Accor Marketing Strategy: Push, Pull, and Dashboard Analysis
This paper examines Accor's marketing strategy across its economy and resort segments, focusing on the Ibis and Banyan Tree brands. Using the AIDA framework — Attention, Interest, Desire, and Action — the paper identifies the specific push and pull strategies Accor employs at each stage of the customer journey. It then considers how a marketing dashboard could benefit the company's Resort brand by consolidating key performance indicators (KPIs) across multiple channels. Recommended dashboard elements include return on investment, cost per lead, sales growth by strategy, cost per win, customer acquisition cost, and conversion rate, all of which would enable more efficient allocation of the marketing budget.
- Introduction: Accor's global brand portfolio and paper scope
- The AIDA Framework and Accor's Push and Pull Strategies: Overview of the four-stage AIDA model
- Attention and Interest Stages: Social media, TV, and content strategies for awareness
- Desire and Action Stages: Loyalty programs, email campaigns, and conversion tactics
- Marketing Dashboard for the Resort Brand: Dashboard benefits, KPIs, and budget efficiency
- Conclusion: Dashboard value and recommended performance metrics
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What makes this paper effective
- The paper applies the established AIDA framework systematically to a real-world hospitality brand, grounding abstract marketing theory in concrete examples drawn from Accor's Ibis and Banyan Tree campaigns.
- It clearly distinguishes between push and pull strategies at each AIDA stage, demonstrating an understanding of how different tactics serve different purposes in the customer journey.
- The dashboard section transitions smoothly from descriptive analysis to a practical recommendation, linking KPI selection directly to marketing efficiency and budget allocation.
Key academic technique demonstrated
The paper demonstrates applied framework analysis — taking a well-known theoretical model (AIDA) and using it as a structured lens to evaluate a company's real marketing practices. This approach allows the writer to organize observations into clearly defined analytical categories rather than presenting a loose descriptive overview.
Structure breakdown
The paper opens with a brief introduction to Accor's global operations and states the analytical scope. It then works through the AIDA model stage by stage, identifying push and pull strategies for both the Ibis (economy) and Banyan Tree (resort) segments. The final section addresses a separate case question about the value and recommended content of a marketing dashboard for the Resort brand, before closing with a references list.
Introduction
Accor is a market leader in the hospitality industry, with operations spread across 100 countries and a workforce of over 150,000 employees. The company prides itself on a strong brand portfolio organized across four banners: luxury, economy, premium, and midscale. This paper analyzes Accor's marketing strategy in the economy and resort segments. It specifically identifies the push and pull strategies the company uses to promote its Ibis (economy) brand and Banyan Tree (resort brand), and considers how the company could benefit from implementing a marketing dashboard for its Resort brand.
The AIDA Framework and Accor's Push and Pull Strategies
The AIDA model identifies four stages — Attention, Interest, Desire, and Action — that a customer goes through before making a purchase (Kotler et al., 2019). The following sections examine how Accor applies push and pull strategies at each stage across its Ibis and Banyan Tree brands.
Attention and Interest Stages
Attention: The attention stage involves attracting the attention of customers and making buyers aware of the product or service (Kotler et al., 2019). At this stage, Accor uses a combination of traditional and social media marketing techniques that are mainly pull strategies. Television commercials are the most commonly used traditional marketing technique in both segments. In addition, the company offers brand sponsorships — such as its partnership with Paris Saint-Germain Football Club in 2020 — which help raise awareness of the group and its brands among potential customers. Accor also maintains a strong presence on Facebook, Twitter, Pinterest, Instagram, and YouTube (Damnjanovic, Loncaric & Dlacic, 2020). The company's Ibis and Banyan Tree pages on Facebook are both indicative of an active social media promotion campaign that focuses on advertising at least one hotel daily.
The company implements differentiated marketing based on the brand and its target customers. Ibis advertisements emphasize the price advantages customers can enjoy, while Banyan Tree content focuses on the quality of offerings — such as architecture and interior décor, health and wellness facilities, Destination Dining, and private pools. Ibis thus focuses on attracting price-sensitive customers, while the Resort brand focuses on attracting quality-sensitive customers.
Interest: The second stage is to draw the interest of customers (Kotler et al., 2019). Accor's strategy at the interest stage primarily involves pull techniques, including the use of captivating images and videos to draw customers' attention to the respective brands and demonstrate why they should choose Accor. Both brands publish customer reviews alongside hotel images, which potential customers can read before deciding to book. Positive customer reviews help verify that the company's claims are credible and build confidence in the brand.
Marketing Dashboard for the Resort Brand
A marketing dashboard combines data from multiple channels into a single platform. It displays key marketing metrics and key performance indicators (KPIs), making it easy for the marketing team to monitor marketing efforts and track their performance (Lairson, 2010). A dashboard therefore provides a means for identifying the results of marketing efforts and informing decisions about which strategies are most effective — and, consequently, how to allocate the marketing and advertising budget (Lairson, 2010).
Accor implements a range of push and pull marketing strategies for its Resort brand, including social media advertising, TV commercials, brand sponsorships, partnerships with affiliates such as Trivago, rewards for loyal customers, and email marketing campaigns (Damnjanovic et al., 2020). A dashboard would be beneficial because it would readily display the results of each marketing effort as measured by specific KPIs. This information would help the company make informed decisions about the most effective strategies and the most appropriate marketing mix. Consequently, the dashboard would improve efficiency by enabling the company to dedicate more resources to the strategies that deliver the strongest results, thereby minimizing wastage on tactics that yield little return for the Resort brand.
The dashboard could include information on the different marketing strategies used to promote the Resorts segment alongside relevant KPIs. Recommended KPIs include: the number of new customers acquired relative to expenditure (return on investment), cost per lead, sales growth attributable to a specific strategy, cost per win (expense per completed sale), cost of customer acquisition, and the customer conversion — or goal completion — rate (Lairson, 2010). Together, these metrics would provide a comprehensive measure of the effectiveness of the company's various marketing strategies and support data-driven budget decisions.
Conclusion
By applying the AIDA framework, it is evident that Accor employs a blend of push and pull strategies across its Ibis and Banyan Tree brands, tailoring its approach at each stage of the customer journey to reflect the distinct expectations of economy and resort travellers. Implementing a marketing dashboard for the Resort brand would consolidate performance data across channels, enabling the marketing team to identify the highest-performing strategies and allocate resources more efficiently. The KPIs recommended for the dashboard — including ROI, cost per lead, cost per win, and conversion rate — would provide actionable insights and help Accor maximize the return on its marketing investment in the Resort segment.
References
Clemente, M. N. (2002). The Marketing Glossary: Key Terms, Concepts, and Applications. Glen Rock, NJ: Clemente Communications.
Damnjanovic, V., Loncaric, D., & Dlacic, J. (2020). Digital marketing strategy of Accor Hotels: Shaping the future of hospitality. Tourism and Hospitality Management, 26(1), 233–244.
Kotler, P., Armstrong, G., Harris, L., & He, H. (2019). Principles of Marketing. London: Pearson Education Inc.
Lairson, M. (2010). Oracle CRM on Demand Dashboards. New York, NY: McGraw Hill.
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