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- W3033704026 abstract "Purpose – The main aim of this case study is to explain the digital marketing strategy for differenttarget segments of Accor Hotels, the most diversified hotel player.Design – We present a business case study about Accor Hotels, together with teaching notes thatteachers will be able to use in the classroom.Methodology – The business case study methodological approach, using secondary data from avariety of valuable sources, was applied to present the success story of the digital marketingstrategy of Accor Hotels. The case study consists of the Opening paragraph, Introduction,Hospitality industry players, About Accor Hotels, Customer journey in the hospitality industry,Digital marketing strategy for Accor Hotels, Conclusion and Teaching notes.Approach – Authors are focusing on a case study example to present best practices from thehospitality indstry in the era of digitalization.Findings – The major input for developing the right digital marketing strategy is understanding thestages of the digital customer journey. The case study present the hotels’ current (loyal) andpotential clients as well as hotel marketing strategies. Marketing strategies include changes in thehotel portfolio offering, different pricing levels, communication and content marketing strategy,and partnership deals with all players in the hospitality industry. This case study is interesting forboth the academia and industry experts.Originality of the research – We explain how hotel managers define client value proposition forAccor Hotels, with a better understanding of modern trends in the hospitality industry:digitalization, personalization, innovative business models and faster response to client needs. Thiscase study is intended for teaching in Digital Marketing or Hospitality Management courses formasters or undergraduate students." @default.
- W3033704026 created "2020-06-12" @default.
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- W3033704026 date "2020-06-03" @default.
- W3033704026 modified "2023-09-23" @default.
- W3033704026 title "TEACHING CASE STUDY: DIGITAL MARKETING STRATEGY OF ACCOR HOTELS: SHAPING THE FUTURE OF HOSPITALITY" @default.
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