TEACHING CASE STUDY: Digital marketing strategy of Accor Hotels: shaping the future of hospitality

Vesna Damnjanoviæ (), Dina Lonèariæ () and Jasmina Dlaèiæ ()
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Vesna Damnjanoviæ: University of Belgrade, Faculty of Organizational Sciences Marketing Management and Public Relations Department Jove Iliæa 154, 11000 Belgrade, Serbia
Dina Lonèariæ: University of Rijeka, Faculty of Tourism and Hospitality Management Department of Marketing Primorska 42, p.p. 97, 51410 Opatija, Croatia
Jasmina Dlaèiæ: University of Rijeka, Faculty of Economics and Business Department of Marketing Ivana Filipoviæa 4, 51000 Rijeka, Croatia

Tourism and Hospitality Management, 2020, vol. 26, issue 1, 233-244

Abstract: Purpose – The main aim of this case study is to explain the digital marketing strategy for different target segments of Accor Hotels, the most diversified hotel player. Design – We present a business case study about Accor Hotels, together with teaching notes that teachers will be able to use in the classroom. Methodology – The business case study methodological approach, using secondary data from a variety of valuable sources, was applied to present the success story of the digital marketing strategy of Accor Hotels. The case study consists of the Opening paragraph, Introduction, Hospitality industry players, About Accor Hotels, Customer journey in the hospitality industry, Digital marketing strategy for Accor Hotels, Conclusion and Teaching notes. Approach – Authors are focusing on a case study example to present best practices from the hospitality indstry in the era of digitalization. Findings – The major input for developing the right digital marketing strategy is understanding the stages of the digital customer journey. The case study present the hotels’ current (loyal) and potential clients as well as hotel marketing strategies. Marketing strategies include changes in the hotel portfolio offering, different pricing levels, communication and content marketing strategy, and partnership deals with all players in the hospitality industry. This case study is interesting for both the academia and industry experts. Originality of the research – We explain how hotel managers define client value proposition for Accor Hotels, with a better understanding of modern trends in the hospitality industry: digitalization, personalization, innovative business models and faster response to client needs. This case study is intended for teaching in Digital Marketing or Hospitality Management courses for masters or undergraduate students.

Keywords: Digital Marketing; Accor Hotels; Strategy; Digitalization; Customer journey (search for similar items in EconPapers)
JEL-codes: L83 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:tho:journl:v:26:y:2020:n:1:p:233-244

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