Case Study: Accor achieves faster RFP responses and increased MICE revenue with Cvent

Using technology helps hotel chain sales teams anticipate shifting demands in group business

Accor, a global hospitality company with more than 5,000 hotels, faced rapidly shifting MICE (meetings, incentives, conferences, and exhibitions) demand after the pandemic: shorter lead times, smaller events, tighter budgets, staffing shortages, and greater reliance on digital connections with planners. These changes made it harder for property teams to convert leads and deliver the planner experience required to win group business.

Accor partnered with Cvent and rolled out solutions including CSN Advertising, Event Diagramming, Passkey and other Cvent tools to boost visibility, streamline bookings and enable remote planning. In 2022 the portfolio received 78,176 RFPs, achieved a 92% response rate with a 21.5-hour average response time, created 45,193 event diagrams, processed nearly 400,000 reservations and generated $4.9M in incremental revenue through Cvent Passkey.

Accor

Xavier Guillemin

Executive Director for Meetings and Events