{"id":293169,"date":"2012-11-29T01:00:00","date_gmt":"2012-11-29T00:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/les-chaines-volontaires-sont-elles-une-meilleure-alternative-a-la-franchise"},"modified":"2012-11-29T01:00:00","modified_gmt":"2012-11-29T00:00:00","slug":"les-chaines-volontaires-sont-elles-une-meilleure-alternative-a-la-franchise","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/les-chaines-volontaires-sont-elles-une-meilleure-alternative-a-la-franchise","title":{"rendered":"Les cha\u00eenes volontaires sont-elles une meilleure alternative \u00e0 la franchise ?"},"content":{"rendered":"
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Le Nouvel Economiste publiait r\u00e9cemment un article sur le syst\u00e8me des cha\u00eenes volontaires. L’occasion pour nous d’approfondir les particularit\u00e9s de cette forme de r\u00e9seau et l’offre alternative qu’elle pr\u00e9sente face aux mod\u00e8les de franchises les plus courants.<\/p>\n

Le r\u00e9seau d’une cha\u00eene volontaire est constitu\u00e9 d’\u00e9tablissements ou d’entreprises ind\u00e9pendantes partageant une m\u00eame identit\u00e9 commerciale, un \u00ab label \u00bb, des supports de communication, des actions promotionnelles, des services aux clients. Ce mod\u00e8le de groupement s’est principalement d\u00e9velopp\u00e9 dans la restauration, la distribution et l’h\u00f4tellerie. L’objectif est de se grouper autour de \u00ab valeurs \u00bb, de s’associer sur le plan de la commercialisation et de la promotion, on y adh\u00e8re en g\u00e9n\u00e9ral par un syst\u00e8me de \u00ab cotisation \u00bb.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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PANORAMA DES CHAINES VOLONTAIRES DANS L’HOTELLERIE EN FRANCE<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Sur le secteur de l’h\u00f4tellerie, 24 cha\u00eenes sont pr\u00e9sentes en France et regroupent aujourd’hui plus de 5 500 \u00e9tablissements. Citons Logis (de France) le plus important en nombre d’adh\u00e9rents, Ch\u00e2teaux et H\u00f4tels Collection, les Relais du Silence, Relais & Ch\u00e2teaux, Best Western<\/a>, Contact H\u00f4tel<\/a>, Brit H\u00f4tel<\/a>, <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La balance \u00ab entr\u00e9es\/sorties \u00bb affiche un d\u00e9ficit de -1,4% en 2011 soit l’\u00e9quivalent de 80 adresses (576 d\u00e9parts pour 496 arriv\u00e9es). Un recul cependant moindre que la perte de 293 adh\u00e9rents en 2010. Globalement, les cha\u00eenes volontaires affichent depuis 10 ans, un turnover relativement stable autour de 10 %<\/strong>. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La r\u00e9alit\u00e9 \u00e0 l’int\u00e9rieur des r\u00e9seaux est, elle, beaucoup plus contrast\u00e9e. Si certains sont \u00e0 l’\u00e9quilibre voire en progression, d’autres en revanche perdent des adh\u00e9rents. Le contexte \u00e9conomique, les nouvelles normes d’accueil en vigueur, le nouveau classement des \u00e9tablissements, la diversit\u00e9 de l’offre favorisent la concurrence. On peut ajouter \u00e0 cela une volont\u00e9 de qualit\u00e9 accrue de certains grands r\u00e9seaux qui n’h\u00e9sitent pas \u00e0 se s\u00e9parer des unit\u00e9s les moins appropri\u00e9es. Lisez donc notre article : <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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L’affiliation d’un h\u00f4tel \u00e0 2 ou 3 r\u00e9seaux diff\u00e9rents est aussi en recul : le pourcentage est pass\u00e9 de 20 % \u00e0 moins de 12 % en 15 ans. Un recentrage des professionnels qui s’explique par la hausse g\u00e9n\u00e9rale des cotisations et les co\u00fbts de services annexes alors que la situation financi\u00e8re des \u00e9tablissements est globalement moins bonne.<\/p>\n

Lisez aussi cet article : <\/i>60 nouvelles franchises h\u00f4teli\u00e8res dans le groupe Accor<\/i><\/a> ! <\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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UNE MUTATION EN PROFONDEUR DES RESEAUX VOLONTAIRES<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le grand changement vient aussi dans la nature m\u00eame de ces r\u00e9seaux qui sont pass\u00e9s d’une notion de \u00ab club \u00bb \u00e0 celle d’entit\u00e9 commerciale \u00e0 part enti\u00e8re. Cela induit un niveau d’exigence plus aigu de la part des adh\u00e9rents qui consid\u00e8rent d\u00e9sormais que leur cotisation doivent se traduire par un gain en clients et chiffres d’affaire et plus seulement en partage de valeurs. Les r\u00e9seaux se sont consid\u00e9rablement professionnalis\u00e9s<\/strong>, adoptant des objectifs d’efficacit\u00e9, qui demandent des moyens, et donc des ressources suppl\u00e9mentaires. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le syst\u00e8me de cotisations, en augmentation de 10 \u00e0 25% durant les 3 derni\u00e8res ann\u00e9es, est lui aussi disparate et souvent al\u00e9atoire. Nombre de param\u00e8tres entrent en ligne de compte au sein d’un m\u00eame r\u00e9seau : emplacement, capacit\u00e9, classement Sont autant de crit\u00e8res importants. A cela s’ajoute des droits d’entr\u00e9e, la premi\u00e8re ann\u00e9e, et des co\u00fbts annexes (publicit\u00e9, centrale de r\u00e9servation, op\u00e9rations promotionnelles) qui viennent gonfler la note annuelle. Si l’\u00e9tablissement est attractif, son propri\u00e9taire a toutes les chances de pouvoir n\u00e9gocier au plus serr\u00e9 la cotisation et les droits d’entr\u00e9e. Et ce d’autant que les cha\u00eenes se livrent un vrai combat de recrutement. L’h\u00f4telier doit donc faire son calcul par rapport \u00e0 une redevance franchise qui repr\u00e9sente en moyenne 4 \u00e0 5 % du chiffre d’affaires.<\/p>\n

Lisez cet article : <\/i>Juillet 2012 : Ind\u00e9pendants, cha\u00eenes et franchises h\u00f4teli\u00e8res soumises au nouveau classement<\/i><\/a> ! <\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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VERS UN RAPPROCHEMENT RESEAU VOLONTAIRE ET FRANCHISE ?<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Reste la notion de libert\u00e9, d’ind\u00e9pendance encore pr\u00e9pond\u00e9rante dans le choix de rejoindre une cha\u00eene volontaire. Mais pour combien de temps encore ? Car les grands groupes d’h\u00f4tellerie int\u00e9gr\u00e9e commencent \u00e0 s’int\u00e9resser \u00e0 cette formule. C’est le cas notamment d’Accor qui, pour ses enseignes Mercure, Best Western, Autograph Collection, Starwood Hotels & Resorts, propose d\u00e9sormais une sorte de franchise \u00ab all\u00e9g\u00e9e \u00bb o\u00f9 la cotisation donne acc\u00e8s \u00e0 l’enseigne et \u00e0 la centrale de r\u00e9servation. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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De nombreux mouvements d’acquisition ont fait \u00e9galement l’actualit\u00e9 des cha\u00eenes volontaires. Citons par exemple le regroupement d’Inter-H\u00f4tel, de Qualys Hotel, de P’tit D\u00e9j-Hotel<\/a> et Relais du Silence au sein d\u00e9sormais de SEH. Avec 473 h\u00f4tels en France et 72 \u00e0 l’international, elle se donne ainsi les moyens d’une dynamique de d\u00e9veloppement ambitieuse et hors fronti\u00e8res, chose encore rare pour les r\u00e9seaux fran\u00e7ais. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Article mis en ligne par Isabelle, R\u00e9dactrice AC Franchise <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Le Nouvel Economiste publiait r\u00e9cemment un article sur le syst\u00e8me des cha\u00eenes volontaires. L’occasion pour nous d’approfondir les particularit\u00e9s de cette forme de r\u00e9seau et l’offre alternative qu’elle pr\u00e9sente face aux mod\u00e8les de franchises les plus courants. Le r\u00e9seau d’une cha\u00eene volontaire est constitu\u00e9 d’\u00e9tablissements ou d’entreprises ind\u00e9pendantes partageant une m\u00eame identit\u00e9 commerciale, un \u00ab […]<\/p>\n","protected":false},"author":1,"featured_media":293170,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[3],"tags":[135],"class_list":["post-293169","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-franchise-informations","entry","has-media"],"acf":[],"yoast_head":"\nLes cha\u00eenes volontaires sont-elles une meilleure alternative \u00e0 la franchise ?<\/title>\n<meta name=\"description\" content=\"Le Nouvel Economiste publiait r\u00e9cemment un article sur le syst\u00e8me des cha\u00eenes volontaires. 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