Accor has joined forces with online marketplace Alibaba to facilitate booking rooms and other services for Chinese travelers.
Moreover, Accor has about 4,900 hotels and residences in 110 countries. It rebranded itself earlier in 2019 as Accor versus AccorHotels, and it mentioned it would spend USD 255 million on a new loyalty program called ALL, which stands for Accor Live Limitless. The rollout of that new programme will be helped by Alibaba, which will offer digital marketing and other capabilities.
In addition, Accor has developed a program specifically for Chinese consumers dubbed Haoke, which sees that Accor hotels incorporate Chinese language in its signage and menus, Chinese dishes, Chinese-speaking staff, and other services.
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