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Accor & Amadeus Announce a New Collaboration

Originally published on Amadeus Insights

This partnership will empower hotels to deliver inspiring and customized experiences across Accor’s extensive global portfolio thanks to Amadeus’ market-leading Central Reservation System

June 5, 2024 – Amadeus and Accor expand their strategic partnership, with Accor implementing Amadeus’ Central Reservation System (ACRS) for its extensive portfolio of properties globally. Amadeus’ cloud-based technology will help Accor, a world-leading hospitality group, in boosting revenues, maximizing distribution strategies, and building deeper and more personalized connections with guests.

Empowering hotels with cutting-edge technology & new capabilities

Accor’s ambitious distribution strategy aims at moving to tomorrow’s distribution and constantly striving to drive more business to its hotels while optimizing the cost of distribution.

Amadeus will provide best-in-class technology capabilities, including cloud, connectivity solutions, and an enhanced user experience. This will foster greater agility and simplicity for hotels to capture business, ultimately improving operational efficiency and guest service quality.

The implementation of Amadeus’ Central Reservation System will not only empower Accor’s hoteliers to leverage the established ACRS product but will also unlock new capabilities. These include enhanced flexibility, seamless integration with emerging technologies, and simplified daily operations. These advancements will enable hotels to better meet the evolving needs of guests, ensuring Accor remains at the forefront of the hospitality industry.

Powering the future of hospitality & elevating the guest experience

This enhanced collaboration between Accor and Amadeus aims to transform the hospitality landscape and deliver unparalleled guest experiences across Accor’s extensive global portfolio.

With its innovative features, ACRS empowers hoteliers to transcend traditional boundaries and curate personalized offers that go beyond mere room types. By incorporating sophisticated attributes such as room views, styles, bedding preferences, and more, Accor’s hoteliers can elevate the sales process to a holistic guest experience. This ensures that every stay is memorable and tailored to individual preferences, enhancing guest satisfaction and loyalty.

Alix Boulnois, Chief Digital Officer, Accor comments: “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.”

Francisco Pérez-Lozao Rüter, President, Hospitality, Amadeus adds: “Our team at Amadeus is proud to be leading the way to modernize the merchandizing 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.”

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Accor to Ditch Legacy Hotel Tech for Amadeus’ Booking System

Sean O'Neill , Skift

June 5th, 2024 at 4:00 AM EDT

Accor will replace its legacy in-house platform with Amadeus's newest central reservation system over the next few years. The goal is to help reduce the hotel giant's reliance on costly online travel agencies by broadening the channels it can sell rooms on.

Sean O'Neill

Accor said Wednesday it’s hiring Amadeus to install a new central reservation system across its global portfolio of 5,600 properties. The Paris-based hotel group aims to boost revenues, optimize hotel distribution, and deliver personalized guest experiences.

The cloud-based system from Amadeus, the travel tech giant based in Madrid, will replace Accor’s in-house legacy platform, which is used by more than 90% of the group’s hotels, and the other systems used by the brands Raffles, Fairmont, and Swissotel.

“The joint ambition is to have the first hotels live by the end of next year, starting in North America,” said Accor’s chief digital officer, Alix Boulnois. “But we expect this project to last at least three years. This is a complex project, so we don’t want you doing anything to put the business at risk, and we’re being cautious about giving any timelines.”

Tech to expand Accor’s distribution

Accor is changing its tech to fit its distribution strategy, which is to drive more business directly to its hotels and thus reduce its spending on generally more costly online travel agencies. Amadeus’ system will help Accor with its goal of broadening the number of places to sell its rooms.

“Amadeus’s system will help us quickly and seamlessly connect to more channels [for selling our rooms], especially channels emerging at the local or regional level or through new platforms,” Boulnois said.

Adding channels can strain older systems with surges in calls for data. Amadeus’s new system is built to be able to cope with such surges.

New ways of selling rooms

Accor also believes the new system will help it innovate faster. By moving from on-premise systems to cloud-based software, the company intends to run experiments more quickly.

“Examples of what we’ll eventually be able to do are multi-room booking, attribute-based selling, and some personalization that will be super-critical for our loyalty program,” Boulnois said. “We’ll be able to test updates to room rates and offers with a faster time-to-market, enabling more value capture. As a company with more than 40 brands, we need flexible tools.”

Over time, Amadeus’s central reservation system could eventually let Accor’s hoteliers go beyond merchandising traditional room types and instead offer personalized offers based on attributes such as room views, styles, and bedding preferences.

Accor also hopes for gains in operational efficiency.

“Our current systems are prone to errors and can be hard for some people to learn,” Boulnois said. “The new platform will let us open new hotels faster by reducing training times.”

Big win for Amadeus

Amadeus has long been a giant player in airline and airport technology but only began pushing into hotel software about a decade ago. Its recent enterprise wins include IHG and Marriott.

“We’ve been spending a ton of money on this,” said Francisco Pérez-Lozao Rüter, president of hospitality at Amadeus. “For our investors, signing the largest hotel group in Europe and Asia Pacific is another proof point that our strategy is probably on the right track.”

Many of Accor’s brands use The Accor Reservation System (TARS), which is its in-house, centrally hosted platform. In 2018 and 2019, Accor debated replacing it with an externally built, cloud-based one. It considered setting up a joint venture to create a unified system  with  Sabre , the travel tech company based in Southlake, Texas.

Accor halted the project during the pandemic. It recently said it would move to Oracle Opera Cloud for its property management system. It currently uses a handful of such systems, which help with checking in guests.

“We’ll be enforcing standardization on one PMS [property management system], with a minority of exceptions,” Boulnois said. She wants a process where Accor’s teams make changes that can ripple across the group without lots of custom work.

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Tags: accor , amadeus , Amadeus Hospitality , reservation systems , reservations systems , the prompt , travel tech , travel technology

Photo credit: Rendering of the lobby at the Mercure Tokyu Stay Osaka Namba. Accor

Special Services Request (SSR) codes and airline-specific codes (Cryptic)

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Description

There are 3 types of chargeable ancillary services:

Chargeable ancillary services based on Special Service Requests ( SSR elements)

Chargeable advance seat requests ( SSR elements)

Chargeable manual auxiliary segments ( SVC segments)

Some airlines might have special ancillary codes listed in their airline information pages. If you do not find the SSR code in the list below, refer to the airline's information pages, see GGAIRxx ( xx = airline code).For example, if you are looking for 6X 's code for chauffeur drive service, enter: GGAIR6X > GPSVC > MS083

For more information on how to display the ancillary services catalogue, see How to display ancillary services catalogue (Cryptic)

Singapore Airlines (SQ)

Singapore Airlines ( SQ ) no longer allows travel agents to send in any free-flow requests, specifically with meal requests ( SPML ).

Agents can send in free-flow requests as an OSI using this format: OSSQRQSTSPML-****ALLERGIC TO PEANUTS AND DAIRY PRODUCTS****

Agents can also send their special meal request visa SQ website: SRSPML-ALLERGIC TO PEANUTS AND DAIRY PRODUCTS ERROR >USE SPECIFIC MEAL NAME - FREE TEXT NOT ALLOWED For example (when you add a free-flow text):

ERROR>USE SPECIFIC MEAL NAME - FREE TEXT NOT ALLOWED

You can send in any free-flow requests as an OSI with this format: OSSQRQSTSPML-ALLERGIC TO PEANUTS AND DAIRY PRODUCTS Or:

You can send a request via the SQ website Under Travel.

SSR codes and description of the services that they request

For more information, enter HE SR in the command page.