Accor gets to grips with social media in Asia Pacific
Low Lai Chow
Accor, the hotel operator, wanted to understand how social media impacts consumer behaviour in the travel sector across Asia Pacific. The company's initial research, however, revealed there was little existing information available to help it achieve this task.
"We came up with more questions than we had answers," Emilie Couton, Accor's director of hotel solutions for Asia Pacific, told delegates at the Web in Travel 2013 conference, held in Singapore in October 2013.
"There's a lot about social media out there, but not anything specific when it...