Accor Puts Digital Technology at the Heart of the Customer Experience

Accor announces the worldwide implementation of a digital solution that revolutionizes the guest welcome experience. By integrating digital technology to offer customers a more personalized welcome, the experience is less devoted to administrative formalities; making the hotelier entirely available to guests’ needs.

“Our ability to constantly integrate new technologies and improve the way we serve our guests and hotels is at the heart of our innovation strategy to make Accor the most audacious and innovative hotel operator. Accor places digital technology at the service of its guests at every stage of their hotel experience – before, during and after their stay – adapting its hotel services to the new modes of consumption which are more mobile and connected,” explained Vivek Badrinath, deputy chief executive officer, marketing, digital solutions, distribution and information systems.

With the deployment of the new digital welcome, Accor is providing an online service that is consistent with new consumer habits. Over two billion people currently have a smartphone and 47% of travel searches are made from mobile phones, making them the preferred device for finding, preparing and organizing a trip. The service, which was designed in collaboration with the hotel operating teams, will be offered to all loyalty card or subscription card holders, and to customers booking directly through Accor via: accorhotels.com, the brand websites, mobile applications, or by phone directly with the hotel, etc.

Original and personalized, the new welcoming is deployed across all Accor brands and will be adapted by each brand to fit its service offering, depending on their segment, market positioning and establishments’ specificities.

This new system has been tested in approximately 20 establishments in France, the United Kingdom, Italy, Belgium and the Netherlands, and is currently deployed in 60 hotels in 13 countries. Accor plans to roll out the digital welcome in 1,000 hotels, or close to 30% of the network, by the end of 2014. Brazil, where Accor is the market leader, will boast the largest number of equipped hotels, as the service will be offered in nearly all the establishments in cities hosting soccer World Cup matches as of June 2014.

“This innovation focuses on giving our guests a warm, personalized welcome and on saving time thanks to new technologies. Initial feedback is encouraging, as more than 90% of guests who used the service say they are willing to do so again. Wait times and lines are diminishing and hoteliers are more available for their guests – they can devote themselves completely to their passion, the job of host,” explained Christine Pouletty, the project’s manager.

Source: Travel Pulse, http://www.travelpulse.com/news/hotels-and-resorts/accor-puts-digital-technology-at-the-heart-of-the-customer-experience.html