Upload
webwinkelvakdag
View
499
Download
2
Tags:
Embed Size (px)
Citation preview
SDL and Accor
The digital customerexperience
Accor Res and Rev — SDL E-Shop — January 2015
Extend our lead and become aneven more well-known hotel group
3600HOTELS
OVER
170,000STAFF ACROSS
ACCOR BRANDS
APPROXIMATELY
460,000ROOMS
OVER
14BRANDS FROM LUXURY
TO ECONOMY
5536MILLION EURO IN 2013
REVENUE
HOTELSERVICES
HOTELINVEST
TWO FIELDS OF
EXPERTISE
Accor Res and Rev — SDL E-Shop — January 2015
ACCOR
OVERVIEW
GROUP BRANDS SOLIDARITY360° DIGITAL HUMAN RESOURCES SUSTAINABLE DEVELOPMENT
Leading operatorWORLDWIDE
ROOMS460,000
HOTELS3600
COUNTRIES92
* Number of rooms in the hotel portfolio as at December 31, 2013
NORTH AMERICA
LATIN AMERICA
AND THE CARIBBEANHOTELS 242ROOMS 38,143
9%*
AFRICA AND
THE MIDDLE EASTHOTELS 148ROOMS 27,436
6%*
ASIA-PACIFICHOTELS 567ROOMS 109,169
24%*
EUROPE (outside France)HOTELS 1063ROOMS 142,755
31%*
+68,000PLANNED
+26,000PLANNED
+17,000PLANNED
+26,000PLANNED
+780 HOTELS
PLANNED
+136,000 ROOMS
1 hotel opened every 2 days
FRANCEHOTELS 1543ROOMS 139,940
30%*
+5000PLANNED
Accor Res and Rev — SDL E-Shop — January 2015
ACCOR
OVERVIEW
GROUP BRANDS SOLIDARITY360° DIGITAL HUMAN RESOURCES SUSTAINABLE DEVELOPMENT
A Large Brand Portfolio
ECONOMY
MIDSCALE
LUXURY AND UPSCALE
In France
REGIONAL BRANDS
In Asia
Accor Res and Rev — SDL E-Shop — January 2015
ACCOR OVERVIEW GROUP BRANDS SOLIDARITY360° DIGITAL HUMAN RESOURCES SUSTAINABLE DEVELOPMENT
The digital customerexperience
DreamSearch
Book StayShare Grow
loyal
Accor Res and Rev — SDL E-Shop — January 2015
ACCOR OVERVIEW GROUP BRANDS SOLIDARITY360° DIGITAL HUMAN RESOURCES SUSTAINABLE DEVELOPMENT
The new Accor experience
360°digital
280 MVISITORS
TO ACCORWEBSITES
DREAM
WELCOMEONLINE
CHECK-IN AND CHECK-OUT
BOOK
12 MKEYWORDS
PURCHASED BY ACCOR WORLDWIDE
SEARCH
STAY
+10,500NEW
MEMBERS PER DAY
LE CLUB ACCORHOTELS
GROW
LOYAL
2.2 MILLION FANS ON FACEBOOK
SHARE
1BOOKING
EVERY 2 SECONDS
ACCOR WEBSITES
Accor Res and Rev — SDL E-Shop — January 2015
The Accor Distribution Solution
Traditional
Agencies
(TTAs)
Indirect web
(OTAs)
Direct web
and mobile
Call centers
Clusters and
hotels via TARS
(intra)
Directly with the hotel
3.4%
14.4%
18.2%
16.1%
7.3%
40.5%
Contribution of the channelin 2014 (world)
Calls,emails
Walk-in
OfflineOTAs
Accor Res and Rev — SDL E-Shop — January 2015
Distribution Channels Connected in Real Time
Res and Rev — October 20148
TraditionalAgencies
(TTAs)
Indirect web
(OTAs)
Direct web
and mobile
Call
centers
Clusters and
hotels via
TARS
(intra)
Search for
availability
in real time
ACCOR EN BREF GROUPE MARQUES SOLIDARITY360° DIGITAL RESSOURCES HUMAINES DEVELOPPEMENT DURABLE
Content is key
o We are both a supplierand a competitor
o For the Internet user,
we are only
differentiated by the content of the
descriptions
o We need to maintain
exclusivity so that our
hotels are selected
and the booking is
made via our websites
ACCOR Res and Rev – Eshop SDL – Janvier 2015
We have 8 seconds
to capture our
customers’ attention
If we don’t speak their language
they are all irrelevant
Only 27% of internet users speak
English
ACCOR OVERVIEW GROUP BRANDS SOLIDARITY360° DIGITAL HUMAN RESOURCES SUSTAINABLE DEVELOPMENT
Translation: Our
objectives in 2007
Establish distribution partnerships
Share and distribute content
Suggest the language of the host country
Provide the resources required to quickly roll
out new languages
Take a professional approach to the
translation process
Automate a complex workflow
Absorb variations in the volume requested
Guarantee timescales
Following a call for tender,
SDL was Accor's first choice from the three finalists.
Accor Res and Rev — SDL E-Shop — January 2015
Accor Res and Rev — SDL E-Shop — January 2015
Global Presence in 38 countries (70 offices)
Human translation
Flow management process adapted to the client's
requirements
Cost control using an industrial process and
integrated solutions
Absorption of surges in demand
Quality process
New languages implemented quickly
Which has led
to the choice of
What Do We Process Using the Workflow?
Accor Res and Rev — SDL E-Shop — January 2015
Translation Requirements
Accor Res and Rev — SDL E-Shop — January 2015
Automated translation workflow
Validation
TARS
OTAOnline Travel
Agencies
Translation
memoryGlossary
Style
guides
On-demand translation portal
1 2
Quality
Monitoring
GDSGlobal Distribution
Systems
MetaMetasearch
Languages Per Hotel
Accor Res and Rev — SDL E-Shop — January 2015
0
500
1000
1500
2000
2500
3000
3500
4000 3744
2754 2753
2000
16461511
1081
655571 565 530
German
Spanish
French
English
Italian
Dutch
Portuguese
Chinese
Brazilian
Russian
Japanese
Polish
Indonesian
(Bahasa)
Korean
Arabic
Turkish
Swedish
Languages Per Hotel
Allow Guests to Browse the Website in their Own Language — Increase Occupancy and Revenue
Accor Res and Rev — SDL E-Shop — January 2015
32 local versions of websites or mini sites with
suitable translated content
2014: Arabic
+30% revenue from
Middle East
Indonesia
50% of revenue from the
Bahasa website
Why 17 Languages?Significant Increase in the Number of Visits
Accor Res and Rev — SDL E-Shop — January 2015
Translation figures
Accor Res and Rev — SDL E-Shop — January 2015
3750 hotels involved in the translation
program
7 to 17 languages according to Top
Destination
14 million words per year
55,000 words per day
Database containing 4 million words
1000 in-house translators
Leading-edge translation technology
A seven-year smooth and continuously
refined partnership
Up to 10,000 referenced independent
resources
Accor Res and Rev — SDL E-Shop — January 2015