Accor Marketing Strategy: Push, Pull, and Dashboard Analysis

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.