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Accor’s new digital strategy: the unanswered questions | By Vivek Badrinath & Peter O'Connor

Professor of Strategy at University of South Australia Business School
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Last October, global hotel operator Accor held its first digital day, launching its ambitious digital transformation project “Leading Digital Hospitality” and highlighting the importance of digital for the hotel company of tomorrow. This ambitious plan focuses on reinventing both the customer experience and hotel operations through digital technology, with the company committing €225 million to eight clearly defined projects over a five year period. With the hype now cooling, and implementation of the plan well underway, the Hotel Yearbook asked ESSEC’s Peter O’Connor to take the opportunity to quiz Vivek Badrinath, Accor’s Deputy Chief Executive Officer and the plan’s main architect, on many of the questions on everyone’s lips.