Publications
Publications
- June 2015 (Revised January 2017)
- HBS Case Collection
Accor: Strengthening the Brand with Digital Marketing
By: Jill Avery, Chekitan S. Dev and Peter O'Connor
Abstract
Accor, the world's leading hotel operator with a portfolio of fourteen hospitality brands (including Sofitel and Novotel) in 92 countries, prided itself on living up to its motto, "To open new frontiers in hospitality." Accor was indeed contemplating how to do just that—but not by tackling a new frontier of the geographic variety. Rather, the firm was further exploring the digital frontier via a new distribution channel that would allow it to better compete in the online marketing space for travel reservations.
Keywords
Digital; E-commerce; Hospitality; Branding; Brand Management; Marketing; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; Accommodations Industry; Travel Industry; Tourism Industry; Europe; France
Citation
Avery, Jill, Chekitan S. Dev, and Peter O'Connor. "Accor: Strengthening the Brand with Digital Marketing." Harvard Business School Case 315-138, June 2015. (Revised January 2017.)
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