AccorHotels Accelerates Its Transformation, Presents New Name, Branding

AccorHotels is strengthening its digital presence, turning its distribution platform AccorHotels.com into a marketing system for selected independent hotels.

The service will gradually become available to hoteliers in the first target markets from the end of June, while the customers will be able to make use of it from July.

The aim is with time the platform to offer more than 10 000 hotels in 300 key cities around the world, which in practice will constitute a triple increase in the number of hotels at AccorHotels.com.

The initiative is part of the transformation, which commenced in 2013.

The independent hotels presented on the AccorHotels.com platform, as well as the hotels of the Group, will be selected on the basis of their qualities and the online reviews of the guests.

AccorHotels.com is already the leading online platform for hotel bookings in several markets, including France, Brazil, Australia and Germany.

It will provide to independent hoteliers a robust alternative and high-quality channel for distribution, responding to their specific needs.

The new application ensures transparent rules for appearance in search results, access to customer data and competitive commission rates.

The Group also launched on the market the new version of its mobile application AccorHotels.

All applications of the separate brands of hotels are now merged in the new application, which features all hotels of the Group and from the summer will include all independent hotels offered on the booking platform.

AccorHotels, being simultaneously an institutional and trade brand, aims to reinforce its position and popularity by facilitating the association with its digital platform AccorHotels.com.

The Group also intends to position its brand at the centre of its internal system of hotel brands.

The new platform of the Group represents a kind of manifesto, which also includes its new slogan.

In this way the specifics of the brand will be reflected in all public communications.

The new visions reflecting the spirit of service in the hotels of the Group as well as the original musical identity of the brand complement the new platform.

This new identity is already visible at Roland Garros as AccorHotels is an official partner of the tennis tournament.

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