The Magic Behind Accor's Marketing
From Static to Dynamic: Accor’s First Year with Movable Ink
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Challenge
In their first year with Movable Ink, Accor’s Customer Engagement team aimed to reshape how they connect with customers. Their goals were clear: drive internal change with a cutting-edge platform, move beyond static campaigns to dynamic, and activate data to provide meaningful education to their audience. To achieve this, they needed to scale personalized, data-driven marketing across more than 45 hotel brands to resonate with a diverse audience and deliver measurable impact.
Solution
Accor teamed up with Movable Ink and Salesforce to make the most of their data and deliver more relevant customer experiences. This partnership has helped their Customer Engagement team become more agile, so they can quickly adjust and send the right message in realtime. As a result, they’re seeing better engagement, more precise campaigns, and stronger connections with their customers.
Keep reading to see exactly how they did it.
Spring Sale: Driving Urgency and Engagement
Accor’s Spring Sale campaign exemplified how smart personalization can elevate seasonal promotions. By incorporating time-sensitive personalization, emails automatically adjusted to each recipient’s local time zone, ensuring relevance. Interactive elements, including personalized name overlays and animated countdown timers, captured attention and prompted immediate action.
For recipients who didn’t convert on the initial send, follow-up emails featured fallback offers that strategically targeted them with alternate promotions. The campaign achieved notable results, including higher click-through rates, against control groups. This demonstrated the power of leveraging real-time data to create compelling and time-critical campaigns.
Results:
4% lift in click-through rate
Scratch-Off Campaign: Engaging with Curiosity
To promote a special offer for Ibis Hotels, Accor designed an innovative and interactive email campaign featuring a scratch-off tailored to each customer. Recipients were invited to reveal their special reward by virtually “scratching” the email, a playful element that piqued curiosity and encouraged engagement.
This campaign highlighted the effectiveness of blending gamification with personalization, captivating audiences and driving action by tapping into the innate appeal of discovery and reward.
Results:
135% lift in click-through rate
Restaurant & Spa Locator: Personalization Beyond Stays
Accor took personalization beyond hotel bookings with an ancillary newsletter tailored to the Paris Olympics. The campaign utilized geo-targeted content to provide personalized recommendations for nearby restaurants and spas, enhancing the overall guest experience.
When location data wasn’t available, fallback messaging ensured that every recipient still received valuable content. Exclusive offers, including family-friendly promotions in France, further enriched the campaign. By aligning messaging with customer preferences and travel patterns, Accor reinforced their role as a trusted partner in delivering comprehensive, memorable experiences.
Results:
54% lift in click-through rate
Rewards and Loyalty: Progressing Customer Journeys
To inspire more bookings and encourage loyalty tier progression, Accor introduced a campaign promoting France bookings to reward members. The centerpiece was a custom loyalty module that visualized members’ current and potential tier statuses, delivering clarity and motivation to advance. Each message adapted based on individual tier levels and offered insights into how members could elevate their status.
Countdown timers added an element of urgency and prompted members to book immediately to capitalize on time-sensitive rewards. This effort not only drove increased bookings but also heightened engagement with Accor’s loyalty program, cementing its value to members.
Results:
40% lift in click-through rate
Paris Olympics Newsletter: Celebrating Global Events
In celebration of the Paris 2024 Olympics, Accor crafted a newsletter designed to resonate with a global audience. Personalized destination suggestions, geo-targeted articles, and curated dining options showcased Accor’s expertise in delivering tailored experiences. Interactive features like animated videos and live polling invited active participation, creating a striking content experience.
Using a CSV data source, the campaign achieved seamless scalability across diverse markets, ensuring consistency while addressing regional preferences. This initiative emphasized Accor’s leadership during a globally significant event by strengthening brand presence and customer loyalty.
Results:
125% lift in click-through rate
Key Takeaways from Accor’s First-Year Strategy with Movable Ink:
- Tailor content to customer behaviors and preferences in real time for higher engagement and faster action.
- Incorporate gamification, countdowns, or personalized elements to keep your audience engaged and motivated.
- Expand beyond core offerings and use personalized content in every customer interaction to create a seamless, memorable experience.
