Accor is now AccorHotels and fights OTAs with open enrollment for independents
Accor has rebranded itself into AccorHotels while also opening up its booking platform to independent hoteliers. This bold move is taking the fight to online travel agencies by giving independents another place to load their inventory. This means that non-affiliated independent hotels have a new channel which can be found at AccorHotels.com, the new name and home for Europe’s largest hotel group. By increasing inventory, the idea is that traffic will follow. Even if the user is not booking with an AccorHotel, at least they are not offering loyalty to an OTA. The bet is that this then translates to better margins by reducing the volume of bookings leaking over to OTAs, and thus making a dent in the 10-20% commissions paid by most hotels to the middlemen OTAs.
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