Accor targets Asian guests with localised websites

Accor has rolled out a series of localised websites in the Asia Pacific region, as part of its major new digital strategy.

Having unveiled a EUR225 million (US$258m) investment in digital technology over the next four years, the hotel group has now introduced 32 geo-located versions of its website in 16 languages, including Bahasa Indonesian, Korean and Japanese. It will also launch a Thai version this year.

Vivek Badrinath
Vivek Badrinath

The announcement of the Thai website came as Vivek Badrinath, Accor’s deputy CEO, visited Bangkok this week.

“We have decided to act on all the levers that make up the Accor experience and that add to the customer journey,” Badrinath said. “Travellers in Asia Pacific lead the world for mobile and social media use, so it is important for Accor to actively engage our customers on these channels and to ensure our digital services are cutting-edge and world-class.”

Accor’s digital strategy is based on two pillars, IT infrastructure and data management, and has already seen the company acquire French technology start-up Wipolo, which offers mobile and web itinerary management systems. Accor said it is now “looking for other innovators to partner with”.

“Both outbound and domestic travel within Asia Pacific are expanding rapidly thanks to a fast-growing middle class and our aim is to ensure that these travellers can access Accor hotels easily and efficiently on their mobiles or tablets wherever they are and in their own language,” said Badrinath.

“There is a lot of growth and innovation in digital technologies in Asia, so I am excited to be here in Bangkok to learn more about how travelers in this region engage with online and mobile platforms and to see what the future holds for this sector of the hospitality industry,” he added.

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