Accor invested 225 Mn in your digital transformation
A year after the announcement of the new strategy of the Group and the redefinition of its economic model around HotelServices and HotelInvest, Accor has announced its new digital strategy, which will invest 225 million euros.
According to the company, the Leading Digital Hospitality plan relies on a global approach to the challenges of the digital environment, in a context of market marked by the acceleration of technological change and the rapid evolution of the behavior of customers.
Designed around 3 axes (customers, employees and partners) this strategic plan aims to integrate digital into the entire customer, improve the offering to investors partners and consolidate the market share of the group in the field of distribution. The plan rests on two pillars: it infrastructures and data management. Is articulated around 8 programs whose results will be effective from 2015.
SÃ©bastien Bazin, President and Chief Executive said who “committed by Accor transformation is both strategic, digital and management. Includes the set of digital challenges in order to become an actor in a sector in profound transformation. the Group Accor is the first global hotel operator and has important resources and knowledge – make unique. Combining our strengths and our new digital ambition, we will extend our operational excellence to the entirety of the industry value chain to better anticipate the expectations of our customers and strengthen our leadership in the long term”.
Vivek Badrinath, deputy general director of Marketing, Digital, distribution and information systems has added which “ we are committed to act in all areas constituting the Accor experience.” All our stakeholders, customers, employees and partners, must be positively impacted by this profound digital transformation of mutation to the mobile, personalization and the fluidity of our customers travel”.
An investment plan ambitious in 5 years
The implementation of this plan is insured through a Digital Committee and various committees dedicated to each of the programs.
Accor specifically committed 225 million euros between 2014 and 2018, to ensure the set of initiatives. This amount will be divided between 55% investments (Capex) and operating (Opex) by 45% cost.
60% of the investment is aimed at the consolidation of the results of the group to improve the back-office solutions, 40% will be devoted to win market share and the optimization of the unit cost of distribution.
SÃ©bastien Bazin, said ’’ this profound transformation dota Accor of a real capacity to change large scale ’.
A comprehensive plan that relies on eight programs
Four programmes are focused on the benefits of the cliente:
–Mobile First, to accompany the mutation to the use of mobile devices such as smartphones and tablets, Accor deploys a mobile application that brings together all the services, before, during and after the stay.
–Customer Centric, with the development and exploitation of databases for tracking and custom offerings and the sharing of feedback from customers in a centralized platform ’Voice of the Guests’.
–Seamless Journey to promote the experience of customers in all stages of your journey: payment solutions, book in a single click, register online and virtual card Club Accorhotels.
–Mice & BtoB, with the development of innovative digital solutions for enterprises (reservations online seminars spaces) and the growing integration of BtoB services at the site of world reserves accorhotels.com.
In addition to customers, the plan includes programmes for employees and partners of the Group:
–Employee Friendly, to simplify the tasks linked to the reception with the use of tablets and smartphones, online and encourage training exchange thanks to the social network company AccorLive.
–Owner & Franchise Centric, to make Accor the partner more effective and transparent, offering from 2015 to owners of Pricing and Revenue Management solutions and a specific portal including information and personalized services and a streamlined invoicing process.
The digital plan rests on existing tools that will continue to evolve however: TARS (The Accor Reservation System or Accor reservation system), a powerful distribution tool that centralizes today 59 percent of the reserves of the Group and has more than 5 million daily reservation;accorhotels.com, the booking portal multi-brand group that manages an average of 45,000 daily reservations. Available in 16 languages (18 languages in 2015) and 32 versions geo-located, proposes a new trip planning service Â«My trip plannerÂ» that allows the customer to prepare your stay in more than 70 destinations worldwide; and Le Club Accorhotels, loyalty program multibrand group, that has been extended with more than 3 million new members in 2014.