Hospitality group Accor has expanded its strategic partnership with Amadeus by implementing the Amadeus Central Reservation System (ACRS) across its worldwide portfolio of properties. This collaboration aims to enhance Accor’s distribution strategies, boost revenues, and create more personalized connections with guests through Amadeus’ cloud-based technology.
Accor’s distribution strategy focuses on driving business to its hotels while optimising distribution costs. The integration of Amadeus’ technology, including cloud connectivity solutions and an improved user experience, aims to enhance the operational efficiency and service quality at Accor hotels. According to both parties, this technology will provide greater agility and simplicity, allowing hotels to capture more business opportunities and meet evolving guest needs effectively.
The collaboration will enable Accor to offer more tailored guest experiences across its global portfolio.
The ACRS will offer Accor hoteliers more flexibility, integration with new technologies and simplified daily operations. This implementation will also support Accor in maintaining its position in the hospitality industry by making sure that hotels can deliver personalised guest experiences.
The ACRS will allow hoteliers to create personalised offers that include room views, styles, bedding preferences, and other guest preferences. This approach also aims to enhance guest satisfaction and loyalty across the brand.
Sébastien Bazin, Group Chairman and CEO, Accor (left), with Luis Maroto, President and CEO, Amadeus
Alix Boulnois, Chief Digital Officer at Accor, stated, “Our ambition with this new distribution strategy is to transition from an in-house legacy system to a world-class, open system scalable across all regions, enabling future growth. By deepening our collaboration with Amadeus, we will leverage the advanced capabilities of the Amadeus Central Reservation System and equip our hotels and owners with a modern distribution management tool, offering a wider range of services, new revenue-generating capabilities, and personalized guest experiences.”
Francisco Pérez-Lozao Rüter, President of Hospitality at Amadeus, added, “Our team at Amadeus is proud to be leading the way to modernize the merchandising experience in hospitality, and we are excited to partner with Accor to roll out ACRS across its diverse portfolio. Today’s dynamically changing market demonstrates the need for transformative technology to keep pace with guest expectations and drive growth in the context of evolving business needs. Through this partnership, Accor joins our global community of world-leading hotels on a mission to transform relationships with guests, exceed their expectations, and make the experience of travel better.”
