The Accor Hotel Group Operates Five Distinct Hotel Brands, Each

Multiple Choice

The Accor Hotel Group operates five distinct hotel brands, each positioned at a different segment of the market. Sofitel is the luxury brand appealing to affluent travellers. Novotel is the mid- price, three- star hotel group appealing to both corporate market and independent travellers. Ibis is the two- star hotel division for the price- conscious. Formula One is positioned at the budget price end of the market; offering limited services it appeals to backpackers and families on very tight budgets. Finally, the Hotelia chain caters for extended hotel stays and appeals to the seniors market. The Accor group is using which approach to segmentation?

A) niche
B) individual
C) undifferentiated
D) target
E) differentiated