IN1251 AccorHotels Marketing Strategy: Customer Journey and Content

This report provides a detailed analysis of AccorHotels' marketing strategy, focusing on its customer journey, online content management, and organizational aspects. The analysis begins by mapping the Accor customer journey, identifying key steps from booking to check-out, and discussing the importance of each step, along with potential pain points. The report then examines AccorHotels' current practices in managing online content, including social media listening, content creation, and crisis management, evaluating their effectiveness and suggesting improvements. Finally, the report explores organizational aspects, addressing how AccorHotels should adapt to digital disruption, manage multiple brands, and build its e-reputation. The report incorporates insights from academic research to support its recommendations, providing a comprehensive view of AccorHotels' marketing challenges and opportunities.

Running head: MARKETING STRATEGY
MARKET STRATEGY ASSIGNMENT
Name of the student
Name of the university
Author note

1MARKETING STRATEGY
Check in and
stay Hotel brands Travel
inspiration
Journey
booking dates
Newsletter
Search engine
Search Engines
Reception
Positive
reviews
Social media
Loyalty
Basic amenities
Improved
services
Mobile applications
Chat
boxes
website
s
(Accor Customer Journey, developed by the author)
BOARD 1 – Customer Journey
1. The Accor Customer Journey starting from journey dates to hotel brands to the check
in and check out has been developed below.
All these aspects are important to make the entire process consumer centric and could
be used to help the consumers to obtain quality hospitality.
2. However, while developing these aspects, it should be mentioned that the step related
to developing hotel brands are important so that they can attract more customers to
their hotels. As per Berezina et al. (2016), while developing hotel brands, it is
important that the hotel treats their guest effectively and with this positive word of

2MARKETING STRATEGY
mouth they could enhance their brand values. Further, Akhtar et al. (2017) also
mentioned in the research that with increased positive reviews, the number of
consumers visiting the hotel increases and hence, it is important for the hotel to
understand it.
3. In this section, the hotel needs to act upon its online booking portals so that
consumers could book their tickets online without any critical complication and
hence, it is important that the hotel authorities increase their luxury, consumer
friendly and improved consumer friendly aspects (Torres, Singh and Robertson-Ring
2015).
BOARD 2 – Managing Online Content
It is mentioned in the given case study that the hotel uses different social media
application for its growth and development as well as consumer relationships. This helps
consumers to connect to the hotel facility and then use the social media platforms to
understand the type of deals they would be buying while their stay in these hotels (Bilgihan et
al. 2016). Hence, through the application of social media search filters, the consumers are
able to select the type of services they would prefer. Further, it also helps the organisation to
reach to maximum number of consumers (Ladkin and Buhalis 2016).
Further, it was also seen that the application of social media aspects helped the
organisation to develop effective content, help the hotel to control the crisis condition that
could have affected its businesses (Ladkin and Buhalis 2016). Besides this, with increased
content and viewership, a large section of population would be able to know about the
processes. The social media platforms used by the hotel is useful in developing its abilities
and consumer base and the hotel would also be able to spread its processes to a larger section
of consumers without any specific advertisement cost (Bilgihan et al. 2016).

3MARKETING STRATEGY
BOARD 3 – Organizational Aspect
The hotel should develop its own rating and review sections, so that the hotel guests
could provide their valuable feedbacks to their official website and not to any review sites so
that they could effectively develop a positive relationship between the consumer and service
provider. The organisation should also tie up with multiple organisations that are famous for
travelling, food, and other aspects associated with travelling. Therefore, it would help them to
develop and manage multiple brands under one banner. Further, to include the e-reputation
related aspects, the company should create an online service portal where they would publish
the positive aspects of their services. This would help them to attract consumers effectively.

4MARKETING STRATEGY
References
Akhtar, N., Zubair, N., Kumar, A. and Ahmad, T., 2017. Aspect based sentiment oriented
summarization of hotel reviews. Procedia computer science, 115, pp.563-571.
Berezina, K., Bilgihan, A., Cobanoglu, C. and Okumus, F., 2016. Understanding satisfied and
dissatisfied hotel customers: text mining of online hotel reviews. Journal of Hospitality
Marketing & Management, 25(1), pp.1-24.
Bilgihan, A., Barreda, A., Okumus, F. and Nusair, K., 2016. Consumer perception of
knowledge-sharing in travel-related online social networks. Tourism Management, 52,
pp.287-296.
Ladkin, A. and Buhalis, D., 2016. Online and social media recruitment: Hospitality employer
and prospective employee considerations. International Journal of Contemporary Hospitality
Management, 28(2), pp.327-345.
Torres, E.N., Singh, D. and Robertson-Ring, A., 2015. Consumer reviews and the creation of
booking transaction value: Lessons from the hotel industry. International Journal of
Hospitality Management, 50, pp.77-83.