Question

2. using dataset d1a as a basis for discussion, which online channels generate the most reviews about accorhotels? to what extent is this problematic, and if it is, what other channels should accorhotels focus on when deciding where to create or co-create content?

Answer 1

Digital transformation, which is radically altering the AccorHotels environment, market players, and user behaviour, is one of the main issues we currently face. Disruptive technology, by definition, fundamentally alters how businesses function.

• As a result, firms like those in the hospitality sector must adapt their organisational structures to handle the difficulties posed by disruptive technology.
• The rapid change in how we communicate and find information is one of the key implications of digital disruption.
• The marketing and guest experience of the hotel industry have been changed as a result. Technological advancements have boosted competition and given consumers more options when it comes to lodging.
• Companies must become more nimble, "digital," and linked if they want to remain competitive.

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