Trends & Insights

Explore our insights into the trends and topics shaping the future of hospitality.

The Quiet Luxury Evolution

As luxury takes an inward turn toward discretion, reflection, and intimacy, hospitality faces new opportunities. Discover Accor’s perspective on this transformation and how our brands are innovating to meet these evolving desires.

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From Change to Opportunity

A selection of emerging industry trends. Through our From Change to Opportunity framework, we turn global shifts into catalysts for growth and innovation.

The Rise of Wellness Dining in Hospitality

Food and beverage have traditionally been a key part of the guest experience. Discover how they are being reshaped by shifting attitudes as health and wellness become core expectations.

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The Triple Return on Business Travel

Return on Experience, Time, and Carbon are new metrics defining corporate travel value, where every stay balances performance and cost alongside memorable experiences, wellbeing and sustainability.

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Building Sustainable Hospitality: Insights from Leaders

A roundtable with Agnès Roquefort (Accor's CDO, Luxury & Lifestyle) and industry leaders highlights how sustainability impacts Accor's growth, owner relationships, and sustainable initiatives.

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The New Quality of Time: Insights Report

The perception of time is changing. We delve into how the shifting tempo of today’s world is impacting hospitality, and the business opportunities that creates.

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TAKING ACTION TO PROTECT OUR OCEANS

2026 Novotel's Ocean Impact Report

Discover Novotel's Ocean Impact Report, "From Blue Vision to True Impact", celebrating the second year partnering with the World Wide Fund for Nature (WWF).

Novotel tangible contributions include funding and supporting seven impactful ocean conservation projects globally. This commitment reflects Novotel's dedication to sustainable and healthier practices.

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Experiential Travel Trends

ALL x Globetrender Report

A new report reveals the rise of the "guest experiential economy," where travelers prioritize emotional value over destination when planning their next trip.

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Inside the Experiential Dining Boom

The F&B Report from Accor x Skift

Authentic, sustainable and personalized dining experiences at Accor destinations around the globe are redefining what hospitality means to travelers today.

Insights from the recent report "Inside the Experiential Dining Boom: The Power of Food and Drink in Hospitality" presented by Skift x Accor Group reveal how integrating local culture and traditions into the food and drink experience creates meaningful and memorable connections.

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Rethinking Spa and Wellness Design

Accor's White Paper

Wellness today is a essential driver in the hospitality industry. Exclusive Accor research of 7,500 consumers across six countries reveals that well-being is a priority for 79% of guests.

Discover how we and our world-leading hospitality brands approach wellness design in spas and spaces across our global network.

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Opportunities of Blended Living

Insights From the Inside

According to recent research, blended travel bookings have surged by 72% year-over-year (Skift, 2024), with 50% of guests planning extended stays (Accor, 2024).

Accor identified the growing trend of blended living early and has strategically leveraged it, working alongside our hotel owners to take full advantage of the added business opportunities.