Review the case study and answer the questions at the end of the questions at the case study.

Case Study: Accor Hotels Accor is a major international hotel chain with over 3700 hotels in 95 countries and a reputation as a creative user of IT. It has over 20 brands (e.g. Raffles, Sofitel, Novotel, Pullman, Swissotel) covering the luxury, mid-scale and budget markets. It began in France in 1967 and has always focused on mastering customer relations. In recent years, a strategic plan for information technology to drive their operations has included an investment of 225 million in 2014. This case study discusses how information technology has created a platform for the hotel chain to excel and become a global hospitality technology leader. Accor Hotels ambitious digital development puts the customer at the center of its strategy and operations and competes with online-only competitors such as online travel agencies, Airbnb etc. The strategic transformation entailed: (i) designing and implementing an innovative content marketing strategy; (ii) incorporating e-reputation as a core business objective; and (iii) creating and/or adapting organizational structures from management to operations to support this new dynamic. Their online booking platform, called TARS (and its mobile app Mobile First), are transforming their customers digital journey. TARS handles 329 million annual visits in 18 languages from its own customers. It also hosts over 1000 independent hotels on its platform. The Customer Relations Management System (CRM) has allowed the hotel chain to become truly customer-centric. Also, its social media technology is well-developed and reaches over 11 million people per month. Engaging with influential visitors and encouraging them to post online has boosted the chains loyalty and expanded its reach to a wider audience. The CRM system also automates loyalty campaigns to target frequent guests and programs messaging across all of Accors channels and brands. It is also experimenting at the Pullman London St Pancras Hotel with completely paperless guest stays. Accor Hotels has invested heavily in the design of their mobile app MobileFirst. It is comprehensive and allows guests to view hotel details, book rooms or communicate with the hotel via phone or email. Customers have a seamless experience with booking and modifying reservations online, online payment and online check-in. City guides and other supplementary information are also available on the app. Another strong application of IT in Accor hotels is their sophisticated revenue management system. It integrates thousands of hotels, and external market data points into an analytics engine. The revenue management system evaluates fluctuations in demand by various markets, and changes in rates of competitive hotels and other accommodations options such as Airbnb. The analytics engine uses this data to generate optimal pricing for Accor hotels and to support effective inventory control decisions. Study questions 1. Explore Accors social media presence. Compare and contrast it to a similar international hotel chain such as Hyatt, Marriott, or Starwood. 2. Research the various computer systems (discussed in this chapter) that are used in the Sofitel and Pullman brands. Which systems are integrated? What do you notice about the difference in IT usage? Can you explain this difference?