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Rebuilding Accor's Travel Professionals Platform

Accor's B2B travel ecosystem used by 735+ travel agents and tour operators across Europe  was generating €33M in annual revenue but struggling with a fragmented, buggy experience that was costing both users and the business. I led the UX research and design to rebuild it from the ground up.

All.com Travel Professionals search hotel webpage with individual customer search form and features promoting loyalty program, 5500+ hotels in 110 countries, and holiday planning discounts.

Objectives

  • Redesign the Travel Professionals platform to create a seamless, end-to-end booking experience for travel agents
  • Expand hotel distribution to B2B partners through a clearer, more reliable product
  • Eliminate critical UX and technical blockers causing agent churn and lost bookings
  • Lay the foundation for new revenue streams targeting €20–30M in additional revenue and €500–750K in fees
  • Support the launch of a dedicated group booking module
Hotel search page showing filters for budget, brands, guest and star ratings on the left, and a list of three hotels in Paris with images, ratings, distance, room info, prices, and options to see the hotel or select rooms on the right.

Methodology

  • Qualitative interviews with travel agents and hotel managers to surface pain points and unmet needs
  • Quantitative survey with 400+ respondents to validate findings at scale
  • Users journey sessions to identify friction across the end-to-end booking journey
  • Co-design workshops with product, tech and business stakeholders to align on priorities
  • Iterative prototyping and user testing throughout the design phase
User journey map showing steps from 'Brief received by booking agent' to 'Follow up' with actions, needs, customer feelings represented by emojis, and business opportunities highlighted.
Sticky notes organized in columns under headers for a hotel interview guide workshop covering client profile, types of requests, RFP vs option modes, process, functionalities, pricing, and promotions.
Story mapping board divided into sections: Authentication + search engine, Result list, Place an option/create RFP, Confirm option/RFP, Payment, Follow up, MVP features, Must have features, and Nice to have features, with tasks in bordered boxes and colored status indicators.

Results

  • Platform contributes to €25M web direct B2B revenue YTD Feb 2026, up +16% vs. prior year (FY2025: €197M)
  • Individual business bookings via travelpros.accor.com: €9M / +11%
  • Leisure Groups Online (LOL): €2M / +25%
  • Contracted corporate individual segment: €14M / +18%
Website page about HERA, Accor travel advisor loyalty programme, featuring text about exclusive benefits, login and register buttons, and a photo of green palm leaves reflected on water.