TOUR 121 - Tourism Information Management 

 
 
 

Case Study:  
Accor Hotels 
 
 
Submitted To: 
Ms. Cherrie B. Mangilog 
 
Submitted By: 
 
Group 5 
ASTURIANO, Myriellou Jela A. 
BAUTISTA, Carmela A.  
DAVADILLA, Ara Mae T.  
DOMINGO, Mary Ann Len A. 
NARTEA, Tom Lawrence B.  
TACAL, May Anne Marie S.  
VILLEJO, Fiona Sophia Mae C.  
 
BSTM 3 - 5 
 Questions

1. Explore Accor’s social media presence. Compare and contrast it to a similar international

hotel chain such as Hyatt, Marriott, or Starwood.

Social media helps you connect with your customers, increase awareness about your

brand, and boost your leads and sales. The social media presence of Accor Hotel is they use

social media to compete with online competitors. Accor is a big worldwide chain with more than

3700 inns in 95 nations and standing as a user of IT. It has more than 20 brands (for example

Raffles, Sofitel, Novotel, Pullman, Swissotel) covering the extravagance, mid-scale, and budget

markets. This hotel aspires to digital development and they put their consumers at the center of

their strategy and operations. They use their online booking platforms, The AccorHotels

Reservation System also known as TARS, and their mobile application MobileFirst. The online

platforms and mobile application of Accor Hotels alter their consumers' digital journey. Their

mobile application Mobile-First allows guests to view hotel information and in this app it allows

them to communicate with the hotel staff if they have concerns. In addition, it also has city

guides and other extra details about the Accor Hotel.

On the other hand, Marriott International has more than 5000 hotels around the world

and is successful global hotel industry. Just in the United States, there are over 1000 different

Marriott locations. Marriott uses social media for business performance in many ways. One

major way Marriott uses social media for business performance is by software programs the

track online activity. A software program that has been beneficial for Marriott is called HYP3R, a

geo-social marketing platform. This platform allows Marriott to track customer interaction,

activity, and return metrics. The only posts that they can engage with are publicly published

posts. For example, on a mobile, if a customer has their location settings turned on Marriott can

view where the post came from and they can act on it and generate customer engagement.
 Working with platforms that track different types of engagement is beneficial for many

companies. Tracking positive engagement and acting on it encourages customers to continue to

engage with the company. Tracking trends, activity, interaction, and location are just a few

simple ways a company can benefit from social media metrics. The Accor Hotel and Marriott

Hotel have different strategies in using social media. Accor hotels social media is aiming to give

comfort and convenience as they invested heavily in the design of their mobile app MobileFirst

to offer comprehensive and allows guests to view hotel details, book rooms or communicate

with the hotel via phone or email and let customer experience booking and modifying

reservations online, online payment and the online check-in. While Marriott Hotel social media

presence is to remind their customers that they are a company that cares and willing to protect

consumers because they believe that customers are the most important part of their company,

and one of the main goals of Marriott hotels is to listen to their consumers via social media such

as Facebook and Twitter and go on with the up to date trends. They use social media to

motivate consumers to suggest their ideas about their hotel experience so that Marriott Hotel

can use this information to improve their services.

2. Research the various computer systems (discussed in this chapter) that are used in

Sofitel and Pullman brands. Which systems are integrated? What do you notice in the

difference in IT usage? Can you explain the difference?

Sofitel and Pullman Hotels are both constantly integrating with new technologies,

improving the way they serve their guests, and hotels are at the heart of their innovation

strategy. Even though they are both parts of the Luxury Brands Collection of the hotel group

Accor Hotels, Sofitel is more luxurious than Pullman. Sofitel launches its official website. In that

website, eight different sections allow the web users to have easy access to complete and
updated information on hotel products and services. Reservations are also made easy for the

guest to book rooms and events or make restaurant reservations as well as set appointments at

any of the hotel’s beauty, wellness, and recreational centers. Hotel information can also easily

downloaded from the site. Guests may find several hotel brochures, food and service menus,

and media releases at the touch of a button. While in the Pullman brands, they make a

partnership with Microsoft for its new "connectivity lounges" were those tourists that don’t travel

with laptops to stay in touch with the office, friends, and family without having to go in the

business lounge.