Accor Hotels worked with Kenshoo to improve tracking and attribution of online marketing campaigns across its 13 hotel brands. Previously, Accor could only track the last click before a conversion. Kenshoo's platform enabled multi-channel tracking to understand customer journeys. This revealed that paid search led to more bookings than realized, even for conversions attributed to other channels. With improved attribution and optimization, Accor increased revenues 82% with only a 36% larger budget, and saw bookings rise from keywords and brand terms.

1. BACKGROUND
Accor Hotels, one of the world’s largest hotel groups operating 13
high profile brands across 80 countries, began working with
Kenshoo in April 2011 to optimise and manage paid search
campaigns worldwide using the Kenshoo Enterprise platform.
CHALLENGE
Accor’s search team had previously been using tracking software
that was only able to record the media channel that led directly to
a conversion i.e. last click data. What it failed to shed light on was
the journey that led up to the customer making a booking, or any
element of cross-site conversion. For instance, if a potential
customer was led to the company’s umbrella site by a paid search
ad but eventually made a booking through the individual site of
one of Accor’s sub-brands, the sale was attributed to direct entry
rather than paid search or other media.
Relying on this data, the team distributed its online marketing
budget only across the channels that delivered direct results,
discounting the potential return from paid search.
SOLUTION
Through Kenshoo Enterprise, tracking was enabled across all 13
brand websites in order to simultaneously capture attributions
alongside the existing tracking software.
This new approach allowed the Accor team to track each user’s
journey from start to finish: from clicking on a paid search ad,
through other channels such as display advertisements and email
marketing campaigns, eventually leading to a booking.
As a result, the search team was able to garner valuable insight into
the relationships between channels in leading to conversions, as
well as cross-site conversions between Accor’s brand websites. The
team applied Kenshoo’s U-shaped keyword attribution model –
which attributes greater value to the first and last click in the
conversion path - enabling them to calculate the real value of each
keyword within the search journey.
This allowed the team to optimise their campaigns, increasing bids
on keywords and campaigns that heavily impacted the final
conversion – even if they were not the last click prior to booking.
Info@kenshoo.com // Kenshoo.comEN-EMEA-02-0001
Accor Hotels Increases Revenue by 82%
with Kenshoo Enterprise
Advanced tracking, reporting, and attribution tools lead to improved optimisation and conversions

2. Info@kenshoo.com // Kenshoo.com
RESULTS
The insight into conversion attribution provided by Kenshoo Enterprise allowed the Accor team to significantly improve the optimisation of
campaigns across all online advertising through a deeper understanding of how channels impact upon each other.
Comparing revenues year-on-year demonstrates the tremendous success of the campaign. Through Kenshoo, the Accor search team achieved:
82% increase in revenues while the budget had been increased by only 36%
59% increase in bookings from generic keywords and 33% increase from brand terms
14% increase in revenues across all other channels including email marketing, SEO, affiliate, display advertising and direct access
As a result, search engine management was involved directly in the generation of €30m in revenue. This allowed the team to justify greater
spend on paid search, leading to ever-higher rates of conversion.
TESTIMONIAL
“Kenshoo has empowered Accor to break-through the question of attribution and understand how one channel could be impacting the other
channels. This is helping us to implement integrated strategies across all online channels and reach our incremental sales targets. We look
forward to doing even more innovative work with Kenshoo in the future.”
- Dan Morgan, Head of SEM Accor Hotels
Phenomenal Results