글로벌 호텔 체인의 직접예약 유도전략에 관한 사례연구 - Accor ALL의 전환비용과 로열티 생태계를 중심으로 -

초록

The rapid growth of online travel agencies (OTAs) has increased hotels’ dependence on third-party platforms while raising commission costs and limiting access to customer data. In response, global hotel chains have strengthened direct booking strategies through digital platforms and loyalty programs. This study examines how these strategies promote direct booking, focusing on the Accor ALL (Accor Live Limitless) loyalty ecosystem. Using a switching cost framework, this study analyzes procedural, financial, and relational factors influencing booking behavior through a qualitative case study. The findings indicate that mobile convenience, loyalty rewards, and relationship-based benefits jointly encourage direct booking. Mobile systems enhance convenience, reward points provide financial incentives, and membership status strengthens customer attachment. The results suggest that direct booking is driven by the integration of loyalty programs and digital platforms, offering practical implications for reducing OTA dependence and improving customer retention.

키워드