Accor operates in 92 countries and has more than 3,600 hotels ranging from economy to high-end. Publicis has been hired to work solely on the company’s 'Luxury and Upscale' segment, which includes the Sofitel, Pullman and MGallery brands.
Publicis 133 LUX Singapore, the luxury arm of Publicis Worldwide, won the account following a competitive pitch process and has been charged with handling all global social-media strategy, campaigns and community management for Accor’s high-end segment.
The appointment comes three months after Accor moved its global marketing operations for the upscale segment from Paris to Singapore in a bid to grow market share among travel consumers in Asia-Pacific. The global luxury market is said to valued at US$1.8 trillion, with Asian consumers accounting for a significant share.
“Asia Pacific is a bright spot in travel,” said Rick Harvey Lam, senior vice president for Luxury and Upscale Brands, global marketing, Accor Hospitality. “While travellers from China and India are leading the way, other markets such as Indonesia, Malaysia and the Philippines show a rising affluence among the middle-class, thus resulting in increased disposable incomes that now allow them to indulge in luxury products and services, including travel.”
Lam added: “We believe Asia is the perfect destination to take our luxury and upscale brands to the next level.”
Commenting on the appointment, Jae Soh, general manager of Publicis 133 LUX Singapore said: “Luxury consumption is fast changing, but we are confident that we can deepen Accor’s luxury credentials even further through the strategic use of social-media platforms.”
Lou Dela Pena, CEO of Publicis Singapore added: “Publicis 133 Lux has an immense heritage in luxury marketing. This, in addition to our understanding of the Asian market, will allow us to help Accor in amplifying their digital footprint in the luxury space.”
Accor recently launched several upscale hotels across Asia-Pacific including Sofitel So Singapore, Sofitel Bali Nusa Dua, Pullman Saigon Centre and Pullman Khao Lak Katiliya Resort and Spa.