Accor’s Le Club using biometrics to track guests’ wants
Accor’s Le Club using biometrics to track guests’ wants
13 JULY 2018 7:47 AM

AccorHotels announced it will be rolling out “Seeker” through its Le Club loyalty program. Seeker will measure “biometric reactions and behavioral analysis to unlock and gain deeper insights into what guests truly want and need in a travel experience.”

TORONTO, 12 July 2018--Le Club AccorHotels, the award-winning loyalty program for world-leading travel and lifestyle group AccorHotels, is excited to unveil ‘Seeker,’ a revolutionary assessment of affinity that measures biometric reactions and behavioral analysis to unlock and gain deeper insights into what guests truly want and need in a travel experience. is live now; interactive hotel kiosks to follow in late July 2018.

“AccorHotels believes that true loyalty goes beyond excellent service – it is about intuition and the anticipation of a guest’s needs. A deeper understanding of what a guest desires helps us deliver a more tailored, impactful luxury and loyalty experience. This was the inspiration for Seeker – what if we could go further than ever before, to understand and know our guests even better than they know themselves,” said Siobhan Mitchell, Director, Loyalty Marketing, AccorHotels North & Central America.

In late June 2018, Le Club AccorHotels brought together thought leaders from across North America to pilot Seeker. The groundbreaking multi-sensory installation included: motion tracking, a reactive visualization across LED panels, measuring intensity of motion and linger time to assess relative extroversion or introversion; a reactive waterfall, used to determine affinity for tranquility or adventure; a collection of unique pillars, gauging attraction to either modern (glass, metal) or rustic (wood, stone) environments; and a video mood board, which displayed simultaneous video clips contrasting various experience locales, tonalities and types.

Each guest was outfitted with a Muse EEG Headset and Empatica E4 wristband; a custom app was developed to wirelessly stream alpha and gamma brain waves, heart rate, and galvanic skin response data from these devices to the control room in realtime. Behavioral data was merged with a “biometric multiplier” to give greater weight to responses with more EEG engagement, higher heart rates and elevated GSR readings. A custom algorithm was then used to match responses with six key psychological, personality, destination and style metrics: urban vs. rural, adventure vs. relaxation, romance vs. family, rustic vs. modern, hot vs. cold, extroversion vs. introversion. The result was a visual psychograph and travel profile completely unique to each participant, which informed recommendations for dream destinations scored against the same metrics. [Download Seeker Video]

Starting today, travelers worldwide can discover their true travel desires online at The digital platform brings the Seeker experience to life via a timed sorter test inspired by the Harvard Bias Test, which prompts impulse-driven decisions vs. conscious selection, with double testing of images to prove validity of choice and score modification according to selection speed (quicker reaction = stronger reaction). A “biometric multiplier” is factored in for desktop users who enable their web cam, as heart rate is calculated via the isolation of color and measurement of optical intensity in the face. The results are evaluated against the same metrics as the in-person experience – the same aesthetic preferences, personality drivers, and travel motivators. Online participants also receive a custom psychograph, travel profile and destination recommendations, which are all shareable via the user’s social networks.

In late July, Le Club AccorHotels will unveil a series of interactive hotel kiosks which will bring the digital Seeker experience to select properties across North America. The kiosks will feature a design which evokes the in-person Seeker experience, while functioning as the online platform, including heart rate monitoring via web cam.

The launch of Seeker coincides with the highly anticipated integration of Le Club AccorHotels with Fairmont President’s Club, Raffles Ambassadors and Swissôtel Circle, effective July 2, 2018. Though the Seeker experience is not limited to loyalty members, Seeker participants who belong to or join Le Club AccorHotels will receive a special offer of 1,000 bonus points for stays through September 30th, 2018.

Seeker was developed in partnership with Toronto-based agency Cossette and The Mill NY / Chicago.

“This is the first time biometrics and behavior analysis are being used to detect travel preferences in the hospitality space, to our knowledge, and is an area with tremendous potential and possibilities. Seeker is an incredible tool for guests who want to discover something potentially unexpected or undiscovered about their own psyches, and in the process, hopefully encounter new destinations and reignite a passion for travel – all inspired by Le Club AccorHotels’ continued commitment to creating better and more meaningful experiences for our guests,” commented Mitchell.

“Hopefully Seeker will provide better and more surprising destination suggestions to guests - ones they may not have considered themselves. We hope to answer a deeper need for them, and create the getaways they've always really wanted but may not have considered,” said Mike Manh, Senior Creative Developer, The Mill.

“The biometrics were totally spot-on, they told the story of who I really am… When someone goes through this experience, it helps them understand where they want to go next… This enabled me to be more introspective in a deeper sense, to figure out, ‘What do I like? What do I want to do more of? What makes me happy?’… We're using technology. We're using brain waves. We're using heart monitoring. The heart wants what the heart wants, and the technologies there can't lie,” lifestyle and tech expert Jessica Naziri reflected on her Seeker experience.

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