The Digital E-commerce Manager is responsible for driving online revenue, direct bookings, and digital performance for the hotel. The role works closely with Revenue Management, Reservations, Sales, Marketing, and Accor/Ennismore Corporate Digital teams to optimize the hotel’s digital presence, improve conversion, maximize revenue opportunities, and leverage data and AI-driven insights to enhance commercial performance.
Key Responsibilities
Direct Booking Strategy
- Drive growth of direct bookings through the hotel website.
- Improve the website booking journey and conversion rate.
- Develop and execute campaigns to encourage guests to book direct.
- Partner with Corporate Digital teams on direct booking initiatives and best practices.
Website & Content Management
- Manage website content, promotions, packages, offers, and landing pages.
- Ensure content accuracy and alignment with brand standards.
- Work with Accor/Ennismore Corporate teams on website enhancements and digital initiatives.
Digital Marketing
- Plan and manage paid digital campaigns (Google Ads, Meta, display advertising).
- Coordinate SEO and SEM activities.
- Support email marketing campaigns and customer database initiatives.
- Monitor campaign performance and optimize return on investment.
Ecommerce & Distribution
- Ensure online rates, packages, and promotions are accurately displayed across all channels.
- Work closely with Revenue Management on pricing strategies, offers, and digital merchandising.
- Manage OTA performance and coordinate merchandising opportunities with partners such as Booking.com, Expedia, Agoda, and Trip.com.
- Collaborate with Corporate Digital and Distribution teams on channel strategies and initiatives.
Analytics & Reporting
- Monitor website traffic, booking conversion, revenue performance, and campaign results.
- Analyze Google Analytics, booking engine data, and channel performance.
- Provide insights and recommendations to improve digital performance.
- Support Corporate reporting requirements and digital performance reviews.
Loyalty & CRM
- Promote ALL – Accor Live Limitless membership and Ennismore Dis-loyalty programs.
- Drive member acquisition and encourage direct bookings.
- Support CRM campaigns and guest engagement initiatives.
- Work with Corporate teams on campaigns and member communications.
Cross-functional Collaboration
Work closely with:
- Revenue Management on pricing, promotions, and digital revenue strategies.
- Reservations to enhance the booking experience and conversion opportunities.
- Sales on corporate and leisure campaigns.
- Marketing on brand content, social media, and campaign execution.
- Accor and Ennismore Corporate Digital, E-commerce, Distribution, and CRM teams on regional and global initiatives.
Key Performance Indicators (KPIs)
- Direct booking revenue growth
- Website conversion rate
- Website traffic and engagement
- Cost of acquisition
- Return on ad spend (ROAS)
- Google Ads performance
- Email campaign open and conversion rates
- OTA contribution versus direct contribution
- ALL member enrollments
- Campaign performance and ROI