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ACCORHOTELS - Real Time Guest Experience - Powering your Digital Lobby

By implementing Local Measure, AccorHotels can capture the digital conversation at each hotel and leverage it to deliver exceptional customer experience

With almost 4,000 properties worldwide, ranging from luxury hotels to budget accommodation AccorHotels is one of world’s most trusted hotel groups.

In an environment where hospitality is becoming increasingly commoditised, AccorHotels aims to deliver quality service that remains personal. To deliver this level of service requires ongoing feedback and insight into the guest experience.

Whilst formal feedback mechanisms and post stay reviews are helpful, unsolicited feedback can often capture the most useful insights and if that feedback can be captured during stay when it can be actioned, it becomes extremely valuable.

This type of unsolicited guest feedback is readily available in the digital conversations taking place on property on phones and laptops. The challenge is to find and tap into them because most guests (80%) dont directly refer to the hotel in their digital posts. To address this challenge AccorHotels opted for Local Measure’s location based technology.

Local Measure’s technology captures all the public content posted on social media within the geographic location of each hotel, regardless of hashtags or keywords contained in the text, ensuring the hotels see the full picture. To date a total of 275 AccorHotels properties are using Local Measure around the world. Using this technology, hotels are able to find the information they need to help them to address service issues or to understand more about their guests so they can tailor their experiences accordingly. Hotels particularly value the ability to see and reply to all the public social media content posted about the property in a single and easy to use interface. They can learn more about their guests and engage with them in one place. Finding advocates, influencers or detractors and building relationships with them becomes very easy. Publishing the User Generated Content (UGC) collected by Local Measure also allows them to showcase their hotels through the eyes of guests and drive online bookings on all their digital channels.

Local Measure is flexible enough to be adapted to suit the resources and features of each hotel. At basic level filters can be set-up to send automated alerts when key criteria are triggered, for example if a guest with high social influence is present, or there is a service issue. Beyond receiving alerts hotels may chose to check the content daily or more frequently to identify and engage with posts of interest.  Depending on the facilities available it might make sense to set-up rules specific to the restaurant, to identify if a food blogger is present or if it is someone’s birthday for example.

And the results of the implementation can be seen both at Hotel and group level.

Let’s take the example of the Novotel Centre Paris Tour Eiffel who started to use the platform this summer. Aware of the potential of acting on the digital conversations taking place at the hotel, Mr. Laurent Mauguit, General Manager of the hotel asked Gwendal Besnard, Communication and Guest Experience Manager to think about how the tool could be leveraged. Few months after the implementation, the results are already there. Thanks to Local Measure, I interact easily with only one click with every guest publishing content localized at the hotel. The first positive effect is to raise awareness among our guests that we have an Instagram account. Within 3 months, we have seen a fast increase of fans on Instagram, this number has more than doubled. On average, Local Measure extracts 5 publications localized at the hotel per day. For us, this is 5 times more chances to personalize the stay of our guests by interacting with them and offering a new experience”, says Gwendal.

At a group level, Local Measure analysed the behaviour of 56,000 hotel guests over a 16 month period at 75 properties in APAC to assess what was the impact of the platform. The results showed that when there had been digital engagement with the hotel during stay guests were 40% more likely to re-book, recommend to their peer group and to leave a positive post stay review.

In another study, Local Measure found that over a 6-month period, AccorHotels Australia’s reach in responding to guests nearly doubled: from an overall 19% response rate prior to using Local Measure, to a 36% response rate. Meanwhile, the volume of posts sourced also surged due to the addition of geolocation data which surfaced over 300% more content from guests. The additional visibility and efficiency provided by Local Measure enabled AccorHotels to respond to guests on social media 4 times faster than before of what it had been originally and providing more timely assistance to their guests. As a result of their increased customer engagement strategy using Local Measure, AccorHotels Australia reaches over 11 million people via social media per month. Engaging with highly influential visitors and encouraging them to post has helped boost loyalty and expand the hotels’ reach to a wider audience.