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  • June 2015 (Revised January 2017)
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Accor: Strengthening the Brand with Digital Marketing

By: Jill Avery, Chekitan S. Dev and Peter O'Connor
  • Format:Print
  • | Language:English
  • | Pages:22
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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; Hospitality; Branding; Brand Management; Marketing; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; E-commerce; 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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About The Author

Jill J. Avery

Marketing
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Related Work

    • January 2016
    • Faculty Research

    Accor: Strengthening the Brand with Digital Marketing

    By: Jill Avery, Chekitan S. Dev and Peter O'Connor
    • June 2015 (Revised January 2017)
    • Faculty Research

    Accor: Strengthening the Brand with Digital Marketing

    By: Jill Avery, Chekitan S. Dev and Peter O'Connor
Related Work
  • Accor: Strengthening the Brand with Digital Marketing By: Jill Avery, Chekitan S. Dev and Peter O'Connor
  • Accor: Strengthening the Brand with Digital Marketing By: Jill Avery, Chekitan S. Dev and Peter O'Connor
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