AUSTRALIA



Intuitive & effective design

Flexibility within a framework –4 new full hotel concepts

developed by international designers

Brand fluidity, modularity & multifunctional Repositionable table/sofa-extra bed(s)

Optimized valued engineering = best construction & FFNE costs.

NOVOTEL NORTH PERTH, AUSTRALIA


SUNDUKOVY SISTERS CONCEPTSUNDUKOVY SISTERS ROOM CONCEPT


Family friendly

BUSINESS DRIVEN Individuals/groups

FAMILY FRIENDLYBest family offer on the market

> 2 million kids every year worldwide

Perfect mix of business / leisure, Leveraging the occupancy in lower periods

(week ends & holidays)

NOVOTEL NORTH PERTH, AUSTRALIANOVOTEL MOSCOW KIEVSKAYA, RUSSIA



7

Competition Matrix

Awareness (low)

Family

Business

Awareness (high)

Novotel Brand Presentation 01.2021



A GLOBAL FOOTPRINT OF 700 HOTELS OPEN AND IN THE PIPELINE

2%network + pipeline

North, Central America & Caribbean

10 2,0622 274

All figures as of end December 2020Breakdown network + pipeline by region is calculated by number of rooms

ROOM NETWORK PIPELINE

HOTEL NETWORKPIPELINE

NETWORK

PIPELINE

542 hotels 105,559 rooms157 hotels 33,608 rooms

F R A N C H I S E

25%

M A N A G E M E N T

75%

O P E R A T I N G M O D E

21%network + pipelineNorthern Europe

131 25,05527 4,760


South America

33 6,21211 1,686

18%

163 23,1628 1236

network + pipelineSouthern Europe

15%network + pipelineIndia, Middle East

& Africa

61 12,17741 9,001

20%network + pipelineSouth East Asia

68 17,04743 10,566


Greater China

35 10,75422 5,589


Pacific

41 9,0903 496

Flagships

NOVOTEL PARIS PORTE DE VERSAILLES, FRANCE – 245 ROOMS

POSITIONING USP’S NETWORK BRAND MARKERS COMMUNICATION PERFORMANCE HOTEL DEVELOPMENT DESIGN & TECHNICAL SERVICES

NOVOTEL WIEN HAUPTBANHNHOF, AUSTRIA – 266 ROOMS

FlagshipsPOSITIONING USP’S NETWORK BRAND MARKERS COMMUNICATION PERFORMANCE HOTEL DEVELOPMENT

DESIGN & TECHNICAL SERVICES

FlagshipsFlagships

NOVOTEL NEW YORK TIMES SQUARE, USA

NOVOTEL SINGAPORE ON STEVENS, SINGAPORE – 254 ROOMS

FlagshipsPOSITIONING USP’S NETWORK BRAND MARKERS COMMUNICATION PERFORMANCE HOTEL DEVELOPMENT


Flagships

NOVOTEL BRISBANE SOUTH BANK, AUSTRALIA – 238 ROOMS


FlagshipsFlagships

NOVOTEL SHANGHAI CLOVER, GREATER CHINA – 321 ROOMS


Flagships

NOVOTEL BUR DUBAI, UNITED ARAB EMIRATES – 219 ROOMS


Resorts

NOVOTEL MONTE CARLO, MONACO – 218 ROOMS


Resorts

NOVOTEL PHUKET KARON BEACH RESORT & SPA, THAILAND – 224 ROOMS


Resorts

NOVOTEL HUA HIN CHA-AM BEACH RESORT & SPA, THAILAND – 243 ROOMS


Latest openings

NOVOTEL MARINA SRIRACHA & KOH SI CHANG, THAILAND

Latest openings

NOVOTEL HANOI THAI HA, VIETNAM – 343 ROOMS


Latest openings

NOVOTEL MARINA SRIRACHA & KOH SI CHANG, THAILAND

Latest openings

NOVOTEL CONVENTION & SPA ANTANANARIVO, MADAGASCAR – 180 ROOMS


Latest openings

NOVOTEL MEGÈVE MONT BLANC, FRANCE – 92 ROOMS


Latest openingsLatest openings

NOVOTEL CRICIUMA, BRAZIL – 124 ROOMS

Upcoming openings

NOVOTEL MEXICO CITY TOREO, MEXICO – 168 ROOMS

POSITIONING USP’S PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE HOTEL DEVELOPMENT DESIGN & TECHNICAL SERVICES

Upcoming openings

NOVOTEL PARIS BELLEVILLE, FRANCE – 119 ROOMS

Upcoming openingsPOSITIONING USP’S PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE HOTEL DEVELOPMENT


Upcoming openings

NOVOTEL MELBOURNE AIRPORT, AUSTRALIA, 248 ROOMS


Upcoming openings

NOVOTEL KINSHASA, DR CONGO – 115 ROOMS


Upcoming openingsUpcoming openings

NOVOTEL HAMBURG, GERMANY – 185 ROOMS


Take time Make timeto rest, and relax – for

you or your loved ones to refresh, reset and feel good.

for those you know or those you don’t, to get together to try something new or

just have fun.



Design Philosophy

Our brand positioning is expressed

THROUGH INTUITIVE & NATURALLY MODERN DESIGN

Every aspect of a Novotel, from the welcoming, relaxed multipurpose social hub,the informal bar to the spacious rooms, uses elegant modern design to create a warm, friendly atmosphere.Blurring boundaries within the hotel, between inside andoutside, and using structuring furniture are also integralparts of our design philosophy.



P.

29

INSERT THE NOVOTEL BRAND PRODUCT VIDEO IF NEEDED

Novotel introduces a collection of 4 different interpretations of its Design Philosophy, based on designers concepts coming from 4 different regions of the world

Design Collection

RF STUDIO Europe

SUNDUKOVY SISTERS Middle East

METROSouth America

HYPOTHESISAsia



Make the lobby a social hub, a lively and relaxedplace open to all; guests and locals alike.

3 major principles: flexible, multi-function, a lobby that invites the outside in

3 mandatory zones: LIVING AREAFAMILY ZONE

FOOD BAR

Social Hub

SUNDUKOVY SISTERS concept RF STUDIO concept


RF Studios conceptSUNDUKOVY SISTERS concept HYPOTHESIS concept RF STUDIO concept

METRO concept


MODULAR & SPACIOUS

A universal and customizable design offering a sense ofspace and modernity. 4 different designs are now available.

From one size fits all to freedom in a frame • from 20 to 30 sqm

01.2021Novotel Brand Presentation32

Guestroom

METRO concept SUNDUKOVY SISTERS concept HYPOTHESIS concept

RF STUDIO concept RF STUDIO concept


00.00.2020Presentation title33

LIVE N’DREAM BED

A UNIQUE BEDDING EXPERIENCE

• 2 soft pillows that support your neck

• 2 “smart pillows” to fold when sitting up and unfold forsleeping

• A warm but light duvet

• A memory-foam mattress that adapts to your back

• A flexible slatted bed base that matches and absorbsmovement



Novotel Programs

Novotel | Pukka partnershipTake time for tea

What’s better than a cup of tea to take time for oneself and enjoy a moment of calm?At Novotel, we have chosen tea as our signature drink, as we believe there is no other drink that can make our guests feel better, and enjoy a moment for themselves.From the welcome ritual, where each guest is offered a tea of their choice, to the food bar where tea cocktails and our signature afternoon tea are served, there is a tea moment for each of our guests at Novotel.

Novotel | Pixar partnershipMake time to get together

Partnering with Pixar in 2020 and 2021 will help us achieve our goal of a multi-generational, innovative and forward-thinking family programme.Three main objectives :- Leverage modernity perception of the

brand- Develop a true distinctive in hotels and

out of hotels family and friends bonding experiences

- Drive global PR to attract a new aspirational target : the life balance seekers

Novotel | Calm partnershipTake time to rest and relax

Travel can be stressful, whether it’s the journey or being in a new environment, which is why Calm and Novotel are teaming up to help people relax their mind and body.

Together, we’ll work to offer busy, often stressed, travelers the space and digital tools to take time for themselves, relax, rejuvenate, and sleep better.

Novotel believes everyone should be able to take a moment to unwind, creating the perfect environment to experience and enjoy Calm.



HEARTIST® is a motivating and engaging programmethat aims to unlock the uniqueness and potential inall our employees.It stems from a very concrete drive to transform thecompany.

What does it mean to be a Novotel Heartist®?• Be an expert of my brand• Make our guest feel relaxed and cared for• Share the brand passion for Time well spent

35

People

01.2021Novotel Brand Presentation


Novotel Visual IdentityTHE NEW FLAVOUR OF TIME

Novotel’s visual identity elevates the modernist roots of the brand with minimalist and premium graphic and visual application.



Social MediaA COLLECTION OF INSPIRING CONTENT & ACTIVATIONS PROMOTING

QUALITY TIME IN SAFE HAPPY PLACES AND LEVERAGED THROUGH

PARTNERSHIPS AND INFLUENCERS.

— Global page— 11 Country pages— Hotel pages

— Global page— Hotel pages

— Global page — Global page— Hotel pages

612K fans

63,3K followers

4,9K fans

38,3K followers



novotel.com

11 GEOLOCATED VERSIONS

2.2M SUBSCRIBERS TO THE NEWSLETTER

MORE THAN 900K ROOMS BOOKED

21M€ REVENUE GENERATED

+400 MAILINGS PER YEAR


Official figures 2019 – Yearly basis


We measure success through the evolution of :

BRANDPERCEPTION

Novotel is recognized as a ‘relaxed’ and ‘lively’

brand, making people feel ‘comforted’, by

more than the half of its frequent customers

BRAND MARGIN

+€24Brand Margin®

measures the financial premium which the

brand name adds to the intrinsic value of the

same hotel stay with an unbranded alternative

REPUTATION PERFORMANCE

SCORE

84.7%

Source: BEAM 2019 Source: TrustYou 2019

BRAND AWARENESS

57%

Our primary asset: high brand

awareness of over 50% in 11 countries.

Our objective is to maintain currentawareness levels.

Our objective is to maintain this price

premium.

Our objective is to improve our image ofmodernity and create

emotional connections between the brand and

its customers.

Our objective isto maintain RPS in

2021.

The Reputation Performance Score

measures the overall hotel online reputation

based on several sources: Guest Satisfaction Survey

(GSS & Net Promoter Score), Trip Advisor, Booking, Ctrip etc.

Source: BEAM 2019 Source: BEAM 2019


Brand awareness (%)

78

58 61

45

76

62

7165

41

68

7

6065

57

47

EUROPE AMERICAS ASPAC MEA

Source: BEAM - Brand Equity & Awareness Monitoring |

Base: Affluent & Luxury hotel users = users having spent at least 1 stay in a luxury hotel over the last 12 months, 6 nights + in any type of paid-for accommodation,

top 30% income within country


Brand margin (€)

22

1518

2523

20 1916

36

28

22 23

37

22

31

EUROPE AMERICAS ASPAC MEA

Brand Margin® measures the financial premium which the brand name adds to the intrinsic value of the same hotel stay with an unbranded alternative. A Brand Margin® of 10€ means

that « Consumers think it is worth paying on average 10€ more per night to stay with brand X compared to an unbranded equivalent ».

Brand Margin ® in €. Traveller representative

Brand Margin® in €


Global average reputation performance score of 84,7%

NORTH &

CENTRAL

AMERICAS

85%

SOUTH

AMERICA

86%

EUROPE

83%

ASIA -

PACIFIC

86%

AFRICA &

MIDDLE EAST

86%


9M ROOM NIGHTS

€1 079M ROOM REVENUE

FOCUS WEB(ACCOR WEB + WEB

PARTNER)

Central Brand Delivery Powered by AccorNovotel Room Nights based

OTA22%

B2B GLOBAL SALES (incl.

GDS)29%

ALL.ACCOR.COM,

BRANDS.COM, VOICE

16%

LOYALTY DIRECT HOTEL

6%

73,4%


CBD measures the business in room nights brought by Accor to the hotel through the 3 main group levers: Distribution (through Central Reservation System - CRS), Loyalty & Sales. A 70% CBD means that 70% of the room nights of a hotel are driven by Accor & Brand Sales, Distribution (all channels powered by the CRS) & Loyalty ecosystem.

Central Brand Delivery : CBD (%)

▪ 300M Website + App visits

▪ 2,200 Destinations

▪ 18 Languages

NEW in 2020:• All Safe label visibility on digital

experience to rest-assure guests during the pandemic

• Launch of Apartment & Villas website dedicated to Branded Residences and Extended Stay hotels

1 MULTIBRAND PORTAL 1 LIFESTYLE COMPANION APP 18 BRAND.COM WEBSITES

▪ > 50% Mobile and App visits

▪ 1 Download every minute

▪ > 4,3/5 app ratings

iOS: 4,5/5 & Android: 4,3/5

.

▪ plugged to ALL.ACCOR.COM

ALL.ACCOR.COM + +ACCOR ALL

Official figures as of end 2019


NEW booking engine & App

THE ONLY LIFESTYLELOYALTY PROGRAM

32 40 53 684 4.770

100120

160

2016 2017 2018 2020

ALL FRS Huazhu

228

THE FAST GROWING LOYALTY PROGRAM

THE MOST GLOBAL LOYALTY PROGRAM

NEW LIFESTYLE & AUGMENTED HOSPITALITY FRAMEWORK

OFFERING EXTENDED OPPORTUNITIES TO EARN & REDEEM POINTS

NEW BENEFITS▪ 38 Brands and +▪ Suite Night Upgrade▪ F&B outside a stay

NEW PARTNERSHIPS▪ PSG – Games / Net media value +€200m

to ALL▪ AEG – Worldwide arenas & festivals▪ IMG – Taste festivals

Asia -Pacific32%

Middle-East & Africa

5%Southern Europe

22%

Nothern Europe

22%

North & Central

America, Caribbea

n

11%

South America

8%

▪ 68M Loyalty members worldwide

▪ 37% Loyalty contribution rate in RN

▪ x 3,6 Members stay twice more

than non-members

Official figures as of end 2019

+ +


NEW loyalty program

Accor Distribution Solutions*ACCOR offers >110 global distribution partnerships at best market conditions

*All Accor brands excluding recently integrated:

Delano, SLS, The House of Originals, Mondrian, Hyde, greet, Mantis, TribeOfficial figures as of end 2019


Development Criteria - Programming

AAA ULTRA CITY CENTER

LOCATION, HISTORIC

CONVERSION

WORLDWIDE

RECOMMENDED

NUMBER OF ROOMS150 keys and more 150 keys and +

ROOM AVERAGE

SIZE20 - 30 sqm 26 - 32 sqm

TGFA / ROOM 45 - 56 sqm 50 – 70 sqm

RECOMMENDED

NUMBER OF ROOMS120 keys and + 150 keys and +

ROOM AVERAGE SIZE 30 sqm32 - 36 sqm

+ balcony

TGFA / ROOM 45 – 50 sqm 55 – 70 sqm

FOOD & BEVERAGE

1 restaurant (preferably connected to bad)

1 Gourmet Bar (Hotel) or Boutique Gourmande (Novotel

Suites)

WELL-BEING

Fitness center In Balance (50 sqm min.)

Swimming pool (nice to have)

Spa(1)

MEETINGSMeeting room(1)

Web Corner

(1) Based on market demand

HO

TEL

RES

OR

T

PRIME

LOCATIONS

SECONDARY

LOCATIONS

AIRPORTS

SUBURBS

INTERNATIONAL

CAPITALS

KEY CITIES &

RESORTS

MAJOR

DOMESTIC

DESTINATIONS

OTHER CITIES &

ATTRACTIVE

TOURISTIC

DESTINATIONS


Guest Journey & Experience – Key Standards at a Glance


ARRIVAL & DEPARTURE SOCIAL HUB GUEST ROOMS WELLNESS F&B NOVOTEL EXPERIENCES

Dress code Fragrance Executive Room Fitness Novotel Breakfast Meeting By Novotel

Welcome-in Family Zone Live N’ Dream Swimming pool All day diningphilosophy

Collective Classes

Welcome gifts(family)

Welcome/Living Area

20% familyroom

Spa Family time By NovotelResort By Novotel

Food Bar Branded amenities Calm Pixar

Brand playlist Calm free trial Executive& above

Tea

M MANDATORY

P PROGRAMME

M M

M

M

M

M

M

M

M

M

M

M

M

P

MM

P

P

P

P

M

M

The following list contains the key brand concepts & markers. Specific and detailed guidelines with rich elements & content bring each experiences to life in the guest journey.

Design & Technical Services GuidelinesPOSITIONING USP’S NETWORK & PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE HOTEL DEVELOPMENT


NOVOTEL CONSTRUCTION & RENOVATION STANDARDS

Can be used after HCSA is signed

NOVOTEL DESIGN BRIEF Can be used before HCSA is signed

NOVOTEL STYLE BOOKCan be used before HCSA is signed

NOVOTEL DESIGN PHILOSOPHYCan be used before HCSA is signed

Novotel Living updated CRS Novotel Style Book TSA for the 4 design concepts (list of referenced products and prices)A new webinarEnvironmental footprint of the 4 concepts

What’s happening in 2021?

DRAWINGS AVAILABLECan be used after HCSA is signed

NOVOTEL LIVING DESIGN BRIEFCan be used before HCSA is signed

NOVOTEL LIVING BRAND PRESENTATIONCan be used before HCSA is signed

NOVOTEL NEW DESIGN CONCEPTS WEBINARCan be used before HCSA is signed

NOVOTEL DESIGN CONCEPTS GUIDELINESCan be used after HCSA is signed

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Why Invest in Novotel Accor Global Development

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