https://digital.hbs.edu/platform-rctom/submission/accorhotels-battling-against-online-travel-agents/ AccorHotels: Battling against Online Travel Agents "There are many new participants in the value chain and every one of them is trying to eat some of the cake" — Sebastien Bazin, CEO of Accor Hotels (2) Digital technology is changing the hospitality industry With the advent of digital technologies, global hotel management companies face increasing competitions in every step of the value chain. At every customer touch point, digital technology has allowed various companies to enter the value chain, disrupting the entire hospitality industry and undermining major value propositions that traditional hotel management companies offer. In order to maintain their market shares in this highly competitive industry, hotel management companies were forced to redefine their digital strategies. AccorHotels has taken the lead in aggressively reshaping its busine...
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