Marketing and Customer Retention Strategies for Accor Hotel Analysis

This report provides a comprehensive analysis of the marketing strategies employed by Accor Hotel, a luxury hospitality brand. It begins with an overview of the marketing mix, detailing product, price, place, promotion, people, process, and physical evidence strategies. The report then delves into Accor Hotel's relationship marketing program, outlining its features and assessing its success in customer retention and loyalty. The analysis includes a breakdown of the various membership tiers offered by the hotel, highlighting the benefits and advantages provided to members. Finally, the report concludes by proposing strategies for developing a loyalty program for a hypothetical hotel, drawing on the insights gained from the Accor Hotel case study and focusing on the needs of business travelers, including reward points and flexible booking options.

Marketing and
Customer Retention of
Hospitality Industry
Contents

INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
The marketing mix for Accor Hotel.............................................................................................3
The features of hotel’s program for relationship marketing along with its success or failure.....5
Forming the strategies for loyalty program development in own business of hotels..................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is a business stream that bargains in making advancements and spreading
mindfulness in market about the items and administrations of the firm or associations.
Advertising rehearses empowers a correspondence channel to particular association which
permits it to remain in near touch and contact with expected purchasers and focused on crowds.
Like each other industry, friendliness specialist co-ops and the field do have comparable
significance of the thought of promoting. The plans and systems of promoting empowers the
accommodation firm to feature their incentive to clients and to pull in them for making buys also
remain associated with the firm for the more drawn out timeframe. Consequently, in friendliness
industry showcasing do have a basic task to carry out and offers its advantages to the firm and
organizations by expanded benefit and capability.
The current report depends on The Accor Hotel a five star extravagance property situated in the
core of the city with a grand noteworthy inn and uniting exemplary styles and extravagance with
present day courtesies inclinations of individuals established in 1960 The association bargains
predominantly in convenience and food and drink area of accommodation among each of the
four (Akintunde and Akaighe, 2016). The Accor lodging is renowned for its roomy property with
large sizes of rooms and the class it offers. The current task incorporates the advertising blend
techniques of the lodging and how it utilizes them in their showcasing exercises. Moving along,
the qualities of organization's relationship promoting program are expounded with center over its
accomplishment in client maintenance and picking up their dependability. Also, scarcely any
techniques of client maintenance and faithfulness will be then recommended after an exhaustive
investigation.
MAIN BODY
The marketing mix for Accor Hotel
Marketing Mix is a structure that underpins and manages organization's advertising and
special activities. It is comprised of seven strategic variables which when joins together presents
a solid and durable showcasing technique for firms. These strategies and variables are connected
with clients needs and created in approach to address them in the most ideal way for keeping
individuals glad and happy with the firm. The advertising blend of The Accor Hotel London is
introduced beneath in setting of adequate commitment in showcasing procedures of the lodging.
•Product- As referenced The Accor Hotel bargains I convenience and food and drink area of
neighborliness. The lodging has roomy and exquisite stay with most great suits and agreeable,
quiet climate to visitors. The Accor Hotel likewise has awesome and beguiling feasting settings
in discrete spots like its winter garden, Garden Terrace, Great Central its bar and eatery, a Mirror
bar and spot for gatherings and functions. The lodging likewise has a tremendous spa with
euphoric climate for helping individuals sustain their psyche and relaxation (Chakraborty, 2017).

•Price- The Accor Hotel is an extravagance brand which offers one of a kind style of rooms to
clients which are large and rich. The rooms are isolated into two classes Superior rooms and
family leader rooms, at that point comes its Suites which are of two sorts Great Central suite and
Marylebone suites and in conclusion it official suits. As per administration and item offering the
lodging pulled in tip top and high class individuals of society and accordingly, its valuing
methodology is premium (Chen, Chiu and Chang, 2017). The costs of administrations feature the
polish which The Accor Hotel will give the client and the worth they will include their
encounters.
•Place- The third strategic factor is place that concentrations over the dispersion channel of
associations through which they remain associated with clients and serves them the favoured
items and administrations. The Accor Hotel is a tremendous brand name in friendliness market
London and the inn is arranged right in the downtown area and associated with Marylebone
Station Road. The lodging do offer online administrations also where it empower clients to make
their booking on the web before head either by their official site or through outside sites like trip
advisor, bookings.com and so on.
•Promotion-This is the factor which is straightforwardly identified with promoting and making
arrangements of data to outside individuals about the contributions and estimations of the
organization. The Accor Hotel utilize online media stages and advanced showcasing methods to
make advancements (Hemedi, 2019). The lodging utilize delightful pictures for its web-based
media pages to feature its style. The official site is utilized to give all data about nee markdown
offers, vouchers and bundles. Fundamentally, organization's site is utilized for advancements by
the devotion programs and for pulling in the possible purchasers or visitors.
•People- When it comes to representatives or individuals in an accommodation association, it is
a strategic territory for the firm to be utilized in their special plans and ideas. This is on the
grounds that workers are the essence of the lodging who remain generally near clients and who
satisfy each need of the purchasers. Accordingly, workers are well expertly prepared which will
includes an incentive for future and new acquisition of The Accor Hotel with mouth exposure
and their flawless administrations.
•Process- The Accor Hotel enjoys physical capacities for serving clients that is guests in inn with
the endorsed administrations and items they have settled on and paid a noteworthy sum. The
cycles helps in creating mouth exposure as the viability of administrations and staff execution
builds experience an incentive at the hour of remain and acquires faithfulness of visitors towards
the brand.
•Physical Evidence- The major physical proof which adds to adequate advancements and
advertising of The Accor Hotel is its premises. The lodging utilizes its premises photographs, for
example, rooms and fitness centers for its sites to look for consideration with eye getting,
excellent photographs of the inn (Munene, 2020).

The features of hotel’s program for relationship marketing along with its success or failure
Relationship Marketing is a component of compelling and potential client relationship the
board (CRM) arrangement of an association. The idea of relationship advertising is pointed
toward expanding client devotion and growing longer term commitment with visitors for the
friendliness specialist co-op or clients for different firms and organizations. The idea is
objectives are isolated into more modest parts that are to make a solid associations with
customers, interfaces on customized level with the purchaser for advantage of the brand and
draw in clients in advertising by mouth exposure and advancement. The qualities of client
relationship advertising system of The Accor Hotel, London are introduced underneath. The
lodging has partitioned its client faithfulness programs into three sections.
•Single enrollment for membership, these are made for singular individuals who are regularly
visiting London and appreciates a sheltered and grand remain in lavish lodgings. The part needs
to pay joining expense of £130 with variety that is the individual can take the full arrangement or
decide on center or for swimming as indicated by their accommodations. The dependability
enrollment plot is most appropriate when accepted yearly arrangement as it cost less and benefits
included are more (Olomu, 2019).
•Membership in joint, is for two people where joining expense for per individual is £125 can
benefit month to month (£200), quarterly (£2,800) and yearly (£4,200) plans. The joint
enrollment can be changes into family participation in which every part can is permitted one
expansion kid costing £600 yearly.
•Enrollments for corporate memberships, is for business experts and leftists who heads out a
ton to London for work purposes. The enrollment for joining is same of £125 and incorporates at
least five part with adaptable yearly (£2,100) and month to month plans (£210).
All the three participations are the piece of client faithfulness program of The Accor Hotel with
extra terms and conditions applied (Palto, Fraser and Lebcir, 2018). These are some adaptable
and cost sparing plans made accessible for ordinary voyager and client of the brand who
appreciates the quality and polish of administrations being delivered while they are away from
their homes and wants for comfort.
Accomplishment of devotion program of The Accor Hotel as client maintenance
instrument:
The steadfastness program is one instrument which empowers the inn to grow long haul
associations with possible purchasers and standard clients of the association. The enrollment
wonders of The Accor Hotel is offering various sorts of participation to three kinds of clients an
individual, a business expert and family participation. The dedication program routed to
expanding gainfulness and incomes of inn by getting standard expense of individuals and making
the firm addition mouth exposure. The clients fulfillment and further extent of encounters brings
about expanding mouth exposure and drawing in an ever increasing number of visitors

comparable to existing visitors and member so inn. In spite of the participations and the cheaper
required there are number of advantages which people appreciate with these enrollments, for
example, 3 and 5 correlative long stretches of remain with a half year and yearly plans. Extra
limits on bills of eat in eateries like in Garden Restaurant of the lodging and Bars as well (Rimai,
2018). These advantages which accompanies the enrollments helps client maintenance part of the
inn. The unwaveringness of clients are in fact in record of The Accor Hotel and now its
obligations of lodging the executives and staff to give the client best to keep them drew in and
appended for the more extended period with the firm.
Forming the strategies for loyalty program development in own business of hotels.
Unwaveringness showcasing procedures and thoughts underpins the idea of promoting
and creating mindfulness in market about the organization, its contributions that unmistakable
and impalpable assets the organization ready to give clients and builds up an interesting presence
in serious commercial center. The steadfastness program procedures and thoughts are useful and
esteem including for the cordiality business firms. Consequently, with the assessment led in
above segment about the dedication program of The Accor Hotel in London helped and upheld
me in increasing a thought for a dependability methodology for my own cordiality image which I
am wishing to work after culmination of my THE PEACH friendliness the board course.
I am intending to enter in convenience area and ready to construct a lodging drawing in just
business voyagers and the individuals who need an encouraging spot to remain which feels like
home in any event, when they are away structure home because of work in low costs and in their
visit spending plans. Subsequently, for similar some reliability techniques which I am wishing to
remember for my inn are as per the following:
 Reward Points is essential client steadfastness and maintenance factor in which
compensated focuses to clients will make them visit the inn once more. In this way, as
per my intended interest groups that are business voyagers I will utilize awards for
spurring them and empowering future buys (Viriri and Phiri, 2017).
 Membership- This faithfulness conspires is ideal for the individuals who are standard
voyagers and are out for work in same area for several days in a month. The enrollments
will be accessible on month to month and yearly premise where prepayments can be
made for incessant remain on pre educated dates by the visitors with extra advantages
according to the situations.
 Flexible Inn and Outs- The individual going for business needs adaptability and
accordingly, it will be given by me. I will make adaptable look at motel and check for my
part clients and the individuals who are incessant to my inn.
CONCLUSION
The above report is built on friendliness industry and advertising which sums up the
interlinking of both and certain degree of reliance of administration giving firms on compelling

and persuasive promoting. A careful investigation is delivered for understanding the relationship
the board and steadfastness projects of the association. The clients should be kept joined and in
close touch hence, the unwaveringness programs offers an extraordinary capacity to association
in doing as such for accomplishing objectives and serving the best to satisfy customers wants and
desires structure the lodging.

REFERENCES
Books and Journals
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pp.110-120.
Chen, K. K., Chiu, R. H. and Chang, C. T., 2017. Using beta regression to explore the
relationship between service attributes and likelihood of customer retention for the
container shipping industry. Transportation Research Part E: Logistics and
Transportation Review. 104. pp.1-16.
Hemedi, K., 2019. The Impact of Customer Retention Strategies to the Performance of Dairy
Industry in Tanzania: A Survey Study of Dairy Producers Companies of Southern
Highland in Tanzania (Doctoral dissertation).
Munene, S. W., 2020. Differentiation Strategies and Customer Retention in Kenyan Commercial
Banks: A Survey of Tier One Banks (Doctoral dissertation, United States International
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Olomu, M. O., 2019. Marketing automation innovation practices and customer retention
performance: evidence from the Nigerian manufacturing SMEs. International Journal
of Business Performance Management. 20(3). pp.212-228.
Palto, D., Fraser, P. and Lebcir, M., 2018. An investigation into the relationship between
customer relationship marketing and customer retention: superstore retailing context in
Bangladesh. Journal of Business and Retail Management Research.
Rimai, R., 2018. The effectiveness of Customer Retention Strategies employed by Commercial
banks in Zimbabwe: A case of Standard Chartered Bank, Harare (Doctoral dissertation,
BUSE).
Viriri, P. and Phiri, M., 2017. Customer Retention Strategies Applicable to Zimbabwe
Telecommunication Industry (A Customer Relationship Management
Perspective). Journal of Economics. 8(1). pp.50-53.