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Published by:
IMD (2017)
Version:
25.09.2017
Revision date:
24-Nov-2017
Length:
25 pages
Data source:
Field research

Abstract

The hotel industry is being disrupted by new digital players who have entered the market and challenge the conventional hospitality approach. The sharing economy in particular, with the Airbnb start-up in the lead, has created a major challenge, if not a threat, to established hotel chains. As a response, AccorHotels, Europe's leading hotel group, is going through a major digital transformation that impacts its corporate culture, organizational structure, value proposition, and overall business model. The goal is to turn the traditional asset-heavy company into an active player in the new hospitality economy, able to compete head-on with the industry's digital disruptors.

Topics

Strategy; Digital disruption; Digital transformation; Hospitality; Sharing economy
Location:
Size:
240,000 employees
Other setting(s):
2017

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