Full Video: From Live Tourism to Loyalty, Accor Is Rethinking Value in Hospitality

Key Points

• Accor's Deputy CEO discussed the resilience of the travel industry, highlighting an eastward shift and the Middle East's leadership in post-pandemic recovery and innovation.
• Accor is expanding its loyalty program and focusing on experience-driven offerings, such as exclusive event access, to enhance guest value.
• Sustainability, talent retention, and the role of AI were emphasized, with Accor making measurable environmental commitments and viewing hospitality as a strong entry point for young workers.

Summary

At the Skift Global Forum East in Abu Dhabi, Accor Group Deputy CEO Jean-Jacques Morin discussed the travel industry's resilience and the growing influence of the Middle East in global tourism. He outlined Accor's strategies, including expanding loyalty programs, investing in experience-based offerings, and committing to measurable sustainability goals. Morin also addressed talent challenges and the positive role of AI in hospitality, emphasizing the sector’s appeal for young people and the importance of real action on environmental issues.