Building Accor’s Global Meetings & Events Platform

Accor hosts thousands of corporate events every year across its global network of hotels, yet most Meetings & Events bookings were still handled through manual processes such as emails and sales inquiries, creating a slow and fragmented experience for companies.

To address this, I worked with the product team to build a scalable digital platform that enables businesses to discover venues, configure their events, and book spaces online, transforming a traditionally complex, sales-driven workflow into a streamlined product experience while supporting the operational needs of hotels and event managers.

Website interface for booking hotels and event spaces featuring sections for Convention, Meeting, and Seminars with corresponding images.

Objectives

  • Transform a fragmented process into a connected digital platform for Meetings & Events across Accor’s hotel network.
  • Unify fragmented tools and customer journeys into a single end-to-end experience for both businesses and hotels.
  • ‍Reduce operational friction for hotel teams by replacing manual workflows and disconnected systems.
  • Improve conversion by enabling faster and more complete event requests through a guided digital journey.
  • Build a scalable platform integrated within the Accor ecosystem, capable of supporting multiple hotels, markets, and event types.
Webpage listing two Paris hotels for large groups: Hotel Stendhal Place Vendôme with a nighttime façade photo and Mercure Suites Paris Centre with an outdoor garden dining area photo, showing prices, ratings, and booking options.

Methodology

  • Service blueprint to map the end-to-end Meetings & Events lifecycle and identify key friction points
  • Qualitative interviews with corporates and event agencies to uncover booking behaviors and user needs
  • Quantitative survey with 420 hotels to identify operational constraints and validate key pain points
  • Co-creation workshops with business, sales, tech and design teams to align on product priorities
  • High-fidelity prototypes, user testing, and design delivery in close collaboration with developers
Diagram of the Lead Life Cycle outlining stages from lead reception to payment with detailed steps and color-coded notes.
Two people reviewing printed wireframe designs pinned on a blue wall in an office.
Flowchart showing hotel booking response process within 24-48 hours, detailing user and hotel actions and outcomes including confirmation, payment, refusal, and navigation to booking details or pre-filtered results list.

Results

  • Contributed to the growth of Accor’s Web Direct B2B revenue, reaching €159M (+14% YoY) across digital channels
  • Improved conversion rate across the M&E funnel by an estimated +15% to +25%, driven by a simplified and guided request flow
  • Increased completion rate of event requests by +20% to +30%, reducing drop-offs during event configuration
  • Reduced time to submit an event request by ~30%, improving efficiency for corporate users
  • Reduced manual processing for hotel teams by ~25%, streamlining a previously request driven workflow
Event spaces booking interface for Sofitel Le Scribe Paris Opéra showing progress steps, selected day 1 (20/05/2025), conference room illustration, and pricing details for 20 bedrooms and guests.
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