Ismail Kızılırmak (Istanbul University)

• Main Authors: Tevfik Demirçiftçi, İsmail Kızılırmak
• Format: Article
• Language: English
• Published: Istanbul University 2016-07-01
• Series: Journal of Tourismology
• Subjects: Accor Hotels; Branding; Online Marketing; Online Distribution; Digital Marketing
• Online Access: https://dergipark.org.tr/tr/pub/iuturizmoloji/issue/24615/260504?publisher=istanbul

Branding strategy is used by hospitality companies for many years. One of the reasons behind it is to reach various segments ranging from luxury to economy. Guest loyalty is very important for hospitality companies since loyal guests are more profitable and less price sensitive. Strategic branding plays a critical role in order to maintain long term relationship with the guest. In this study, relevant literature about branding was reviewed. Strategies of Accor Hotel group were analyzed on based on online distribution, online marketing, sustainable development program, loyalty program and digital marketing. According to the result of this study, Accor Hotel Group bought Fairmont Group in order to be stronger in the luxury market and become stronger in Asia and US market. The company have invested around 225 € million to be stronger in the digital area. Moreover, the group also has a trustworthy reservation system and does many marketing activities.