Hospitality Giant Accor Collaborates with Accenture to Revolutionize Content Production

Accenture, a leading global consultancy, has secured a groundbreaking deal with the hospitality giant Accor to spearhead its content production capabilities.
Accenture business ITUnder the banner of Accenture Song, the tech-powered creative arm of Accenture, the innovative ‘Content Atelier’ has been devised. This pioneering model operates as a data-driven content supply chain, aimed at delivering personalized, adaptable, efficient, and premium-grade marketing and communications content across diverse customer touchpoints, all while significantly curbing expenses.

The Content Atelier is set to be accessible to Accor’s marketing professionals worldwide. It promises seamless management of content production, encompassing the entire process from initial brief to performance assessment and content refinement. Developed on cutting-edge design principles, this service leverages Accenture’s SynOps platform for marketing and content operations, seamlessly integrating into Accor’s existing infrastructure.

Embracing a data-centric approach, the Content Atelier empowers Accor’s brand marketers to channel their energies into core activities while striving to amplify the efficacy of digital marketing initiatives. It aims to drive heightened traffic to the group’s branded website and elevate customer experiences to unprecedented levels.

At the heart of this service lies technological ingenuity, with generative AI forming an integral part of the strategic content production roadmap. Complementing Accor’s commitment to shaping the future of travel, sustainability remains a foundational element across all content production activities, from brand and marketing strategy to marketing content activation.

Stephanie Jaffre, SVP Digital Marketing & eCommerce, Premium, Midscale & Economy Brands at Accor, expressed, “Hospitality is about connecting with people, and through our new digital content strategy, we can better connect with, inspire, and serve our guests.”

Martial Viudes, Managing Director of Accenture Song, highlighted, “The development of the ‘Content Atelier’ is tailored to meet the unique marketing aspirations of each brand within the group, delivering customized and creative touchpoints of excellence worldwide.”

Accenture Song has been collaborating with Accor’s marketing and content teams for close to four years, already spearheading the production of the group’s content across multiple European countries.

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