AccorHotels Digital Transformation
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AccorHotels is a French luxury hotel chain, with a turnover of about 50 billion euros ($55 billion) in 2019. In 2016, they had 100,000 employees and 4,850 properties. Today they are still a big company, but they have undergone an extraordinary digital transformation process. This digital transformation process began by defining their goals. harvard case solution One goal was to boost revenue by 20% by 2020, while maintaining a level
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One of the best hotels in the world, AccorHotels is known to have a vast array of digital platforms and mobile applications that are designed to transform the way people experience and book their hotel stay. Incorporating cutting-edge technologies, such as voice recognition, augmented reality, and Artificial Intelligence, AccorHotels’ digital platform aims to connect customers with the brand in innovative and personalized ways, catering to their evolving needs and preferences. From a booking to checkout process, AccorHotels’ digital initiatives
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AccorHotels is a global hotel chain that provides a range of accommodation and related services. Their aim is to develop, manage, and operate luxury hotels, resorts, and serviced apartments worldwide. In the mid-1980s, AccorHotels was formed from the merger of three hotels groups (Iberostar, Sofitel, and Novotel) which were located in France, Spain, and the Caribbean, respectively. The AccorHotels group’s goal was to increase its revenues by
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The AccorHotels group is one of the most globalized hotel operators. It owns a wide range of brands, such as the famous AccorHotels, Sofitel, and Mamco. In 2015, the group had revenues of 41.2 billion dollars and 325,000 employees. AccorHotels is not new in using digital technologies, with an approach to technology and innovation in the hospitality industry. The group is constantly innovating and making the customer’s experience more personalized
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I worked as a digital marketing manager at AccorHotels, leading a team that was responsible for creating, executing, and measuring the performance of the hotel chain’s digital marketing strategy. As a part of my job, I regularly used various tools like Google Analytics, Facebook Insights, Google Search Console, Google Analytics, Mailchimp, Adobe Marketing Cloud, Google Cloud Analytics, and many more. I also regularly participated in and led various digital marketing workshops, webinars, and conferences related to digital marketing.
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As a digital expert, I’m proud to announce my new role as a Chief Digital Officer (CDO) at AccorHotels. This is a huge responsibility, which is the cornerstone of our business strategy. We believe that the world is going digital, and that AccorHotels should follow suit. It’s not just about making some quick profit, but it’s also about creating a sustainable advantage. To achieve that, we’ll need to do the following: 1. Redefine our business model We’ll define our
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“It took AccorHotels five years to rebrand as AccorHotels and move to a new corporate identity. At the time, I was one of the few editors that recognized a “rebrand” is not a single project or process, but rather a multi-year undertaking where an entire culture of products, brands, and channels is rebuilt, including human capital management, supply chain operations, and customer engagement strategies.” According to our data, AccorHotels Digital Transformation is a journey that started back in 201
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