Direct bookings are the Holy Grail for every hotel chain. They side-step the ‘finders’ fees’ (and questionable practices) of some travel and comparison sites. They reduce the chances of booking errors. And more importantly, they give hotels complete control over their own bookings process, pricing strategy and, of course, their brand.
Key to direct bookings is the time-honoured loyalty programme. Which is where our relationship with AccorHotels Group and ‘Le Club’ began back in 2015. A global giant in the hotel world with 25 brands, 4,300 addresses in 100 countries, and 500,000 guests a day, they know how important brand affinity is. Get it wrong and business suffers. Get it right, and business succeeds.
“As one of the largest hotel groups globally, brand loyalty plays a core role in our business. Digital Visitor’s experience in hospitality and tourism gave us faith that ‘Le Club’ would see an awareness boost. We have not been disappointed.”
Le Club
Our research showed many members of Le Club, AccorHotels’ loyalty programme, were unaware of its key benefits, or how it worked. So we set about educating them as to Le Club made much better sense, and how to do it. ‘Elite Experiences’ and ‘#WinItWedensdays’, the advertising and social media campaigns we developed, smashed all KPIs for awareness engagement of Le Club on Facebook.
La Collection
The success of Le Club led to more work. This time developing a social media campaign for La Collection, AccorHotels’ loyalty scheme e-commerce site, aimed at UK members. Again, we developed a campaign explaining how La Collection worked, and its benefits. We also created a Facebook advertising campaign targeting a new audience.
What else have we done?
Impressed by our results elsewhere, AccorHotels has involved us in other tactical and strategic digital marketing campaigns:
AccorHotels app
We developed two targeted campaigns for the Le Club AccorHotels and AccorHotels UK Facebook pages, to increase downloads of AccorHotels’ app among members. The results? More than 5,200 app downloads.
My Resorts
Raising awareness of the exclusive ‘MyResorts’ programme to Asia Pacific Le Club members through social marketing platforms (including LinkedIn). Overall, the campaign received more than 189,000 impressions and reached 121,000.
Luxury brands
Brand awareness and sales generation across Facebook and Instagram for luxury brands – Sofitel, MGallery and Pullman.
Over three months, we achieved a reach of 4m+, almost 8m impressions and 61,000 website clicks.
Here are just some of the impressive results that we've achieved:
