French hotel operator Accor has signed a deal with European travel technology giant Amadeus to access market data and insights.
The deal will see Accor use Amadeus’s Demand360 business intelligence tool that provides forward looking market data in the hospitality sector.
Accord and Amadeus will work in partnership to optimise adoption of Demand 360 across the hotel giant’s 5,000 properties in 110 countries globally.
Demand360 collates data from 30,000 providers to offer hotel partners with future demand insights which they can use to plan marketing and distribution strategies.
Amadeus says hotels face many challenges recovering from the COVID-19 pandemic that historical data a less reliable indicator of future trends.
The firm said it is more critical than ever to for travel firms to have access to “powerful business intelligence tools”.
Jan Tissera, head of international, hospitality at Amadeus, said: “Our expanded relationship with Accor reconfirms that our business intelligence solution is best-in-class and delivers essential insight into market performance, enabling strategic business decisions in today’s rapidly changing environment.
“We’re proud to have Accor join industry-leading brands alongside thousands of independent hotel properties across the globe to participate in the Demand360 program. We look forward to collaborating during the rollout, as well as supporting corporate-level business decisions moving forward.”
Béla Nagy, senior vice president revenue strategy and performance at Accor, said:
“By deepening our relationship with Amadeus for this unique business intelligence solution, our hoteliers will gain visibility into their specific markets and be able to use the data to tailor their revenue strategy and stay ahead of the competition.
“Demand360 data will also provide our corporate team key insights into our brand performance as well as support our overall demand generation and distribution strategies.”