August 24, 2020
AccorHotels and the Digital Transformation
This article discusses new digital challenges and opportunities hotels are currently facing
and Accor's reaction to them. New developments in the industry, such as online travel agents,
review websites, social media sites, alternative lodging platforms, etc. have encouraged Accor to
revamp their digital presence. To do so, Olivier Arnoux, SVP Customer Experience and
Satisfaction for AccorHotels launched an expansive research project to help determine what type
of content would help them gain value and what channels they should utilize to maximize their
Olivier's research first uncovered that Accor's market segments were unique as they
spanned from economy, midscale, and luxury/upscale. This gave Accor a competitive advantage
as most major chains "tended to concentrate on the midscale to luxury segments" (pg. 2).
Wyndham is the only other competitor that operates across these three segments.