Strategic vision and outlook
The digital plan is supported by the extremely robust resources
already in place,
some of which have been extensively improved
since the beginning of 2014 and will continue to be upgraded:
(The Accor Reservation System) is a powerful distribution
application that today handles 59% of our bookings and more
than five million queries a day.
our multi-brand booking portal, manages an
average 45,000 reservations a day. Already available in 32 local
versions and 16 languages (18 in 2015), it now offers My Trip
Planner, a new trip planning service that lets customers prepare
their stays in 70 destinations around the world.
our multi-brand loyalty program, addedmore
than four million new members in 2014 (for a total of 18 million
members at end-2014) and increased the generosity of its benefits. It
is the only hotel loyalty program in the world that allows customers
to redeem points with no date or availability restrictions.
Based on these resources, several important initiatives were already
launched in 2014 at each stage in the customer journey, including:
increased personalization of e-mail campaigns through SMART,
an exclusive self-learning recommendation tool that generated
more than 14,000 e-mail campaigns in 16 languages in 2014;
the worldwide roll-out of “Welcome by Le Club Accorhotels”,
a digital solution that revisits hospitality and aims to make guest
stays easier through smartphone messaging. It was up and
running in 1,000 hotels by the end of 2014;
a complete makeover of the photo and video images available
online, with more than 2,500 new shoots currently in progress.
2. Driving digital transformation
with a culture of innovation
Additional resources will be dedicated to innovation, through open
innovation platforms and tactical acquisitions to strengthen our
expertise or technology. One example is our acquisition of French
start-upWipolo, a leading-edge travel software company that offers
mobile and web-based itinerary management services.
3. An ambitious five-year investment plan
Implementation of the planwill bemanaged by a dedicated governance
structure, comprising in particular a Digital Steering Committee
and eight Digital Program Committees. Major financial resources,
totaling €225 million between 2014 and 2018, will be committed to
successfully lead these initiatives, including the €5 million already
spent in 2014. Of the total budget, capital expenditure will account
for 55% and operating expenditure 45%. In all, 60% of outlays will
be designed to consolidate current performance by improving middle
and back office solutions and 40% will be dedicated to gaining
market share and optimizing unit distribution costs.
Registration Document 2014