Accenture has been appointed by global hospitality group Accor to support its content production capability across its global roster of hotel brands.   

Accenture Song will service the account utilizing a proprietary data-driven process that aims to create personalized marketing and communications content across the hotel group’s customer touchpoints.    

Spanning both physical and digital communications, the agency’s ‘Content Atelier’ will be available to Accor marketers worldwide, enabling content production management, performance measurement and content optimization. The service utilizes Accenture’s SynOps platform for marketing and content operations and will be integrated into Accor’s infrastructure.   

Stéphanie Jaffré, senior vice president digital marketing & ecommerce, premium, midscale & economy brands at Accor, said: "it is crucial we have the right framework in place to reach our guests in the right way at the right time on the right channels, to inspire and support their travel needs and desires... Hospitality is all about connecting with people and through our new digital content strategy we can better connect with, inspire and serve our guests.”   

Martial Viudes, managing director, Accenture Song, said: “Together with Accor, we have redesigned the experience for Accor marketing professionals, aiming to optimize efficiency on a global level and ensure locally relevant, ultra-personalized experiences for its guests. We are proud to support Accor in creating a new generation of content production, harnessing our deep industry, creative and technical expertise.”