In the digital age of internet search, it is imperative that firms understand not only the consumer search and decision process, but also the many technological and platform options that exist for customers and potential customers. This is especially true in the hospitality industry, whether it be the high-end or lower-end market. This case study considers whether Accor, a leading global hotel operator with a portfolio of 14 hospitality brands in 92 countries, should utilize the services of Room Key, a digital reservation service which could represent another effective distribution channel for Accor. Your task is to evaluate this option for Accor and decide whether or not to utilize Room Key.
In your paper, address the following issues and questions:
Identify the steps the typical customer goes through to identify, evaluate, and select a hotel? What type of information do they look for and what sources do they use? How does Room Key help consumers when planning travel? What kind of digital and non-digital media do believe is most effective in reaching customers? What is Accor’s relationship with the OTA’s and how valuable, or not, is this relationship?
Consider customers’ motivations when sharing content and come up with strategies that can motivate customers to share their experiences. What would you do to improve the presence of the hotel across social media?
Should Accor partner with Room Key? Why/why not? How can Accor use digital to make consumers consider Accor as their first stop and their first choice-when traveling?
What organizational changes would you suggest need to be made to deal with challenges brought about by digital disruption? What new roles/tasks would be required to monitor and manage content? How would you design the organization to handle those roles/tasks?
Your paper should meet the following requirements:
Keep in mind that the course supplement readings are not peer-reviewed and therefore not scholarly sources. HBR and peer-reviewed journal articles are scholarly.
Your paper should be six to seven pages in length and conform to the CSU-Global Guide to Writing and APA (Links to an external site.). Include at least three peer-reviewed references in addition to the course materials. The CSU-Global Library is a good place to find these references.
Include your calculations for determining you market size and suggested product price in an appendix at the end of your paper; this appendix does not count toward the page requirement.
