Accenture has been appointed by global hospitality group Accor to support its content production capability, driving expansion and establishing consistency in local and global marketing communications across its hotel brands.
Accenture Song, the consulting firm’s tech-powered creative group, created ‘Content Atelier’, a new data-driven content supply chain model.
It aims to create personalised, flexible, and efficient marketing and communications content across every customer touchpoint, whilst reducing costs.
Spanning across both physical and digital communications, the model will be available to all Accor marketing professionals worldwide, enabling content production management from the initial brief to performance measurement and content optimisation.
With changing guest expectations and global macroeconomic shifts, ‘Content Atelier’ uses a data-led approach to enable Accor brand marketers to focus on the most important activities.
It also aims to increase the effectiveness of its digital marketing programmes, drive more traffic to its branded website, and deliver unique customer experiences.
Technological innovation is key to the design of the service, with generative AI part of the strategic content production roadmap.
In support of Accor’s commitment to shape the future of travel, sustainability sits at the core of all content production activities through brand and marketing strategy to marketing content activation.
Stéphanie Jaffré, SVP Digital Marketing & eCommerce, Premium, Midscale & Economy Brands at Accor, said: “Accor is committed to extending hospitality and inspiring new opportunities and experiences for our guests. So, it is crucial we have the right framework in place to reach our guests in the right way at the right time on the right channels, to inspire and support their travel needs and desires.
“Consumer attention is not agnostic, it spreads across multiple digital channels and we need be able to communicate with our guests on all relevant platforms, particularly at the research and inspiration stage of the customer journey. Hospitality is all about connecting with people and through our new digital content strategy we can better connect with, inspire and serve our guests.”
Martial Viudes, managing director at Accenture Song, said: “Together with Accor, we have redesigned the experience for Accor marketing professionals, aiming to optimise efficiency on a global level and ensure locally relevant, ultra-personalised experiences for its guests.
“We are proud to support Accor in creating a new generation of content production, harnessing our deep industry, creative and technical expertise. The development of the ‘Content Atelier’ serves each brand within the group according to their marketing ambitions, delivering bespoke and creative points of delight worldwide.”
