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Introduction
Digital disruption
Digital disruption is the
change that occurs when
new digital technologies
and business models affect
the value proposition of
existing goods and services
New competitors Questions and challenges
OTAs, Review web, How could the companies
Forum’s in the hospitality industry
emergence which do to adapt with the new
change and orient context?
consumer’s purchasing
behavior
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ACCORHOTELS
AND THE DIGITAL TRANSFORMATION
 Agenda
1 Competitive Landscape

Digital Transformation
2 in the Hoteling Industry

3 The Rise of Online Content

4 Managing Online Content

Add a footer 3
What is
AccorHotels?

Paul Dubrule Gerard Pelisson

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What is
AccorHotels?

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 Strategy
“Asset light strategy” to reach
40% managed, 40% franchised
and 20% owned. It help to enable
efficient use of capital.

HotelInvest HotelServices

• Hotel owner and

investor • Encompasses all
• Asset portfolio group of hotels
management activity • Hotel operator and
Sebastien Bazin • Financial function franchisor
• Hotel investor in • Sales and marketing
economy and • Distribution and
midscale segment information system
Customer Segment
Competitors/Marketing Segment
Luxury and Upscale Midscale Economy/ Budget
Competitors/Marketing Segment
Luxury and Upscale Midscale Economy/ Budget
 Collaborators

▪ Offer the package ▪ 20% of hotel ▪ Land and Sea ▪ Room availability
revenue came from package information
▪ Launched joint restaurant and bars
reward programs to ▪ Discount rate ▪ Price list
deepen customer ▪ Outsourcing and
loyalty co-branding ▪ Parking space ▪ Discounts

▪ Hire famous chef to ▪ Deals

create the special
dinner
Digital Transformation

New players & new technological solutions changes on the traveling industry

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Digital Transformation

Digital technology Transformed customer expectations

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Planning a trip

BEFORE NOW

Brick and mortar travel agents New way to unbundle

Buy bundled deals OTAs

Hotel communication through agent Metasearch site

Low feedback Social media site

Low price comparison

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Revenues of Hotels and New Online Players

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Shift in Power
Our Customers are changing

TELL MORE COMPLAIN MORE SWITCH MORE EXPECT MORE

 The Rise of Online Content in Hospitality

Photographs, videos, How-to guides, e-books, Pricing, availability dates,

customer’s experience press releases, and posts on hotel features, and other
stories on Social media, websites factual information found on
travel blogs, review websites OTA/review websites
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The Emergence
of Review Sites

Forum OTAs Review Sites

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Trust and E-reputation
Institutational
Peer Trust
Trust

E-
reputation

Online content management

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Managing
Online Content
What is Social Media Listening
(SML)?

2 main channels for SML:

E-mail Leveraging online

information
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Managing
Online Content
SML applied to companies

Many platforms dedicated

SML emerged soon and many
large corporations adopted a
centralized SML system to
stay on top of the social
conversation.

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Content Creation
Why Creating content is important?

Two Sources of content:

• Content published by hotels

• User generated content (UGC)

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Reviews as new currency FR
for Hoteliers - Challenges

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Accor 2.0:
Challenges and Questions
Some areas Olivier as a SVP needs to consider:
CONTENT AND CUSTOMER JOURNEY
Types of online content in the hotel industry
How the typical customer journey look like?
How does content affect the customer journey?

HOW TO LEVERAGE CONTENT?

How can Accor collect information about what the customer is saying about Accor?
How can Accor encourage and motivate customers to share their experiences and views?
How can Accor use content to attract customers?

HOW TO BECOME A CONTENT-DRIVEN ORGANIZATION?

Its important to integrate online content/e-reputation into its business processes.
This imply meeting 2 challenges
1. Come up with a plan to integrate the new digital capabilities (SML)
2. A potential digital plan only would work if the Accor team is supportive
CONCLUSION
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MEET OUR TEAM

Ana Vazquez Dang Pooh Giselle Bernal Nattira Chaisrivibul

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THANK YOU
FOR YOUR ATTENTION