Accor has expanded its strategic partnership with Amadeus with the inclusion of Demand360 to support its hoteliers in successfully navigating COVID-19.
As the pandemic continues to create uncertainty, hotels can no longer rely on historical references and past data to build their revenue strategies. According to Amadeus, Demand360 provides comprehensive, forward-looking market data to the hospitality industry.
The program gathers intel from more than 30,000 global data providers including hotels and alternative accommodation to provide insight into one year of occupancy data to help improve decision making, maximise distribution strategies and increase revenue per available room as well as local market share.
With this new agreement, Accor will recommend Demand360 for use in its properties and work with Amadeus to increase adoption across the organization’s brand portfolio, which includes more than 5,000 hotels and 39 brands across 110 countries.
“By deepening our relationship with Amadeus for this unique business intelligence solution, our hoteliers will gain visibility into their specific markets and be able to use the data to tailor their revenue strategy and stay ahead of the competition,” said Béla Nagy, senior vice president of revenue strategy and performance at Accor.
“Demand360 data will also provide our corporate team key insights into our brand performance, as well as support our overall demand generation and distribution strategies.”
Jan Tissera, head of international for Amadeus’ hospitality unit, said: “Our expanded relationship with Accor reconfirms that our business intelligence solution is best-in-class and delivers essential insight into market performance, enabling strategic business decisions in today’s rapidly changing environment.
“We’re proud to have Accor join industry-leading brands alongside thousands of independent hotel properties across the globe to participate in the Demand360 program. We look forward to collaborating during the rollout, as well as supporting corporate-level business decisions moving forward.”
The news comes after French newspaper Le Figaro reported that a potential merger between Accor and its British rival Intercontinental Hotels Group is on the cards.
If a merger of the two was to eventuate, it would knock Marriott off its perch as the world’s largest hotel group.