Environmental Factors Affecting Accor Group of Hotels

Marketing 1
Contents
Introduction................................................................................................................................... 2
Environmental factors affecting Accor group of Hotels................................................................2
Technological.............................................................................................................................2
Competition................................................................................................................................2
Social factors..............................................................................................................................3
Importance of buyer behavior........................................................................................................3
Restaurant selection....................................................................................................................... 3
Conclusion..................................................................................................................................... 4
References..................................................................................................................................... 5

Marketing 2
Introduction
Accor group of hotels is one of the prestigious hotel chains present across the globe. The group is
a French multinational. The hotel currently operates in over 95 countries through 3700 hotels.
The chain has various brands of hotels and each of these brands caters to a different target
market. There are various factors within an economy that directly or indirectly impact the hotel
business. This report lays emphasis on three such factors that affect the group.
Environmental factors affecting Accor group of Hotels
Technological
Technology has been a boon to our generation and has made the booking process very easy for a
customer. Gone are the days, when travelers had to visit the travel agency in order to book their
stays. The advent of technology has made it easier to book the exact room that a person desires
just by a single click (Wang, Li, Li & Zhang, 2016). This advancement of technology directly
impacts the business of Accor group as now it is easier for them to attract more customers.
On the other hand, with the advent of technology has also allowed brands like the Accor group to
reach out to customers through innovative channels of social media marketing and digital
marketing. Social media marketing refers to the promotion of any brand through social media
platforms like Facebook, Instagram, Twitter and Pinterest (Tuten & Solomon, 2017). Search
engine optimization and marketing strategies can be adopted by Accor group of hotels to ensure
a wide customer reach across the globe.
Competition
The increasing competition in any industry often directly hurts the players of that industry. The
Australian hotel industry is booming and is expected to maintain the growth in the coming years.
Therefore there is an increasing competition. Every other day the country is witnessing the
opening of one or the other hotel. Moreover chains like AirBnB and Zostels have provided
travelers with an option for accommodation at a much cheaper price (Guttentag, 2015). These
businesses are badly affecting the hotel industry and Accor group of hotels.