Accor appoints Accenture Song to drive content capabilities

Global hospitality group, Accor, has appointed Accenture Song to support its content production capability. Accenture Song is the tech-powered creative division of global professional services company, Accenture.

The appointment will see Accenture Song driving scale and establishing consistency in local and global marketing communications tailored to guests’ evolving needs across Accor’s hotel brands.

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Accenture Song’s “Content Atelier”, a new data-driven content supply chain model, will be made available to all Accor marketing professionals worldwide. It aims to create personalised, flexible, efficient, and high-quality marketing and communications content while reducing costs.

The “Content Atelier” will be implemented across physical and digital communications across every customer touchpoint, enabling content production management from the initial brief to performance measurement and content optimisation.

The service was developed with leading design principles, utilising Accenture’s SynOps platform for marketing and content operations, whilst being integrated into Accor’s infrastructure.

As guest expectations and global macroeconomic conditions shift, the “Content Atelier” uses a data-led approach to enable Accor brand marketers to focus on the most important activities. At the same time, marketers can increase effectiveness in their digital marketing programmes, drive more traffic to the branded website, and deliver better customer experiences.

Technological innovation is key to the design of the service, with generative AI being part of the strategic content production roadmap. To support Accor’s commitment to shape the future of travel, the brand also will prioritise sustainability in its content production activities, from its brand and marketing strategy to marketing content activation.

"It is crucial we have the right framework in place to reach our guests in the right way at the right time on the right channels, to inspire and support their travel needs and desires,” said Stéphanie Jaffré, SVP digital marketing and eCommerce, premium, midscale and economy brands at Accor.

She emphasised the need to communicate with guests on all relevant platforms, particularly at the research and inspiration stage of the customer journey, given that consumer attention spreads across multiple digital channels.

“Hospitality is all about connecting with people and through our new digital content strategy we can better connect with, inspire and serve our guests,” she added.

“We have redesigned the experience for Accor marketing professionals, aiming to optimise efficiency on a global level and ensure locally relevant, ultra-personalised experiences for its guests,” said Martial Viudes, managing director at Accenture Song.

“The development of the ‘Content Atelier’ serves each brand within the group according to their marketing ambitions, delivering bespoke and creative points of delight worldwide,” he added.

This news comes as hospitality brands seek to enhance their marketing strategies across physical and digital touchpoints to connect with consumers. For example, Grand Hyatt Singapore appointed travel and lifestyle public relations (PR) agencies, GHC Asia and Accela Communications, as part of its marketing strategy in August 2023.

The appointment comes as the hotel seeks to elevate its luxury positioning as well as strengthen its creative vision and outreach.

“The appointment of GHC Asia and Accela Communications comes as we prepare to reveal Grand Hyatt Singapore’s reimagined spaces, which will be more theatrical and captivating than ever before,” said Charis Choi, the regional vice president, sales and marketing Southeast Asia at Hyatt Hotels and Resorts, at the time.

While GHC Asia was charged with leading the hotel’s strategic communications, Accela Communications was to handle creative communications for the brand’s F&B and wellness experiences.

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