The two initiatives demonstrated how real-time demand intelligence and first-party loyalty data can improve marketing efficiency and drive direct bookings.
Accor and ALL Accor were recognised at the Travel Daily Media Travel Trade Excellence Awards 2026 - Asia in the Digital Media Initiative of the Year - Singapore and Loyalty Programme of the Year - Singapore categories, respectively.
The awards recognise two data-led initiatives designed to improve marketing performance and customer engagement. Accor’s digital media strategy redirected advertising investment towards stronger-performing Asia-Pacific travel corridors following disruptions in the Middle East, whilst ALL Accor redesigned its mobile acquisition strategy to reconnect with existing loyalty members and encourage more direct bookings through its app.
Redirecting media investment
Accor received Digital Media Initiative of the Year - Singapore for “Where Demand Moved, Accor Moved First,” a campaign that responded to sudden travel disruptions in the Middle East by reallocating advertising spend to markets with stronger demand potential across Asia-Pacific.
Pausing campaigns in the affected region created a potential gap in revenue from search and customer acquisition. Rather than redistribute the budget based solely on historical market studies, Accor developed a three-signal “Corridor Intelligence Engine” to identify where travellers were actively searching and booking.
The framework combined first-party booking data, Google Trends search interest, and paid search impression share lost to budget. Together, these signals helped the team identify established travel demand, emerging traveller interest, and opportunities to gain additional visibility through increased investment.
The analysis narrowed the potential travel corridors to those that met all three criteria, allowing Accor to redirect investment across its active Asia-Pacific search campaigns.
The initiative delivered strong commercial results, meeting a substantial portion of its revenue target whilst using less than half of the redirected budget. As investment increased, the campaign's return on advertising spend also improved.
Domestic travel within Australia contributed significantly to the additional revenue, whilst Singapore-linked corridors generated efficient cross-border bookings.
Turning loyalty data into direct booking advantage
ALL Accor received the Loyalty Programme of the Year - Singapore for its Customer Data Platform, developed in partnership with Zenith Singapore.
The initiative addressed a challenge in mobile travel bookings: existing loyalty members were often treated as new prospects when they returned through mobile web journeys. Fragmented identity signals across devices and browsers made it harder to recognise these customers, limiting personalisation and increasing acquisition costs.
To address this, ALL Accor transformed its Customer Data Platform (CDP) into a proactive mobile app acquisition engine. By combining loyalty status, booking history, and app activity, the programme identified high-value members who were not actively using the app and reached them before they entered anonymous mobile web journeys.
The team activated these audiences through Meta app-install campaigns, optimising for subsequent booking quality rather than inexpensive installs. A concurrent A/B test kept creative, bidding, campaign structures, and placements consistent to isolate the impact of the data-led targeting strategy.
Across Singapore and India, the initiative delivered significant improvements in app-to-booking conversions and reduced the cost of securing bookings. Singapore recorded a particularly strong increase in conversions, alongside improved return on advertising spend and a greater contribution from direct app bookings. India also saw substantial gains in conversion efficiency and app booking contribution.
Across both markets, the campaign reactivated dormant loyalty members and generated incremental direct booking revenue through the app. Reactivated users also showed stronger weekly app engagement and improved booking retention.
Together, the two winning initiatives reflect how Accor is applying data-led marketing to respond to changing travel demand, improve acquisition efficiency, and strengthen direct customer relationships across its markets.
The Travel Daily Media Travel Trade Excellence Awards - Asia stands as the premier awards programme in the Asia Pacific region, dedicated to recognising the pinnacle of excellence within the travel industry. This prestigious event honours the very best in hotels, airlines, airports, cruise lines, tour operators, travel agencies, booking platforms, and travel technology.
The Travel Daily Media Travel Trade Excellence Awards 2026 - Asia is presented by Travel Daily Media Magazine. To view the full list of winners, click here. For more information on the awards programme, you may contact Danica Avila at +65 3158 1386 or [email protected].
