Accor and Amadeus Expand Business Intelligence Partnership
As hoteliers navigate industry disruptions, Accor is deepening its strategic partnership with Amadeus to leverage business intelligence tools like Demand360® for improved decision-making.
Hospitality group Accor and technology provider Amadeus IT Group have expanded their strategic partnership, focusing on enhancing business intelligence capabilities for Accor's hotels. The collaboration aims to help Accor's properties better manage operations and revenue strategies amid the ongoing impact of the COVID-19 pandemic.
Under the expanded agreement, Accor will recommend Amadeus' Demand360® solution to its properties. This platform provides comprehensive, forward-looking market data utilizing information from over 30,000 global data providers. It offers hoteliers insights into occupancy data for up to a year in advance, intended to aid in optimizing revenue management, distribution strategies, and market share.
The partnership encourages wider adoption of Demand360® across Accor's portfolio, which includes more than 5,000 hotels and 39 brands in 110 countries. The company stated that historical data references are no longer sufficient for building revenue strategies, making advanced business intelligence tools critical for planning and operational adjustments in the current market environment.
Accor indicated that the enhanced relationship with Amadeus will provide hotel managers with greater visibility into their specific markets. This is expected to enable the tailoring of revenue strategies and support competitive positioning. The hotel group also anticipates the data will provide key insights for corporate-level performance evaluation and demand generation efforts.