Why Accor is rethinking personalisation, partnerships and guest loyalty | WiT Studio скачать в хорошем качестве

Why Accor is rethinking personalisation, partnerships and guest loyalty | WiT Studio

When you’re operating across MEA and APAC, “data hygiene” quickly becomes more than a buzzword. Kerry Healy, Chief Commercial Officer (Premium, Midscale & Economy MEA & APAC) at Accor, unpacks how the group is working toward a single, connected guest identity; one that pulls together property systems, loyalty data and digital interactions into a real-time view of the guest. But what does that actually mean on the ground? And how do frontline teams, from front desk to F&B, turn that data into moments that feel personal rather than promotional? The answer lands squarely on how guests want to feel - recognised, remembered and not “just marketed to.” In short, the metrics of guest loyalty have changed. That same philosophy shapes how Accor thinks about partnerships. In an era of super apps, OTAs and sprawling ecosystems, Healy is clear that it’s not about partnering more but partnering better.