Hotel group Accor and travel technology company Amadeus have announced a new collaboration. Accor will implement Amadeus's Central Reservation System (ACRS) across its global hotel portfolio, aiming to enhance revenue and guest experiences through improved connectivity and advanced technology solutions.

Amadeus’s cloud-based ACRS will offer Accor hotels a user-friendly interface and access to best-in-class technology, streamlining operations and allowing for more efficient business capture. The new system is expected to provide greater flexibility and seamless integration with emerging technologies, enabling Accor to adapt to changing guest needs and maintain a competitive edge.

Alix Boulnois, Chief Digital Officer at Accor, commented, “Our ambition with this new distribution strategy is to transition from an in-house legacy system to a world-class, open system scalable across all regions, enabling future growth. By deepening our collaboration with Amadeus, we will leverage the advanced capabilities of the Amadeus Central Reservation System and equip our hotels and owners with a modern distribution management tool, offering a wider range of services, new revenue-generating capabilities, and personalized guest experiences.”

The collaboration is set to bring significant improvements to Accor’s operational efficiency and guest services. The ACRS features empower Accor’s hoteliers to create personalized offerings for guests, incorporating details like room views, styles, and bedding preferences. This tailored approach is designed to ensure memorable stays and foster guest satisfaction and loyalty.

Francisco Pérez-Lozao Rüter, President of Hospitality at Amadeus, added, “Our team at Amadeus is proud to be leading the way to modernize the merchandising experience in hospitality, and we are excited to partner with Accor to roll out ACRS across its diverse portfolio. Today’s dynamically changing market demonstrates the need for transformative technology to keep pace with guest expectations and drive growth in the context of evolving business needs. Through this partnership, Accor joins our global community of world-leading hotels on a mission to transform relationships with guests, exceed their expectations, and make the experience of travel better.”

This implementation marks a significant step for Accor in enhancing its global distribution strategy, transitioning from a legacy system to a scalable, open platform. As the hospitality industry continues to evolve, Accor’s adoption of ACRS positions the company to meet future demands and deliver superior guest experiences.

For more information about Accor's new distribution strategy and the benefits of ACRS, please visit Accor and Amadeus.