All About Accor
Discover the Accor essentials – our purpose, our activities, and the core elements that set us apart.
Our Group Chairman and CEO, Sébastien Bazin, shares why purpose is now central to hospitality, how Accor’s purpose statement reflects the Group’s DNA, and how a clear framework helps translate heartfelt care into accountability, action, and long-term impact – across guests, teams, owners, and communities.
At Accor, we are explorers by nature, we are masters of hospitality, we are responsible actors who connect cultures, and above all we are Heartists®. Our purpose statement is a culmination of years of hospitality guided by strong values and is the next natural step for us as we seek to pioneer the responsible travel of tomorrow.
Purpose is business-critical. That is true for any sector, but in hospitality it speaks directly to who we are. Hospitality is fundamentally about caring – caring for people, the planet, and our communities – and that means acting with purpose, consistently.
What broader shifts are shaping expectations of business impact, and how are they reshaping the hospitality industry?
Sébastien Bazin: Our industry’s responsibility to respond to global challenges and contribute to positive change is already well recognized. Yet we are moving into an era where society is increasingly focused on business impact. This shift reinforces a fundamental conviction: a clearly defined purpose is essential if we want to shape the net positive hospitality of tomorrow.
These expectations extend across our entire stakeholder network, from guests, teams, surrounding communities and hotel owners to job seekers who increasingly look for value-driven companies making a positive difference. Impact is also becoming a key priority for guests when they make spending and booking decisions. To maintain loyalty, remain relevant to future generations, and inspire positive behavior beyond our hotel walls, an engaging and inspiring purpose is now vital.
How does this purpose bring together what Accor stands for – and where the Group intends to lead?
Sébastien Bazin: Our purpose statement, “Pioneering the art of responsible hospitality, connecting cultures, with heartfelt care”, captures Accor’s ethos and long-term direction. It is a natural progression in our journey, because a sense of purpose has long been deeply embedded in our DNA.
For years, we have lived by its underlying values and we have been driven by a clear ambition: to pioneer the art of responsible hospitality. Our commitment to creating meaningful moments through inclusive and responsible hospitality is central to everything we do. This culture of care and responsibility supports our vision to help lead the hospitality industry of the future, in harmony with societal and cultural growth.
How does purpose move from intent to impact across the business and the guest experience?
Sébastien Bazin: Whether we are welcoming guests, collaborating with our teams, or engaging with local communities, we operate with one guiding principle: care from our heart. By setting a formal framework, we strengthen accountability and ensure we keep translating intention into meaningful action. I want this framework to reinforce our identity as a global collective of responsible hospitality leaders. It is not separate from the business – it guides our decisions, from the most strategic to the day-to-day, and helps us stay true to our purpose and vision.
At the core of our identity is that clear purpose and an unwavering commitment to care. This enables us to build a distinctive brand and create a welcoming sense of home for our guests. That dedication supports authentic experiences that inspire loyalty and bring people back.
How do you see the place of purpose evolving in hospitality in the years ahead?
Sébastien Bazin: Purpose in hospitality is evolving – from a differentiator to an expectation. In that sense, purpose is more relevant than ever. Guests and employees increasingly want to align with brands that embody ethical, sustainable, inclusive, and caring values.
At Accor, we have the foundations firmly in place, and we intend to build on them – continuing to lead in responsible hospitality, setting a high standard for purpose-driven leadership, guided by our commitments and rooted in heartfelt care.
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