Accor, the hotels group that owns the ibis, Novotel and Mercure brands, is revamping its ecommerce platform and loyalty programme in a bid to ward off competition from distribution sites such as Expedia.
A new pool of services and exclusive promotions will be introduced for those booking a stay at one its hotels via accorhotels.com. Enhanced information services will also be added.
The site will also be refreshed to include more photos and interactivity. Grégoire Champetier, Accor’s global chief marketing officer, says that he wants the site to be a “communications tool” and not just a place to buy.
“We need to rethink the way how we can bring some emotion and feeling to it”, he adds.
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