Global hospitality group Accor has enlisted Accenture to transform its content production capabilities, responding to evolving guest needs and ensuring consistency across its marketing communications.

With almost four years of collaboration, Accenture Song is already producing content for Accor in multiple European countries and will now be available globally.

Creating the “Content Atelier” for personalised marketing

Accenture Song, the tech-powered creative arm of Accenture, has introduced the “Content Atelier,” a data-driven content supply chain model. This initiative aims to craft personalised and efficient marketing content, enhancing the guest experience while optimising costs.

This will be available to Accor marketing professionals globally across both physical and digital communications to enable content production management from the initial brief to performance measurement and content optimisation.

Digital transformation for enhanced guest connections

Amid shifting guest expectations and macroeconomic changes, this data-led approach empowers Accor’s brand marketers to focus on their most important activities: increas[ing] the effectiveness of its digital marketing programmes, driv[ing] more traffic to its branded website, and deliver[ing] exceptional customer experiences.

Accor emphasised the importance of reaching guests through a comprehensive digital strategy. The initiative leverages Accenture’s SynOps platform and uses generative AI for content production.

Stéphanie Jaffré, senior vice-president of digital marketing and e-commerce at Accor, emphasised the significance of connecting with guests through the new digital content strategy.

“Consumer attention is not agnostic, it spreads across multiple digital channels and we need to be able to communicate with our guests on all relevant platforms, particularly at the research and inspiration stage of the customer journey,” asserted Jaffré.

Martial Viudes, managing director at Accenture Song, expressed pride in supporting Accor to cater to each brand’s unique marketing ambitions.

“Together with Accor, we have redesigned the experience for Accor marketing professionals, aiming to optimise efficiency on a global level and ensure locally relevant, ultra-personalised experiences for its guests… The development of the “Content Atelier” serves each brand within the group according to their marketing ambitions, delivering bespoke and creative points of delight worldwide,” said Viudes in a statement.