21 September 2021

Accor Continues Commitment to Enhancing Guest Experience through Technology with Senior Appointments

To build on Accor’s tech-forward customer experience strategy, the company today announces the appointments of Cristina Cavaco to the position of Governance Director for the Digital & Technology Services, and Adel Zaher to the role of Vice President of Customer Technology for Franchisee, Northern Europe.

Accor is poised to implement a full suite of digital technologies across its hotels to enhance guest and employee experience, and the two senior appointments will spearhead these developments across the network and manage efficient implementation of the brand’s technology transformation.

Cristina joins Accor Northern Europe as Governance Director for the Digital & Technology Services following three and a half years as General Manager at ibis Styles Gloucester Road, where she successfully executed the first fully digital hotel within the Accor Northern Europe network. The Ibis Styles London Gloucester Road was the first Accor hotel in Northern Europe to provide a fully digital experience with contactless solutions at each step of the guests’ stay. The hotel’s digital eco-system includes features such as online and mobile check in, in hotel payment, the ‘Accor Key’ – a digital key solution, digital F&B services and guest relations via Whatsapp throughout the stay.

Adel Zaher joins Accor as Vice President of Customer Technology for Franchisee, Northern Europe. Adel’s experience in technology management and operations spans 25 years, and he has worked in several leadership roles within the hospitality industry managing complex new hotel openings and projects.

The innovative adaptation of the experience at ibis Styles Gloucester Road was the first step in an ambitious roll-out plan which will impact at least 50% of hotels across all brand segments in Europe in the next five years, in which Cristina and Adel will play a crucial role.

Elizabeth Ludovici, SVP Digital & Technology Services Northern Europe said: “We are delighted to announce Cristina and Adel’s new roles within Accor. The integration of tech developments which complement the spirit of hospitality is a key priority for the business.

Technology is part of our daily lives and is now fully part of our hotel experience, however the memorable moments that come from human interactions will never be replaced in our hotels. Our digital strategy balances the incorporation of technology that supports and empowers staff while offering guests the opportunity to adapt their hotel experience according to their preferences.

It’s an exciting time for Accor to build on its strong brand reputation through this technological growth”.