Accor
About Company
At Accor, we look ahead, adapt quickly, and keep inventing new ways to bring our vision of responsible hospitality to life — creating value for everyone we serve.
Sébastien Bazin
Chairman & CEO of Accor
We Lead with Purpose and Innovation
We don’t just react to change — we shape it. For more than 50 years, Accor has pushed the boundaries of hospitality, questioning the usual way of doing things and anticipating what guests will want in the future.
Our strength comes from our innovative mindset and openness. We strive to build sustainable hospitality, form deeper connections with our team members (called Heartists®), and continuously find new ways to welcome guests and support our partners.
In 2024, after talking with employees around the world, we formally defined our purpose — to care from the heart. This purpose guides everything we do, from long-term strategies to daily actions, whether we’re welcoming guests, working with each other, or engaging with local communities.
Our Strategic Priorities
We focus on three main goals to grow our business, increase profitability, and lead the industry in responsible hospitality:
- Drive Traffic
We bring people to our brands, make booking easy, and keep guests and partners loyal through our ALL Accor loyalty program and personalized experiences. - Sustainable Growth
We expand smartly — strengthening core markets, entering new regions, developing fast-growing hotel categories, and building a connected ecosystem of services that adds value. - Constant Innovation
We improve how we work by modernizing tools, systems, and skills so that innovation touches every part of our business and keeps us ahead in the industry.
What Makes Us Successful
Over the last decade, we’ve refined our business model and organization to support growth, boost performance, and deliver long-lasting value.
A Broad and Balanced Portfolio
We are one of the world’s leading hospitality groups outside North America and China. With more than 45 hotel brands covering all travel segments, we meet the diverse needs of today’s travelers. Our offerings extend beyond hotels into experiences, services, and solutions that evolve with what people want.
Asset-Light Model
By focusing on managing and franchising hotels rather than owning them, we reduce risk and maintain financial strength. Currently, 37% of our properties operate under management contracts and 60% under franchise agreements — helping us stay flexible and stable.
Efficient and Focused Organization
Our structure is designed to support growth and performance. Two specialized divisions — Premium, Midscale & Economy and Luxury & Lifestyle — work alongside shared global services in tech, digital tools, and procurement to support success and build competitive advantage.
Global Reach, Local Insight
We combine international expertise with deep knowledge of local markets. This helps hotel owners succeed with world-class support while also engaging meaningfully with communities where we operate.
Connected Ecosystem
Our integrated platform — including the ALL Accor loyalty and booking system — connects travelers and locals to hotels, services, and experiences, creating multiple ways for people to engage with our brands.
People-Centred Culture
We believe people are at the heart of hospitality — our employees, guests, and communities. We invest in learning and development, support diversity, and encourage innovation and growth opportunities for our teams.
Commitment to Sustainability
We embed sustainability into everything we do — shaping more responsible practices across our operations and driving positive change for the future of hospitality.
How We Serve Our Stakeholders
Guests and Clients
We offer many choices, personalized experiences, memorable stays, and meaningful rewards that enrich every journey.
Partners and Hotel Owners
We support owners with expertise, tools, and services that help them perform better and grow their business.
Investors
We maintain a stable, balanced business with strong financial oversight and long-term growth potential.
Our People
We empower our team members through training, inclusion, and career opportunities, helping them reach their full potential.
Communities
We create jobs, support social and economic development, and make positive contributions where we operate.
