Accor announces partnership with SHe...

The pioneering hotel label is designed by women for women

Accor and independent hotel label, SHe Travel Club have announced a partnership that aims to reimagine the female travel and hospitality experience.

SHe Travel Club leverages technology and women’s individual feedback to create a label specifically designed around meeting their expectations and requirements.

Key Accor brands including Sofitel, MGallery, Novotel and Mercure will be part of a 50-hotel pilot in Europe and in the Middle East to encourage the deployment and growth of the SHe label. Its ambition is to work hand-in-hand to raise the bar and support an improved travel experience for women.

Women represent 64% of global travellers, but according to SHe’s global survey of 5,000 women in five regions, 85% consider their needs are not fully met by the industry. Think: bad hairdryers, poor lighting at dressing tables and a lack of security in hotel entrances and corridors.

The survey identified four key pillars: Safety, Comfort, Service and Dining & Entertainment. As such, the labelling process assesses hotels against these four categories and provides three levels – Silver, Gold and Platinum – catering for all hotel segments.

More than two hundred hotels around the world have already been certified by the SHe Label

Accor group chief commercial officer Patrick Mendes, said: “We are delighted to partner with SHe Travel Club and to support its initiative to improve the travel experience for women. Accor is entrepreneurial and disruptive at its core and is always looking to support organisations innovating and developing positive solutions to redesign the hospitality blueprint with bespoke guest experiences.”

Maud Bailly, CEO Southern Europe and Co-Chair of Accor's gender equality, diversity and inclusion network RiiSE added: “Taking care of people is in Accor’s DNA and this collaboration represents another step in ensuring our ecosystem is a safe and inclusive environment for everyone to enjoy. Welcoming others, adapting and valuing their differences is one of the founding principles of our management ethic.”

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Commenting on the partnership, She Travel Club founder Valérie Hoffenberg said: “I’m pleased to initiate this partnership with Accor. Our SHe Label aims to promote hotels that adapt their offers to the specific expectations of women who travel. Our SHe Label contributes to the positive change of women empowerment all over the world.”

Representing a regional property, Novotel Dubai Al Barsha hotel manager Alina Zapopadko said: “Our team is thrilled to partner with SHe Travel Club and delighted to support the first hotel label in its ambition to improve travel experience for women and to accommodate the needs of new social paradigm.

"Novotel Dubai Al Barsha is proudly wearing the Platinum label as the representation of its commitment to continuously support organisations innovating and redesigning solutions for exceptional hospitality experience.”

For more information visit www.group.accor.com