Brand Experience

Accor’s Innovative Leap with Accenture Song

24 March, 2024

In the dynamic landscape of hospitality, Accor, a global leader in the industry, has taken a significant step by forging a partnership with Accenture Song, the tech-infused creative arm of the renowned professional services entity, Accenture. This collaboration is set to revolutionize the way Accor approaches marketing communications by enhancing efficiency and establishing a consistent voice across its diverse range of hotel brands.

The cornerstone of this partnership is the introduction of Accenture Song’s innovative “Content Atelier,” a cutting-edge, data-driven content supply chain model that will be accessible to Accor’s marketing professionals worldwide. Designed to meet the ever-changing needs of guests, the “Content Atelier” empowers the creation of personalized, flexible, and high-quality marketing content while simultaneously driving down costs.

The service extends across both physical and digital communication platforms, ensuring that every customer interaction is managed effectively from the initial concept to performance analysis and content refinement. With leading design principles at its core, the “Content Atelier” leverages Accenture’s SynOps platform for streamlined marketing and content operations and integrates seamlessly with Accor’s existing infrastructure.

In an era where guest expectations are continually evolving and macroeconomic conditions remain in flux, the “Content Atelier” adopts a data-centric approach to empower brand marketers. This strategy allows them to concentrate on pivotal activities, enhancing digital marketing programs’ effectiveness, increasing traffic to branded websites, and delivering superior customer experiences. The role of advanced technology, including generative AI, is integral to the strategic roadmap for content production.

Accor’s commitment to shaping the future of travel extends to sustainability, which is prioritized throughout its content production activities. This encompasses everything from brand and marketing strategy to the actual activation of marketing content.

Stéphanie Jaffré, SVP of digital marketing and eCommerce for premium, midscale, and economy brands at Accor, highlights the importance of connecting with guests effectively across various channels. “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,” she stated. Jaffré emphasized that communication with guests is particularly vital during the research and inspiration phase of their journey, as consumer attention is scattered across myriad digital channels.

“Hospitality is all about connecting with people, and through our new digital content strategy we can better connect with, inspire, and serve our guests,” Jaffré added.

Martial Viudes, managing director at Accenture Song, expressed enthusiasm about the new experience designed for Accor’s marketing professionals. “We have redesigned the experience for Accor marketing professionals, aiming to optimize efficiency on a global level and ensure locally relevant, ultra-personalized experiences for its guests,” Viudes explained. He further emphasized that the “Content Atelier” caters to each brand within the group according to their unique marketing goals, delivering bespoke and creative points of delight worldwide.

This strategic move by Accor arrives at a time when hospitality brands are intensifying their efforts to enhance marketing strategies across various touchpoints to forge stronger connections with consumers. For instance, Grand Hyatt Singapore recently appointed travel and lifestyle public relations (PR) agencies GHC Asia and Accela Communications to elevate its luxury positioning and bolster its creative vision and outreach.

As hotel chains like Accor innovate their Gym Marketing and More Gym Members initiatives through such partnerships, they set new standards for Advertising For Gyms and Gym Lead Generation. These efforts are not just about driving sales but also about crafting memorable experiences that resonate with guests long after their stay.

This partnership between Accor and Accenture Song exemplifies how technology and creativity can merge to redefine marketing in the hospitality sector. By leveraging tools like Facebook Ads and other digital platforms effectively, brands can create compelling narratives that attract and retain customers in this competitive industry. The future of hotel marketing looks bright with these advancements paving the way for more personalized and engaging guest experiences.