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Accor

Accor inks deal with Kenshoo to manage global social advertising

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By Jennifer Faull, Deputy Editor

November 28, 2013 | 2 min read

Hotel chain Accor has struck a deal with Kenshoo to manage its social media advertising globally.

The move marks part of the hotel chain's ongoing plan to refine its multichannel attribution, ensuring its is allocating budget to the right digital channels.

Accor, which owns brands including ibis and Sofitel, has been working with Kenshoo on its global paid search advertising campaigns, in turn boosting year-on-year revenues by 149 per cent, according to the brand's head of search engine marketing Daniel Morgan.

He said: “We’ve been using Kenshoo Search since 2011 and have seen impressive results and massive increases in revenues. We’ve been optimising paid search spend using a combination of our own and Kenshoo’s attribution tracking technology – which gave us interesting insights, such as the fact that people who’ve viewed our ads are also more likely to go on and book hotel rooms when they subsequently see Accor in emails, maps, or on affiliate sites.”

“We’re now starting to use Kenshoo Social to manage social ad campaigns and Kenshoo SmartPath to help us optimise our digital marketing spend even better by accounting for how different channels like search, social, and email influence bookings.”

The deal has also seen Accor adopt Kenshoo SmartPath, which will let it analyse the contribution of different digital marketing channels on hotel bookings and ultimately optimise its advertising spend.

Accor owns brands including ibis, Novotel, Mercure, Sofitel, Pullman, MGallery, Adagio and HotelF1.

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