{"id":165215,"date":"2024-01-08T10:28:56","date_gmt":"2024-01-08T09:28:56","guid":{"rendered":"https:\/\/www.voyages-d-affaires.com\/?p=165215"},"modified":"2024-01-08T11:27:43","modified_gmt":"2024-01-08T10:27:43","slug":"mettey-ascott-dynamic-positioning","status":"publish","type":"post","link":"https:\/\/www.voyages-d-affaires.com\/en\/mettey-ascott-dynamic-positioning","title":{"rendered":"Philippe Mettey (Ascott): \"to be a major player in hospitality\"."},"content":{"rendered":"<h3 class=\"wp-block-heading\" id=\"h-avant-de-parler-de-2024-comment-s-est-passee-l-annee-ecoulee\">Before we talk about 2024, how did the past year go?<\/h3>\r\n\r\n\r\n\r\n<p><strong>Philippe Mettey -<\/strong> We started to see a recovery at the beginning of the year, and ended up with a very good year in 2023, marked by double-digit growth in Europe and real momentum for our Citadines and five-star establishments. Turning more specifically to the corporate market, here too we saw all the components of this segment return. In particular, quite a few groups, including project teams, <strong>business groups<\/strong> driven by the need to get together again in many companies, or a clientele that is quite specific to the aparthotel sector, the cultural market, including musical theatre troupes and film shoots. We hope that these trends will continue in 2024. What we are also seeing in this segment is a growth in dynamic pricing - flexible prices that we offer our customers over and above the negotiated rates on certain residences or destinations - as well as good acceptance of price increases.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">So this rate increase is generally understood?<\/h3>\r\n\r\n\r\n\r\n<p><strong><a href=\"https:\/\/www.voyages-d-affaires.com\/en\/philippe-mettey-ascott-projets-attentes-20230214.html\/\" target=\"_blank\" rel=\"noreferrer noopener\">Philippe Mettey<\/a> &#8211; <\/strong>Our corporate clients include<strong> the need to raise city caps<\/strong>. During the Covid period, we kept our rates the same for a year or two. Today, it's a question of catching up, to ensure that our negotiated rates cover the rise in charges and salaries. The corporate business must remain the core of our activity, but on the other hand the growth of the leisure market is driving up rates. There is a mutual understanding of the need for this rate increase.<\/p>\r\n\r\n\r\n\r\n<aside class=\"wp-block-varenne-link-block\">\r\n<p><a href=\"https:\/\/www.voyages-d-affaires.com\/en\/vienne-ascott-residences-lyf-somerset-20231121.html\/\" data-id=\"162469\">Ascott strengthens its presence in Vienna<\/a><\/p>\r\n<\/aside>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\" id=\"h-pour-tourner-la-page-de-2023-quels-ont-ete-vos-principaux-developpements-l-an-dernier\">Turning the page to 2023, what were your main developments last year?<\/h3>\r\n\r\n\r\n\r\n<p class=\"translation-block\"><strong>Philippe Mettey - <\/strong>In 2023, we had three openings, <strong>all in Vienna<\/strong> by the way, with the Citadines Danube on one side and, adjacent to each other, the first establishments in Europe of the lyf and Somerset brands. These two brands target different clienteles: younger and more digital in the case of lyf, and more traditional and for longer stays in the case of Somerset. The product lends itself to this, with two-room apartments and duplexes with mezzanines for children. Everything is really designed to accommodate families, as part of a professional relocation, for example. Also last year, we signed a project for our five-star Crest Collection brand in Bucharest, due to open in 2026. As in Hanoi and Tokyo, this new building will contribute to the worldwide expansion of the Crest Collection<\/strong>, which until now has been concentrated in France. As part of this, we also opened a new Crest Collection flagship in Singapore this year, Robertson House. At the same time, several openings have been confirmed in Africa, including Djibouti and Nairobi in 2025. In Morocco, two Citadines will open in Casablanca in 2025, followed by two other establishments in Marrakech in 2026, an Ascott and The Unlimited Collection.<\/p>\r\n\r\n\r\n\r\n<aside class=\"wp-block-varenne-quote\">\r\n<blockquote>\r\n<p>Ascott aims to boost its position as a major player in the hospitality sector<\/p>\r\n<\/blockquote>\r\n<\/aside>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Is The Unlimited Collection, the new brand you're presenting, the version below Crest Collection?<\/h3>\r\n\r\n\r\n\r\n<p class=\"translation-block\"><strong>Philippe Mettey -<\/strong> This is indeed a four-star hotel brand that aims to expand elsewhere, particularly soon in Europe. Ascott's ambition is to boost its positioning to become a major player in hospitality. Hence this desire to hybridise our products and to play both sides of the fence, hotels and residences, in order to pursue our growth. This will enable us to capitalise on our increasingly segmented portfolio of brands and our increasingly loyal customer base. Four years after its launch, our ASR loyalty programme now has over three million members. A real success story. Originally, members could only earn points for online bookings. Today, we have opened up this possibility<strong> to all corporate channels<\/strong>, for short breaks as well as long stays. It seemed logical to us that an executive who comes for three or six months via a relocation agency or directly should also be eligible for ASR points.<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2023\/11\/lyf-vienne.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"467\" class=\"wp-image-162523\" src=\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2023\/11\/lyf-vienne.jpg\" alt=\"Lyf Vienne\" srcset=\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2023\/11\/lyf-vienne.jpg 700w, https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2023\/11\/lyf-vienne-300x200-derived.jpg 300w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/a>\r\n<figcaption>Lyf Vienne<\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Let's come back to this hybridisation. It also seems to be evident within some of your establishments.<\/h3>\r\n\r\n\r\n\r\n<p><strong>Philippe Mettey -<\/strong> Exactly. For the Crest Collection brand, we are talking about hotels and residences. The new Citadines Canal Amsterdam, due to open in early 2024, will also demonstrate this. The result of the conversion of a former Mercure hotel, this 93-unit establishment will offer a third of rooms, another third with \"light\" kitchenettes and a final third with real kitchenettes. We've done a lot of work on the public areas of this establishment, which will be extremely warm and welcoming, with a range of restaurants. What's more, the notion of an \"aparthotel\" has disappeared from the Citadines logo, symbolising this idea of a \"place to stay\". <strong>global hospitality solution<\/strong>. Some of our customers choose us for our locations and the services we provide. And as part of this, we've overhauled our entire breakfast offer. Others come to us for our rooms with kitchenettes. So we're building around these two customer groups by meeting their different needs.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">What other openings are planned for 2024?<\/h3>\r\n\r\n\r\n\r\n<p><strong>Philippe Mettey - <\/strong>It's shaping up to be a busy year with the forthcoming opening of the Citadines Canal in Amsterdam, followed by another Citadines <strong>in Toulouse Purpan<\/strong>scheduled for May. At the same time, we are pursuing a major renovation campaign in our establishments to add a real emotional aspect to our products. After the renovation of Citadines La D\u00e9fense in 2023, the transformation of Citadines Les Halles in Paris and London Holborn is under way. The transformation of the Citadines Berlin has also just begun. All will have common features, but each will have its own personality. At Les Halles, we are redesigning both the accommodation and the public areas, with the creation of a living space used for breakfast in the morning and a coworking space for our customers the rest of the time. As far as the Crest Collection is concerned, we will have<strong> two major renovations<\/strong> which will be launched from the end of 2024, and the Cavendish in London, which will be upgraded from four to five stars. Then it will be the turn of the Citadines Saint-Germain to be transformed, with decoration by Jean-Philippe Nuel, as for <a href=\"https:\/\/www.voyages-d-affaires.com\/en\/la-clef-champs-elysees-20190124.html\/\" target=\"_blank\" rel=\"noreferrer noopener\">La Clef Champs-Elys\u00e9es<\/a>.<\/p>\r\n\r\n\r\n\r\n<aside class=\"wp-block-varenne-link-block\">\r\n<p><a href=\"https:\/\/www.voyages-d-affaires.com\/en\/ascott-adresse-paris-crest-collection-20230131.html\/\" data-id=\"141553\">Ascott: development of The Crest Collection continues in Paris<\/a><\/p>\r\n<\/aside>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Still in Paris, another major project is the opening of your first lyf brand outlet. When is this planned?<\/h3>\r\n\r\n\r\n\r\n<p><strong>Philippe Mettey - <\/strong>It will open in autumn 2024 just a few minutes from Place Gambetta, in an up-and-coming, digital-focused district in line with the brand's fundamentals. Visit <a href=\"https:\/\/www.voyages-d-affaires.com\/en\/lyf-coliving-paris-2024-20211214.html\/\" target=\"_blank\" rel=\"noreferrer noopener\">Lyf Paris Gambetta<\/a> is the result of the conversion of a former printing works, redecorated by Fabien Roque in keeping with the building's history, with rough concrete walls in some of the accommodation and elements of the printing works used in the design. An establishment with<strong> top-of-the-range and lifestyle positioning<\/strong> where, in addition to the hotel facilities, travellers will find welcoming public spaces with coworking areas, a bar, meeting rooms and a fitness room. There's also a shared kitchen, since with a few exceptions, the rooms don't have kitchenettes. Today, we have 25 lyf residences open or to be opened in 11 countries. Our aim is to have 150 lyf residences by 2030. In particular, we plan to offer lyf residences in all the European countries where we already have a presence, and even in other countries.<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2021\/12\/ascott-lyf-gambetta.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"700\" class=\"wp-image-117339\" src=\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2021\/12\/ascott-lyf-gambetta.jpg\" alt=\"The future lyf Gambetta Paris residence, the result of the conversion of a former printing works.\" srcset=\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2021\/12\/ascott-lyf-gambetta.jpg 700w, https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2021\/12\/ascott-lyf-gambetta-300x300-derived.jpg 300w, https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2021\/12\/ascott-lyf-gambetta-150x150-derived.jpg 150w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/a>\r\n<figcaption><em>The future lyf Gambetta Paris residence, the result of the conversion of a former printing works.<\/em><\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">The year 2024 will also be marked by a major event in Paris: the Olympic Games. Will your long-stay residences benefit from this?<\/h3>\r\n\r\n\r\n\r\n<p><strong>Philippe Mettey - <\/strong>Today, 60 % of our inventory is already sold to long-stay groups, a professional clientele who come either for the Games or for a longer period, in advance of the event. Many of them are media representatives. Most groups have even <strong>reserved for four years<\/strong>. Once the previous games are finished, they anticipate the next ones. And we've just opened our sales to the general public. However, we have blocked off accommodation for our most loyal corporate customers - the diplomatic market, repeat customers - with slightly different sales conditions. The Games will give Paris tremendous visibility.<\/p>\r\n\r\n\r\n\r\n<aside class=\"wp-block-varenne-link-block\">\r\n<p><a href=\"https:\/\/www.voyages-d-affaires.com\/en\/rabadan-paris-accueillir-monde-20240108.html\/\" data-id=\"165153\">P. Rabadan (OTCP): \"What is at stake in 2024 is a major challenge for the next 15 years\".<\/a><\/p>\r\n<\/aside>","protected":false},"excerpt":{"rendered":"<p>Philippe Mettey, VP Sales and Marketing Europe at The Ascott Ltd, looks back on 2023, ahead to 2024 and new openings.<\/p>","protected":false},"author":19,"featured_media":142717,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[57],"tags":[39,1499,1573,1575],"type-darticle":[51],"n_magazine":[],"class_list":["post-165215","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hotellerie","tag-paris","tag-hotels-daffaires","tag-longs-sejours","tag-lifestyle","type-darticle-interview","vapo-free"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.9 (Yoast SEO v25.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>P. Mettey : &quot;Ascott a pour ambition de dynamiser son positionnement&quot;<\/title>\n<meta name=\"description\" content=\"Bilan et perspectives 2024, d\u00e9veloppement, strat\u00e9gie : interview de Philippe Mettey, VP Ventes et Marketing Europe de The Ascott Ltd.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.voyages-d-affaires.com\/en\/mettey-ascott-dynamic-positioning\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Philippe Mettey (Ascott) : &quot;\u00eatre un acteur majeur de l&#039;hospitality&quot;\" \/>\n<meta property=\"og:description\" content=\"Bilan et perspectives 2024, d\u00e9veloppement, strat\u00e9gie : interview de Philippe Mettey, VP Ventes et Marketing Europe de The Ascott Ltd.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.voyages-d-affaires.com\/en\/mettey-ascott-dynamic-positioning\" \/>\n<meta property=\"og:site_name\" content=\"Voyages d&#039;affaires\" \/>\n<meta property=\"article:published_time\" content=\"2024-01-08T09:28:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-08T10:27:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2023\/02\/ascott-philippe-mettey.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"700\" \/>\n\t<meta property=\"og:image:height\" content=\"525\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Arnaud Deltenre\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Arnaud Deltenre\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.voyages-d-affaires.com\/en\/mettey-ascott-dynamiser-positionnement\",\"url\":\"https:\/\/www.voyages-d-affaires.com\/en\/mettey-ascott-dynamiser-positionnement\",\"name\":\"P. 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