Accor Pushes Digital Shift to Deliver Experience-Led Stays

Accor is undergoing a sweeping digital transformation designed to modernize its core systems and redefine how it engages with guests. The France-based hotel group is rolling out a new customer relationship management system, updated reservation platform, and property management technology as part of its mission to shift from traditional service delivery to experience orchestration.

Speaking at Phocuswright Europe 2025, Alix Boulnois, Accor’s chief commercial, digital, and technology officer, explained that travelers are no longer just seeking places to sleep—they want experiences tailored to their lifestyles. “The industry is trying to make a mindset shift—from being a service provider to guests to becoming an orchestrator of experiences,” Boulnois said.

This shift is pushing Accor to confront longstanding industry challenges, including fragmented systems, siloed data, and resistance to cultural change. Boulnois acknowledged that while much can be accomplished with existing technology, true transformation requires alignment across teams, especially at the property level.

Hotel general managers, in particular, are playing a pivotal role in this evolution. “We expect them to run the operation perfectly but also to be commercially savvy, handle loyalty, create experiences—all of that powered by technology. It’s a tough job,” she said. Their responsibilities now span operational efficiency, brand building, and personalized guest engagement—all areas that are increasingly tech-driven.

Central to Accor’s strategy is the concept of “augmented hospitality,” a term the company uses to describe its vision of offering lifestyle services that extend beyond the hotel stay. This includes personalized offers, seamless digital interactions, and curated experiences both on and off the property.

Artificial intelligence is playing a growing role in delivering what Boulnois calls “emotional intelligence at scale.” By analyzing guest data across platforms, AI enables Accor to predict preferences, optimize revenue per available guest, and offer services that feel intuitive and human. The company is investing in AI-powered tools that go beyond automation, aiming to drive personalized guest journeys and dynamic pricing strategies that adapt in real time.

Ultimately, the digital overhaul is about equipping Accor’s properties to deliver consistent, elevated experiences across its global portfolio. As travelers seek more connection, relevance, and value from their stays, Accor is betting that technology—when paired with a bold mindset shift—will be the key to staying competitive and creating memorable guest interactions in the years ahead.

Tags: phocuswire

Accor Pushes Digital Shift to Deliver Experience-Led Stays

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