Accor, the augmented hospitality group with over 4,900 hotels and residences across 110 countries, and Alibaba Group, the world’s largest retail commerce business, have joined forces to develop a series of digital applications and loyalty programmes to improve the consumer and traveller experience over the next five years.
This collaboration will enable more Chinese travellers to enjoy Accor’s consumer offerings by leveraging Alibaba’s close to 700 million consumers acrostics China. Alibaba’s travel arm Fliggy allows customers to book hotels, access catering services, book entertainment and take advantage of other lifestyle services. Payments by Alipay operated by Alibaba affiliate Ant Financial will make it more convenient for Chinese guests.
Accor’s “Haoke” 好客 programme for Chinese travellers ensures Accor’s hotel are ready to welcome Chinese guests by incorporating Mandarin, Chinese dishes on menus, Chinese-speaking staff and other services and payment systems familiar to these travellers.
Alibaba will make the services and benefits of Accor’s soon-to-be-launched lifestyle loyalty programme ALL – Accor Live Limitless available to its base, accelerating the roll-out of ALL in China and around the world.
Alibaba and Accor have been partners since 2016 with the launch of Accor’s flagship store on Fliggy.