MGallery, Accor's collection of upscale hotels, emphasizes providing services and attentions especially for women. 'Inspired by her' has been tested since January 13 in four of the Collection's hotels in France: the Hotel Carlton Lyon, the Grand Hotel de Cabourg, the Grand Hotel Roi René in Aix en Provence and the Hotel Baltimore in Paris.
Julie Grégoire, Senior Vice President Hotel Services France, Luxury and Upscale explains: "Luxury and upscale hotels have largely been designed by men for men. Yet, the number of women staying at these hotels for both business and leisure has tripled over the last 10 years. MGallery is a daring and attentive brand and through this range of exclusive services and special attentions it is adapting to the demands of a growing female clientele, because attention to detail makes all the difference in this segment."
Women are a growing customer base. They represent 43% of business travellers and make 75% of leisure travel decisions. To respond to his trend, MGallery is unveiling ‘Inspired by her', a special range of services for women.
To compile this range of services, the brand took an empirical approach by reaching out to its women guests and its general managers and by discussing the issue at length with key travel industry stakeholders. MGallery also based its approach on a survey of 250 women customers who are members of Accor's loyalty program.
This survey highlighted three of their key concerns:
The importance of feeling safe and comfortable,
The peace of mind and well-being derived from suitable welcome products,
A healthy, well-balanced and varied food and beverage offer.
MGallery caters for these concerns by offering a service tailored to the guest's stay. As soon as a female guest arrives, she will receive a document describing all the services and accessories available to her. She will then be able to choose the location and size of her room, for example (she might refer the cozy comfort of a smaller room), as well as a host of other special attentions, such as robes and slippers in her size, a full-length mirror, skirt hangers, a wide range of herbal teas, etc.
If she needs them, she will be able to purchase Wolford tights, manicure kits, various creams and body care treatments offered in partnership with ‘OhMyCream' the Net-a-Porter of top-end beauty products.
The restaurant and room-service menus include soups, salads, fresh fruit and other well-balanced dishes.
Finally, this offering includes yoga mats and weights, ironing boards, women's magazines and a host of other little attentions.
Now that "Inspired by Her" has been tested in the four French hotels, the objective is to roll out the offer in all the network's hotels by the end of the year.