Accor gets access to Alibaba customers via distribution and loyalty deal

Accor and Alibaba have signed a partnership which opens up the hospitality company’s properties to more Chinese travelers. According to the companies, the agreement aims to develop “digital applications and loyalty programs” by integrating Accor’s products and services within the Alibaba ecosystem. The collaboration includes travel arm Fliggy, which will enable consumers to book hotels, entertainment and other lifestyle services as well as access catering services. Accor has had a store on Fliggy since 2016. In addition, payments can be made via Alipay, which is operated by Alibaba sister company Ant Financial. It’s not the first time Alibaba, which claims to have almost 700 million consumers across its marketplaces in China, has struck such a deal.