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ACCORHOTELS - Members’ rate

AccorHotels Members’ rate: the lowest prices all year long, for loyal customers that book on direct digital channels

AccorHotels Members’ rate offers all year long a permanent discount to its loyal customers that books on direct digital channels (web, mobile, apps).

In an industry more and more driven by price and digital, it is critical for hotels to get back the leadership of their price image. AccorHotels Members’ rate aims at improving guests’ “best price” perception for hotels and boosting direct digital revenue.

Co-designed with multi-competencies internal teams (Revenue Management, ecommerce, Marketing and Operations), the offer has been defined from a customer perspective: an attractive discount, exclusive for loyal members, with high visibility on the web sites and a simplified loyalty enrolment process.

AccorHotels was the first global hotel chain to launch its Members’ rate in May 2015 with a test and learn approach, before massive roll-out. It has been quickly adopted by more than 2,400 hotels including franchised and managed hotels, as they have seen this new rate as a major lever to develop their own direct digital distribution and get back the power on their price image.

The offer has been supported by global and local media campaigns, and as well by very creative in-hotel communication: lift wraps, mirror stickers, etc

After one year, short term results are encouraging, in terms of direct web growth, loyal recruitment members, and for sure it will support longer term stakes.