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Scientific paper - Case study
Digital marketing strategy of Accor Hotels; shaping the future of hospitality
Tourism and hospitality management, 26 (2020), 1; 233-244. urn:nbn:hr:191:956609
Damnjanović, Vesna; Lončarić, Dina; Dlačić, Jasmina

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Damnjanović, V., Lončarić, D. & Dlačić, J. (2020). Digital marketing strategy of Accor Hotels; shaping the future of hospitality. Tourism and hospitality management, 26. (1), 233-244. Retrieved from https://urn.nsk.hr/urn:nbn:hr:191:956609

Damnjanović, Vesna, et al. "Digital marketing strategy of Accor Hotels; shaping the future of hospitality." Tourism and hospitality management, vol. 26, no. 1, 2020, pp. 233-244. https://urn.nsk.hr/urn:nbn:hr:191:956609

Damnjanović, Vesna, Dina Lončarić and Jasmina Dlačić. "Digital marketing strategy of Accor Hotels; shaping the future of hospitality." Tourism and hospitality management 26, no. 1 (2020): 233-244. https://urn.nsk.hr/urn:nbn:hr:191:956609

Damnjanović, V., Lončarić, D. and Dlačić, J. (2020) 'Digital marketing strategy of Accor Hotels; shaping the future of hospitality', Tourism and hospitality management, 26(1), pp. 233-244. Available at: https://urn.nsk.hr/urn:nbn:hr:191:956609 (Accessed 04 April 2025)

Damnjanović V, Lončarić D, Dlačić J. Digital marketing strategy of Accor Hotels; shaping the future of hospitality. Tourism and hospitality management [Internet]. 2020 [cited 2025 April 04];26(1):233-244. Available at: https://urn.nsk.hr/urn:nbn:hr:191:956609

V. Damnjanović, D. Lončarić and J. Dlačić, "Digital marketing strategy of Accor Hotels; shaping the future of hospitality", Tourism and hospitality management, vol. 26, no. 1, pp. 233-244, 2020. [Online]. Available at: https://urn.nsk.hr/urn:nbn:hr:191:956609. [Accessed: 04 April 2025]

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Metadata
Title (english)Digital marketing strategy of Accor Hotels; shaping the future of hospitality
AuthorVesna Damnjanović
AuthorDina Lončarić
AuthorJasmina Dlačić
Author's institutionUniversity of Rijeka
Faculty of Economics and Business
Author's institutionUniversity of Rijeka
Faculty of Tourism and Hospitality Management
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract (english)
Purpose – The main aim of this case study is to explain the digital marketing strategy for different target segments of Accor Hotels, the most diversified hotel player. Design – We present a business case study about Accor Hotels, together with teaching notes that teachers will be able to use in the classroom. Methodology – The business case study methodological approach, using secondary data from a variety of valuable sources, was applied to present the success story of the digital... More marketing strategy of Accor Hotels. The case study consists of the Opening paragraph, Introduction, Hospitality industry players, About Accor Hotels, Customer journey in the hospitality industry, Digital marketing strategy for Accor Hotels, Conclusion and Teaching notes. Approach – Authors are focusing on a case study example to present best practices from the hospitality indstry in the era of digitalization. Findings – The major input for developing the right digital marketing strategy is understanding the stages of the digital customer journey. The case study present the hotels’ current (loyal) and potential clients as well as hotel marketing strategies. Marketing strategies include changes in the hotel portfolio offering, different pricing levels, communication and content marketing strategy, and partnership deals with all players in the hospitality industry. This case study is interesting for both the academia and industry experts. Originality of the research – We explain how hotel managers define client value proposition for Accor Hotels, with a better understanding of modern trends in the hospitality industry: digitalization, personalization, innovative business models and faster response to client needs. This case study is intended for teaching in Digital Marketing or Hospitality Management courses for masters or undergraduate students. Less
Keywords (english)
Languageenglish
Publication typeScientific paper - Case study
Publication statusPublished
Peer reviewPeer review
Publication versionPublished version
Journal titleTourism and hospitality management
Numberingvol. 26, no. 1, pp. 233-244
p-ISSN1330-7533
e-ISSN1847-3377
URN:NBNurn:nbn:hr:191:956609
Publication2020
ProjectNumber: uniri-drustv-18-235 1399
Title (croatian): Unaprjeđenje marketinškog pristupa poslovanju kroz sukreiranje vrijednosti
Title (english): Advancing marketing approach in business through value co-creation
Leader: Jasmina Dlačić
Jurisdiction: Croatia
Document URLhttps://hrcak.srce.hr/238550
Type of resourceText
Access conditionsOpen access
Terms of useLicence Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0) icon
Created on2025-02-18 13:40:26
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