Mélissa Lévine, Vice-Présidente Social Media & Influence chez Accor

Depuis plusieurs années, Melissa Levine contribue à faire de l’influence un levier de communication reconnu et efficace. Sa stratégie d’influence, basée sur des principes éthiques, inclue tant des influenceurs responsables que les propres collaborateurs du groupe Accor. Elle a en ce sens développé des outils
adaptés pour faire émerger une pratique mature de l’influence, tout en respectant les différences entre les 40 marques et 5341 hôtels dans 116 pays d’Accor. Rencontre avec une femme digitale passionnée.

Propos recueillis par Christelle CROSNIER

Christelle : Vous travaillez avec des influenceurs, quel est selon vous leur impact pour Accor ?
Melissa : La capacité de prescription des créateurs de contenus sur le tourisme et les voyages en général est extrêmement forte. Les influenceurs sont clairement identifiés comme étant des apporteurs de conseils, de tips sur les lieux à visiter, où séjourner, où profiter de l’atmosphère locale. En corporate,
leur capacité d’influence peut être aussi élevée, on le voit sur certaines plateformes, comme TikTok. J’ai récemment fait appel à l’influenceur travel, Bruno Maltor, un vrai « digital nomad », pour valoriser les solutions que le groupe met en place pour favoriser le travail à distance. Il a testé nos espaces coworking, les lobbies de nos établissements et nos chambres à la journée. Je travaille souvent avec des influenceurs experts qui ne sont pas forcément suivis par des millions de followers, mais qui sont incontournables sur leurs sujets. Je suis aussi un couple d’influenceurs britanniques, Hand Luggage Only qui valorise les métiers du groupe sur TikTok et sur Instagram, en immersion dans une sorte de « vis ma vie de client » avec le concierge, le directeur de l’hôtel, le barman, etc. L’objectif derrière est de promouvoir les métiers d’Accor auprès d’audiences jeunes car avec la pandémie, l’hôtellerie a été confrontée à une véritable problématique d’acquisition de nouveaux talents : de la même manière que très spontanément, lorsqu’on est étudiant ,on se dit « je vais demander au supermarché de ma ville ou au MacDo si je peux travailler chez eux quinze heures par semaine », nous souhaitons que les jeunes pensent à venir dans nos 5341 hôtels et nos 10 000 restaurants et bars où nous avons cette flexibilité
et la capacité de proposer des postes.

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