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Published by:
IMD (2017)
Version:
18.09.2018
Length:
25 pages
Data source:
Field research

Abstract

This is a Spanish translation of the case 'IMD-7-1915'. 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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