Vice President Digital, Loyalty & Guest Experience Pacific
In the last decade the digital revolution has changed the face of the hotel industry and its ability to reach customers.
Accor offers the most comprehensive digital platform for its hotels. This goes well beyond being a leader in search engine optimisation and marketing, it is aimed at creating an authentic engagement with guests – from the start of their research through to the booking confirmation, and then to the follow-up stage to ensure repeat business.
All.Accor.com has become the world’s most sophisticated hotel booking site, and with the group’s breadth and range of hotels in Australia and beyond, it is the best-equipped site to attract direct bookings.
Under Chris Mills’ direction, Accor's digital strategy has delivered considerable success in attracting and building direct corporate, conference and leisure business. Working with partners and utilising Accor’s extensive network, All.Accor.com has become one of the region’s top-ranking travel sites, and the group is forecasting even stronger digital traffic in the future as a result of new innovations to the group’s mobile and web distribution platforms.
“Technology has transformed our industry, but it is still the people behind the technology that matter most of all. We are always looking at new opportunities, new trends and new distribution channels to grow our direct business, and through the development of Accor's digital capability we can play an instrumental role in the traveller’s experience from the start to the end of their journey.”