Customer Experience Featured Article

Accor Improves the Customer Experience for Hotel Guests

May 09, 2014

The Paris-based hotel group Accor, which operates more than 3,500 hotels across 92 countries, has begun implementing new technology to offer guests a better customer experience.

Guests will be able to save time when checking in and departing a hotel as these administrative formalities will be handled digitally, which in turn will enable staff to provide a more personalized greeting and be available to cater to guests individuals needs.

Through the digital solution, guests can prepare their check-in online two days prior to their hotel stay.

On the day they arrive, guests will receive a welcome message by SMS that will include confirmation that their room and key are ready, as well as information that will help make their trip easier. This would include details about things such as transport services to the hotel and car park access codes. Upon arrival at the hotel guests will receive their key and be greeted by friendly staff that can answer questions and cater to requests.

On the day that guests leave, they can do so quickly as they just have to hand in their key to show that their room has been vacated and an invoice will be emailed to them.

This digital solution was created with the hotel operating teams and will be available to all loyalty card or subscription card holders and to customers booking directly through the Accor Hotel website, the brand websites, mobile apps or by phone.

“Our ability to constantly integrate new technologies and improve the way we serve our guests and hotels is at the heart of our innovation strategy, to make Accor the most audacious and innovative hotel operator," said Vivek Badrinath (News - Alert), deputy CEO who is responsible for the company's marketing, digital solutions, distribution and information systems. "Accor definitely places digital technology at the service of its guests at every stage of their hotel experience – before, during and after their stay – adapting its hotel services to the new modes of consumption which are more mobile and connected.”

So far, the digital system has been tested in approximately 20 establishments in France, the U.K., Italy, Belgium and the Netherlands and is currently deployed in 60 hotels in 13 countries. It has proven to be effective as 90 percent of guests at hotels already equipped with the system said they would use the service again, as indicated from initial feedback from these hotels. Accor's goal is to expand this solution to include 1,000 hotels or close to 30 percent of the network by the end of this year.

Edited by Alisen Downey

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