What's in a name? Accor thinks something is. The French hospitality company has changed its name to AccorHotels, in line with its website, as a part of its digital transformation strategy. The hotel chain has also changed its logo and adopted a new tagline: Feel Welcome.
AccorHotels unveiled a $280 million digital development strategy late last year to engage guests directly via mobile channels and fight the rising clout of OTAs, the Economic Times writes.
The hotel chain, which owns brands such as Sofitel, Novotel, Grand Mercure, Pullman and Ibis, has around 3,700 hotels worldwide.
Sebastien Bazin, AccorHotels Chairman and CEO, said of the name change, "Today, our group changes and loudly and clearly proclaims its desire to go further, faster. Accor becomes AccorHotels and proudly re-assumes its role as a pioneer hotelier that never stops innovating and surprising, at the cutting edge of digital technology, but while remaining a hotelier, first and foremost. The Feel Welcome promise is a strong commitment to all our audiences and enriches the bond between the Group and its brands."