Driving business and saving money: the key in 2004 - Best practices: e-commerce

We hear that the economic turnaround has begun, and each of us needs to be in a position to drive our business and reach more customers than ever before. How do we reach more guests effectively and efficiently in this e-commerce era? Does a change in economic temperature mean that we don't worry about the old adage that "a penny saved is a penny earned?" How can each of us keep our bottom line strong? We believe that these questions are important elements of financial success in 2004.

In response to the first question, Accor has launched a Property Website Program that gives our Red Roof Inns, Studio 6 and Motel 6 franchisees a fast track to Internet marketing that is hassle-free and low cost. The new program allows entrepreneurs the opportunity to create property specific Web sites without needing Web design experience or training. The new program is aimed at helping franchisees drive bookings, increase revenue and build profit using the Internet. Site elements include customized property amenities, photos, features, local attractions and airports, and Web site links. The program was presented to the Accor Franchisee Advisory Councils before pre-release workshops held at the Accor convention in April 2003. Following the workshops, R.C. Patel, owner of Diplomat Hotels, and franchisee of all three Accor economy brands, raved, "This new program is very impressive with its ease of use and low cost."

Saving money is also top of mind for each of us. We have launched a franchise e-procurement program, which initiates an unparalleled rebate program to put money back into the hands of our franchisees. Through the company's new rebate program, franchisees who purchase goods, supplies and equipment using e-procurement or directly from any of Accor's suppliers, do so at the same prices offered to company-owned locations. In addition, any purchases from Accor's 108 approved suppliers will result in year-end rebates to the franchisees at the same rate as company-owned locations.

We believe that these two programs will propel our franchisees toward success in 2004.

Accor is a proud member of the International Franchise Association, American Association of Franchisees and Dealers and Founding Sponsor of AAHOA.