Accor's Online Growth Moderates

29 January, 2007 by Martin Kelly

Online reservation growth at Accor Asia Pacific – the region’s largest hotel group – is slowing slightly with a 30% increase forecast for this year.

GM Pricing and Distribution, Maria Taylor, said this compares with 50% growth for 2006 over 2005 – from 7.9% to 12% of total bookings.

By the end of this year, Taylor believes online bookings will comprise 16% of all Accor Asia Pacific reservations.

She said online booking levels vary widely across the network.

The strongest results are being recorded by budget properties, some of which are doing up to 40% of their business online.

“At the top end Sofitel is getting huge visitations but not the same level of conversion, although we believe people are researching then booking in other ways.”

Meanwhile, Taylor said traffic on the Accor Asia Pacific parent website – hosted in Hong Kong – was severely disrupted by the Taiwan undersea earthquake on December 26 which damaged numerous communication cables.

Taylor said operations are slowly getting back to normal but some of its sites are still a little slow.

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Returning September 17, 2012

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