Skift Take

Today's hospitality brands have an opportunity to play a much bigger role in the lives of consumers, extending their business beyond the hotel room and delivering experiences that help guests as they live, work, and play. How will hotel brands like Accor adapt their strategy to succeed in this new environment? Register now to view the recording.

In our latest webinar, we took a closer look at how Accor Group, one of the world’s biggest hotel brands, is transforming its business strategy to play a bigger role in the everyday lives of hotel guests. 


A transformational shift is taking place across the hotel industry. Driven by the changing habits of consumers, who are increasingly blurring the lines between work, life, and play, the hotel organizations that serve them are realizing they can no longer focus only on selling “sleep.” As a result, today’s most innovative hotel companies are rethinking the role they can play in consumer’s everyday lives. This is leading to a rapid evolution in the brands, products, loyalty programs, and add-on services hotels must seek to provide as they hope to better serve the changing needs of their guests and form deeper relationships.

Accor, one of the world’s biggest hospitality brands, is right in the middle of adapting to this radical shift. As the company faces growing challenges from traditional hotel chains, new economy competitors, and shifting customer expectations, the company is doubling down on a bold new approach. This new concept, focused a variety of innovative strategies, includes an expansion and reorganization of its portfolio of hospitality brands, a new corporate identity and mission, as well as a renewed focus on becoming relevant in the daily lives of their customers through a totally reimagined loyalty program called Accor Live Limitless (ALL).

How does Accor plan to better serve the needs of this 24/7 customer, and become the hospitality brand of the future? And what changes are they seeing among consumers and the business landscape that made these changes necessary? In this upcoming webinar, “Shaping the Hospitality Experience of the Future,” SkiftX Research Editor Jeremy Kressmann will be joined by Steven Taylor, Chief Brand Officer for Accor, for a lively conversation about the company’s bold plans to reimagine the hospitality industry.


  • Hotel investors, operators, and marketers
  • Anyone interested in learning about emerging hospitality trends


This content was created collaboratively by Accor Group and Skift’s branded content studio, SkiftX.

Tags: accor, Accor 2019 Year In Review, hospitality, hotels