Accor eyes global M&E booking platform

Accor Set to Transform Hotel Event Bookings with New Digital Platform

ACCOR IS DEVELOPING a digital meetings and events platform to support growth in its M&E business. The system will connect more than 5,600 hotels and resorts globally, offering 2.5 million square metres of event space and more than 800,000 guestrooms.

It will offer a self-serve option for clients to view and book event space, guestrooms and catering services while supporting on-site hotel teams, Accor said in a statement.

“At Accor, we collaborate with leading technology providers who help us create a seamless, efficient user experience,” said Julien Houdebine, Accor’s chief sales and revenue officer. “Through this new digital meetings and events ecosystem, Accor’s entire event inventory will become more visible, accessible, and appealing. Our venues will be recognized as destinations to gather with colleagues, clients, friends, or family. This digital transformation aligns with recent Accor research showing that in-person meetings are more valued than ever.”

The global website will launch a pre-release version in late 2025, offering Salesforce-connected sales tools and online booking for groups up to 30 guestrooms, the statement said. In early 2026, additional features will also include online booking for meeting rooms, residential seminars, guestrooms and connectivity to external channels.

The integration of sales and catering, along with a link to Accor’s ALL loyalty program, will benefit meeting planners and business clients by enabling access to membership rewards, Accor said.

MeetingPackage, an online central reservation system for Accor meetings and events space, will serve as the platform’s backbone, linking sales and catering tools to Accor’s website and third-party channels, the statement said. The ecosystem is also being developed with technology providers including Oracle Opera Cloud Sales and Event Management, Backyou, iVvy and Amadeus to integrate their tools into Accor’s global meetings and events management.

Houdebine said that meeting planners consistently report that face-to-face events generate more revenue than virtual ones, support corporate away-days, and improve employee mental health.

“Our new platform will support these connections by simplifying booking and management while integrating our ALL Accor loyalty program to enhance the customer experience,” he said.

The business travel industry’s value is forecast to grow from $695.9 billion in 2020 to $2 trillion by 2028, Accor said, citing Allied Market Research. Business traveler spending is also expected to rise from $933 billion in 2022 to $1.4 trillion in 2026, according to a GBTA and Mastercard survey, Accor said.

Accor’s portfolio includes more than 45 brands across luxury to economy. Its meetings and events brands include Raffles, Fairmont, Sofitel, MGallery, Pullman, Mövenpick, Novotel, Mercure and ibis, along with lifestyle brands such as The Hoxton, Mama Shelter, SLS, and SO/ through Ennismore.

In March 2024, Accor named IDeaS its global revenue management software provider for over 5,600 hotels in 110 countries, aiming to “future-proof” its revenue strategy.