Accor taps Accenture Song as global content production house

24 November 2023 2 min. read

Global hotels chain Accor is working together with Accenture Song to inject allure – as well as consistency and efficiency – into its branding and marketing outings worldwide.

With hotels, resorts and vacation properties in around 5,500 locations in over 110 countries, Accor is one of the largest hospitality companies in the world. The French-origin group owns and operates brands in many segments of hospitality: luxury (Raffles, Fairmont, Sofitel), premium (MGallery, Pullman, Swissôtel), midscale (Novotel, Mercure, Adagio), and economy (ibis, hotelF1).

Building on an existing collaboration with Accenture Song, the creative and marketing division of Accenture, Accor is now extending its work with the consultancy to the content creation domain.

Accor taps Accenture Song as global content production house

The partnership will see Accenture Song provide Accor with end-to-end support in content creation, across all types of marketing and communications content, every customer touchpoint, and all channels.

“The collaboration will be available to all Accor marketing professionals worldwide, enabling content production management from the initial brief to performance measurement and content optimisation,” explained Stéphanie Jaffré, a leader at Accor in its London office.

According to Jaffré, the collaboration model will offer Accor more effective and consistent marketing imagery and campaigns, which will boost all kinds of metrics such as the effectiveness of digital marketing programs, website traffic, and the overall customer experience.

Notably, the partnership will also help Accor reduce the costs of its content production, with Accenture tapping into the power of generative AI to make content production more streamlined and efficient.

“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,” said Jaffré.

“Hospitality is all about connecting with people and through our new digital content strategy we can better connect with, inspire and serve our guests.”

The partnership has already kicked off in multiple countries in Europe, and will in the coming months be rolled out to other markets. “We are proud to support Accor in creating a new generation of content production, harnessing our deep industry, creative and technical expertise,” stated Martial Viudes, managing director at Accenture Song.

In the Middle East, Accor operates several of its brands in nine countries: Saudi Arabia, United Arab Emirates, Jordan, Israel, Qatar, Kuwait, Oman, Bahrain, and Lebanon.