Accor stands tall against growth of OTAs
Accor says it has recorded a 27.4% increase in revenue from direct channels over the past 12 months at a time when third-party websites have made major incursions into the accommodation sector.
Accor attributes its revenue growth from direct channels to its investment in its loyalty programmes (Accor Advantage Plus and Le Club Accorhotels), and online digital presence with its accorhotels.com website.
Accorhotels.com is rated as the top website for hotel groups in Australia, according to latest Experian Hitwise data, with a 23% annual growth in website visits, and growth from mobile sources is leading the way with a 57% increase in bookings and 85% increase in revenue.
Accor Australia’s chief operating officer, Simon McGrath, said: "Online travel agencies have a strong presence in Australia and with their considerable marketing resources, their percentage of the overall market has grown substantially in the past decade, but it is very encouraging that the strength of the Accor brand name has helped the company grow its direct business at the same time."
Accor’s mobile applications and websites notched up more than 10 million unique visitors last year.
Ian Jarrett
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Global tourism exceeds 1.5 billion travelers announces UN-Tourism
Qatar Airways offers reduced timetable to over 60 destinations
WTTC global tourism reached record economic impact of 11 trillion in 2025
Hands In, UATP join forces for airline multi-card payments
Overseas travelers to the United States declined by 2.5% in 2025