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Tripadvisor have strict protocols to detect such

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TripAdvisor have strict protocols to detect such duplicities. Once found out, the drop in rankingis precipitous. Furthermore, a perfect score of good reviews is not always a good thing as itlacks authenticity and reduces trust in customers. It is better, therefore, for hoteliers to take thebad with the good, and show recovery from failure.5. Accor 2.0: Challenges and questionsOlivier had gleaned from his various discussions the disruption and challenges facing thehospitality industry in his whirlwind tour. Now he had to come up with an effective andsustainable plan for Accor to face the digital challenges in the new environment. Taking out hisnotepad, he began busily sketching out some broad areas to consider.Content and the customer journey. What are the different types of online content in the hotelindustry (i.e., the main reasons why people post content, as well as the purposes they serve inguiding customers)? What does the typical Accor customer journey look like and how doescontent, in its various forms, affect the various stages of the customer journey?How to leverage content?How can Accor collect information about what the customer issaying about Accor, whether at the beginning, during, or after the trip? Should it continue torely on client feedback cards filled in either at the front desk in the room? How can Accor18A 2011 study by Boston-based global research firm Forrester found that close to 50%of consumers won’tbook a hotel that doesn’t have online reviews. “How Hotels Are Embracing the Online Customer Review,19 SEO optimisingfresh reviews/answers also help to boost rankings. According to market research, peopleexpect daily postings, at the least.This document is authorized for use bySusanna Ly, from 1/4/2019 to 6/15/2019, in the course:MKTG-451-0-31: Omnichannel Experience Strategy - Wilson (Spring 2019), Northwestern University.Any unauthorized use or reproduction of this document is strictly prohibited*.
Copyright © INSEAD11encourage and motivate customers to share their experiences and views? Finally, how canAccor use content to attract customers to its website for booking, so that it does not have to paythe hefty 20% to 30% commission fees demanded by OTAs like Booking.com?A second set of questions pertained to how Accor could best use this information: How shouldAccor curate the information? For instance, Olivier had seen a location-based IT applicationthat allowed hotels to be alerted to public conversations (comments, photos, videos) on socialmedia (Facebook, Twitter, Instagram) that related to or originated from the property. How couldAccor make use of such information to influence the customer journey? When disseminatingcurated content, where and when should Accor publish?How to become a content-driven organization?Olivier knew Accor had to integrate onlinecontent/e-reputation into its business processes. In his mind, this implied meeting twochallenges: First, he needed to come up with a plan to integrate the new digital capabilities: inparticular, should SML be centralized in a war room like that many companies such as Intel,

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Term
Fall
Professor
Lutz
Tags
ACCOR, Hotel chains, Susanna Ly

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