Accor has recorded a 27.4 percent increase in revenue from direct channels over the past 12 months, and it has experienced double digit growth in direct revenue over the past three years.
The hotel chain has actively responded to the growing online travel agency (OLTA) market by investing in its loyalty programs, Accor Advantage Plus and Le Club Accorhotels, as well as its website.
According to the latest data from Experian Hitwise, the Accor website is rated as the top website for hotel groups in Australia, and its posted a 23 percent annual growth in visits.
Mobile bookings are also gaining popularity – Experian Hitwise recorded a 57 percent increase in bookings and 85 percent increase in revenue via mobile sources.
Accor’s mobile applications and websites received 10 million unique visitors last year, and the company expects the rate of growth will continue to increase following the introduction of a new multi-brand application, which is comptatible with Android1, iPhone and Blackberry operating systems.
Accor Australia’s chief operating officer, Simon McGrath said it’s encouraging that the company continues to grow amid an increasingly competitive market, which is characterised by online travel agencies.
“This is important for our hotel owners and franchisees because it demonstrates that even with such tough competition, Accor can deliver above-market returns.
“We are not only growing our loyalty base, we are succeeding in getting them to book more frequently and often for longer periods because we are offering a wider range of product – from exclusive dining experiences with celebrity chefs such as Pullman’s Justin North to package tours at Ayers Rock Resort, with special inclusions,” he said.
McGrath recognised the importance of both direct and indirect customer interaction in the business’s success.
“While we work very closely with our online partners, we also believe it is essential for a hotel group such as Accor to be able to deal closely with our direct customers, and with enhancements to our loyalty and digital programs, the results are showing that we can grow in both areas – direct and indirect,” he explained.