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TEACHING CASE STUDY: Digital marketing strategy of Accor Hotels: shaping the future of hospitality
Vesna Damnjanović
; University of Belgrade, Faculty of Organizational Sciences Marketing Management and Public Relations Department Jove Ilića 154, 11000 Belgrade, Serbia
Dina Lončarić
orcid.org/0000-0003-2285-0252
; University of Rijeka, Faculty of Tourism and Hospitality Management Department of Marketing Primorska 42, p.p. 97, 51410 Opatija, Croatia
Jasmina Dlačić
orcid.org/0000-0002-3592-1876
; University of Rijeka, Faculty of Economics and Business Department of Marketing Ivana Filipovića 4, 51000 Rijeka, Croatia
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
Hrčak ID:
238550
URI
Publication date:
3.6.2020.
Visits: 10.978 *