Accor boosts digital to fight OTAs

Accor announced yesterday it would spend $25 million to enable independent hoteliers to offer their rooms on its booking website as it seeks ways to fight back against OTAs. The world's fourth-largest hotel group, which is undergoing a reorganization initiated by Chief Executive Sebastien Bazin, is also changing its name to "AccorHotels,” inline with its website, as part of the strategy.

"The transformation of our distribution platform into an open market place is a major step for the group and reflects a new approach," Bazin said in a statement to Reuters.

Last year, Accor pledged to invest $250.9 million between 2014 and 2018 to better equip the company for a world where customers increasingly book hotel rooms online, reports MarketWatch.

Virtual Roundtable

Post COVID-19: The New Guest Experience

Join Hotel Management’s Elaine Simon for our latest roundtable—Post COVID-19: The New Guest Experience. The experts on the panel will share how to inspire guest confidence that hotels are safe and clean and how to win back guest business.

Accor has 3,700 hotels worldwide ranging from the luxury Sofitel to the budget Ibis brands. Its goal is to triple its online offering to 10,000 hotels by 2018 via this new service to be launched in July.

Accor makes a third of it sales online, evenly split between bookings made via its own website and bookings made via OTAs, reports Reuters.

Suggested Articles

During this downtime and recovery phase, it has become more critical than ever to make smart decisions that protect hotel employees.

Mobile key functionality and room selection are available when the app is connected to Virgin Hotels’ loyalty and preferences program.

The new touch-screen display has transparent OLED technology for digital signage that blends in with its environment.