Amadeus and Accor expand partnership to offer guests choices “beyond mere room types”

by: Felicity Cousins | June 10, 2024

WORLDWIDE: Amadeus and Accor have expanded their strategic partnership with Amadeus’ Central Reservation System (ACRS) offering “more personalised connections with guests” including the potential to share sustainability data.

Amadeus’ cloud-based technology will help Accor to extend its distribution strategies and build deeper and “more personalised connections with guests.”

New capabilities with Amadeus’ ACRS means it has incorporated sophisticated attributes, such as room views, styles, bedding preferences, and more, to help hoteliers offer a more personalised booking experience, which goes “beyond mere room types.”

Sustainable Hotel News asked Amadeus if guests would be able to see sustainable options with the new capabilities, helping them to choose where they stay based on sustainability practices and initiatives at hotels.

Agnes Pierce, director, global head of sustainability – hospitality, Amadeus said: “We are exploring and working with our customers to see how to integrate sustainability data in the booking flows, so that guests can make an informed choice. The main area we are focusing on is to make C02 emissions and Certifications/Label information available.”

Pierce added that the travel technology company was also working with industry bodies – the World Sustainable Hospitality Alliance and Travalyst “to see how this information could be standardised, distributed and displayed.”

Alix Boulnois, chief digital officer, Accor said of the expanded partnership: “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 personalised guest experiences.”

Francisco Pérez-Lozao Rüter, president, hospitality, Amadeus added: “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.”

Photo by NASA on Unsplash