Hélène Delay
The hospitality industry has been subject to enormous changes since the 2010’s with each actor trying to differentiate itself through innovation on architecture and design, comfort, services and especially on the overall traveling experience that is highly affected by technology.
This research aims to show how the digital transformation affects the customer relationship management in the hospitality industry with a focus on accommodation services for the leisure segment.

After giving a wide overview of the hospitality industry and the trends related to technology, the report will focus on hospitality groups, specialized in accommodation services, and the challenges brought by the digital transformation regarding the customer relationship management with the leisure segment. The analysis of multiple cases studies relying on second-hand data will lead this research to highlight the solutions adopted by hospitality groups to cope with the challenges on the customer relationship management with the leisure segment disrupted by the digital transformation.

The digital transformation has brought many challenges: new consumption habits, tech-savvy customers, the rise of digital competitors and an entire new economy based on the sharing of services and commodities. In order to deal with these challenges, hospitality groups have deployed efficient solutions for e-reputation and data management, they have developed new services that are now highly-personalized and automated and offer a mobile and digital experience to customers looking for mobility, ease of use and efficiency.

These challenges should not be considered as threats for hospitality groups but rather as opportunities to create value, differentiate and increase sales.

• Reports:
1. Statista.com
2. 2016 Lodging technology study, HT Magazine
3. Hospitality trends for 2016, EY

• Websites:
1. Travel Weekly's 2016 Power List, http://www.travelweekly.com/Powerlist2016
2. Customer relationship definition, business dictionary, http://www.businessdictionary.com/definition/customer-relationship.html
3. World Tourism Organization, http://www2.unwto.org/
4. Trends in the hospitality industry, EY, http://www.ey.com/Publication/vwLUAssets/EY-les-tendances-du-secteur-hotelier-pour-2016/$FILE/EY-les-tendances-du-secteur-hotelier-pour-2016.pdf
5. The top 10 hospitality groups, BFM Business TV, http://bfmbusiness.bfmtv.com/entreprise/voici-les-10-plus-grands-groupes-hoteliers-du-monde-871527.html
6. MKG group, consulting services in the hospitality industry, http://mkg-group.com/mkg-group-expert-hotelier/
7. E-tourism, KPMG, https://home.kpmg.com/fr/fr/home/media/press-releases/2016/05/e-tourisme-2016.html
8. The Global Hotel Industry and Trends for 2016, Hospitalitynet, http://www.hospitalitynet.org/news/4073336.html
9. 2017 hotel trends to look out for, Hospitalitynet, http://www.hospitalitynet.org/news/global/147000329/4079563.html
10. Customer Experience Strategy for hotels and how it can Generate More Revenues, Hospitalitynet, http://www.hospitalitynet.org/news/4069852.html
11. The sharing economy: concepts and lessons for hospitality, Hospitalitynet, http://www.hospitalitynet.org/news/4076818.html
12. 7 key trends emerging in the hospitality industry, Multibriefs exclusive, http://exclusive.multibriefs.com/content/7-key-trends-in-the-hospitality-industry/travel-hospitality-event-management
13. Top 6 hospitality tech trends for 2014, Elevenwireless, http://www.elevenwireless.com/top-6-hospitality-tech-trends-for-2014/
14. A New Breed of Traveller: How Consumers are Driving Change in the Hotel Industry, 4hoteliers, http://www.4hoteliers.com/features/article/8022
15. 7 trends that are transforming the hospitality industry, hospitality magazine, http://www.hospitalitymagazine.com.au/Management/7-technologies-that-are-transforming-the-hospitali
16. 6 Mega-Trends in Hotel Technology, Hospitality Technology, http://hospitalitytechnology.edgl.com/news/6-Mega-Trends-in-Hotel-Technology105033
17. The hospitality clientele, Coach Omnium, http://www.coachomnium.com/bonus/la-clientele-hoteliere.html
18. Hospitality: Latin American and Asia the growth generators, Hospitality-on, http://hospitality-on.com/actualites/2016/07/07/parc-hotelier-monde-2016-lamerique-latine-et-lasie-moteurs-de-croissance/
19. Leisure and business travel share importance in US travel expenditure, Market Realist, http://marketrealist.com/2014/12/leisure-business-travel-share-importance-us-travel-expenditure/
20. Hotel Reputation Management, Customer Alliance, http://www.customer-alliance.com/en/articles/hotel-reputation-management/
21. Revinate surpasses 25000 hotel clients signing with Starwood Hotels & Resorts, Revinate, https://www.revinate.com/blog/2015/08/revinate-surpasses-25000-hotel-clients-signing-starwood-hotels-resorts/
22. Revinate and Fairmas enter into a strategic partnership to combine online reputation, social media mentions and performance data on hotel competition, Hetras, http://www.hetras.com/blog/revinate-and-fairmas-enter-into-a-strategic-partnership-to-combine-online-reputation-social-media-mentions-and-performance-data-on-hotel-competition
23. How technology has transformed the travel industry, The Guardian, https://www.theguardian.com/media-network/2016/feb/29/technology-internet-transformed-travel-industry-airbnb
24. Hoteliers to watch out for mobile-moments and dayparting in 2017, Hotelogix, http://www.hotelogix.com/blog/2016/12/21/hoteliers-watch-mobile-moments-dayparting-2017/
25. AccorHotels opens a marketplace to counter Booking.com, Journal du net, http://www.journaldunet.com/ebusiness/commerce/1155380-accorhotels-ouvre-une-marketplace-pour-contrer-booking-com/
26. Trends on the MICE Market for 2016, mylodgeevent.com, https://www.mylodgevent.com/marche-mice-2015-tendances-2016
27. The Newest Travel Must-Have: Starwood's SPG App, Forbes, https://www.forbes.com/sites/traceygreenstein/2012/03/27/the-newest-travel-must-have-starwoods-spg-app/#50f4a20145e2
28. Starwood on being mobile first, its social success and an Instagram flop, Eyefortravel.com, http://www.eyefortravel.com/mobile-and-technology/starwood-being-mobile-first-its-social-success-and-instagram-flop
29. The 6 most high-tech hotels in France, Room5, http://room5.trivago.fr/hotels-high-tech-france/
30. Hilton Honors app, Hilton, http://hiltonhonors3.hilton.com/fr_FR/hhonors-mobile-app/index2.html
31. The Sharing Economy: Challenges and Opportunities for Hoteliers,Ecole Hotelière de Lausanne, http://blog.ehl.edu/the-sharing-economy-challenges-and-opportunites-for-hoteliers
32. Here's Proof Airbnb Is Shaking Up the Global Hospitality Industry, The Street, https://www.thestreet.com/story/13070686/3/heres-proof-airbnb-is-shaking-up-the-global-hospitality-industry.html
33. AccorHotels, Wikipedia, https://fr.wikipedia.org/wiki/AccorHotels#Marques_du_groupe_AccorHotels
34. World Of Hyatt, Hyatt Loyalty Program, https://world.hyatt.com/content/gp/fr/member-benefits.html
35. Hilton And IBM Pilot “Connie,” The World’s First Watson-Enabled Hotel Concierge, Newsroom.com, http://newsroom.hilton.com/index.cfm/news/hilton-and-ibm-pilot-connie-the-worlds-first-watsonenabled-hotel-concierge
36. 9 Key Stats in Hotel Online Distribution, Frederic Gonzalo, http://fredericgonzalo.com/en/2015/11/05/9-key-stats-in-hotel-online-distribution/
37. Independent Hotels: marketing, distribution and technology for non-branded properties, Phocuswright, http://pcwi.phocuswright.com/IndependentHotels.html?cid=external_tnooz_sa
38. A close look at Trivago business model, Market Realist, http://marketrealist.com/2016/11/a-close-look-at-trivagos-business-model/