Digital E-commerce Manager

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