The Digital Hospitality Investment Initiative by Accor

Topic

The Digital Hospitality Investment Initiative by Accor

Instructions

Write the problem statement and objectives for The Digital Hospitality Investment Initiative by Accor

Answer preview

Although Accor invested €225 million in the “Digital Hospitality” initiative, how the strategy would accommodate the online travel agencies (OTAs) and Room Key remained uncertain. Accor needs to ascertain how the Room Key would allow their digital strategy to keep up with the changes in the digital landscape and provide a competitive advantage. Accor’s strategy positioned it as the leader in the hospitality industry, but the first changing digital environment and the increasing need to expand the business portfolio, footprints and accelerate the digital ambitions raises concerns over the next strategic decision.

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