AccorHotels CEO Sébastien Bazin elaborated on his strategy behind opening up AccorHotels.com as a mixed marketplace on Wednesday at the Association of Corporate Travel Executives global conference, saying he’s moving Accor from being a hotel company to a travel company.
In June, the company announced that select independent hotels would appear alongside Accor-branded hotels in booking-query results on the company's website. “Whether you are a leisure client or business client, 70 percent of those clients will go through at least two websites before they're going to make a [booking] decision,” Bazin said. “We launched the marketplace for one particular reason: If you want those 70 percent of people that are going on two websites before they make a booking, you need to propose different offerings. My portfolio of hotels is not enough.”
Bazin said AccorHotels has been a “sleeping giant for far too long,” allowing online travel agencies, aggregators and disruptors like Airbnb to lead innovation the past 15 years. “The industry [is] not going through any revolution; we're not going through any transformation. We did enter an enormous mutation, which is irreversible, and it only started 12 to 15 years ago.”
This article is a fragment originally published on Business Travel News and can be read in full here.