Accor and Alibaba Group join forces to foster digitalization of global tourism
PUBLISHED November 14, 2019
World-leading
hospitality group, Accor and the worlds largest retail commerce business, Alibaba
Group has announced a strategic collaboration to develop a series of digital
applications and loyalty programs to improve the consumer and traveler experience
over the next five years. The announcement was made at a special ceremony in
Beijing during the 2019 China International Import Expo. Accor was among the
delegation of French companies accompanying President Emmanuel Macron on a
state visit to China.
The strategic collaboration will leverage Alibabas nearly 700 million
consumers across its China retail marketplaces to enable more Chinese travelers
to enjoy Accors world-class consumer offerings. It will allow for a seamless
integration of Accors customer journeys within Alibabas comprehensive
ecosystem. Alibabas travel arm Fliggy will 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 operated by Alibaba affiliate Ant Financial.
Accor will also offer Chinese consumers a hassle-free hotel experience through
its "Haoke" program geared towards Chinese travelers. Haoke, which means
"Welcome" in Chinese, is a certification program that ensures Accors hotels
are ready to welcome Chinese guests by incorporating Chinese-language, Chinese
dishes on menus, Chinese-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 Accors soon-to-be-launched lifestyle loyalty program, ALL -
Accor Live Limitless. Alibaba will make the programs 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.
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