The Accor hotel group is changing its name to AccorHotels and adopting a new signature, while also relaunching its digital system.
The goal is to increase the influence and visibility of AccorHotels, both an institutional and commercial brand, by connecting it to its digital platform AccorHotels.com. It also aims to place the brand at the center of its ecosystem of hotel brands.
The Group has also adopted a new universal signature that emphasizes the desire for integration: Feel Welcome. The new identity is already visible in the Group’s dedicated space at Roland Garros, where AccorHotels is an official partner.
AccorHotels is relaunching its digital system by transforming the AccorHotels.com distribution platform into a marketplace open to a selection of independent hotels. This service will gradually become available to hoteliers in the first target markets starting at the end of June 2015, and guests will be able to access it from July 2015.
The investment in the digital platform amounts to €22 million. This amount is in addition to the €225 million investments already announced for the development of online business between 2014-2018.
In April of this year, Accor purchased FASTBOOKING, a digital services provider for the hotel industry, which the group will use to offer online booking services to certain independent hoteliers. The commission that Accor will charge for these services will be lower than that applied by competing online agencies, said the group’s deputy general manager, Vivek Badrinath.
The Accor Group generates one-third of its sales online, through its own website and bookings via online agencies. Last year, Accor purchased the French start-up Wipolo, a company that offers itinerary management services via the Internet and mobile devices.
Source: Daily Business
Frequently Asked Questions
Why did Accor change its name to AccorHotels?
The rebranding aims to increase brand visibility and link the corporate identity directly to its digital booking platform, AccorHotels.com.
What is the new marketplace feature on AccorHotels.com?
AccorHotels is transforming its site into an open marketplace where selected independent hotels can list their rooms for a lower commission than traditional online travel agencies.
How much is AccorHotels investing in digital development?
The group is investing €22 million in its platform, adding to a total of €225 million earmarked for digital growth between 2014 and 2018.