International Hotel Management: Accor Hotels Marketing Plan

This report provides a detailed marketing plan for Accor Hotels, a prominent player in the international hospitality industry. The introduction highlights the purpose of the marketing plan, which is to promote Accor's products and services to meet customer needs and achieve its target market goals. The main body of the report covers key aspects of a marketing plan, including a marketing research plan, customer value and engagement strategies, the marketing mix (product, place, price, promotion), segmentation, targeting, and positioning (STP) strategies, marketing information systems, the effective use of digital marketing, and an analysis of the marketing environment. The report also includes SWOT and PESTLE analyses to evaluate the internal strengths and weaknesses and the external opportunities and threats, as well as the political, economic, social, technological, legal, and environmental factors affecting Accor Hotels. The conclusion summarizes the key findings and the importance of customer engagement, the marketing mix, and digital marketing in the success of the company. References to supporting literature are provided at the end of the report.

International
Hotel
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Marketing research plan...............................................................................................................1
Creating customer value and engagement...................................................................................1
Marketing Mix.............................................................................................................................2
Segmentation, Targeting and Positioning....................................................................................2
Marketing Information system.....................................................................................................2
Effective use of Digital marketing...............................................................................................3
Marketing environment................................................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
The main purpose of marketing plan is to strategy which helps to promote products and
services of the company to meet the needs and demand of customer in order to reach target
market (Argoneto and Renna, 2016) . Accor hotels is considered in this report. Accor is a French
multinational hospitality organisation which operate their hotel industry in 5100 locations and in
110 countries. This report covers marketing research plan, consumer engagement and value,
marketing mix as well as information system, use of digital marketing and environment.
MAIN BODY
Marketing research plan
The objective to conduct market research plan in hotel industry to identify and
understand the customers requirement and competitors plans by gathering relevant information
from the market to accomplish targeted objectives of Accor. The methods to conduct market
research plan are surveys and observation. Therefore, surveys is done by various techniques such
as questionnaire or e-mail which helps to collect data easily. On the other hand, observation is to
know the needs which help them to engage with the products. Accor has adapted survey method
because to understand the growth factors, improvement in rooms and services to achieve the
overall satisfaction. The primary market research comes from survey method as the information
collected through ultimate users. The advantage of survey is that it is the convenient method to
gather data through internet whereas there is some drawback that respondent is not aware and
clear about the answers.
Creating customer value and engagement.
Accor create customer value by providing them quality of services in their hotels to
guests with clear communication about their latest offers which helps them to add customer
value. In hotel, Accor welcome their users with the welcome note and room decoration to
enhance the guests experiences. The benefit it will offer to their potential visitors is the facilities
such as services of tourists, club members get the loyalty discounts which attract consumers. To
develop the visitors engagement by the taste and preferences, feedbacks, quality service, design
of hotel, provide the training to workers so that they can treat the consumers properly (Cho,
Yoon and Kim, 2016). There are different marketing channels such as digital and social media
marketing, email, website as well as word of mouth marketing. However, Accor follow digital
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and website marketing to increase awareness about the hotels rooms, facilities which lead to
increase in sales and revenue.
Marketing Mix
Marketing mix is defined as the process which organisation use to promote brand in the
market.
Product: Accor hotels is providing their services in three segment that is economy, mid
and up scale which helps customers to experience different offers and ideas. It involves Mercure,
Novotel and Ibis styles in order to provide high quality products and services to its customers.
Place: They provide their services in different areas as well as countries such as
Budapest, Hong Kong, New York and many other countries to increase the business operations.
Accor hotels has innovate mobile application with many functions to locate the area which helps
organisation to attract and retain visitors (Maican and Lixandroiu, 2016).
Price: Accor hotels has adapted premium pricing strategy as to offer best quality services
which is distinct from its competitors. Thus, this help them to increase profitability and
performance of hotel.
Promotion: The management of hotel follow social and digital media marketing and they
own their own websites which helps them to easily communicate with the end users through
Twitter, Facebook and Instagram which provide various information related to hotel.
Segmentation, Targeting and Positioning.
Segmentation: Accor segment their market to economy, midscale as well as upscale
segments in order to deliver their quality services to all categories of people whether new and
existing customers.
Targeting: They target business travellers and leisure travellers in all segments which is
economy to luxury. This helps firm to develop better market presence in its respective region and
also gains brand value in minds of respective customers of the company.
Positioning: Brand positioning of Accor hotel provide innovative, premium quality
services to all the ultimate users and partners in order to maximize their profitability in hotel. It
becomes important for managers of the firm to analyse position of the company, it provides
better result to the firm and also helps in proper modification in plans as per trending needs in
planning structure of the business firm.
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Marketing Information system.
Marketing information system link to market research plan as this is the structure by
which organisation store and collect the data as this helps them to make decision accordingly.
MIS in hotel industry assist them to operate their operations to run their business smoothly and
effectively. Therefore, this system manage and control the information of customers in Accor
hotel as well as strategic strategy and operational control. In hotel, MIS helps management to
take several decisions and communication system which lead to evaluate the reservation of
rooms and hotels (Ruszkiewicz, 2020).
Effective use of Digital marketing.
Digital marketing refers to as promoting the brands and sell their products and services
in market through internet. It includes various social media marketing, email, website, mobile
and content marketing. This tool is very cost effective and saves the time which help Accor hotel
to build brand loyalty. This marketing helps to build and maintain the sales online of hotel
through many platforms such as Facebook, Instagram and Twitter. Accor hotel design the
attractive website for offering their services and features of hotel. Management of Hotel also
know the improvement areas by feedbacks.
Marketing environment
SWOT analysis of Accor hotel
Strength
 Operate their business in 110 counties
and 5100 locations which helps them to
increase business operations and
productivity.
 Accor hotels follow the digitalization to
expand their business and increase
online sales.
Weakness
 Focusing on various segments with the
same marketing strategy.
 Lack of attention in franchising such as
Novotel, Fairmont and Raffles.
Opportunities
 Launch innovative services and bring
new ideas to attract the visitors.
 They provide hotel management
Threat
 Competition in hotel industry becomes
threat from their rivals such as Hilton,
Starwood and Cebdant corporations.
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education which help them to gain
popularity in all areas.
 COVID-19 pandemic condition has
affected the sales of hotels.
PESTLE analysis of Accor hotel
Political: Positive impact of this factor is that Accor hotels follow government policy to
manage their hotel. Geographical risk impacts negatively as they have different segments.
Economical: Increase in disposable income impacts positively to Accor hotels which
read to development in employment whereas variation in fluctuation rate impacts negatively as it
affect revenue.
Social: Responsibility of worker which impacts the minimization of turnover. In,
pandemic customers are conscious about their health which impacts negatively because it reduce
sales of hotel (Turner, 2016).
Technological: Adaption of digitalization impacts positively as it increase online sales of
Accor hotels. It takes lots of investment which impacts negatively to company.
Legal: Accor hotel follow consumer protection laws which help them to attract
customers in hotel and when Accor hotels not adapt the law of health and safety then it impacts
negatively to hotel.
Environmental: It minimize the environmental footprint using its carbon strategy which
impacts positively to hotel.
CONCLUSION
From the above report, it is concluded that to create customer engagement Accor hotel
provide additional servuces such as Wi-Fi and tourist bus services and many more. This hotel is
founded by Paul Dubrule and Gerared Pelisson and established in year 1960. The objective of
marketing research is to understand the needs and demand of customer. Marketing mix consists
of place, price, products and promotion. Digital marketing is an effective tool to promote the
hotel products as well as services. SWOT analysis is determine to analyse for the success of
company whereas PESTLE analysis is important marketing concept which helps to know about
the macro marketing environment.
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REFERENCES
Books and Journals
Argoneto, P. and Renna, P., 2016. Supporting capacity sharing in the cloud manufacturing
environment based on game theory and fuzzy logic. Enterprise Information
Systems. 10(2). pp.193-210.
Cho, Y., Yoon, S. P. and Kim, K.S., 2016. An industrial technology roadmap for supporting
public R&D planning. Technological Forecasting and Social Change. 107. pp.1-
12.
Maican, C. and Lixandroiu, R., 2016. A system architecture based on open source enterprise
content management systems for supporting educational institutions. International
Journal of Information Management. 36(2). pp.207-214.
Ruszkiewicz, K., 2020. Project of digital marketing supporting the sales process in a medium-
sized production and sales company (Doctoral dissertation, Instytut Organizacji
Systemów Produkcyjnych).
Turner, P., 2016. Supporting freshman males during their first-year of college. College Student
Journal. 50(1). pp.86-94.
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