AccorHotels: how digital technology is reinventing the hotel industry

The rapid emergence of platforms to reserve hotel rooms, such as Booking or Expedia, or even the invention of new forms of hospitality offers by Airbnb, has reshuffled the cards within the hotel industry. In order to maintain control over how it sells its room reservations, keep contact with clients despite the presence of intermediaries, and also satisfy new customer expectations, Accor has had to reconsider its operations and its different business models. This transformation is based on a large-scale digital strategy. The issue at stake is that this strategy must be permanently rolled out in all the ninety-two countries where the AccorHotels Group and the four thousand hotels in its network exist. In this digital shift, the technological aspect is in fact secondary to the human dimension which remains dominant and is where the entire value of the hotel service lies.