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Far from being destabilized by the Covid-19 pandemic, the Accor group secures its leadership in the global hotel industry by creating two business units which will respectively encompass the “lifestyle” and “ultra-luxury” brands of the firm.
Since 2016, the Accor group has been trying to increase its market share in premium and luxury hotels. This will presuppose the deployment of a new strategy and the repositioning of its luxury brands. Thus, the firm’s brands will be grouped into two distinct poles, one focused on a hybrid hotel industry, at the junction between leisure and business travel, the other embodied in the high-end luxury hotel industry.
The first unit will house lifestyle brands such as Joe & Joe or Mama Shelter, while the second unit will count relevant ultra-luxury brands, such as Raffles and Orient Express. For the Accor group, it is essential to ensure the development of these brands, without neglecting their respective specificities.
With this new initiative, the company’s goal is to be as close as possible to its consumers. The management of the firm has been reduced on a regional scale.
Sébastien Bazin, the CEO of Accor, summed up all of the group’s recent restructurings in these terms: “We are leading a revolution that will change the face of hospitality. To achieve this, Accor has decided to take up the challenge of creating immersive experiences, going beyond simple accommodation, by considering it as a historic opportunity. We have undertaken a profound transformation of our hotels on the cultural, technological and physical levels; we have expanded our brand portfolio. We are increasingly moving towards agile alliances where Accor and its partners can make the most of their respective expertise. Thus, everyone will be able to provide innovative solutions to current economic challenges and the changes we are experiencing.”
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Featured photo: © Accor newsroom[/vc_column_text][/vc_column][/vc_row]
