SWOT analysis of AccorHotels

SWOT analysis of AccorHotels aims to examine the strengths and the weaknesses. It also aims to examine the opportunities and the threats facing the company.

 AccorHotels is a French multinational hospitality company that operates in 100 countries around the world

The Strengths of AccorHotels are:

1)      Stable staff.  The Accor group gives importance to employee engagement, training and development, which reduces labour turnover. The Company  keeps its employees happy.

2)      Loyal customers. The hotel’s loyalty programme has 40 million members who enjoy discounts

3)      Global presence.  The Accor group operates in 100 countries around the world. Accor is the biggest hospitality group in Europe.

4)      Brand Image. The brand portfolio of AccorHotels consists of 25 brands of which the flagship brands are Sofitel, Novitel in upscale range and Ibis in budget range.

5)      Leader in sustainability. the Accor group attracts the green customers because it is highly concerned on sustainability.


The Weaknesses of AccorHotels are:

1)      Geographic representation. The group has most  of its hotels in France and in Europe

The Opportunities for AccorHotels are

1)      Diversification.  There is a very good opportunity for diversification into tourism as Accor is negotiating to buy all the share stock of the French government in Air France KLM airline.

2)      Challenge to Airbnb. Accor is getting ready to challenge Airbnb by investing into two new brands: Travel Keys and Squarebreak


The Threats to AccorHotels are:

1)      Issues in Europe.  Accor is the biggest hospitality group in Europe. For this reason, everything that happens in Europe affects it greatly.  Brexit, terrorism, unemployment, social unrest and the rise of populism in across Europe have a strong  negative impact on AccorHotels

2)      Competitors. The main competitors of AccorHotels are Marriott, Hilton, and Hyatt.


To sum up:

From this SWOT analysis of AccorHotels, it is clear that Accor is the biggest player in hospitality industry in Europe. The group has invested heavily into catering sector due to the culinary traditions of French cuisine. It has also adopted a strategy of diversification and partnership with related sectors to hospitality, such as tourism, airlines, catering, and even lettings and property developing organisations.



SWOT analysis of British airways

SWOT analysis of British airways (BA) aims to explore the strengths and the weaknesses of BA. It also aims to examine the opportunities and the threats facing the airline.



1)      British Airways is one of the top airlines in the world. It is in fact the largest airline in the UK in terms of fleet size. It is also the second largest airline in the UK in terms of passenger carried.

2)      British Airways flies to over 170 destinations in more than 70 different countries worldwide. It serves approximately 40 million customers a year in the UK alone (British Airways, 2017). It was the official airline partner of the London 2012 Olympic Games.

3)      British Airways has a strong brand image as a leading global premium airline. It won a number of accolades over the years. It was voted No. 1 Consumer Superbrand in the UK in 2014, 2015 and 2016 (British Airways, 2018).



1)      Almost half of the airline’s revenues come from the UK. This reliance makes BA vulnerable to any potential market slowdown and intensifying competition in the UK. British Airways staff started a fortnight of strikes in July 2017 in the UK. points out the airline’s weakness in dispute resolution.



1)      BA has excellent opportunities for expansion. BA is launching new summer holiday routes ( Florence, Ibiza, Malaga and Palma from Bristol and Birmingham airports in the UK). More summer holiday routes are indeed worth exploring.



1)      Competitors . BA faces a number of powerful competitors such as Air India, Singapore Airlines, Etihad Airways, Qatar  Airways, Qantas Airways, Lufthansa, Emirates airline, and American airlines.


2)      Rising fuel costs and rising labour costs in the UK are other challenges facing BA.