Excerpt from Travolution
AccorHotels is taking guest data to create a more personalised experience as it bid to increase loyalty to its many hospitality brands.
Maud Bailly, chief digital officer at the French hotel giant, told the Phocuswright conference in Los Angeles last week that guests are willing to trade their data for a better experience.
"Eighty per cent of guests are willing to share their information to get a more personalised stay," she said.
"Hospitality is detail. It's acknowledging guests in their differences, their passions, their challenges and achievements."
"If you want to retain your guests you'd better create an eco-system that's offering more than just a night."
Bailey said Accor has signed 70 partnerships, including a recent one with Eurostar, that will enable its guests to "enjoy a broader travel experience".
And she said the firm has been focused in making things simpler, by reducing the number of rate types, and more fluid, with intuitive customer interfaces requiring fewer clicks to complete a task.
"We have developed a true user experience culture," she said with quicker download times on mobile and desk top given as an example.
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