AccorHotels’ Corporate Marketing team supports the network with an extensive program of strategic activities. Our objective: to build brand awareness and loyalty through the delivery of outstanding guest experiences
Value in branding
Designed to maximise benefits and enhance hotel ‘visibility’, strategic brand guidelines are provided for each brand. These include brand standards for collateral and signage as well as brand promises for the hotel experience.
Key areas of support include:
Annual Marketing Campaigns
AccorHotels Corporate Marketing produces a number of campaigns throughout the year to help drive business across the network during identified need periods. These campaigns have a track record of success as a result of a highly effective and totally integrated approach. Working together with strategic partners, the campaigns combine advertising, direct marketing, online activity and national promotions for maximum results.
Positioned as the industry leader within the sponsorship arena, AccorHotels has a high profile sponsorship portfolio which supports the brands. The portfolio incorporates sport, tourism and the arts and is constantly reviewed. Particular recognition is given to local community involvement.
The online Marketing
AccorHotels’ web team enhances hotel visibility and makes reservations easier via accorhotels.com and individual brand sites.
The direct functions of the team include:
- Search Engine Marketing for all Australian locations and hotels
- Email marketing
- Online marketing campaigns
- Reporting and analysis of results
- Marketing research
- Sourcing new opportunities
- Assistance with hotel website strategies
- Domain name management
A key function of AccorHotels’ marketing department is consumer promotions, where opportunities are created to leverage brand awareness and generate revenue for our brands and properties.
- Third Party Promotions
Working with leading promotional agencies to ensure AccorHotels is featured in relevant holiday promotions.
- - Strategic Promotions
- Supporting national tactical campaigns with opportunities that increase distribution of key messages and/or position AccorHotels alongside leading sponsors in key events.
- Television Network Partnerships
Exposure generated through network and production company partners is significant for both general brand awareness and hotel-specific exposure and revenue generation
AccorHotels Corporate Marketing manages the production of support material and a selection of printed and electronic brochures that include the hotels and services within the AccorHotels portfolio
Supporting the AccorHotels network is a dedicated public relations and communications department who handle all related activity and brand issues.
The Sydney-based team liaises with the Australian media on all levels to maximise exposure for all products and brands. Maintaining regular contact with travel trade press, financial analysts, mainstream consumer media and niche publications, they are the permanent PR face for all AccorHotels properties and work closely with their colleagues in the Asia Pacific region and around the world
AccorHotels participates in strategic programs ranging from credit and charge card programs, frequent flyer programs and reward programs, through which special offers are promoted to members. Participation in these programs is aimed at not only driving revenue, but also at providing a vehicle for building brand awareness and loyalty