Accor has entered into a strategic collaboration
with the Alibaba Group to develop a series of digital applications
and loyalty programs to improve the consumer and traveler
experience over the next five years.
The strategic collaboration will leverage
Alibaba’s nearly 700 million consumers across its China retail
marketplaces and allow customers of Alibaba’s travel arm Fliggy to book hotels, access catering services, book
entertainment and take advantage of other lifestyle services.
Payments can be made using Alipay, a digital payment service
operated by Alibaba affiliate Ant Financial.
Accor will also offer Chinese consumers a
hassle-free hotel experience through its “Haoke” program – geared
towards Chinese travelers.
Haoke, which means “welcome” in
Chinese, is a certification program that ensures Accor’s hotels
are ready to welcome Chinese guests by incorporating
Chinese-language, Chinese dishes on menus, Chinese-speaking staff,
and other services and payment systems that meet the needs of
Daniel Zhang, Executive Chairman and Chief
Executive Officer of Alibaba Group, said, “Over the past 20 years, Alibaba has formed two flywheels with one focused on consumers and
the other on enterprises. Our consumer-facing business facilitates
and stimulates consumption, of which travel consumption is an
important segment. Through the Alibaba Business Operating System,
we enable tourism industry partners such as Accor to fully
digitize their business operations, from sales to marketing, brand
building to member management and service innovations.”
The collaboration between Alibaba and Accor
follows the success of Accor’s flagship store on Fliggy, which was
established in 2016.
Angel Zhao, President of Fliggy and Senior Vice
President of Alibaba Group, said, “We welcome this newly formed
strategic collaboration with Accor as a further step towards the
digitalization of the tourism industry. We look forward to
enabling the hundreds of millions of Chinese consumers in Alibaba’s ecosystem to discover the world, and to enjoy
stress-free and memorable travel with new digital experiences. By
working with Accor, we will also be able to introduce a younger
generation of consumers to the established Accor portfolio of
hotels and lifestyle offerings.”