Accor appoints Accenture to support content production capability

Accor has appointed Accenture to support its content production capability, driving scale and establishing consistency in local and global marketing communications across its hotel brands.

Accenture Song, Accenture’s tech-powered creative group, created the Content Atelier, a new data-driven content supply chain model that aims to create personalized and flexible marketing and communications content across every customer touchpoint while reducing costs.

Spanning both physical and digital communications, the Content Atelier will be available to all Accor marketing professionals worldwide, enabling content production management from the initial brief to performance measurement and content optimization. The service has been developed with design principles and utilizes Accenture’s SynOps platform for marketing and content operations while being integrated into Accor’s infrastructure.

The Content Atelier uses a data-led approach to help Accor brand marketers focus on their most important activities, while aiming to increase the effectiveness of its digital marketing programs and drive more traffic to its branded website.

Technological innovation is key to the design of the service, with generative AI part of the strategic content production roadmap. In support of Accor’s commitment to shape the future of travel, sustainability sits at the core of all content production activities through brand and marketing strategy to marketing content activation.

"Accor is committed to extending hospitality and inspiring new opportunities and experiences for our guests," Stéphanie Jaffré, SVP digital marketing and eCommerce, premium, midscale & economy Brands at Accor, said in a statement. "So, it is crucial we have the right framework in place to reach our guests in the right way at the right time on the right channels, to inspire and support their travel needs and desires. Consumer attention is not agnostic, it spreads across multiple digital channels and we need be able to communicate with our guests on all relevant platforms, particularly at the research and inspiration stage of the customer journey. Hospitality is all about connecting with people and through our new digital content strategy we can better connect with, inspire and serve our guests.”