AccorHotels delivers the right message at the right time

Customer Success

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.

Customer Success
Simon Morris

Posted on 09-08-2016

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