Accor embraces transparency

Social media is also changing the way consumers select products and services, based on the real-time views of others. In industries such as travel and tourism, this is already starting to make annually published guidebooks seem redundant, as tourists skip to third-party sites to see up-to-date guest ratings for a hotel or destination.


Accor, a hotel operator with a broad portfolio of brands globally, has taken a leap of faith in the quality of its customer service by directly integrating live, unfiltered TripAdvisor comments into its main hotel portal. Jean-Luc Chrétien, Accor’s executive vice president for sales, distribution and loyalty, believes this will push the hotel brand to enhance its service overall anyway—so why not make the process easier for its clients? “To an extent, social media is a very healthy thing. It has forced us to revisit some of the ways we do some things, and not to be so complacent,” he says.

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