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Accor is set to invest €225m (177m) between 2014 and 2018 to launch its new digital transformation plan, ‘Leading Digital Hospitality’.
The plan will be rolled out through eight programmes, with three targets in mind – consumers, employees and partners.
The plan aims to rethink and incorporate digital technology throughout the customer journey, improve the services for investor partners and consolidate the group’s distribution market share. The company hopes that initial deliverables will be effective by early 2015.
The eight programmes will include “Seamless Journey”, which will ensure convenience for customers with electronic payment solutions, one-click booking and online check-in, and “Owner & Franchise Centric”, a designated portal to access personalised information and services, including an optimised billing process designed for the group’s partners.
A statement from Accor said that the ‘Leading Digital Hospitality’ plan is the company’s “global response to digital challenges, in a market defined by the accelerated pace of technological change and the fast evolution of customer usage.
Sébastien Bazin, Accor Chairman and Chief Executive Officer, said: “Accor is transforming on a strategic, digital and managerial level. The plan addresses the full range of digital challenges and aims to make Accor the leader of a fast-changing industry.
“Accor is the leading hotel operator worldwide, backed by strong resources and unparalleled expertise. Combining these assets with our new digital ambition will allow us to expand our operational excellence throughout the entire industry value chain, to better anticipate customers’ expectations, and to bolster our leadership over the long term.”
