Since opening its first hotel in France in 1967, AccorHotels has amassed a portfolio of 4,100 properties in 95 countries. The company’s longevity can be credited to its reputation for building strong customer relationships and its ability to adapt to change—including the digital disruption that has permanently altered the hospitality industry.
“Our online-only competitors are pulling customer relationships and margins away from hoteliers,” says Romain Roulleau, Senior Vice President, E‑commerce and Digital Services, AccorHotels. “We wanted to enable our guests to receive outstanding digital services right from the beginning, long before they even step into one of our hotels.”
In response, AccorHotels created an online booking platform and a mobile app to personalize services to guests before, during, and after their stays. The app integrates with Adobe Campaign in Adobe Marketing Cloud, allowing AccorHotels to further customize communications. “Adobe Campaign helps us take customer data, anticipate what guests need, and then personalize their journeys in real time with targeted offers and information,” says Roulleau.
From creating meaningful campaigns across channels and brands to targeting travelers with pre-stay messages and helpful information at their destination, AccorHotels has transformed digital journeys for customers. According to Roulleau, AccorHotels is also combining the best of both in-person and technology interactions using Adobe Campaign, allowing the company to expand its service offerings. For example, AccorHotels is piloting new customer experiences with a mobile-first strategy, including paperless stays.
For more on how AccorHotels is digitizing hospitality, read the case study here : AccorHotels digitizes hospitality.