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Brief Published: 19 Apr 2011

Accor Optimum Service Standards


The Accor Asia Pacific hotel group is introducing services tailored to visitors from China and India. The company’s Optimum Service Standards will first be introduced in Australia, where China recently overtook the UK as Australia’s top inbound market in terms of economic value. Last year, 138,7000 Indians visited Australia – a year-on-year increase of 11%.

Specific services will include Chinese- and Indian-speaking reception staff, Chinese and Indian television channels, and the addition of particular foods to the breakfast buffet and in-room mini bars.

Accor is not alone in attempting to capitalise upon the Chinese and Indian outbound travel boom of recent years, in the same way hotel chains did in the 1980s when the Japanese market surged. The Starwood hotel chain recently launched a dedicated booking engine in Chinese, and is currently training hotel staff in European cities on how to organise a traditional Indian wedding.

However, Guoman Hotels Group has taken a distinctly different approach. The Guoman Hotel Shanghai – the group’s first hotel outside the UK and which hopes to benefit from the increase in intra-regional travel throughout Asia – offers guests a black London Taxi Cab service, a British-style concierge, and a butler service.



Guoman Hotels Group