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An
Whitepaper
Customizing Entertainment &
Tailoring guest Experience by
syncing their social media profiles
with Loyalty accounts
By Heath Oudenryn

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Contents
Executive Summary 3
Introduction 4
Objectives 6
Features 8
Technology 10
Data Pipeline 11
Ethics 12
References 13

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Section 1
Executive Summary
Success of social medial advertising relies heavily on the identification of the appropriate
and effective platforms that give the business access to its target group. It is vital that a
unified message is communicated across Facebook, Instigram, Twitter, Google plus and
both the website/blog. In the hotel industry, just like other industries, customer
satisfaction is crucial to ensuring growth of customer base and business profitability.
Accor experiences a greater challenge in the attempt to satisfy the varying needs of their
diverse customer portfolio, as seen across its economy, mid scale and Luxury brands.
Accor knows the importance of offering quality services and innovating upon which to
continue as a leader in the hotel industry. This can be achieved by creating a unique and
tailored experience for its loyalty members.
Loyalty program member’s account for a large proportion of hotels' occupancy and
revenues. It is well known that from a majority of hotels, at least 30% of occupancy
comes from their members. Robust membership numbers will help Accor with market
leadership and increase potential revenue opportunities and growth. Terms of sales of
points to partners, but also help persuade franchise owners to build/convert to their
brands to take advantage of built-in loyal customer bases. Different customers have
varying needs and preferences and therefore the key to remaining economically viable
and maintaining a competitive edge is the development and usage of a platform that
enables identification of the specific needs of a customer and responding on time through
the analysis of ‘Big Data’. This whitepaper will explore the incorporation of a ‘Linguistic
Inquiry and Word Count’ (LIWC) software as a method to provide customized
entertainment options and likes to loyalty account members in order to create a unique
experience and increase customer satisfaction.
“Big data is a popular term used to describe the exponential
growth and availability of data. Social media platforms like
Facebook and Twitter provide real-time perspectives on
people’s behavior, preferences and likes from on a range of
products. Every facet of our contemporary lives is being
uploaded and Accor intend to sync entertainment
preferences and likes to loyalty members accounts to create
a customized guest experience”

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Section 2
Introduction
The Hotels and Resorts industry has emerged from the troubled years of
the Global Financial Crisis in which revenue stagnated due to weakened
demand from both the corporate and tourist segments. Hotels and resorts
have also been met with heavy competition from other forms of
accommodation, particularly serviced apartments, which have been
refined to cater for the lucrative corporate segment. Industry revenue
declined 8.4% and 3.1% in 2008-09 and 2009-10, respectively, as the
global financial crisis brought havoc on consumer sentiment and business
confidence. However, the industry has rebounded following a resurgence
of inbound tourist numbers, and recovering consumer and business
confidence. For this reason, industry revenue is expected to grow by an
annualized 3.1% over the five years through 2013-14, to total $6.1
billion.
Despite the difficult operating environment post financial crisis, the
industry has returned to growth, with the industry recovering strongly over
the past three years. Many hotel and resort operators reacted to the
adverse economic conditions by cutting room rates and offering
additional perks and services such as this platform. This will be a part of a
diversification strategy to attract loyalty members. Revenue has increased
4.0% in 2013-14.

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Macro-theories, such as the social network theory, show how online
communities can be utilized to assist in conquering service marketing.
Social network theory views the community of individuals as connected
actors, and uses mathematical models to study its structure, development,
and evolution (Wasserman and Faust 1994). Social media allows this
theory to develop from an offline context to an online context seamlessly.
The recent emergence of a multi-dimensional social network framework is
crucial when studying the interaction between social actors and
information artifacts (Contractor 2009). By treating social media content
as nodes, one can perform mathematical calculations on those
information artifacts, such as what are the important pieces shared by
many people, how one can connect users through artifacts, where are the
structure holes of social media by connecting which the network could be
more tightly integrated? This area will be looked at closely in our analysis.
1. Social media is real-time, increasing consumer expectation on
corporate response times
2. Social media creates an opportunity for brands to have a
personified presence, creating a human-like exchange with their
customers

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Section 3
Objectives
This whitepaper’s objective is to outline the design of a platform
that will enable hotel loyalty members to have their favorite
music, movies and TV shows to be displayed automatically on
the entertainment system in their room when they check-in. It
will also have the capability to recommend local eateries,
external entertainment facilities and any current events that link
to the guest’s preferences.
LIWC is a transparent text analysis program that can analyze
any sort of text information and create a database of information
that Accor will be able to use to customize the experience for
their customers. LIWC can be used to analyze guests social
media posts, likes, check-in’s and status updates – Accor can
offer customers immediate access to entertainment options and
allow for better experience, whether it be business or leisure.
Similarly, trends towards certain types of restaurants and
gastronomy will allow Accor to offer tailored recommendations
to near-by restaurants and menu suggestions from room service.
This new platform will resonate emotionally within Accor Hotel Guests

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By creating this platform, Accor will be able to completely tailor all
entertainment to the individual and take the guesswork also increase
media sales. By analyzing LIWC, Accor is able to identify its
customer’s needs and likes and pre-emptively offers solutions.
Additionally, this may help convince first-time customers to sign up
with Loyalty programs to experience these benefits.

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Section 4
Features
The platform will be split up into 5 feature features that will
provide a holistic approach to the customization of
entertainment to the individual.
Music
Movies
Favorite actors, genres, and previous viewing will be
prioritized for the comfort of the guest
The home page will automatically
update to account holders details
upon check in. recent likes,
Sham, and any other data will
sync and display the artist, bands,
d’s recent releases, hits and
productions.

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Food & Beverage
Shows
Guests won’t have to
search for their next fix of Game of Thrones or House of
Cards, the most recent episodes will be at their mercy’s
Night life
Discovering music moments will use likes and
preferences to provide recommendation on near by
attractions and online viewing.
Favorite dishes, recent
gastronomy related posts,
likes, tags and locations will
help tailor recommendations
from the in-house f & b
menu, f & b specials/events,
and near by restaurants and
eateries.

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Section 5
Technology
LIWC, Custom Dictionary software and Algorithms within
the custom software will drive the platform. The Internet
is the essential background technology. Internet and
Ethernet will be essential for brining entertainment in-
room through Foxtel and the Accor media player. The
Internet is a critical business tool with 93% of Australian
organisations having access. Personal computer allow for
people to upload their
entertainment preferences to
Social Media, Australian
households and Internet usage
rank high by global standards.
Broadband networks are
showing positive growth.
Smart phone penetration is
high and acts as both a supporting and substitute channel
for PC’s. Function and emotion words people use provide
important psychological cues to their thought processes,
emotional states, intentions, and motivations.
LIWC dimensions will correlate thinking styles and
individual differences with entertainment preferences.
Accor will use a custom build software program to
develop a custom dictionary of all the necessary words
used in Entertainment/food/lifestyle. Other technology
used will be HTML code and Java script code.

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Section 6
Data Pipeline & Processing Steps
The flow of data starts when an Accor guest/member develops
an interest, like or preference for a certain artist, show, film, song
etc. They then express this on social media. The custom software
program using LICW as a premise will create a custom
dictionary to link and sync guests’ entertainment. Algorithms
similar to those used for the application of “Dynamic
Remarketing” will allow for the mining of all relative data.

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Section 7
Ethics Once a mutual agreement has been
established, information/preferences
will be gathered using LIWC. With
the help of Facebook’s Rigorous
Application Evaluator (Frappe) to
prevent third party malicious
applications from accessing the
information from LIWC. FRAppE is
used to analysis and identify third
party applications on Facebook
complex algorism to determine if
the application is malicious or safe.
Using a combination of these
programs will ensure that correct
information is extracted and the
information extracted is safe. The
information that has been gathered
with LIWC will be protected behind
firewalls and stored as an encrypted
file to prevent hackers from gaining
access to the information. This
information will never be shared
with the public and will be stored
using numeric id. Hotel loyalty
members are able to access their
own information to make
amendments with a special
identification card.
Linguistic Inquiry and Word
Count or LIWC for short is a
great system for analysing text,
however this can be regarded as
a breach of privacy and poses an
ethical dilemma. Cyber-crime
especially identity thief has been
on the rise with the ease of
accessibility of personal
information on social media. For
this reason, the platform will
ensure that that privacy is
paramount.
The use of the platform will be
marketed as a premium option
for Loyalty Members with the
opportunity to expand offerings
to standard hotel guests.
Upon joining/Rejoining, the
Accor Le Club as a loyalty
member, the syncing of
entertainment preferences would
be given as an option for
members to sign off on.
Privacy is our very first priority

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Section 8
References
Aaron Martin, R. V., 2013, Assessing the Benefits of Social Networks for Organizations,
SEA-SoNS Project, 1-34
Cross, C., Smith, R. G. & Richards, K., 2014, Challenges of Responding to Online Fraud
Victimisation in Australia, Australian Institute of Criminology, viewed 16 October 2014,
<http://www.aic.gov.au/publications/current%20series/tandi/461-480/tandi474.html>
David G. Taylor, J. F., 2012, Self-Enhancement as a Motivation for Sharing Online
Advertising Journal of Interactive Advertisement, 1-300
James W. Pennebaker, C. K., 2007, The Development and Psychometric Properties of
LIWC2007, LIWC2007 Manual, 1-22
Rahmanm, S., Huang, T., Madhyastha, H. & Faloutsos, M., 2012, FRAppE: Detecting
Malicious Facebook Applications, CoNEXT, 313-324