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Prize winner
Subject category: Marketing
Published by:
Harvard Business Publishing (2017)
Version:
6 January 2017
Revision date:
28-Apr-2017
Length:
22 pages
Data source:
Published sources

Abstract

Accor, the world's leading hotel operator with a portfolio of fourteen hospitality brands (including Sofitel and Novotel) in 92 countries, prided itself on living up to its motto, 'To open new frontiers in hospitality.' Accor was indeed contemplating how to do just that-but not by tackling a new frontier of the geographic variety. Rather, the firm was further exploring the digital frontier via a new distribution channel that would allow it to better compete in the online marketing space for travel reservations.

Topics

Marketing; Marketing channels; Marketing communications; Marketing strategy; Branding; Brands; Brand management; Accommodation
Location:
Size:
> USD1 billion, Fortune 500
Other setting(s):
2012-2014

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