Accor, operator of the most hotel rooms worldwide, has announced it has rebranded to AccorHotels.
The company is also opening up its online distribution platform, AccorHotels.com, to a selection of independent hoteliers. The group has been persuing a digital strategy of acquiring smaller technology companies to expand its digital offerings
In a statement released yesterday, the company said that the name change is partly to align its brand more closely with the online platform.
Sébastien Bazin, AccorHotels Chairman and CEO, said: “Today, our Group changes and loudly and clearly proclaims its desire to go further, faster. Accor becomes AccorHotels and proudly re-assumes its role as a pioneer hotelier that never stops innovating and surprising, at the cutting edge of digital technology, but while remaining a hotelier first and foremost.
“Transforming our distribution platform into an open marketplace is a major initiative for the Group and the result of a new approach to our profession and business model. AccorHotels is placing its powerful digital tools at the service of independent hoteliers and increasing the choice available to its customers by adding more hotels and more destinations.”
AccorHotels also has a new signature: “Feel Welcome” and has a new logo, a yellow gose against a white background, which it says represents group spirit, determination and travel.
This online distribution platform will gradually become available to hoteliers in the first target markets starting at the end of June 2015, and guests will be able to access it from July 2015.
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