The hotel industry has largely been the subject of disruption from one of the digital era’s poster child when it comes to disruption. That is Airbnb because of which several players have started transforming their management structures into something more agile to remain competitive. INSEAD has conducted a study in collaboration with the Accor Hotels group to understand strategies traditional players are undertaking to fight this disruption. What Accord has done to beat other older firms is to track key business intelligence from customers. Their customers are now being involved in several functions such as destination choices, accommodation preferences, pricing as well as sharing of experiences. Where Airbnb has changed customer perceptions and expectations from hoteliers, other digital players such as Agoda, Expedia, Trip Advisor and Booking.com have all carved their own niches to respond to this onslaught. Accor has leveraged this enormous digital content now available to tweak their own systems using the customer feedback. They have even developed a platform to regulate their e-reputation. Accor has used this vast content in its digital marketing by bombarding the market with this curated material. They have even changed their organizational structure away from the earlier-siloed one.

Source:https://knowledge.insead.edu/marketing/lessons-in-digital-transformation-from-the-hotel-industry-5123

Uploaded Date:25 August 2018