Customer Spotlight: Accor

As one of the world’s largest hospitality groups, Accor manages over 5,000 properties across 45 brands. With rapid growth and a complex global distribution network, Accor recognized the critical need for a modern, centralized approach to managing hotel content. Partnering with Inriver, Accor is transforming how it creates, enriches, and distributes property information, ensuring seamless guest experiences and operational efficiency at scale.

About Accor

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.

The challenge

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.

“We need to have a PIM to manage all of this marketing information separately from availability, booking, and pricing. The content platform has the PIM at its center, and we developed a front-end tool for hotels to enrich the content.”

– Remi Leroy

Product Director, Content Platform, Accor

The solution architecture includes:

• The Inriver PIM software as 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 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.

“With our old system, we were completely blind. Completion tracking was really difficult. Inriver helps with that. We also couldn’t perform bulk updates in the old system unless we used scripts—and even then, it required development. Now, with native bulk update features, it’s much easier.”

– Remi Leroy

Product Director, Content Platform, Accor

• 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.

“By moving to PIM, we can benefit in ways common to many clients: better enrichment, more complete and precise content, and faster time to market.”

– Remi Leroy

Product Director, Content Platform, Accor

Inriver and Accor

“It’s really great to see the roadmap and the great features proposed by Inriver that I’m not taking advantage of yet, but for sure, soon we will try to leverage all that. I hope it’s the beginning of a longer collaboration between Inriver and Accor.”

– Remi Leroy

Product Director, Content Platform, 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.