Accor's CEO highlights a significant drop in European summer bookings to the U.S., suggesting that geopolitical anxieties and perceived "bad buzz" are diverting European travel.
Accor's ALL loyalty program has achieved a notable milestone, but faces challenges in competing with industry giants due to its smaller hotel footprint and a differing focus on experiences.
After years of strategic pivots and playing catch-up, the hotel giant is cleaning house, doubling down on luxury, and expanding in Southeast Asia and the Middle East.
Based on their six-year growth rates, Hilton Honors is expected to surpass Marriott Bonvoy's membership count in mid-to-late 2026. Other loyalty programs with standout growth rates include Hyatt and IHG.
When a major hotel group like Accor decides not to build in Mykonos because of climate risks, it's a sign that climate change is reshaping business decisions.
Skift spoke with Group Deputy CEO Jean-Jacques Morin about Accor's strategic pivot in key areas, such as why half of its new hotels will be in Asia this year.