Accor's Top Digital Exec Reveals Data on Its Hotel Tech Game
25.08.2023 - 13:16
/ skift.com
/ Sean Oneill
Accor held a day of presentations for investors on June 27, and I wrote a piece covering 7 top slides from it. Today I want to highlight the most notable 20 minutes of the six hours of talks.
Alix Boulnois, chief digital officer, revealed how Accor is strengthening its digital foundations.
Accor launched what it calls a “digital factory” at the end of 2021. What the heck is that?
Accor, like its rivals, wants to sell more than just rooms.
Distribution is a challenge for all hoteliers. They all want to sell to more guests using the least costly sources possible.
Accor is leading its rivals on the subscription model.
Most of Accor’s brand websites are outdated in look and functionality, in my view.
Accor’s skill at setting room rates has been below average, in my view.
Loyalty programs are critical to hotel group growth, and Accor has been behind players such as Marriott and Hilton in running a popular and profitable rewards program.
Hotel companies need clean and unified data to take advantage of other tools and tricks.
How does Accor’s digital revamp compare with what else is in the market? Subscribers to Skift Research can read the just-published Hotel Tech Benchmark: Digital Marketing and Advertising Tech 2023 report and the Hotel Tech Benchmark: Booking Engines, Website Builders, and Direct Booking Tools 2023 report.