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Accor unveils its Digital Strategy

3 min reading time

Published on 30/10/14 - Updated on 17/03/22

Accor Digital Day

London is hosting Accor's #Digital Day today, and we're expecting to learn more about the group's financial strategy -as many purchases of hotels and stakes were announced recently- and fresh news about its digital strategy. Follow it live; we'll keep you informed about major news.

Global hotel groups are definitely seeking to expand their digital footprint, as highlighted by Accor's  "Digital Day" in London. While its CEO delivered a stage performance inspired by Steve Jobs (he stepped in barefoot & wearing a black T-shirt), the French group announced its takeover of Wipolo, a French tech start-up specialized in mobile trip management, and unveiled a €225 million 5-year investment plan in digital solutions. Because the group's activities are now split in two departments, Accor's management interestingly mentioned this digital investment plan will be a "cost [financially allocated] to Hotel Services [its operating branch], but bring value to HotelInvest & hotel partners",  i.e. franchisees, hotel owners and investors.

Money from the €225M investment plan will be dedicated to internal tech developments as well as to further tech business acquisitions. Although Wipolo's purchase cost is undisclosed [considering the business and listed company's regulations, we can expect it to be in the €1 million to €10 million range], this move means the group's recent shopping spree (€900 million through the Moor Park purchase, €180 million in Switzerland, a 35% stake in Mama Shelter) will not only be about hotel real estate but will also expand to French start-ups as well.

Digital tools will change the daily work of hotel staff, soon to be relieved of paperwork to focus on interacting with customers. Digital tools such as online check-in enable staff to prepare everything during off-peak periods, and to focus on relationship-building during peak times of the day. The better use of data is also regarded as a major growth opportunity for hotel groups, who have gathered huge amounts of relevant data but have yet to convert this into an enhanced customer experience. To analyze "Big Data", Vivek Badrinath has set up a team of macro data analysts, providing a hint that econometrics and database management & analysis could be on their way to becoming key new skills in the hotel industry.













Accor

Accor

Hotel Group

  • Accor France
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