Welcome by Accor
In today’s digital world, the hotel reception concept must be reinvented. The challenge with the Welcome project is to restore the meaning of the word “hospitality” while integrating all the benefits of digitized information and online customer relationships. It combines the promise of a more free-flowing, efficient process with that of a personalized welcome and recognition of loyal direct customers. The experience is tailored to the personality of each of the brands and is intended to be deployed worldwide.
Two days before their hotel stay, guests are invited to prepare their check-in online if they have booked directly with Accor or if they are loyalty card or subscription card holders. On the arrival day, guests receive a welcome message by SMS, confirming that their room and key are ready and offering very useful practical information to simplify their trip to the hotel. When guests arrive in the hotel, their key has been prepared and is handed over immediately without the usual administrative formalities. These are done in back office before guest arrival and departure. The hotelier is entirely available to greet guests, cater for their individual needs or simply help them save time. On the departure day, guests can leave rapidly. To check out, they simply have to hand in their key to indicate that their room has been vacated. The invoice is sent to them by email.
Original and personalized, this innovative welcoming is deployed across all Accor brands and will be adapted by each brand to fit its service offering, depending on their segment, market positioning and establishments’ specificities.
This new service has naturally been endorsed by the loyalty program of Le Club Accorhotels group for a better consistency of messages for our loyal customers. Welcome by Le Club Accorhotels is present throughout the customer journey: from the invitation email to the on-line check-in automatically sent to eligible customers, up to the key box which allows customers to leave their key quickly upon departure. The web communication strategy is currently in progress and will be posted online by the end of 2014.
The Welcome adventure began in late 2012 ... and in less than 2 years, 1000 hotels have adopted the service! After a year of tests in pilot hotels, the results are already very promising:
- 90% of guests who used this service say they are willing to do so again for their next stays. Sources: MKG – Olakala (GSS)
- 60% of guests take advantage of the opportunity to create an Accor account, if they do not already have one.
- Queues are diminishing and hoteliers are more available for their guests. They can devote themselves completely to their passion, the job of host. 40% of rolled-out hotels have already seen their morning queue disappear!