The document summarizes Accor's digital transformation efforts and strategy. It discusses: 1) The challenges Accor faced from the rise of online travel agencies (OTAs) and new competitors like Airbnb. 2) The steps Accor took to transform digitally, including redesigning its website, launching a mobile app, investing in social media, and creating a unified customer database. 3) The results of Accor's transformation which included increasing website traffic by 200%, social media following by 300%, and direct bookings through the website by 20%. Loyalty program membership also increased by 30%.

2. 1967
1980
2015
1973
Accor opened in France
Accor entered the international
market Poland, followed by the UK,
Holland, Germany and the US.
It had nearly 200 hotels in 22
countries.
17 international brands in 92
countries, operating across six
continents.
Accor Timeline
Accor Strategy
Accor had been on an “asset- light” strategy with
plans to offload a large portion of its owned hotels
to reach a new mix of 40% managed, 40%
franchised, and 20% owned

3. Introduction:
The case majorly talks about digital transformations in Hotel Industry.
04
05
06 03
02
01
Pure ReviewWebsites OTAs
Active Forums
AirBnB
OneFineStay
Content Availability
Online
Presence
E-
Reputation
Digital
Disruptions
New player Examples
OTAs Booking.com, Agoda, Expedia
Aggregators/Metasear
ch sites9
Trivago, TripAdvisor, KAYAK
Review sites TripAdvisor, Dianping
Travel blogs and forums Lonely Planet
Social media sites Facebook, Twitter, Instagram
Alternative lodging platforms Airbnb, HomeStay

4. Steps to transform AccorHotels
Steps
Extent to which the strategy would be specific to each hotel segment
Getting its teams to embrace this new digital perspective and fully integrate the
new outcomes into their incentive schemes
Decide on the appropriate channels to disseminate the content
Figure out a typology of online content (Classification and Type of Content)
Whether and how each type of content affected different aspects of consumers’
decision-making.
Create or co-create online content.

5. • The rise of online travel
agencies (OTAs)
• New competitors like
Airbnb
Challenges
• A fragmented customer
journey

6. Digital Transformation
Initiatives
● Redesigning its website
● Launching a mobile app
● Investing in social media
● Creating a unified customer database

7. 01
02
03
Relevant content at
every stage of the
customer journey
Content Marketing Strategy
Creating and
distributing high-
quality content
Using social media for
distribution and
engagement

8. Results
● Website traffic increased by 200%
● Social media following increased
by 300%
● Direct bookings through the
website increased by 20%
● Loyalty program membership
increased by 30%

9. 01
02
03
04
Website traffic: 100
million visitors in 2015,
200 million visitors in
2020
Social media following:
10 million followers in
2015, 30 million followers
in 2020
Direct bookings: 20% in
2015, 40% in 2020
Loyalty program
membership: 10 million
members in 2015, 30
million members in 2020
Numbers and Percentages

10. Lessons Learned
● Put the customer at the center of
everything
● Focus on improving the customer
experience

11. How to Leverage
Content?
02
01 03
Content and the
customer journey.
How to become
content-driven
organization?
Questions
02

12. Question 1 : Content and the Customer Journey
What are the different types of online content in
the hotel industry
Helps to Build Backlinks
Strengthen your Bond with your customers
Generate leads for the business
01 Builds a Brand Awareness/Build Hotel Brand
02
03 Great for Digital Marketing solution
04 Educate Audience
05
06

13. Blogs and Online
Magazines/Broch
ures
Articles
Virtual Hotel
tours/videos
Photos
Audio
Social Media
Campaigns
Testimonials Newsletter
Memes and GIFs Email Marketing Presentation
Online Contest
and Quiz

14. Accor Customer Journey

15. Thank you for your time and attention 🙂