AccorHotels has impressed many with its steps toward customer engagement in recent years, but its recent acquisition of concierge provider John Paul may be something more akin to a leap. The deal was finalized last week and gives the Paris-based hotel chain an 80 percent stake in the company.
The effects of the deal on customer experience can’t be overstated and speaks volumes about the value AccorHotels places on luxury concierge services. Through the acquisition, the brand will have access to John Paul’s workforce of 1,000 concierge employees, significantly enhancing the brand’s loyalty prospects.
“John Paul is a great find in the customer relations business,” said AccorHotels CEO Sébastien Bazin. “Starting today, we will be combining our expertise, strengths, and talents, and providing an even broader choice of services to treat all travelers to the best experience before, during and after their stays.”
The hospitality industry is one predicated on personalization and customer experience that goes above and beyond expectations. T3’s Ben Gaddis recently wrote that customization is among the most important components of CX in hospitality, and the data provided by John Paul’s CRM application ensures that AccorHotels will have the tools necessary to provide this kind of tailored experiences.
Customer experience has been a core tenet of the brand since becoming AccorHotels in 2015.
In August, AccorHotels’ SVP of loyalty told Loyalty360: “One of our biggest points of emphasis is keeping the customer at the center of decisions surrounding our loyalty efforts.”
The chain’s latest move is clearly in line with this thinking, allowing the company to better engage guests, especially during their stay with AccorHotels.
“I’m very excited about the idea of working with the AccorHotels Group at such a crucial phase in its transformation,” said John Paul CEO David Amsellem, who will retain his position once the deal is finalized. “The synergies with the group will afford us unparalleled competitive advantages in a market where there are more opportunities than ever before. This transaction will be a catalyst for our development, meaning organic growth and consolidation alike.”
With AccorHotels making such a sizable investment into CX practices, it’s tough not to see this as a counter move to keep pace in a hospitality industry that has been shaken up by the merge of Starwood and Marriott. With the robust capabilities available through John Paul’s concierge, AccorHotels is showing that it’s not ready to give up its share of customer loyalty.

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