Accor boosts efficiency and streamlines global content for 5,000+ hotels
Accor transforms hospitality content management with Inriver to drive sales globally.
At a glance:
- Hospitality
- B2B2C
- Enterprise
- Paris, France
5,000+
Properties
45
Worldwide brands
850,000
Rooms managed
Summary
Accor—one of the world’s leading hospitality groups—modernized and centralized its hotel content ecosystem with Inriver to improve data accuracy, operational efficiency, and the guest experience.
Managing descriptive content for 5,000+ hotels across 45 brands had become increasingly complex and time-consuming using legacy systems built for a smaller network. By implementing Inriver at the core of its new content platform, Accor created a scalable, industrialized way to manage and distribute rich, accurate property information across both direct and partner booking channels.
Local hotel teams now enrich and update their own content—ensuring details on amenities, certifications, and services stay current—while central teams use Inriver to monitor completion, approve updates, and execute large-scale changes quickly. With automated bulk updates, real-time visibility, and global syndication to partners like Booking.com and Expedia, Accor accelerates hotel onboarding and ensures consistent, high-quality content worldwide.
Outcomes:
- Centralized content management for 5,000+ properties across 45 brands
- Improved operational efficiency and visibility through a unified PIM
- Faster onboarding, supporting one new hotel opening per day
- Simplified bulk updates for global certifications and campaigns
- Accurate, synchronized data across direct and third-party booking channels
The challenge
Accor is a global hospitality leader with a portfolio spanning 45 diverse brands and more than 5,000 properties worldwide, offering approximately 850,000 rooms. Accor’s mission is clear: keep properties full year-round through seamless distribution and exceptional guest experiences. Beyond booking systems, content plays a vital role in influencing guests’ choices, from room amenities to hotel services and unique brand storytelling.
Accor historically developed its core systems in-house, including its Central Reservation System (CRS) and tools for descriptive hotel content. However, as Accor expanded from 1,000 to over 5,000 properties, its legacy tools could no longer handle the volume and complexity of content required for today’s digital ecosystem.
Key challenges included:
- Managing high volumes of rich, accurate content for thousands of properties.
- Empowering hotels to enrich and update their own property information, such as restaurant hours or special amenities.
- Efficiently distributing content to multiple channels—including direct channels like Accor’s websites and apps, as well as indirect partners like Booking.com, Expedia, and global distribution systems (GDS).
- Lacking visibility into content completeness and struggling with manual processes, such as bulk updates across properties.
The solution
Accor selected Inriver as the core of its new content platform to centralize product information management and enable scalability and agility.
The solution architecture includes:
- The Inriver PIM software is the single source of truth for descriptive and marketing content.
- A custom-built front-end tool for hotel teams to enrich content specific to their property’s offerings.
- An API layer that consolidates data from Inriver and other systems, ensuring seamless content delivery across Accor’s digital touchpoints and external channels.
This approach allows Accor to manage, monitor, and distribute rich, consistent content while enabling hotels to directly contribute localized and up-to-date information.
The results
By adopting Inriver, Accor is unlocking significant operational efficiencies and business benefits:
- Scalability: Supporting the onboarding of one new hotel every day with faster, streamlined content processes.
- Operational Efficiency: Over 100 users in central teams can now perform bulk updates and track content completeness, replacing manual and time-consuming tasks.
- Improved Content Quality: Enriched and precise property information ensures better guest experiences and drives conversions.
- Syndication Readiness: Accor is poised to syndicate content seamlessly to hundreds of external channels, optimizing reach while maintaining brand consistency.
Inriver and Accor
Accor’s collaboration with Inriver is a strategic shift from custom-built legacy systems to specialized, best-of-breed solutions. This partnership positions Accor to manage its vast ecosystem of properties and partners with greater agility, accuracy, and speed.
With Inriver, Accor not only centralizes content for internal stakeholders but also ensures seamless distribution to external partners critical to its business model. The flexibility and capabilities of the Inriver PIM solution empower Accor to maintain a competitive edge in the dynamic hospitality market.
Want to follow in Accor’s footsteps?
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- Free consultation, zero commitment
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