Accor Hotels, Alibaba Group collaborate to foster digitalisation of global tourism

Accor Hotels, Alibaba Group collaborate to foster digitalisation of global tourism
Gary Rosen, Chairman and Chief Operating Officer, Accor Greater China and Angel Zhao, President of Fliggy and Senior Vice President of Alibaba Group, signed today in Beijing a strategic partnership between the two companies to develop joined initiatives to digitise global tourism
Published: 10 November 2019 - 9:30 a.m.
By: Priyanka Praveen
Hospitality group Accor and retail commerce business Alibaba Group has announced a strategic collaboration to develop a series of digital applications and loyalty programmes to improve the consumer and traveller experience.

The collaboration will leverage Alibaba’s nearly 700 million consumers across its China retail marketplaces to enable more Chinese travellers access to Accor’s consumer offers.

It will also allow for a seamless integration of Accor’s customer journeys within Alibaba’s comprehensive ecosystem. Alibaba’s travel arm Fliggy will also allow consumers to book hotels, access catering services, book entertainment and take advantage of other lifestyle services.

Payments can be made using Alipay, a digital payment service.

Accor will also offer Chinese consumers a hassle-free hotel experience through its “Haoke” programme – geared towards Chinese travellers. This is a certification programme that ensures Accor’s hotels are ready to welcome Chinese guests by incorporating Mandarin, Chinese dishes on menus, Mandarin-speaking staff, and other services and payment systems that meet the needs of Chinese travelers.

The collaboration between Accor and Alibaba will be instrumental to the roll-out of Accor’s soon-to-be-launched lifestyle loyalty programme, ALL - Accor Live Limitless.

Sebastien Bazin, Accor’s chairman & chief executive officer, said, “We are excited to enter into this strategic global partnership with Alibaba, a leading global technology company in the world. China’s importance to the world’s tourism industry and this key collaboration with Alibaba will symbolically strengthen economic ties between China and France, while giving Chinese travelers access to exciting events and benefits through ALL – Accor Live Limitless.”

Alibaba will make the programme’s services and benefits available to its massive consumer base, leveraging its ecosystem, consumer insights and digital marketing capabilities, accelerating the roll-out of all in China and around the world.

Daniel Zhang, executive chairman and chief executive officer of Alibaba Group, said: “Over the past 20 years, Alibaba has formed two flywheels with one focused on consumers and the other on enterprises. Our consumer-facing business facilitates and stimulates consumption, of which travel consumption is an important segment. Through the Alibaba Business Operating System, we enable tourism industry partners such as Accor to fully digitize their business operations, from sales to marketing, brand building to member management and service innovations.”

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