Accor gets access to Alibaba customers via distribution and loyalty deal

Accor and Alibaba have signed a partnership which opens up the hospitality company’s properties to more Chinese travelers.

According to the companies, the agreement aims to develop “digital applications and loyalty programs” by integrating Accor’s products and services within the Alibaba ecosystem.

The collaboration includes travel arm Fliggy, which will enable consumers to book hotels, entertainment and other lifestyle services as well as access catering services.

Accor has had a store on Fliggy since 2016.

In addition, payments can be made via Alipay, which is operated by Alibaba sister company Ant Financial.

It’s not the first time Alibaba, which claims to have almost 700 million consumers across its marketplaces in China, has struck such a deal.

In mid-2017, it announced a joint venture with Marriott International which saw Alibaba managing the Chinese language digital channels of the U.S. hotel giant.

During its Q3 earnings call earlier this month, Marriott said that 40% of its increased membership of the Bonvoy loyalty program came from China. The company also noted the "meaningful contribution from our Alibaba joint venture."

Like the partnership with Marriott, the Accor collaboration also involves its ALL loyalty program, which will be made available to Alibaba’s customer base.