The platform is claimed to ensure consistency in messaging across various marketing channels. Credit: Jonas Leupe on Unsplash.

Accor has announced a collaboration with AI-powered content platform Phrasee to optimise the hospitality company’s marketing copy to maximise the return on investment (ROI) and customer engagement.

Leveraging Phrasee, Accor is optimising its subject lines to drive open and click rates for higher traffic, revenue and engagement for its hotels.

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Phrasee stated that this optimised copy will aid Accor brands to remain at the “forefront of customers” minds’ when they are ready to book hotel rooms.

Phrasee’s generative AI platform also helps Accor to connect its long-term business aims with data-powered, on-brand marketing messages across a customer’s digital journey.

The platform is claimed to ensure consistency in messaging across various marketing channels, which in turn is expected to boost customer loyalty as they get the right message at the right time.

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Accor Europe and North Africa customer engagement vice-president Marc Lantrok said: “The hospitality industry is extremely competitive and we are matching the innovation we bring to our hotels to delight customers with enhanced marketing efforts, enabled by Phrasee’s generative AI technology.

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“We are excited to move forward with our partnership with Phrasee as we work toward becoming more data-driven and increasing revenue and engagement for our Accor loyalty programme in the UK and French markets, as well as ibis in the UK.”

The hotel company will leverage Phrasee’s Language Insights and AI platform to create on-brand marketing messages and gain customer insights, thereby helping it to make informed and data-driven decisions.

Phrasee CEO Parry Malm said: “Accor’s partnership with Phrasee ensures the hospitality group’s marketing programme is backed by a content engine that delivers smarter, data-driven high-performing content to drive customer engagement and ROI and continues to improve as it gleans insights for even greater engagement.”