What Drives Us

INNOVATING WITH HEART

We anticipate opportunities and constantly innovate, adapt, and pioneer to bring to life our vision of responsible hospitality that creates value for all.

Sébastien Bazin

Chairman & CEO of Accor

Pioneering by nature. Guided by purpose.

We don't just adapt to change – we create it. For over 50 years, Accor has redefined hospitality by making daring moves and challenging the status quo – anticipating what guests will need tomorrow and redrawing the boundaries of hospitality to deliver it.

Our strength is rooted in our innovative spirit and mindset of openness, driving us to lead the way towards a more sustainable hospitality, to forge profound connections with our Heartists®, and to constantly seek new ideas and new ways to welcome our guests and deliver value for our partners and stakeholders.

Pioneering the art of responsible hospitality, connecting cultures, with heartfelt care. This is our purpose, our north star, guiding our decisions from the most strategic to day-to-day operations, and ensuring that we continue to drive meaningful action.

The formalization of our purpose in 2024 after company-wide consultation was the culmination of decades of purpose-led hospitality. Whether welcoming guests, collaborating with our teams, or engaging with local communities, we have always had one guiding principle: care from the heart.

Our Strategic Priorities

Our three priorities aim to boost growth, increase profitability, and make the Group a recognized driver of innovative and responsible hospitality

Drive Traffic

We attract guests with our portfolio of global brands, drive conversion through our seamless distribution, and retain our most valued guests and partners through ALL Accor loyalty and enhanced personalization.

Sustainable Growth

We grow our network sustainably by densifying core markets, expanding into emerging countries, capitalizing on fast-growing categories, and building an integrated ecosystem that constantly enriches our offer.

Innovate Constantly

By optimizing our model and transforming skills, organizations, and tools, we constantly leverage innovation throughout the Group to bring our vision to life and remain at the forefront of the industry.

The Drivers of Our Success

Over 10 transformative years we have optimized our business model, offerings, and organization to unleash growth, drive profitability, and create lasting value for our stakeholders

Diversified Portfolio to Drive Growth

As the world’s leading hospitality player outside North America and China, our footprint is truly global and balanced.

Our 45+ hotel brands form the industry's most comprehensive portfolio with coverage across all segments, allowing the Group to take full advantage of long-term growth in the global hotel market, while our diversified ecosystem of hospitality experiences, services, and solutions beyond hotel brands constantly evolves to meet emerging needs.

Asset-Light Model to Optimize Performance

Our industry-leading model, privileging service provision and hotel management positioning, lets us focus on supporting owners and partners to ensure operational excellence and maximize value.

With 53% of our network under management contracts and 45% under franchise agreements, we reduce earnings volatility and maintain a solid balance sheet.

Focused Organization That Amplifies Strengths

Our unique organizational structure around two dedicated divisions leverages our multi-specialist expertise.

Our Premium, Midscale & Economy and Luxury & Lifestyle divisions – with a global shared platform delivering our powerful digital, technology, and procurement services – bring distinctive expertise to strengthen operational and financial performance, deliver more relevant products and services, and accelerate growth.

Three hikers converse on a forest trail. A man with a backpack smiles at two companions, one wearing a red cap, among tall trees.

Global Scale & Local Know-How to Serve Stakeholders

We deliver value by combining global scale and local knowledge. For hotel owners and partners, our unrivaled platform and global expertise provide world-class services and solutions while our in-market teams bring deep destination knowledge and community connection.

We combine international and industry-wide collaboration with grassroots engagement to make a positive impact with actions best attuned to local community needs.

Integrated Ecosystem That Connects & Delivers

Building on our best-in-class tools, specialist expertise, and client-centric mindset, our holistic ecosystem brings together brands, experiences, and solutions dedicated to serving our guests, partners, and hotel owners.

Our integrated ALL Accor booking and loyalty platform seamlessly connects travelers and locals to our brands and experiences, driving engagement and business through multiple touchpoints.

People-First Ethos That Unlocks Potential

We prioritize the people at the heart of our business model: the talent we employ, the guests we serve, and the communities we call home.

We unlock potential with open recruitment and continuous learning while embracing diversity and championing a culture of performance and innovation.

PEOPLE AT OUR HEARTOpen in a new tab

Sustainability Leadership to Drive Change

The hospitality of tomorrow rests on the sustainable business model we build today.

We embed sustainability across all our activities, our brands, and our measure of performance – both to drive the transformation of our entire value chain towards more responsible practices and to shape a more sustainable future of hospitality.

How We Serve Our Stakeholders

Our guests and clients
We give travelers and locals a diverse range of choices, personalized services, memorable experiences, and rewarding loyalty that elevates every journey.
Our partners and hotel owners
We deliver comprehensive expertise, operational support, and revenue-optimizing solutions through our complete toolbox of services to maximize performance.
Financial investors
We maintain a balanced structure, robust financial oversight, and a proven business model that generates stable returns and sustainable growth.
Our people
We empower our Heartists® through continuous training and development, champion diversity and inclusion, and create social mobility through career advancement opportunities.
Our communities
We drive sustainability initiatives, provide local employment and training, contribute to social and economic development, and create lasting positive impact in the destinations we call home.