Overview

Our goal

We want to grow by making our brands the first choice for guests and hotel owners.

Our target

Between 2010-2012 we committed to increase the number of our Hotels to be 7 hotels in Egypt with the total room capacity 4000 rooms.

This will be achieved through organic growth – meaning through new rooms under our existing brand and not through acquisition. Most of the rooms that leave our system do so at our instigation as we will raise the quality of our hotels across all of other brands.

Our strategy

Our strategy is to build the hotel industry’s strongest operating system focused on the biggest markets and segments where scale really counts.

Our operating system

AA operating system is made up of all the things we do to drive demand for our brand. This includes our advertising and marketing campaigns.

Our focus on the biggest markets where our scale really counts ensures that we concentrate our resources on the opportunities that will provide the greatest return.

Our strategic priorities

• Improving the performance of our brand
• Using our insight to make our brand the first choice for guests
• Delivering consistent customer experiences
• Generating excellent returns from our hotels
• Improving hotel revenue by encouraging guest visits
• Improving the efficiency of our hotels and operating processes
• Putting our market scale and knowledge to good use
• Using our worldwide scale and experience to convert more hotels to our brand
• Making the most of our global presence – guests choose brands they know when they travel
• Strengthening our organisation
• Investing in our people and our ability to do business
• Building strong partnerships within our own company and with our owners across the world

Our business model

We operate hotels in three different ways – as a franchisor, a manager and on an owned and leased basis.

Our business model focuses on managing and franchising hotels, whilst our business partners own the bricks and mortar.