The consumer has changed, distribution has changed

Accor has discontinued the global distribution of static rates and now works exclusively with four online distributors - Expedia, Infinite, Webbeds and Hotelbeds - through direct connections

When asked about the selection of these four distributors, Accor's Chief Commercial Officer, Karelle Lamouche, explained, "They were chosen because they are the largest and can ensure control of their distribution while seamlessly connecting to our platform. Lamouche added that these changes are essential due to changes in consumer behavior that have transformed the distribution landscape.

Key takeaways

• While the core of the hospitality industry remains the same - it is still a people-centric business - the way bookings are made has changed dramatically. In the past, 70% of reservations were made by phone; today, 80% are made through digital distribution;
• The distribution model has undergone a complete transformation, and it will continue to accelerate with the integration of AI, automation, and the expansion of industry players;
• There's no such thing as bad distribution; it's about finding the right balance for each brand in the market. For Accor, this means taking control of its distribution strategy to drive direct bookings and enhance its loyalty program by offering the best rates, exclusive member benefits, unique experiences and consistently delivering on its brand promise throughout the guest's stay.

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