Below is a summary of an interview by phocuswire with Accor’s chief business, digital and tech officer, Alix Boulnois. Accor, which operates more than 5,500 properties worldwide, is in the midst of a significant digital transformation that spans distribution, direct channels and loyalty. Chief Business, Digital and Tech Officer Alix Boulnois leads these three pillars, tasked with boosting Accor’s revenue while lowering distribution costs for hotel owners.
Distribution and Technology Upgrades
Central Reservation System (CRS): Accor is migrating to the Amadeus platform to enhance pricing and booking capabilities. Initial pilots are planned for late 2025, with an accelerated rollout timeline compared to similar industry transformations.
Revenue Management System (RMS): The company has signed a large-scale partnership with IDeaS, aiming to improve RevPAR through advanced channel and pricing strategies.
Property Management System (PMS): About half of Accor’s hotels now leverage cloud-based PMS technology (Opera Cloud), enhancing efficiency and integration with the CRS and RMS solutions.
Direct Channel Growth
Accor’s direct channels—web and especially mobile—have seen double-digit growth for four consecutive years, outpacing OTAs by 10 percentage points over that period.
The mobile app now accounts for 35% of direct web traffic and has grown its usage by more than 50% annually for three years. It functions beyond booking, offering guests in-stay services such as chat, restaurant reservations and spa bookings.
Accor is also strengthening its individual brand websites to reflect the company’s broad portfolio and especially to improve digital experiences in the luxury segment.
Loyalty Program Expansion
Since its relaunch in late 2019, Accor Live Limitless (ALL) has grown to 100 million members—double its original base. Last year alone, the company added 11 million new members.
Loyalty member spending grew by 19% in 2024, significantly outpacing overall revenue growth of 7%.
The focus is on expanding benefits and enhancing partner networks so members can earn and redeem rewards even when not traveling. Accor also plans to strengthen its B2B strategy, subscription programs (e.g., Accor Plus) and partnership-driven revenue.
Artificial Intelligence as an Accelerator
Accor views AI and generative AI as catalysts for personalization, content creation and new search and booking experiences.
The company believes AI-driven transformation has potential to shift the balance of power among intermediaries, offering possible opportunities for hotel groups to capture more direct bookings.
Key Challenges
Volatility and Global Scale: Rapid market changes require continuous agility; simultaneously, Accor must balance global technology rollouts with local customization across many countries.
Complex Transformation: Upgrading CRS, PMS and RMS concurrently is ambitious, making execution critical.
Maintaining Competitive Edge: Accor must innovate continuously to compete with online travel intermediaries and meet evolving consumer expectations for personalized and seamless digital experiences.
Through its multidimensional approach—revamping core systems, expanding mobile capabilities, and scaling its loyalty ecosystem—Accor aims to drive more profitable direct bookings, deliver enhanced guest experiences, and bolster hotel-owner value.
Read the full article at Phocuswire
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