Accor’s Digital Chief on Loyalty, Direct Bookings, and AI Strategy

Accor is deep into a company-wide digital transformation, with key investments in distribution, direct booking channels, and loyalty. Leading the charge is Alix Boulnois, Accor’s chief business, digital and tech officer, who oversees ecommerce, CRM, payments, data, and artificial intelligence.

Accor operates over 5,600 properties globally and is rolling out a new central reservation system (CRS) with Amadeus, a revenue management system from IDeaS, and migrating to cloud-based PMS platforms. These technologies are designed to boost profitability, enhance guest experiences, and support loyalty growth.

Boulnois said direct channels are a top priority, as they yield better margins and data. Accor’s mobile app, available only to members of its ALL – Accor Live Limitless loyalty program, now accounts for 35% of web direct bookings and is growing rapidly. The program recently reached 100 million members, with member revenue growing 19% last year, nearly triple the group’s overall growth rate.

To drive loyalty further, Accor is expanding its B2B offerings, adding retail and lifestyle partnerships, and investing in subscription programs like Accor Plus.

Artificial intelligence is accelerating Accor’s personalization and search efforts. AI tools are helping deliver tailored content and offers at scale and enabling more dynamic ways for guests to search for travel. Accor is also exploring long-term innovations such as attribute-based selling, starting with luxury hotels in North America in late 2024.

Boulnois emphasized that staying agile and executing at scale across markets and brands will be essential to maintaining Accor’s momentum in a fast-changing travel landscape.

Tags: phocuswire, SyndicEx250323B

Accor’s Digital Chief on Loyalty, Direct Bookings, and AI Strategy

Related Posts