Accor Leans Into Premium Hotel Brands, Franchising, and China
Photo Caption: Exterior facade of Pullman Singapore Orchard in March 2022. Source: Accor.
Skift Take
What is Accor's hotel group strategy as of February 2024? An interview with Jean-Jacques Morin, Group Deputy CEO, and Martine Gerow, Group CFO.
Early Check-In
Editor’s Note: Skift Senior Hospitality Editor Sean O’Neill brings readers exclusive reporting and insights into hotel deals and development, and how those trends are making an impact across the travel industry.Since Sébastian Bazin became its CEO in 2013, Accor has had a series of transformations and done a lot of acquisitions, such as Mövenpick, Fairmont, and Mantra, and joint ventures, such as Ennismore.
But Accor detailed last July something of a five-year-plan, with detailed commitments on performance benchmarks it intends to meet. That was a declaration that the group essentially has what it needs. Aside from the occasional opportunistic acquisition, it seems mostly set on growing with what it has.
So when top Accor executives were visiting New York City in late February, I went to interview them about their game plan. I spoke with Jean-Jacques Morin, Group Deputy CEO and CEO of the premium, midscale and economy division, and with Martine Gerow, who joined Accor in July 2023 as group chief finance officer.
Some key points: Accor execs said their work on its premium brands has paid off. The group expects a shift toward owners signing more fr
