Accor MEA — Data Source Mapping

ACCOR

MEA Demand Intelligence — Data Source Mapping

Monitor & Optimize Framework: Signal → Frequency → Data Source → Availability

This document maps every data point in the monitoring framework to its specific data source and availability tier. The framework governs conditional media deployment based on live demand signals and ROAS benchmarks. Each cell in the original framework (Signal × Frequency) is traced to a concrete data source so we can assess what is buildable on day one vs. what requires procurement.

Tier 1 — Available Now (Free or Accor internal)

Tier 2 — Likely Available (Accor probably already subscribes)

Tier 3 — Requires Procurement (New vendor contract needed)

Tier 1 — Day One

11 of 18 data points

Google Destination Insights
Accor Web Analytics (Adobe/GA)
Accor PMS / CRS
Google Trends
News feeds / IATA NOTAMs
Airline press releases

Tier 2 — Verify Access

4 of 18 data points

STR (CoStar) benchmarks
Google Hotel Ads / trivago
OTA partner dashboards

Tier 3 — Phase 2

3 of 18 data points

Amadeus Travel Intelligence
ADARA (RateGain) / Sojern
OAG / Cirium flight data

Primary Signals

Signal	Frequency	What We Measure	Data Source	Tier	Confidence Indicator	Stop / No Go
Demand Size Scale of opportunity	Daily	Stability of search interest for priority corridors	Google Destination Insights	Tier 1	Demand signal thresholds are met across priority corridors	Increased volatility or weakened momentum. Pause, review and reallocate.
	Weekly	Flight capacity trends by corridor vs baseline	OAG / Cirium	Tier 3
	Biweekly	Corridor-level demand shift analysis	Google Destination Insights + Accor Web Analytics	Tier 1
Demand Growth Recovery trajectory	Daily	Search demand fluctuation against Feb baseline	Google Destination Insights	Tier 1	Demand continues to recover toward pre-crisis levels	Demand reaches pre-crisis norms. Review and resume BAU.
	Weekly	Change in revenue by corridor vs Feb baseline	Accor PMS / CRS	Tier 1
	Biweekly	Recovery trajectory toward pre-crisis demand levels	Accor PMS + Google Destination Insights	Tier 1
Conversion Efficiency Web direct traffic & revenue	Daily	Web direct traffic and revenue	Accor Web Analytics (Adobe/GA)	Tier 1	ROAS remains within acceptable threshold vs. baseline	ROAS drops below guardrails for >2 weeks. Pause and review.
Conversion Efficiency Web direct traffic & revenue	Weekly	ROAS and efficiency trends vs Feb benchmark	Accor Web Analytics + Campaign platforms (DV360/SA360)	Tier 1	ROAS remains within acceptable threshold vs. baseline	ROAS drops below guardrails for >2 weeks. Pause and review.

Secondary Signals

Signal	Frequency	What We Measure	Data Source	Tier	Confidence Indicator	Stop / No Go
OTA Demand Indicators Third-party booking signals	Weekly	Search demand and conversion by priority corridor	OTA partner dashboards (Booking.com / Expedia)	Tier 2	Demand signals correspond with our primary recommendations	Signals do not align with our primary signals. Pause and review.
OTA Demand Indicators Third-party booking signals	Biweekly	Ranking visibility vs competitor destinations	OTA partner dashboards (Booking.com / Expedia)	Tier 2	Demand signals correspond with our primary recommendations
Meta Search Indicators Price comparison volume	Weekly	Meta search volume vs baseline in line with market signals	Google Hotel Ads / trivago dashboards	Tier 2	Volume remains within acceptable compression range vs. baseline	Volatility and inconsistent signals.
Meta Search Indicators Price comparison volume	Biweekly	Volume trends aligned with market demand signals	Google Hotel Ads / trivago dashboards	Tier 2		Volatility and inconsistent signals.
Site Traffic / Activity all.accor.com sessions	Daily	Website sessions by origin market	Accor Web Analytics (Adobe/GA)	Tier 1	Traffic/Sessions continues to recover toward pre-crisis levels	Traffic continues to be down. Hold spend.
Site Traffic / Activity all.accor.com sessions	Biweekly	Audience pool growth / retargeting list size	Accor Web Analytics + Campaign platforms	Tier 1		Traffic continues to be down. Hold spend.

Supporting Data — KPIs, Recovery Signals & Context

Dashboard Element	Frequency	What We Measure	Data Source	Tier	Notes
Portfolio KPIs
Portfolio Occupancy	Daily	Aggregate occupancy across 275 MEA properties vs pre-crisis baseline	Accor PMS	Tier 1	Accor owns this data. Direct PMS extract.
Net Cancellations	Daily	Daily cancellation count by channel, source market, property	Accor PMS / CRS	Tier 1	Key crisis severity metric. Already tracked internally.
Forward Bookings	Daily	Net new reservations minus cancellations, pace vs STLY	Accor PMS / CRS	Tier 1	Standard revenue management metric.
RevPAR Impact	Weekly	Revenue per available room vs pre-crisis baseline	Accor PMS + STR (CoStar)	Tier 1 / Tier 2	PMS for internal; STR for competitive benchmark. Most hotel chains subscribe to STR.
Flight Capacity	Daily	Operated flight counts by airport vs baseline schedule	OAG / Cirium	Tier 3	Requires vendor contract. Workaround: use airline press releases + FlightRadar24 (free, manual).
Demand Index	Daily	Composite search interest index across priority corridors	Google Destination Insights	Tier 1	Free. We composite a weighted index from Google's origin-destination pairs.
Priority Corridors
Corridor Demand	Daily	Search interest per origin-destination corridor	Google Destination Insights	Tier 1	Free. Covers all major source markets.
Corridor Flights	Weekly	Operated flights per route as % of normal	OAG / Cirium (or manual tracking)	Tier 3	Tier 3 for automated. For V1: manually track from airline schedule announcements + FlightRadar24.
Corridor Occupancy	Weekly	Occupancy rate by destination city	Accor PMS + STR	Tier 1 / Tier 2	Accor PMS for own portfolio. STR for market-wide benchmarks.
Trend Charts
Search Demand Chart	Weekly	Search interest trend by source market, 12-week window	Google Destination Insights	Tier 1	Free. Weekly indexed data by origin country.
Occupancy Chart	Weekly	Occupancy trend by city, 12-week window	Accor PMS + STR	Tier 1 / Tier 2	Blended internal + market data.
Recovery Signals & Context
Emirates Schedule	As available	Schedule restoration % for key Gulf carriers	Airline IR / press releases	Tier 1	Free. Manual curation from Emirates, Etihad, Qatar Airways announcements.
DXB Daily Flights	Daily	Approximate daily flight count at DXB vs baseline	FlightRadar24 / airport authority	Tier 1	Free for approximate counts. Dubai Airports publishes updates during crisis.
Saudi Demand	Weekly	Demand change for Saudi properties vs baseline	Accor PMS + Google Destination Insights	Tier 1	Internal booking data + free search data.
Africa Diversion	Weekly	Demand shift toward North/East African destinations	Google Trends + Accor PMS	Tier 1	Free. Compare search trends for Morocco, Egypt vs Gulf destinations.
Situation Banner	Real-time	Airspace closures, conflict status, government advisories	News feeds / IATA / FAA NOTAMs	Tier 1	Free. Manually curated. NOTAMs are public via ICAO/FAA.

V1 Readiness Assessment

15 of 18 data points are Tier 1 or Tier 2 — available on day one or with a quick verification call to Accor's data/revenue management teams. The 3 Tier 3 data points (OAG flight data, Amadeus air search, ADARA demand data) all relate to flight capacity and granular corridor-level air demand. For V1, we replace these with free workarounds:

Tier 3 Data Point	V1 Workaround	Tier
Flight capacity (OAG/Cirium)	Manual tracking from airline schedule announcements + FlightRadar24 free tier	Tier 1
Air search data (Amadeus)	Google Destination Insights as proxy for corridor demand (already used elsewhere)	Tier 1
Hotel search volume (ADARA/Sojern)	Google Trends for "[city] hotels" queries + Accor web analytics for direct demand	Tier 1

With workarounds, every data point in the framework is coverable at Tier 1 or Tier 2. The dashboard is buildable with data Accor either already has or can access for free. Tier 3 sources become Phase 2 enhancements that add granularity but are not blockers for launch.