Graham Wilson , Accor’s Senior Vice President Sales & Marketing Asia Pacific and Markus Keller, Vice President Sales & Distribution, Asia Pacific, Accor expound the role of traditional sales & marketing in the digital age.

Accor, the largest hotel operator in Asia Pacific, with more than 560 hotels in the region, says that while digital distribution is one of the company’s key strengths, the group retains a strong focus on traditional sales and marketing methods.

Graham Wilson , Accor’s Senior Vice President Sales & Marketing Asia Pacific says traditional marketing and sales tools such as the group’s World of Accor hotel roadshow , client events, trade shows, direct mailing, sales calls and off-line advertising still play a key role in the group’s success.

 “Everyone in the hospitality industry is very focused on digital distribution and Accor has established a clear leadership in this area, but we never take our eye away from the traditional sales and marketing channels and the key importance of our brands that help to bring additional customers to our hotels,” he said. “It would be ill-advised to ignore the traditional marketing techniques that remain a strong and effective means of getting Accor’s key messages to our clients and guests.

 “Today a multi-channel sales and marketing effort is essential and we must work to develop deeper relationships with our customers and engage them in more ways,” he said. “At the end of the day we can’t forget that hospitality is a service industry so our success is as much about the product itself as it is on the marketing channels used to get people to our hotels. For this reason, Accor constantly seeks to upgrade and modernize its hotel facilities and services to meet evolving customer expectations.

 “We have been organizing our brands into a more consistent, clearer and more attractive offering with the re-imagining of the ibis  brand, and upgrading of the Pullman , Mercure  and Novotel  brands,” said Wilson. “This continuous program of improvements and innovation is a powerful marketing tool that gives our marketing messages more impact .”

He also says that trade shows and sales missions  play a huge role in the company’s sales and marketing strategy. As the architect  of the group’s famous World of Accor hotel expo – which celebrated its 10th anniversary this year and now operates across 13 countries – Wilson believes trade events provide a great opportunity for buyers and sellers to meet face-to-face to generate  business.

 “More than 6000 travel agents, wholesalers , corporate bookers , MICE organizers  and other industry delegates  attended a World of Accor event over the past year and our sales teams say the events are one of the most successful lead generators of our entire sales and marketing arsenal,” he said.

Accor also has a strong presence at trade shows and industry conferences around the world including ITB , HICAP , ATE and more. These trade shows provide an opportunity to showcase  new hotels and resorts, meet with clients and network with industry partners. It is these opportunities for face-to-face contact and networking that often lead to the best sales generation, according to Wilson.

Some believe that there is a danger that, given the incredible  advances in digital marketing and social media, traditional sales skills will be left behind. Traditionally sales people have been judged in a large part on their sales activity including call volumes , client lists  and number of meetings held each month. Much of this was focused on providing information on products and services but today much of that information can be obtained  online, so the sales process has to change from one of presenting information about a product (in this case a hotel) to providing real solutions and building stronger partnerships.

With the abundance of online information – not only about Accor but about all its competitors – the role of the sales person actually becomes even more important and the relationship building is even more crucial. People buy from people they like and trust and this is not something that can be fostered  entirely online. Clients have become more knowledgeable about what hotels are available in different locations and what prices competitors are offering, so it becomes important for the sales person to then work with the client to show where they can get real value or where their needs can be best met. Only with a deep understanding of your clients can this process work and that relies on building a deep personal relationship with them.

It also means that the communication sales people have with their clients becomes even more important. Mass communications  in the digital age can be seen to be quite impersonal  but little things like a hand-written card or phone call can go a long way to assuring your clients they are important to you and to keeping your hotel front-of-mind.

Despite the number of people you may see glued to  their mobile phones while dining with friends at a restaurant, there is still a strong desire in humans for real contact with another living, breathing human being. And nothing in the digital age can replace the richness of a face-to-face meeting or networking session .

Another key marketing tool for Accor is its loyalty program, LeClub Accorhotels , which is currently undergoing a major revamp  and will be relaunched  later this year. The program, which currently has almost 12 million members globally, will become an even more powerful marketing tool thanks to increasing its generosity  and improving guest rewards and recognition. LeClub Accorhotels, when it relaunches, will be one of the most generous hotel rewards programs in the market and will help to develop sales revenue  from frequent guests and encourage more people to stay with Accor hotels.

While the group is increasing its digital presence , Accor still has a sizable  global sales force , with teams spread across 6 continents. These sales teams provide the vital face-to-face contact that keeps Accor hotels top-of-mind for clients. And Markus Keller , Vice President Sales & Distribution Asia Pacific says client contact must be more than just by email.

 “Our sales teams are focused on providing the perfect business solution for our clients,” he said. “To do this you have to meet with clients and fully understand their needs so our sales teams are more active than ever before,” he said. “In the digital age, where consumers are used to the immediacy of information, our on-the-ground sales forces also have to become more responsive, assisting client’s in a timely manner and being available to meet in person.

 “Our sales teams are the in-field experts on the hospitality industry and share their expertise to help our clients find the best accommodation solutions for their needs. Their efforts complement our digital distribution channels and the digital channels provide the customer knowledge and relationship management tools they need to do their job more effectively.”

Perhaps because of the increasing reliance on online distribution channels and the world of social media, some customers are seeking personal contact and local knowledge when it comes to their travel needs. “While our digital strategy aims for a significant share of our bookings, there will always be people who want direct human contact and we cannot ignore this,” says Keller.

Keller says travel agents are vital to Accor’s success, especially in the Asia Pacific region, where there remains a base of travelers who prefer the advice and assistance of a real-life expert when booking their accommodation.

 “Accor has relationships with a huge network of travel agents, both traditional and online, who are very much our business partners and we work with them to ensure they are constantly updated and educated on our products and get to experience our hotels,” he said. “We recently launched a new Accor Ambassador program which will provide a new level of training for travel agents to ensure they become part of the Accor family and can help to sell our hotels in a knowledgeable and professional way.”

According to Keller, the age of digital distribution has meant that sales people have had to evolve the way they interact with clients.

 “The digital age has brought transparency to pricing and availability and has shifted booking patterns and empowered customers through social media – all of which impact the way we approach the business as a whole,” he said. “For sales people it has meant they have had to evolve their understanding of the digital environment and required new ways of learning.

 “The composition of sales teams has certainly changed, and the link between sales, marketing, revenue management and operations is stronger than ever before,” he says.

He is quick to point out that social media has become an integral  part of digital marketing, supporting multiple aspects such as brand awareness building, social commerce generation and communication and crisis management. But he says it is important that social media channels work in tandem with traditional marketing and sales methods.

Both Wilson and Keller agree that the increasing presence in digital distribution should not be something that traditional sales people and marketers fear, but rather something to be embraced. Despite the continuing advances in digital media, both men agree that traditional sales and marketing is still alive and well. After all, the most successful hoteliers will be those who integrate both traditional and digital channels in new and innovative ways and this is certainly what Accor is focused on.

About the author:

Graham Wilson, Senior Vice President Sales & Marketing, Accor Asia Pacific

Graham Wilson heads the Sales, Marketing and Distribution arm of Accor Hotels in Asia Pacific. In January 2010, Mr Wilson assumed his current position as Senior Vice President Sales, Marketing & Distribution and is part of the global Sales & Distribution management committee. Based in the Asia Pacific headquarters in Singapore, he is responsible for overseeing the company’s overall Sales, Marketing, Loyalty and Distribution strategy throughout the region. Mr Wilson was previously Vice President Marketing - Asia Pacific for Accor, a position he had occupied since October 2007. Having worked for Accor Hotels for 18 years, he has had the unique opportunity to be part of Accor's “pioneering team” in Asia Pacific.

Co-author Markus Keller, Vice President Sales & Distribution, Asia Pacific, Accor

With almost 20 years of hotel experience in various operational roles from front line through senior management and corporate positions, Markus is currently Vice President Sales & Distribution, Asia Pacific at Accor. In 2006, Markus moved from Sydney to Shanghai as Director of Distribution, Greater China. He was responsible for deploying and training Accor distribution systems, pricing and revenue management strategy, developing cooperation with online travel agencies and driving e-commerce. In 2008, he was promoted to Director of Sales & Distribution, Greater China, taking over global sales, opening a new sales office in Taipei and building intra- and extra-regional business flows. Markus moved to Singapore in 2011 to take up a new role for Sales and Distribution across Asia Pacific, working closely with the regions and the Accor worldwide organisation to ensure Asia Pacific business needs are met, taking into consideration the different personalities of each country, within a global approach. “