Accor Embarks on Digital Transformation Path to Foster Growth

After 45 years of proven success and continuous innovations, what’s next for Accor, the world’s leading hotel operator? The heavyweight in the hospitality industry is certainly not resting on its laurels, as seen from its recent announcement of a €225 million global investment in digital technology to beef up its digital business over the next four years.

 

Compared to a decade or so ago, travellers today have a multitude of platforms to help plan their trips. Accor, which owns well-known brands such as Sofitel and Novotel, recognises the paradigm shift in consumer behaviour and is poised to transform the hotel experience for travellers in new ways through its digital transformation.

“We have decided to act on all levers that make up the Accor experience and that add to the customer journey,” said Vivek Badrinath, Accor’s Deputy Chief Executive Officer in charge of marketing, digital solutions, distribution and information systems, at a press conference held at Sofitel Bangkok Sukhumvit in Thailand.

“Travellers in Asia-Pacific lead the world for mobile and social media use, so it is important for Accor to actively engage our customers on these channels and to ensure our digital services are cutting-edge and world-class,” he added, referring to a recent study that shows Asia-Pacific accounting for 47.5% of internet users and 47.6% of mobile users worldwide.

Accor is committed to its ambitious plan to become the global leader in digital hospitality. Almost 30% of the €225 million investment has been earmarked for 2015. In Asia-Pacific, Accor is the only major international hotel group which has 32 geo-located versions of its website in 16 languages including Bahasa Indonesia, Korean and Japanese. A Thai version will be launched this year.

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ABOUT THE WRITER

A wordsmith by trade and photographer at heart, Kat leaves her footprints around the world and tell stories as seen through her eyes, heart and soul.  Follow her travel and culinary journeys on her blog and Instagram. She can be reached at kat@kat-eyes.com.