A tradition of excellence
AccorHotels is transforming a customer’s digital journey, thanks to its online booking platform and its mobile app, to give its customers personalised services before, during, and after their stays. Adobe Campaign in Adobe Marketing Cloud is a powerful solution used by AccorHotels to better target its customer needs.
The booking platform at AccorHotels.com handles 329 million annual visits in 18 languages, resulting in about 47,000 daily average bookings. AccorHotels also recently opened the site to more than 1,000 independent hotels. Independent hotels represent up to 80% of available inventory in many markets, so AccorHotels is giving qualified partners an alternative channel to online travel agencies for booking guests. In exchange, AccorHotels provides customers with more choices. Besides its luxury, midscale and economy hotel brands, AccorHotels has made investments to expand into the burgeoning luxury Serviced Homes market.
The AccorHotels mobile app allows guests at its branded and franchise hotels to view each hotel’s details, book rooms or contact a hotel via email or telephone with a single click from the app. It also offers 70 city guides for travel ideas and synchronises with customer accounts to track and modify bookings. The app is a must-have travel companion for guests that also integrates with Adobe Campaign, which AccorHotels uses to manage customer communications, such as offers and alerts, across channels.
“Adobe Campaign enables AccorHotels to deliver the perfect message to any customer at exactly the right moment,” Roulleau says. “With Adobe Campaign, we have succeeded in managing the entire customer relationship using precisely timed, personalised communication.”
The Integrated Customer Profile in Campaign lets AccorHotels track all online and off-line interactions. The merged data in these profiles enables the hotelier to automate campaigns for targeted cross-sell, up-sell and loyalty programme communications that reach across channels and brands.
For example, by integrating with the AccorHotels customer relationship management (CRM) system, Adobe Campaign has details about when someone booked a summer holiday to destination such as Cannes. Instead of sending that customer email offers or app notifications for other trips to the French Riviera, Campaign automatically sends personalised communications that contain pre-stay messages about hotel services, local attractions and other helpful information.