The hotel operator said that it realised social media was a “necessary way to engage guests” at every step in the buyer journey.
The decision to make a new platform came when the group noticed that it wouldn’t be able to run the social accounts of its 4200 hotels and 240,000 employees whilst “maintaining the consistent” voice of its brand.
The platform gives social media tools, training, education and content to all its hotels. Since implementing the platform, the hotel group has seen its 4.5million followers increase to 10million. It reported a tripling in its customer engagement and a doubling in its internal adoption from hotels and lift in reach.
AccorHotels is now encouraging other hotel groups to use its platform to engage with its own customers.
Rob Coyne, general manager EMEA, said: “Organisations all over the world are looking to digitise and better connect with their customers.
Claudia Bauhuber, director of social media and community management, AccorHotels added: “The social desk helps hotels to better manage their social media accounts. Especially Hootsuite Amplify is a great advantage, because we can share all relevant contents with the hotel and they can easily adjust and make sure to keep the regularity in posts.
The social desk helps to immediately post and interact with guests via social media and ensures the regular content management.”