Michigan State University - MBA 823 Case: Accor Hotels Date:1/21/2018 1)What are the new challenges of competition in the hotel industry due to digitization and new entrants (e

Michigan State University - MBA 823

Case: Accor Hotels Date:1/21/2018

1)What are the new challenges of competition in the hotel industry due to digitization and new entrants (e.g., Airbnb)?

2. Assume that you are in Olivier’s shoes and your goal is to effectively manage digital content in crafting its digital business model. Identify how Accor should leverage digitization in its value proposition and customer acquisition strategies.

3. What strategic capabilities or resources should Accor acquire to sustain its competitive success and leadership in the hotel industry?

I think Accor should work on improving its digital base to compete with its competitors. First, Accor should know what strategy its competitors are utilizing and benchmark the results to improve its own processes. Also, in-order-to be a market leader, Accor might have to do these processes better than its competitors and leave no stone unturned to get reviews from its customers and online rating agencies. I have identified the following areas where Accor can do significant improvements and obtain leadership in the hotel industry: