TOUR 121 - Paper 9 (Case Study Group)

TOUR 121 - Tourism Information Management

Case Study:
Accor Hotels

Submitted To:
Ms. Cherrie B. Mangilog

Submitted By:

Group 5
ASTURIANO, Myriellou Jela A.
BAUTISTA, Carmela A.
DAVADILLA, Ara Mae T.
DOMINGO, Mary Ann Len A.
NARTEA, Tom Lawrence B.
TACAL, May Anne Marie S.
VILLEJO, Fiona Sophia Mae C.

BSTM 3 - 5
Questions
1. Explore Accor’s social media presence. Compare and contrast it to a similar international
hotel chain such as Hyatt, Marriott, or Starwood.
Social media helps you connect with your customers, increase awareness about your
brand, and boost your leads and sales. The social media presence of Accor Hotel is they use
social media to compete with online competitors. Accor is a big worldwide chain with more than
3700 inns in 95 nations and standing as a user of IT. It has more than 20 brands (for example
Raffles, Sofitel, Novotel, Pullman, Swissotel) covering the extravagance, mid-scale, and budget
markets. This hotel aspires to digital development and they put their consumers at the center of
their strategy and operations. They use their online booking platforms, The AccorHotels
Reservation System also known as TARS, and their mobile application MobileFirst. The online
platforms and mobile application of Accor Hotels alter their consumers' digital journey. Their
mobile application Mobile-First allows guests to view hotel information and in this app it allows
them to communicate with the hotel staff if they have concerns. In addition, it also has city
guides and other extra details about the Accor Hotel.
On the other hand, Marriott International has more than 5000 hotels around the world
and is successful global hotel industry. Just in the United States, there are over 1000 different
Marriott locations. Marriott uses social media for business performance in many ways. One
major way Marriott uses social media for business performance is by software programs the
track online activity. A software program that has been beneficial for Marriott is called HYP3R, a
geo-social marketing platform. This platform allows Marriott to track customer interaction,
activity, and return metrics. The only posts that they can engage with are publicly published
posts. For example, on a mobile, if a customer has their location settings turned on Marriott can
view where the post came from and they can act on it and generate customer engagement.
Working with platforms that track different types of engagement is beneficial for many
companies. Tracking positive engagement and acting on it encourages customers to continue to
engage with the company. Tracking trends, activity, interaction, and location are just a few
simple ways a company can benefit from social media metrics. The Accor Hotel and Marriott
Hotel have different strategies in using social media. Accor hotels social media is aiming to give
comfort and convenience as they invested heavily in the design of their mobile app MobileFirst
to offer comprehensive and allows guests to view hotel details, book rooms or communicate
with the hotel via phone or email and let customer experience booking and modifying
reservations online, online payment and the online check-in. While Marriott Hotel social media
presence is to remind their customers that they are a company that cares and willing to protect
consumers because they believe that customers are the most important part of their company,
and one of the main goals of Marriott hotels is to listen to their consumers via social media such
as Facebook and Twitter and go on with the up to date trends. They use social media to
motivate consumers to suggest their ideas about their hotel experience so that Marriott Hotel
can use this information to improve their services.
2. Research the various computer systems (discussed in this chapter) that are used in
Sofitel and Pullman brands. Which systems are integrated? What do you notice in the
difference in IT usage? Can you explain the difference?
Sofitel and Pullman Hotels are both constantly integrating with new technologies,
improving the way they serve their guests, and hotels are at the heart of their innovation
strategy. Even though they are both parts of the Luxury Brands Collection of the hotel group
Accor Hotels, Sofitel is more luxurious than Pullman. Sofitel launches its official website. In that
website, eight different sections allow the web users to have easy access to complete and
updated information on hotel products and services. Reservations are also made easy for the
guest to book rooms and events or make restaurant reservations as well as set appointments at
any of the hotel’s beauty, wellness, and recreational centers. Hotel information can also easily
downloaded from the site. Guests may find several hotel brochures, food and service menus,
and media releases at the touch of a button. While in the Pullman brands, they make a
partnership with Microsoft for its new "connectivity lounges" were those tourists that don’t travel
with laptops to stay in touch with the office, friends, and family without having to go in the
business lounge.

TOUR 121 - Paper 9 (Case Study Group)

Uploaded by

Copyright:

Available Formats

TOUR 121 - Paper 9 (Case Study Group)

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

TOUR 121 - Paper 9 (Case Study Group)

Uploaded by

Copyright:

Available Formats

TOUR 121 - Tourism Information Management

hotel chain such as Hyatt, Marriott, or Starwood.

guides and other extra details about the Accor Hotel.

companies. Tracking positive engagement and acting on it encourages customers to continue to

can use this information to improve their services.

difference in IT usage? Can you explain the difference?

You might also like