Accor Hotels have joined the discount race

The French corporation Accor, one of the world's largest hotel chains, as well as other companies, engaged in hotel businesses, faced the challenge of unprecedented downturn in the hotel industry due to the global recession. In these circumstances, in some areas of the hotel industry the decline of more than 25% has already been noticed. In this context, Accor Corporation seeks to use the few tools that are available to hoteliers today.

Even now Accor Corporation has a chance to count on some success in the competitive struggle. Accor today has one of the most effective platforms for booking rooms in their hotels online. Accor also has the ability to conduct large-scale sales promotion programs. By the end of May Accor launches a Happy Nights campaign, according to which users booking rooms in hotels of Accor, will be offered approximately 700 thousand rooms at reduced prices or with discounts. Rooms with discounts will be offered in Accor hotels located in Germany, Austria, France, Italy, Belgium and Britain. In addition, the company increases its sales staff in the fast-growing regions such as Chile, Italy, Romania and the countries of Asia.

We can say that now Accor has joined a race of marketing budgets for winning clients. Accor chose to concentrate its efforts on two main areas: enhancing the turnover of hotels and consistent implementation of marketing initiatives within the framework of services for pre-booking rooms in order to reduce costs, preserve the quality of services at the current level and conduct an accurate calculation of the required investment for further development.

Moreover, in times of crisis shareholders of the company decided to reduce the management of Accor. Thus, the board of directors of corporation decreased from 17 to 12, the Executive Committee was reduced to 9 men. Also, the number of operational areas in the hospitality division was reduced to 3.

A maximum concentration on the struggle for income from hotel business in the global hospitality market was marked as the main marketing strategy of Accor.