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Interview: Accor's CMO on What Hotels Need to Learn From McDonald's

Samantha Shankman

Photo Credit: Inside a McDonalds in Paris, France.  Flickr / Shunsuke Kobayashi

Skift Take

In today's global world, it's not enough to simply transplant a brand concept in a new country and call it expansion. Brands need to find the balance between maintaining their core principles and adopting to local expectations that resonate with their targeted customers.

Grégoire Champetier is in charge of marketing for Accor, one of the world's largest hotel groups with properties in 92 countries. He is responsible for keeping track of mobile, social, personalized, real-time marketing trends and implementing strategies for more than a dozen brands. Before joining Accor in 2011, Champetier worked in marketing roles at McDonald's for ten years and was part of the

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