Europe’s largest hotel chain Accor recently set aside €225 million ($280 million) to spend through 2018 on improving its digital presence. The enterprise, which owns Sofitel, said it wants to improve its online and mobile booking platform. Accor, which received a score of 110 across its three properties in L2’s Prestige Hotels Index, is aiming its efforts at online travel agencies. Chief President Bazin said OTAs have taken “a large slice of the pie” and he plans to enter the game more efficiently.
To beat OTAs, Accor needs to work on visibility. L2’s 2014 Digital IQ Index: Prestige Hotels finds that OTAs are far more visible than brand booking sites on metasearch engines such as Kayak.
And they appear in a larger percentage of first page ads on Google.fr and Google.co.uk.