Accor Group

Customer Experience Performance

Conversion Performance

We helped Accor position itself as Australia’s go-to hotel brand through a dual-funnel campaign, guerrilla activations, and performance media — all under one signature: Stay Extraordinary.

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Overview

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Accor is a global leader in hospitality, operating over 5,000 properties across 110 countries. Despite its strong presence, the Australian market lacked a unifying narrative and performance-driven structure to drive both inbound tourism and local staycations. With no centralized campaign idea, outdated segmentation, and under-leveraged digital channels, the opportunity was clear: craft a measurable shift that balances creative storytelling with strategic precision.

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The Challenge

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No central campaign narrative or emotional brand hook
Under-segmented audiences with generic messaging
No structured influencer framework or guerrilla activation strategy
Missing funnel clarity and media orchestration
Low conversion from digital awareness to direct bookings
Poor UX on loyalty program and no staycation-specific section on the website

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Approach

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1. Dual Funnel Architecture

We developed a two-track strategy: one targeting international travelers (Stay Extraordinary), and one for Australian locals (Stay Close, Stay Extraordinary). This allowed us to create tailored messaging, creative direction, and bidding strategies for each audience, maximizing relevance and ROI.

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2. Paid Ads & Creative Delivery

Using our Acquisition Performance services, we launched performance media across Meta, Google Ads, TikTok, YouTube, and Google Performance Max. We mapped each stage of the funnel with a curated creative library — from YouTube Shorts to TikTok TopView to Meta Dynamic Hotel Ads.

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3. Conversion Experience & UX Optimization

Under Conversion Performance, we redesigned the user journey with clearer CTAs, simplified loyalty program content, and a new staycation-specific section with distance-based filters and local travel packages like “All-Inclusive Weekend” or “Pet-Friendly Stays.”

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4. Lifecycle & Email Automation

We introduced Customer Experience Performance touchpoints including Email automation for lottery participants, dynamic messaging by segment (luxury vs budget), and follow-up offers via retargeting ads and SMS.

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5. Content Performance & Influencer Segmentation
We categorized influencers into three key types:

Luxury Travelers & Families (high-spending, loyalty-driven)
Adventure Travelers (experience-seekers)
Local Wellness Influencers (urban professionals)
Each group was matched with relevant hotel experiences, content plans, and placements — including guerrilla activations like the Sauna Truck and the Massage Room in a Glass Box.

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6. Guerrilla Marketing + Viral Integration

To generate social buzz, we launched physical brand activations in urban centers. The Bernache symbol was embedded in all visuals to create continuity and long-term brand recall.

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Services

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Acquisition Performance

Paid Ads (Meta, Google Ads, TikTok, YouTube, Google Performance Max)
Creative Ads (Video production concepts like “Click to Holiday,” “Take Your Holiday Seriously”)
Brand Optimization

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Conversion Performance

Conversion Rate Optimization (Loyalty page UX, Booking flow)
Funnel Optimization (Segmented landing pages, Lottery-based entry points)
UX/UI Optimization (Staycation filter UX, CTA redesign)

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Customer Experience Performance

CRM Optimization (Loyalty benefits presentation)
Post-Purchase Engagement (Membership upsell, return journey prompts)
Email Automation & Retargeting (Personalized offers via email & SMS)

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Content Performance

Social Content Strategy & Production (Short-form video content across all platforms)
AI-Enhanced Creative Production (Segment-specific messaging and visuals)
Content Automation & AI Workflows (Smart sequencing by audience segment)

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Custom Services

Guerrilla Marketing Activations (Sauna Truck, Glass Massage Room)
Influencer Segmentation & Strategy (Adventure, luxury, PR-focused)
Custom Reporting (Funnel-by-funnel performance metrics and loyalty uplift tracking)

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