Akademik Veri Yönetim Sistemi
International Journal of Education and Research, cilt.1, sa.7, ss.127-140, 2013 (Hakemli Dergi)
Accommodation establishments differentiate their products in order to have a profitable share in a
competitive environment. This differentiation may be one that is enacted in the concept of the rooms within
the establishment itself or a business-based differentiation with respect to different hotels within the same
group. Accor Hotel Group stands out as one of the international groups that implement product differentiation
most effectively and comprehensively. In this study, Accor Group has been researched and its applications
of product differentiation in the member hotels have been examined. It has been found that the Accor Hotel
Group differentiates its products for a target audience profile consisting mainly of four different groups, and it
carries out these differentiations efficiently through taking into consideration the different features and needs
of its target market.