Hotel operator Accor becomes AccorHotels and aims at increasing the clout and visibility of the brand by connecting it to its digital platform AccorHotels.com. It also intends to place the brand at the center of its ecosystem of hotel brands.
According to a press release, the Group also has a new signature: Feel Welcome.
This new identity is already visible on the Group’s space in the Village at Roland Garros, of which AccorHotels is an official partner.
According to Reuters, the company said on Wednesday it would spend EUR 22 million to enable independent hoteliers to offer their rooms on its booking website as it seeks ways to fight back against online travel agents such as Expedia and Booking.com.
Accor, which competes with InterContinental, Marriott and Starwood, said the investment comes on top of the 225 million euros it has announced it would spend to beef up its digital business between 2014 and 2018.