September 06, 2018

6 ways AccorHotels is transforming its digital strategy


Maud Bailly, AccorHotels’ chief digital officer, explains how the French hotel company is transforming its digital offering to better serve guests and ultimately to take share away from OTAs.

Maud Bailly, AccorHotels’ chief digital officer, said the French company remains committed to transforming how hotel rooms are sold to its guests but admitted the battle won’t end any time soon.

“To ensure the change continues long into the future, any digital transformation must be accompanied by a cultural transformation, all supported by a culture of continuous investment and innovation, making the transformation a never-ending process,” Bailly said. “As these technologically powerful competitors and intermediaries attack the value chain and the relationship between hoteliers and their guests, traditional hospitality has to adapt to thrive.”

Bailly said AccorHotels was one of the first hotel companies to anticipate the threat from digitalization and how digital functions can support the necessary reinventions of businesses in order to compete.

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