AccorHotels

&
Digital Transformation

Group 11
Dhanik | Nikita | Manmohan | Ishan | Mrinal | Pratika
 5 C’s Analysis
Company : Competition:

Accor is a French multinational hospitality company
3900 hotels across 92 countries
Vast portfolio of hotel brands, ranging from luxury to economy
Two business units – HotelInvest and HotelServices
Collaborators:
Traditional Collaborators - Airlines, F&B, Cruise, travel agents
New collaborators – OTAs, Aggregator’s websites, review sites,
travel blogs, social media sites
Customers:
Marriott International, Hilton Worldwide, InterContinental Hotels
Group (IHG), Starwood Hotels and Resorts Inc., Wyndham
Worldwide Corp and Airbnb
Context:
The digital revolution has significantly impacted the hospitality
industry
Increase in importance of interacting with customers
New players have become challenges to traditional hospitality
players

Hotels across all three segments – economy, midscale and

luxury

Type of travellers - leisure travelers & business travelers

 Decision Problem

To leverage digital transformation, improve customer

experiences, and maintain competitiveness in a rapidly
changing industry, achieving revenue growth and market
expansion
 Alternatives Available

Creating Social Enhance Digital Creating content: Enhancing direct

Media Listening: can Marketing and Develop and distribute bookings:
be used to monitor Distribution: they can valuable, engaging Encouraging
and analyze online optimize their digital content to attract and customers to book
conversations, presence by investing engage customers, directly through
customer feedback, in search engine strengthening brand Accor's website or
and trends in social optimization (SEO), connection and driving app by offering
media platforms, pay-per-click customer loyalty exclusive deals,
enabling them to advertising, social loyalty rewards, and
make informed media marketing, and personalized
business decisions influencer partnerships experiences
 CUSTOMER JOURNEY

Booking and
Need/Recognition Research Comparison Post - stay
staying

● Leisure Trip ● Watch vlogs or ● Reading ● Booking the ● Post

● Business Trip pictures of reviews hotel through photos/videos
● Inspired from places ● Comparing the OTA of the hotel
social media ● Asking prices on the aggregators or ● Write
posts/blogs opinions from OTAs hotel website reviews/blogs
based on friends/family ● Going through ● Posting photos about their
tourism ● Analysing social media and video experience
different channels of the ● Recommend or
options hotel for alert their
according to photos and friends/family
the budget videos about the hotel
● Visiting
websites of the
hotel
 Evaluation
Cost-Benefit
Alternative Customer Benefits Feasibility Risks
Analysis

Better understanding of customer

Creating Social preferences, improved customer Requires social media listening Data privacy, continuous High benefits,
Media Listening satisfaction, enhanced brand tools and techniques. monitoring. moderate costs
image.

Increased convenience for

Enhance Digital
customers, personalized Leverage digital channels and Competition, ongoing High benefits, high
Marketing and
marketing messages, direct optimize distribution platforms. optimization. costs
Distribution
access to special offers.
Competitive pricing,
Greater control over booking Offer exclusive deals, loyalty
Enhancing Direct seamless booking, Medium benefits,
process, access to exclusive programs, personalized booking
Bookings potential resistance from moderate costs
benefits, personalized offers. experiences.
OTAs.
Valuable and relevant Content quality and
Develop content creation
information, increased consistency, competition High benefits,
Creating Content capabilities and establish content
engagement, enhanced brand in content-driven moderate costs
distribution channels.
connection. market.
Recommendation
Creating content
Since this is happening in research stage of customer journey, content creation will
enhance our brand

Action plan:
• Unique Experiences: Showcase captivating content (videos, blogs, social media) to highlight the hotel's
distinctive offerings and differentiate AccorHotels from competitors
• Brand Awareness and Engagement: Produce high-quality, shareable content (travel stories, destination
guides, imagery) to increase brand visibility and engage with the target audience
• Thought Leadership: Share valuable insights, expert tips, and industry trends through blog articles,
webinars, and podcasts to establish AccorHotels as a trusted authority in the hospitality industry
Thank you