Using data to create memorable guest experiences

I am convinced that going forward, customers will increasingly choose companies that are responsible in how they use customer data.

Maud Bailly

Deliver unique and memorable guest experiences while respecting customer data

12 percent increase

in satisfaction of Elite customers

80% time savings

to fulfill data requests

50 million customers, 300 GB data

processed every day

Hospitality leader Accor offers guests a unique experience in 5,000 hotels and residences across 110 countries. The hospitality industry’s sustained annual growth has increased the appetite of new competition. And data has become an essential factor to stay ahead.

Accor holds transactional information and personal data, some of which is highly sensitive. This data comes from several sources: satisfaction metrics, client interaction, or information that some 60 million members of the Accor Live Limitless loyalty program provide about their food preferences, tastes, and lifestyle.

Accor uses Talend to collect 300 GB of data daily on 50 million customers in 50 different data flows from 11 business areas. But the data itself is of little use on its own. “You have to have a lot of data, but also collect it properly, process it, and put it to good use,” says Gilles de Richemond, Chief Information Officer.

By correlating data from various business areas in its data lake, Accor was also able to improve major elements of customer satisfaction expressed in the Reputation Performance Score (RPS). “Some RPS issues were obvious, such as cleanliness,” explains Agnès Roquefort, SVP Transformation Strategy and Data. “But we also discovered that parking was really very important!” In response, Accor formed a partnership with the software company OmniPark.

Data privacy in the hospitality business is a critical issue. “When people stay in our hotels, we get to know something about how they live,” says Thomas Elm, Data Protection Officer. “We have to ensure that their rights are protected.” Thanks to Talend, Accor was able to establish an atmosphere of trust about how it collects data.

“Privacy is in our DNA. We only use data to improve customer experience,” says de Richemond.