#FromChange

ToOpportunity

The New
Quality
Of Time
How The World’s New Tempo
Is Impacting Hospitality
SEPTEMBER 2024
Foreword
The Perception of Time
is Changing

The essence of hospitality has always from home as beneficial and enjoyable
been about giving people a special — we must recognize this changing
moment in time: enjoying time away perception of time impacts needs and
from the everyday, good times celebrated expectations. How do we then incorporate
together, a memorable time in life, taking this philosophy into our industry and
time out, and work time well invested in our services, offerings, and operations to
collaboration and performance. meet these transformed viewpoints and
requirements?
But the world doesn’t view time as it
once did. Societal shifts — accelerated Accor’s The New Quality Of Time —
by lightning-speed technological the latest report in our From Change
developments — have eradicated old To Opportunity thought leadership series
school beliefs. Today, time has greater — identifies many of these fluctuating
value because once lost, it cannot be attitudes toward time, provides insights
recovered. We are now experiencing into the impact they have on our industry,
a demand for hyper-flexible time, strive and pinpoints potential business
to slow time down (vacations, time off, opportunities evolving from these
aging), feel we are running out of time trends to successfully leverage our new
(natural resources and climate change), fascination with time. There’s actually
and are, essentially, establishing new never been a better time to address
rules for time overall. this mindset shift than right now.

Since hotels are places where people

spend time outside of their regular
routine — viewing this time away
THE NEW QUALITY OF TIME — ACCOR 2
 Our Perception of Time has changed profoundly. Today, we are experiencing a desire for both flexible

Report time and new uses of time. We also strive for disconnection and to slow down time since the high
velocity of passing time makes us fear we never actually have enough of it. As hospitality has always
been about giving people the best time possible, the shifting relationship to time has a direct impact on

Highlights in brief our industry, creating new expectations and perspectives. We have identified five key areas of insights
related to time, sharing key takeaways as well as potential opportunities for hospitality moving forward.
Here is a first glimpse at the five insights outlined in the report.

INSIGHT #1 INSIGHT #2 INSIGHT #3 INSIGHT #4 INSIGHT #5

Slowing Down Embracing the Taking Time Together Welcoming Protecting

and Time Out Generational Legacy. as Never Before the Blended Living the Future Now
The Response to the Increased Time to Share Experiences Seeking Connection, Movement Building the Sustainable
Pace of Life Across the Ages Community and Impact Hospitality for Flexible Hospitality of Tomorrow
Work and Leisure Time
Life today moves at breakneck People are living longer, with a Today, connection is key. People As a society, we are increasingly
speed. Paradoxically, people’s greater number of generations seek relationships — whether Life as we now know it is incredibly acknowledging climate change and
reaction to this acceleration is to coexisting today than ever before. among peers in a modern take on fluid. We move from work to leisure our environmental impact. By
pump the breaks. There is a From the workplace to hospitality, private clubs, or with like-minded pursuits and back again. As a result, transforming hospitality operations
growing movement to slow down we are now faced with the people purposefully contributing to travelers today expect hotels to and integrating sustainable practices,
and make time to focus on self opportunity and challenge of the community for positive impact, instantly respond and adapt to the hospitality industry has also
and recharge, seek well-being, embracing and including multiple or among colleagues to reinforce these shifts. This impacts how hotels strongly embraced the role it can play
and decelerate the pace in all generations and their diverse corporate culture and teamwork, or conceive spaces, introduces new in the sustainable transformation to
aspects of life, from the workplace needs, as well as a growing desire to live more authentically like and design solutions and uses for make a difference and as a caretaker
to leisure time and travel. to embrace and celebrate the among locals. buildings, and leads to exciting new of the planet for the generations to
legacy of these generations. revenue streams and development come. This includes eco-minded
opportunities. construction, renovations, and
integrating local communities and
ecosystems. The hospitality industry
has made strides, and the journey
toward sustainable operations for
long-term positive impact continues.

P. 6 P. 13 P. 20 P. 27 P. 33
THE NEW QUALITY OF TIME — ACCOR 3
 An Urgent Need to Control This acceleration of life has led to burnout,
the Whirlwind Speed of Time anxiety, and other mental health challenges

The Perception
emblematic of present day. The result is a
Time has taken a leading position in the desperate hunger for more mindfulness
global consciousness. A 2023 Ipsos Global and focus on the here and now. Our current

of Time is Changing
Trends Research on Human Behavior “doing” viewpoint — where even rest and
notes 73% of respondents wish they could leisure time incorporates performance, self-
slow down the pace of their life.(1) We improvement, and productivity — needs to
perceive time is accelerating and be replaced by being and feeling instead.

The way we think about therefore feel the need to slow down,
disconnect, or even completely remove
and experience time is changing ourselves from the time conundrum. The Perfect Blend of Work

73%
and Leisure Time
significantly.
How we sort our individual time has
become extremely flexible. “Work”
and “leisure” periods are more fluid,
distinguishable lines now blurred. This
of respondents wish they could slow evolving approach to the business/leisure
down the pace of their life.(1) schedule offers incredible adaptability, with
allocation varying in relation to work, play,
Philosopher and Sociologist Hartmut Rosa family, or solo experiences.
believes the history of modernity is
simultaneously the history of accelerating “Work-life blending is the key to happiness,”
change. According to Rosa, the time-saving human capital management consultant
nature of technological progress actually China Gorman noted in Inc. Magazine. Ms.
leads to a shortage as opposed to a gain in Gorman further clarifies that while previous
time. The sheer multitude of possibilities generations were willing to sacrifice their
everywhere means a person can no longer health and mental well-being to get ahead,
exhaust them over the course of their Generation Z seeks “whole life” success —
lifetime. “It’s as if there were a correlation healthy bodies, good relationships, and
between the time we save and the fulfilling work.(3)
sensation of never having enough of it. The
problem is that since we can produce more So with the same 24 hours available each
quickly, we produce more. We are thus day, we are attempting to identify the best
destroying our capacity to appropriate the ways to fluidly blend work and leisure time,
world, to be moved, and to develop albeit according to our own individual
resilience,” Rosa notes(2). preferences.

THE NEW QUALITY OF TIME — ACCOR 4

 Technology: multiple marriages and families as we age. And other stakeholders. As our sector centers
A Double-Edged Sword We now have more time than ever before, upon places where people spend time for a
and want to live it to the fullest. variety of purposes, this report takes a deeper
Technology plays a key role in how we dive into how shifting mindsets around time
manage our days. Time is, quite often, impact our industry, both now and moving
optimized by technology, enabling us to
execute tasks quickly and efficiently so we
We now have more forward — from market potential, guest
touchpoints, and Talent, to facilities,
can focus on more meaningful, inter-human, time than ever operations, and design — and shares the
and inspiring activities. The technology at wealth of opportunities and business potential
our disposal, however, also sets expectations before, and want to which lie ahead in our industry.
for greater immediacy and the ability to
manage a larger volume of demands. It live it to the fullest.
makes people available 24/7 — essentially at This report takes a
any time — and smartphones and laptop
computers enable us to connect anywhere. Is Time Running out for Future deeper dive into how
Therefore, while technology has expedited
the way in which we respond to requests, it
Generations on our Planet?
shifting mindsets
has also created robust demand for us to
accomplish more in less time.
As a society, we have become increasingly
aware of how our time on this planet will
around time impact
negatively affect future generations. our industry, both
Climate change is here and we are
We Now Experience Multiple heading toward a potentially serious now and moving
Chapters in One Lifetime situation if we do not alter our resource
consumption. According to the World
forward.
The concept of a lifetime has changed. Wildlife Foundation(5), “our climate is
It is expanding and becoming richer and changing around us faster than predicted.
more complex. We live longer, co-exist with From more frequent and extreme storms
multiple generations, and will experience to unprecedented heatwaves, we’re
multiple chapters over our growing number feeling the impacts of human-caused
of years on the planet. J.F. Simonin, global warming.”
philosopher and President of the Long Time
Institute believes “A [person] who is now
around 60 years old has lived in three Conclusion
different worlds.” (4) As such, people are
encountering major shifts in their lifespan The New Quality Of Time focuses a spotlight
as they achieve their goals earlier. With on our society’s evolving perception and
greater longevity, we adopt a fluid mentality experience of time — and, more importantly,
to our existence and may pursue a different how this impacts the hospitality industry,
career, adopt new goals, or even have and the needs and priorities of our clients
THE NEW QUALITY OF TIME — ACCOR 5
Slowing Down
and Time Out
Life today moves at breakneck speed. It fast-tracks our ability to execute tasks
and also creates an expectation for greater efficiency, immediacy, and to
accomplish more in less time. Paradoxically, one of our reactions to this Self-care
acceleration is to pump the breaks. People desperately want to catch their
breath, engage in “me” time, take a break, recharge, and essentially slow the pace Disconnect
in all aspects of their lives from the workplace to home, leisure time, and travels
as well as exploring wellness options to capture lost energy and focus. We see
this trend come to life in three key areas which are related to hospitality: Wellness
The Pursuit of Well-being The New Workplace Expectations
The Slow Travel Mindset Slow Travel

Well-being at Work

Recharge

T H E NDOWN
SLOWING E W Q U AND
A L I T Y TIME
O F T I OUT
M E —— AACCOR
CCOR
6
The Pursuit specifically — have never been a greater
part of our collective consciousness than
experience — the epitome of comfort which
revolutionized the hospitality market when

of
right now. We are seeing the wellness created in 2003, and recently conducting a
market expand exponentially, from $4.9 scientific study to minimize the notorious “first
trillion in 2019 to $5.6 trillion in 2022 night effect,” which happens when people
according to The Global Wellness Institute.(2) sleep away from home. Guided by this research,
People are taking a holistic approach to Sofitel is deploying The Art of Sleep, new
their health, becoming more aware of the experience rituals across its hotels to help
impacts from a variety of factors in life, and guests fall asleep quicker, including among
recognizing the growing need to take a others, bespoke treatment protocols, relaxing
As a society, we have spent years racing to break from their daily routines. A high playlists, and precise lighting and temperature
keep up — with our careers, personal percentage of people — as much as 67% adjustments.
relationships, children, health, finances, — prioritize rest and recharging — which
and life in general. People are anxious to can translate into travel and vacation.(3) This
press the pause button for a time out — or means hospitality companies must consider
even to completely disconnect. And now a how to cater to this expanding consumer
bigger priority is emerging: the desire to behavior if they do not want to miss out Burnout is real. In our digitally connected
discover who we are or can become on a growing market. society, we seldom, if ever, have a chance to
outside of the daily grind. We want more disconnect. Oliver Patrick, Clinical Director
out of our lives, seek greater enjoyment of Pillar Wellbeing (a wellness philosophy
from each moment, and are demanding centered upon preventative health and
“me” time in order to feel better mentally, personal optimization) at Raffles London at
physically, and emotionally. A 2023 All eyes are now on sleep. People don’t The OWO, notes, “We now have a
American Express Travel Global Travel seem to get enough of it, nor is the quality philosophy based upon the premise that
Trends Report notes 73% of consumers are of sleep as good as it can be. Scientific my environment works against me by
planning vacations to better their mental, evidence overwhelmingly shows the keeping me in a room with disordered light,
physical, and emotional health.(1) These key importance of sleep to overall health and by keeping me tuned into 24-hour news, by
findings shed significant light on the role well-being — not getting enough can keeping me addicted to dopamine
hospitality will play in helping guests increase the risk of heart disease, diabetes, rewarding technologies, by disengaging
maximize their vacation/travel time to stroke, cancer, and many other illnesses real connection, growth, and the things we
fulfill these new aspirations. as well as frequent mental distress. What know make us happy.” As a result, people
better place to address these concerns are increasingly seeking opportunities to
than at a hotel? We are seeing a new and get away from it all by traveling to
growing focus on the quality of sleep at incredibly remote destinations where WiFi
hotels, with everything from Sleep and phone service may not be available or
An integral component of this “me time” Concierges to packages featuring simply breaking with routine to disconnect.
is a focus on mental, physical, and amenities focused on sleep quality. It is important for hospitality to become a
emotional well-being. In fact, wellness Accor’s Sofitel brand has been a pioneer haven for guests who may not always want
overall — and mental health more in this area with its unique MyBed™ to be connected 24/7.
SLOWING DOWN AND TIME OUT — ACCOR 7
 something different, become still, Hospitality Opportunities
and turn one’s focus inward. Oliver Patrick
believes hotels serve an important Expand individual well-being offerings
function in this endeavor. “Hospitality is According to Future 100 report (VML), 74% Add enriched mental and emotional
experience, it’s entertainment, it’s a service of people globally say they like the idea of wellness retreats, mindfulness, breathing,
industry, but I think it can do much more living to be a healthy centenarian.(5) With an and meditation techniques to disconnect.
than that. I think it’s a huge circuit breaker aging population, the innate desire to foster
and a utility to resist the world.” And well-being focuses on longevity — which is Address the need for better sleep
Patrick’s work with meditation offerings of particular interest among the elite Create offerings with lighting, scent, sound,
via Pillar Wellbeing at Raffles London at community of Silicon Valley tech innovators and food and drink to calm and relax.
The OWO is one such example of how this who want to “hack” human lifespan
can be achieved. limitations. Biohacking, in fact, is big Offer enhanced in-room features
business.(6) Longevity resorts may indeed Integrate active wellness elements including
be one way to nurture that possibility. circadian lighting, specialized temperature
How The Purist revolutionizes controls, air filtration, and more.
the pursuit of well-being High net worth individuals with nearly
limitless discretionary income have become
Embrace technology
As our society seeks more a prime target for the luxury travel sector. Create moments of pause using touch-
opportunities for self-embrace These consumers are willing to invest money haptic which encompasses touch, light
and mindful pacing, Accor’s The to gain the upper hand on aging (the global therapy and guided meditation to
Purist Retreat & Spa concept medical spa market is projected to reach disconnect and slow down.
revolutionizes the well-being journey. US$49 billion by 2030(7)) and this search for
Sometimes being in solitude is more It offers an innovative, holistic the “fountain of youth” is being addressed Design for solo travel
powerful than anything else. Meditation approach to wellness, inviting through a variety of techniques which offer More people traveling for “me” time, as
is growing in popularity — so much that guests to discover the profound joy opportunities to integrate longevity into well as those staying longer for work and
we are seeing movements like “The Big of complete harmony through four wellness offerings in spas, including: play will impact the accommodation style
Quiet,”(4) where thousands of people core pillars: Care to nurture, needed as they utilize their room
gathered for moments of quiet, Movement to rejuvenate, Nutrition • Mixing ancient and modern practices differently.
connection, and music at iconic places to balance, and Sleep to recharge. to slow down time and aging.
around the world. Hotels can also be a Successfully launched a few months
Recognize the ROI
solution to escaping the regular routine. ago at Cures Marines Hotel & Spa • Utilizing tech and data through Adding well-being features adds value,
Providing people with access to Trouville – MGallery Collection, life-hacking retreats, bio-hacking, attracts clients and contributes to their
meditation classes at a resort spa or France, The Purist will expand to DNA hacking, etc. satisfaction, helps the upsell, and
wellness facility — when someone key locations over the next few years. provides greater revenue for investment.
actually has the time to participate — This concept perfectly aligns with • Implementing emerging treatments
is key. Ironically, technology can also the unique essence of each including cryotherapy, thermal body
assist people with blocking out the world destination, and is designed to mapping, neuro-nutrition plans, and
via guided meditations on phone apps. ensure exceptional returns in guest emotional strength training.
Alternatively, just being alone in a hotel satisfaction and revenue growth
room creates the possibility to try through a sustainable approach. SLOWING DOWN AND TIME OUT — ACCOR 8
The New generations — expect and demand their
company to take care of them, enable them
to master their own time and interactions,
and have the space to take a breath every
The desire for individuals to slow down now and again. Tangibly impactful benefits
time is happening holistically — not just are at the top of Millennials’ desires in a job,
for personal time, but in the workplace as and these benefits must support a healthy
well. While a good number of people work-life balance. In fact, more than 80%
remain committed to their jobs and seek say they seriously consider how a position
advancement, many have come to the will affect their work-life balance.(10) Steven
realization work is not the be all and end Daines, Chief Talent & Culture Officer at
all of life. There is a growing concern about Accor notes, “People innately want to be
rigorous business schedules impacting happy at work. It is where they spend the
health, and people are actively seeking ways majority of their time each day. Talent
to slow down at work and take a moment to therefore has an expectation for employers
breathe both in their own rhythms as well to be tuned into their mental health and
as collectively during time and interactions well-being and also be willing to provide
with others. In fact, a study conducted by support when they are struggling.”
Novotel of 2,000 adults in the UK found just
three in 10 people are satisfied with their As one way to meet this request, a growing
current work-life balance.(9) number of companies including PayPal,
Meta, and Adobe are offering early
sabbaticals(11) — a perk usually reserved
for employees with a decade of service or
more. In the period following COVID in 2022,
Salesforce had also set out to adapt office
culture and reimagine how to connect by
introducing during that time, Trailblazer
Ranch, a 75-acre facility functioning as a
gathering place for employees to participate
in tactile experiences (nature walks, yoga,
gardening, cooking) outside of the confines
of an office.(12) As an employer in hospitality,
addressing these growing expectations
provides an effective opportunity to attract
This slowing down trend is becoming quite and retain Talent.
significant in the workplace as younger
workers — considerably more than previous

SLOWING DOWN AND TIME OUT — ACCOR 9

 account for their meetings and events Hospitality Opportunities
propositions. Pullman Hotels & Resorts,
for example, which champions “soft Integrate well-being into meeting
Wellness has emerged as a key productivity” — a fluid and compassionate and event propositions
consideration in the meetings and events approach to work and life — will be Incorporate well-being throughout attendee
industry and can translate into capturing incorporating this philosophy into their touchpoints: sleep offerings, specialized tech
business opportunities through the offerings for innovative meetings and apps (like wellness apps, wearable devices
introduction of new wellness-focused events for companies. This is just one of and virtual wellness platforms), and healthy
amenities, spaces, cuisine, activities, a variety of examples of opportunities to food focus (providing nutritious meal options,
and more. make meetings more wellness focused incorporating local organic ingredients, and
which the hospitality industry can explore catering to dietary requests).
Sophie Hulgard, Chief Sales Officer, Accor, going forward.
points out, “Attendees are increasingly Introduce active meetings
seeking experiences which prioritize their Incorporating physical activity breaks,
physical and mental well-being alongside such as yoga sessions, walking meetings,
the traditional objectives of networking, or team building exercises (such as outdoor
knowledge sharing, and productivity. adventures or fitness challenges), encourages
Incorporating wellness elements not only movement, boosts energy levels, and
enhances attendee satisfaction but also enhances networking opportunities.
contributes to improved engagement,
productivity, and overall event outcomes.”
Propose wellness lounges
Dedicated spaces within event venues that
As an example of this in action, Accor’s
offer relaxation areas, massage stations,
Emlyn Brown, Global Senior Vice President
healthy refreshments, and interactive
- Wellbeing, Luxury & Lifestyle, Accor,
wellness activities provide attendees with
reported the Group has been building
opportunities to rejuvenate and recharge.
wellness lounges into all of its big meeting
spaces at ITB, IHIF, GME, Virtuoso, and
IMEX. “We focused on bringing people Foster a culture of employee well-being
away from the hustle and bustle of the Consider phone apps for employees to
event space to give them moments of manage their own pace, enriching human
pause. Also our MICE events focus is on resources policies for greater flexibility, and
team building with more slowness, gaps breakout spaces for true disconnection
for spontaneous meetings with individuals, including places for silent time.
fitness, and movement.”

Even the most performance-focused

brands take the wellness trend into

SLOWING DOWN AND TIME OUT — ACCOR 10

 Mercure Discover Local:

The
The bucket list edition

Perhaps the old adage of taking

Mindset time to “stop and smell the roses”

should be adapted to be “stop and
savor the local cuisine.” An essential
way to slowly savor a destination is
Just as we have embraced the concept of through the regional food. Mercure
“slow food,” the philosophy of “slow travel” hotels are deeply committed to
has entered the global lexicon. Referencing connecting guests with the local
the old adage of “life’s a marathon, not destination in many ways, including
a sprint,” travelers have a new outlook. through food, and it does so with a
Instead of simply racing to a destination, Bucket List, which comprises 50
the focus has shifted to appreciating the handpicked food and drink
moments along the way as much as the experiences from around the globe,
final destination. We are witnessing a each serving as a gateway to its
strong new desire to embrace experiences destination. The Bucket List (13)
moment by moment, watch the world go provides hands-on learning
by, take time, and live our personal natural opportunities which enable travelers
rhythms versus the hurried pace of life, in to dig deep into the local culture by
particular, when traveling. For hospitality, interacting with chefs, artisans, and
we are seeing guests making stops along farmers. For instance, in Australia,
the way on their journey instead of only Mercure Kangaroo Island Lodge
at the final destination, as well as staying recommends Kangaroo Island’s
longer once they finally do arrive versus Emu Bay Lavender farm for a
rushing back home after a long weekend sensory adventure with lavender-
or a seven-day stay. infused treats.

There is a renaissance in luxury train and

cruise travel as people have nostalgic
appreciation for the slower and once very
popular modes of transportation. Here, the
journey is the primary focus as it is an
opportunity to decelerate the pace of a

SLOWING DOWN AND TIME OUT — ACCOR 11

vacation and luxuriate in a fabulous setting is becoming mainstream in China, where Additionally, Normandy is the first region Hospitality Opportunities
along the way. It is interesting to note here 40% of consumers have avoided flying for in France to propose a 10 to 50% reduction
social media giant Pinterest predicted train eco reasons.(15) It opens up opportunities to on certain local activities (entrance fees to Show how the journey is the experience
travel would be one of the biggest trends of promote and reward slow and sustainable beach clubs, museums, castles, and more) Integrate the journey to the property to make
2023 as videos and photos of people trying travel as well as capture new audiences. for tourists who can show proof they arrived it an overall part of the experience of the
to achieve “train aesthetics” were racking For Accor’s Chief Sustainability Officer by bicycle or train. And Ennismore’s The destination, advising on what to see along
up millions of views and #TrainTravel on Brune Poirson, “The social and environmental Hoxton encourages sustainable travel by the way, where to eat, and other helpful tips.
TikTok reached 155 million views last transition, in a global group like Accor, is offering The Good Rate, a £20/20€ saving
summer.(14) Perhaps no better example instrumental. At a time when the world of off their stay for those planning a multi-
Create new revenue streams
of the momentum in simply enjoying the tomorrow has to be created, the hospitality hotel trip when traveling between its
Design stopover and staycation packages,
journey is the legendary Orient Express. industry — which has always fueled properties in Europe via train. Slow travel
special rates for longer stays, services for those
imagination and experience — must also opens up new target markets — feeder
who seek a different pace, and amenities for
The company has always been synonymous contribute to designing new storytelling cities which may have been previously
those who choose alternative methods of
with luxury and a slower pace of travel, and around more sustainable ways of traveling. overlooked — with potential guests closer
travel (e.g., secure bike parking).
its newest offering, La Dolce Vita Orient As an industry, we need to develop conscious to the property who will travel inbound
Express, will enable passengers to discover exploration, moving away from standardized via train or car versus airplane.
Promote destinations and hotels
Italy in-depth with leisurely itineraries to experiences to get an intimate look and
that may have new or renewed appeal
completely immerse themselves in the discover the richness of a destination as well
thanks to slow travel
destination. The focus is not on traveling far, as promoting destinations closer to home
There are new opportunities for properties
but instead enjoying every second of a and new travel experiences.”
which are close to cruise ports, train stations,
unique luxury hospitality experience along
in the countryside along popular bike routes or
the way. Orient Express is also bringing back Soft mobility is one key area of growing
away from it all, etc. which enable slow travel
the golden age of cruising with the interest where guests can explore under
experiences.
upcoming Silenseas, the world’s largest their own steam via walking tours,
sailing ship, which will debut in 2026. cycling, kayaks, public transportation,
Partner with hotels, cruise lines,
etc., to be in the midst of a place and not
and bike tour companies
viewing it from behind the windows of
Solicit new partners to offer overnight
a tour bus which enables observation
packages or pre- or post-travel stays for
rather than immersion.
their customers.
Part of the move to slow travel is also
intertwined with the growing focus on A few destinations and hotels are already Raise awareness and encourage guests
sustainable travel. Consumers are stepping up to encourage travelers to enjoy to travel differently
becoming increasingly more aware of the slow and sustainable travel. Both the Provide special offers, savings, amenities
effects of their travel on the planet and Novotel Rio De Janeiro Leme in Brazil and which are geared for these new travel
are abandoning planes in favor of other the Mövenpick Resort Waverly Phu Quoc attitudes as well as highlight eco-responsible
eco-responsible modes of transportation in Vietnam offer cycle rental for guests to transportation options.
(train, car, bicycle, etc.) both en route and explore the local area at a slow and
while at their destination. This behavior sustainable pace.

SLOWING DOWN AND TIME OUT — ACCOR 12

Embracing the
Generational Legacy
Time is perhaps never more evident than when considering our lifespan. Since we now
live longer, a greater number of generations coexist today than ever before. There is an
innate wisdom and experience which comes from having spent more time alive, but
also added challenges to overcome as we strive to ensure a measure of inclusiveness
Multigenerational
and solace for this spectrum of generations to live, work, play, and travel together.
There is a new trend evolving which is a greater desire to embrace, encourage, and
Legacy
celebrate the legacy of multiple generations being together — particularly as it relates
to travel. This opens up an incredible opportunity for the hospitality industry to create
spaces, packages, services, amenities, and programs designed to fulfill the needs of
Inclusive
multiple generations.

The Workplace Intergenerational Balance Broadening Horizons

in Family Travel The Staying Power of Legacy
Bonding

Mentorship

Cultural Heritage

EMBRACING THE GENERATIONAL LEGACY — ACCOR 13

The Workplace older workers grows, so does the evidence
their presence on multigenerational teams
can boost a company’s bottom line, and
foster innovation. In the war for Talent,
employers must implement novel ways to
integrate and engage both longtime and
new cohorts of experienced workers.”
Research shows diverse companies earn
2.5 times higher cash flow per employee
According to the American Association of and inclusive teams are over 35% more
Retired Persons (AARP), every day in the productive. It is therefore key for success as a
US, 10,000 people turn 65. And the number greater number of generations work side by
of older adults will more than double over side to identify the best ways to embrace and
the next several decades to top 88 million encourage age diversity in the workplace.
people, representing over 20% of the
population by 2050. Many older employees One company which has made great
no longer feel welcome or appreciated, strides is the CVS drugstore chain, which
and at the same time, we are seeing a integrated a “Talent Is Ageless” program(2)
phenomenon of “unretirement,” where under the philosophy that new ideas have
those 65+ are actually returning to the no age limit and created a Workforce
workforce. Some have no choice and need Initiatives team to explore strategies to
to work to maintain financial stability, attract and retain mature workers. The
while others come back to keep hospitality industry has always had a
themselves active, for social interaction diverse workforce in terms of age — with
and because they still enjoy working and a cadre of long-term employees working
sharing their knowledge and talents. alongside new hires in many departments
— and now we see a significant opening
for hospitality to make the older workforce
feel welcome by creating a culture which
embraces and encourages diversity, while
at the same time reaping the benefits of
With this wide disparity in workforce ages better performance.
— anywhere from 18 to 80+ years of age —
there is a distinct benefit to embracing an
older workforce and positively blending
both young and old Talent together. A
recent Fortune Magazine report(1) on aging
in the workplace noted “as the pool of

EMBRACING THE GENERATIONAL LEGACY — ACCOR 14

 work/life balance. This is in line with Accor’s and mentoring positions with younger Hospitality Opportunities
global Employee Value Proposition (EVP) – Talent or to start a new career.
We have already experienced a major “Hospitality is a Work of Heart” — which Introduce more flexibility in job positions
shift in how people work. Over the past promotes four core pillars, one of which Accor welcomes everyone, When possible, think about ways to offer
few decades, there has been much less centers upon “Grow & Create Your Path,” whether they are hotel management positions where non-traditional schedules
employer loyalty where an individual to offer Talent greater flexibility to meet graduates eager to start their careers or are available to accommodate older workers
would remain at a single company different aspirations and work as they more senior Talent with no prior sector who want to reduce hours or return to work
throughout their entire career. But times prefer, thus addressing this significant shift experience or perhaps have been in the on a more limited basis.
have changed. Now Talent jumps from in Talent’s desire to redefine their work life. industry for decades, yet want to redefine
organization to organization more their position to better match their lifestyle Create mentoring programs
frequently to pursue better opportunities and physical capability. A key element in Pair younger and older workers to effectively
and higher incomes. working with more experienced Talent is to facilitate knowledge transfer, ensure process
offer a certain level of flexibility in how we continuity, enhance training, and enrich job
And as Talent is living longer, they are also craft our job conditions such as shorter performance.
working for an extended period of time Any hotelier knows the majority of long- shifts, opportunities to train and mentor
beyond traditional norms. They may actually term employees have hospitality service younger employees, as well as duties which Expand your labor pool
have multiple careers in their lifetime and down to a science and are always revered may be less strenuous. We truly value the Hiring mature workers provides greater
zig zag along an employment path which by frequent guests. So what if we were to contribution of a diverse group of Talent as consistency and a more loyal employee at
best suits their lifestyle — including find a way to embrace these legacy workers, they each have something unique to bring a time when the labor market is so tight.
returning to the workforce as empty nesters develop more flexible hours and positions to the table and make our hospitality
or after retirement as previously noted. for them according to their needs, help offerings for guests richer and more Incorporate storytelling
them train and mentor younger Talent, and experiential. Accor’s Employee Value Leverage the personal experience and
This noticeable shift is quite apparent in at the same time showcase their knowledge Proposition — “Hospitality is a Work of history of legacy workers by incorporating
the hospitality industry as well. It has been to both other Talent and guests? Heart” — recognizes the unique value of storytelling about the hotel and local
difficult to attract and retain labor and, diversity to “Be All You Are,” encompassing area into the guest experience from
at the same time, we are witnessing a need Looking at another sector, a shining intergenerational diversity. the viewpoint of the Talent.
for jobs to be more flexible with regard example of how one company is
— STEVEN DAINES
to schedules to accommodate this new approaching the best way to share
Chief Talent & Culture Officer, Accor
employment mindset. These changes are knowledge of long-term employees is the
driving a need to create new models for the BMW Senior Experts Program.(3) Recognizing
workforce — particularly within our industry the high-level expertise, in- depth process
— as the Talent approach to employment knowledge, and industry connections
is less linear. For example, valuing the of long-term and senior employees,
incredible experience older employees BMW has endeavored to stop the loss
bring to hospitality, Accor in Singapore has of know-how in retiring employees by
created special employment opportunities offering them short-term assignments
for the mature workforce who want to and projects. Similar programs can also
remain active, have part-time or flexible be suited to hospitality to integrate older
hours, or seek a more personalized Talent into the industry either in training
EMBRACING THE GENERATIONAL LEGACY — ACCOR 15
 Rachele Focardi, Founder and CEO of XYZ@Work
shared some key advice on how to welcome older
Talent back into the workforce and streamline the
Helping Older Talent Thrive cooperation with younger generations.
in the Workplace

wealth of institutional knowledge and older counterparts. They actually highly

adaptable nature makes them invaluable regard older generations as possessing
assets — especially when paired with the valuable traits such as loyalty, experience,
energy and innovative spirit of younger knowledge, strong work ethic,
RF Implement age-inclusive policies generations. Older employees also bring dependability, and resourcefulness.
like flexible working hours and phased strategic thinking, crisis management, RF Encourage and value diverse
retirement options to support the needs conflict resolution, customer service, perspectives with brainstorming sessions Remarkably, 97% of them emphasize
of older employees and promote their a deep understanding of industry trends, or suggestion boxes to source alternative the immense learning potential from
continued engagement. and can inspire purpose to both preserve ideas. Implementing strategies such as older colleagues, spanning negotiation
organizational legacy and unite generations. Two-Way Mentoring or “Duo Programs” skills, networking, soft skills, navigating
Offer continuous learning opportunities and pairs younger and experienced employees organizational politics, managing
roles to leverage their strengths and ensure to exchange knowledge and skills. stakeholders, coping with pressure,
they feel valued and equipped to contribute Forming Multigenerational Teams overcoming challenges, nurturing offline
effectively as many older employees want to for project work leverages different relationships, and drawing insights from
reconnect with their sense of purpose. strengths and perspectives, promoting life experiences.
RF There is usually a lack of cross- collaboration and creativity. Organizing
Leverage the experience of older employees generational awareness. In fact, 68% find team-building activities as well as creating Younger employees, however, also often feel
through mentoring programs and cross- collaboration with different age groups Employee Resource Groups also provides misunderstood and looked down upon by
generational projects to encourage challenging. This knowledge gap not only opportunities for employees to connect their older peers and believe that rigid
intergenerational collaboration and enable reinforces negative stereotypes and and foster stronger relationships by hierarchical structures fail to fully harness
them to pass down their legacy, learnings, intergenerational conflicts, but also encouraging teamwork across different age their capabilities, leading to frustration and
and experience. contributes to employees feeling groups, helping to break down barriers. disengagement, and widening the gap as it
undervalued and intimidated. Companies often correlates to seniority. Thus, it
should implement cross-generational becomes imperative to address these
awareness sessions so that younger stereotypes and cultivate mutual empathy
employees can understand the contexts that and understanding.
RF Their biggest contribution is as mentors shaped older employees' perspectives and RF Younger employees unanimously
and knowledge bearers. Older employees seek their expertise. In turn, older employees express a strong desire to foster
are loyal, experienced, knowledgeable, can learn about the contexts influencing intergenerational collaboration and
and industrious problem-solvers, and their younger employees' viewpoints. develop meaningful relationships with their

EMBRACING THE GENERATIONAL LEGACY — ACCOR 16

Broadening Horizons
in
There is simply no denying intergenerational
family travel is a very important part of the
leisure travel market today. With a greater
number of generations co-existing currently,
it is a natural evolution for extended families
to want to travel and enjoy experiences
together.

In fact, half of all consumers took a family

trip in the last year and almost half say When it comes to multigenerational travelers,
they have plans for a trip in the next it is definitely not a one-size-fits-all guest
12 months. Moreover, more than half experience. One of the key elements in hosting
of parents surveyed said they are planning multigenerational travelers is recognizing the
to travel with grandparents and children.(4) varying needs of several generations traveling
together. This audience is quick to report they
From a business perspective, this segment are not finding an abundance of services,
cannot be ignored. It presents incredible facilities, and experiences which properly
growth and revenue opportunities for satisfy their family’s needs.
hospitality overall, as the average length
of a US family vacation is 6.9 days and costs Research shows 68% of multigenerational
around $1,200 per person for domestic travelers want more bespoke offerings from
trips.(5) This growth in travel is also illustrative hospitality brands and express dissatisfaction
of a deeper trend extending beyond at what is currently available.(6) Additionally,
hospitality as well, with a number of more than two-thirds express significant
organizations which foster intergenerational difficulty in the planning process and report
bonding through various programs. they will abandon brands which don’t make
trips seamless. This presents a significant
opportunity for hotels to leverage the
increased market potential of this audience by
prioritizing all steps in the multigenerational
travel experience, from pre-trip planning and
booking to innovating offerings, experiences,
and facilities on-property. How can this look?

EMBRACING THE GENERATIONAL LEGACY — ACCOR 17

It could be anything from more spacious to gather for their meals. Hotels could take because it has become very clear the Hospitality Opportunities
and residential style villas to retrofitting this a step further by offering services such places that are successful in doing so,
existing accommodations with common as health advisors and professionals who will have enormous staying power. Travel Design multigenerational
spaces and a small kitchenette; adding anticipate multigenerational family needs planning company Black Tomato truly has bonding packages
outdoor spaces in moderate climates; and and wellness desires, technology to assist its finger on the pulse of this segment’s Incorporating elements and activities
ensuring there are private dining rooms in families in seamless planning, and curated needs by observing “What starts as a suitable for all ages such as culinary
the food and beverage outlets for families multigenerational activities both on- and passion point, evolves into something the workshops drawing from local traditions,
off-site. whole family can commit to experiencing technology detox retreats which encourage
together in their travels, bonding them in outdoor adventures, etc.
a meaningful way.”
Family-friendly offerings Create “memory making” trips
across the board Put into action, Accor’s ALL loyalty Whether exploring genealogy or a particular
program brings members access to cultural interest or sport, enable families
Mövenpick Hotels & Resorts excels unforgettable experiences and events for to participate in activities which result in
in providing seamless family travel Travel has always been a great connector. meaningful moments with loved ones of a tangible souvenir of some kind to take
experiences, meticulously catering People who visit new places and experience all ages, around shared passion points of home with them.
to multi-generational needs and intriguing cultures together become sports, entertainment and gastronomy.
ensuring that every stay is filled bonded in a significant way as a result. Upsell larger accommodations
with unforgettable memories. And now with family and intergenerational Ennismore’s Rixos Hotels brand has also Intergenerational guests equate to more
From adventure-themed rooms travel growing, this opportunity to share embraced the multigenerational family heads in beds and a greater requirement for
and engaging kids' clubs to premium incredible new places and experiences is market with a specific approach: “Making space. Rather than working to accommodate
villas and extensive leisure facilities, magnified. Interestingly enough, 54% of The Whole Family Happy Is A Culture everyone in standard guest rooms, add on
Mövenpick aims to create the perfect Millennials(7) now choose to travel with their Here.” Central to this philosophy is their villas and residences with upsell services like
backdrop for family connection. families to bond and create memories ‘Rixy’ kids club, which offers educational a private chef, nanny, and concierge to truly
In Vietnam, Mövenpick Waverly together — a desire which has increased and entertainment activities, like playing meet the needs of everyone.
Phu Quoc offers families the ultimate future potential since their participation musical instruments, painting, football,
comfort with three-bedroom villas is voluntary and not imposed by older dancing, and cooking. Adults are also
featuring a kitchenette, private pool, generations. catered to with sophisticated
spacious terrace, sea view, and direct entertainment options such as cabaret
beach access. This idyllic setting Families who share specific passions — shows, circus performances, talk shows,
ensures a memorable stay for every golf or tennis, hobbies, books, movies, the and live concerts. This diverse range of
member of the family. For those arts, etc. — can indulge those interests with activities ensures a memorable and
seeking both relaxation and bespoke travel itineraries enabling them to fulfilling stay for all family members.
an active vacation, Mövenpick Resort bond in new and more meaningful ways.
& Spa Fruške Terme in Serbia is the
perfect destination, that caters to We are now at a pivotal point where
all ages, with 12 pools featuring it behooves us as an industry to create
healing thermal water, mini golf, impactful intergenerational bonding
and tennis court. moments which appeal to this audience,
EMBRACING THE GENERATIONAL LEGACY — ACCOR 18
 The expression “everything old is new again” has stood the test of
time, and hospitality is no exception. With its rich legacy to draw upon
as inspiration for the experiences and offers of today and tomorrow,
we offer a snapshot below as an example of five key spheres of our
industry to illustrate the continued relevance of bridging the past,
present, and future.

Hospitality industry legacy brands Certain age-old culinary Today’s strong desire to be more
have a very significant attraction techniques are finding new life sustainable with building materials
for consumers due to their today. Fermentation is being Destinations building on their and energy usage is propelling
prestige, authenticity, and It is a very simple and powerful explored in new ways to offer legacy while reinventing themselves a renewed interest in utilizing
enduring success — an appeal act to enrich a guest interaction innovative food and drink to appeal to a new generation ancient materials and techniques
which shows no signs of waning by drawing on the wealth of experiences such as Boochmania of travelers. NPR notes Singapore is like rammed earth or “pisé,” which
anytime soon. Accor has 4 of the experience of the people engaging in San Francisco, which is a trendy considered “the 20th century's most dates back thousands of years
7 heritage hospitality brands with clients. As an example, when a temple to fermented food and successful development story,” and is popular again due to its
dating back more than a century: nature guide with 60+ years of drink. Additionally, Stanford evolving into one of the most sustainability, durability, and natural
Orient Express, Raffles, Fairmont experience at a resort engages in University has even conducted a influential leaders of the present in insulation properties. Materials like
and Pullman. riveting personal storytelling about five-week course entitled “From terms of international appeal based these can be considered as
encounters with wildlife in the Kombucha to Kimchi: A Hands-On on its rich history, cultural diversity, inspiration for building.
woods, connecting with guests Journey into the World of economic wealth, and pioneering
in a unique and memorable way. Fermentation.” green urban planning.(8)

EMBRACING THE GENERATIONAL LEGACY — ACCOR 19

Taking Time Together
as Never Before
We are witnessing a discernable shift in how people spend their time.
People are expressing — as well as acting upon — a desire to truly connect
with one another. They yearn to be part of a local community, feel connected Connection
to destinations, and embrace collective energy toward shared purposes, such
as wellness, relaxation, activism, or working toward the greater good. For the
hospitality industry, this means guests now view hotels, restaurants, event Community
venues, etc. through a new lens, seeking connections in various ways.
Whether around exclusivity or for a shared purpose to help a cause, people
today have a distinct need to connect and relate to one another.
Socialization

The New Private Socialization Coming Together to Do Good

The Connection to Local Just Got Deeper
Impact

We-time

Local

TAKING TIME TOGETHER AS NEVER BEFORE — ACCOR 20

The New Private themselves apart according to interest
and purpose – for example, Remedy Social
generations used to meet their dates
in the pub. Now they prefer to work out
is billed as the world’s first social wellness together in the gym.” We are also seeing a
club which focuses on enhancing health return to ancient wellness practices: the
and social life through human connection urban bathhouse. These bathing spaces
and self-care(3), or Orange Parnasse(4), a — no matter how you call them from a
private club focused on those interested in Roman thermae and Japanese sento to
digital and innovation in Paris, France. Turkish hammam or Russian banya —
According to Maslow’s Hierarchy of operate on a similar principle: providing
Needs, after the basic physiological needs Ennismore is behind the membership- a communal space for social interaction,
of food, water, shelter, safety, and security, based brand Working From_, a co-working cleanliness, and healing.(6) And these social
the next biggest requirement is for love concept, originally inspired by the comfy wellness concepts are also growing in the
and belonging. That sense of connection sofas at The Hoxton, which draws together hospitality space as well. An exciting new
and socialization between humans is like-minded entrepreneurs to a place to addition to this space is at Fairmont
incredibly important, and in our current work that feels like home, offering among Chateau Lake Louise in Canada, which will
culture we are witnessing this in our others daily wellness classes, a help- open its Icon social bathhouse in 2025.
leisure time as well as at work, where we yourself pantry, or even special rates for Fairmont Manchester in the UK has a 2,300
aim to spend time with like-minded The Hoxton rooms, restaurants and bars. square-meter membership wellness club
individuals and transform solitary practices also launching in 2025.
into social ones which enable us to
connect and enjoy the company of others.
Hoteliers have to understand there’s
nothing more social than fitness. When
As a society we want to take better control you talk about socialization of lobbies,
of our well-being. While we focus on our socialization of restaurants, and socialization
own individual well-being, we also want to of bars, you should think first of wellness areas.
Social clubs are big business and are having pursue wellness collectively. This is even
— EMLYN BROWN
a renaissance. Recent data shows roughly the biggest trend right now according to
Global Senior Vice President - WellBeing,
73%(1) of members use clubs to connect with recent findings from the Global Wellness Luxury & Lifestyle, Accor
friends, and the global private social club Summit: the development of new spaces
market is poised to reach an astounding and experiences which bring people
$35.8 billion by 2027.(2) The big draws of together in real life — creatively and with
social clubs are twofold: the exclusivity intention — where social connection is the
factor of being part of a restricted club as burning center of the concept.(5) Social
well as the fact the clubs bring together wellness clubs with different vibes and
like-minded individuals. price-points are growing, where group
bonding comes first and the wellness
Additionally, many social clubs are refining experiences serve as social icebreakers.
their membership focus in order to set As Accor’s Emlyn Brown notes, “Younger

TAKING TIME TOGETHER AS NEVER BEFORE — ACCOR 21

 lessons) to philanthropic activities Hospitality Opportunities
(working together within the local
Perhaps no area has recognized community for a cause). The C2 Expand or repurpose facilities to offer
the need for coming back together than collaboration with Pullman Paris private social spaces
the workplace. Montparnasse in France to create fully These can be marketed to residences,
immersive meetings and events has mixed-use buildings, and even offices who
Despite the rise of digital and the power become a model for this type of want to offer their residents and employees
and acceleration of technology for remote gathering, offering a space to inspire the private access to exclusive social spaces.
work and meetings, human connections are interchange of knowledge and ideas.
still essential for business. Digital is powerful, Enrich offerings with a private
but face-to-face is valuable. The coming Additionally, Pullman has launched
membership option
years will see an increasing number of Pullman Happenings which are
Boost pricing, revenue, and allure through
companies considering how they can forge experiential events including thought-
the exclusivity, customization, and privacy of
deeper connections and cement provoking and cultural talks and
a membership option for both locals and
relationships in their approach to meetings entertainment, to further deliver these
guests alike for regular hotel facilities (spa,
and group functions. In addition to unique experiences.
entertainment, food and beverage, etc.).
quantifiable ROI (return on investment),
such as closing deals, companies are also Focus on connected experiences
now seeking positive ROX (return on From enriching meeting offerings for
experience) to reinforce a sense of planners to engaging solo travelers, create
belonging and deliver valuable experiences. socialization and bonding experiences like
As an example, PWC in Australia created cooking lessons, cocktail demonstrations,
a festival-like incentive program to increase and other activities where they can join a
the sense of belonging. “The Outside” was group and connect to others.
held over five weeks with 2,700 people
attending and gaining skills to be future Capitalize on the social trend in wellness
leaders in a setting that was an immersive Revisit wellness offerings to create
and highly experiential learning occasion. communal experiences in terms of group
classes as well as other experiential elements
Herein lies great opportunity for the where like-minded individuals can bond
meetings and events business within over their shared desire to work on wellness.
hospitality as meeting planners are Make socialization a priority when
increasingly booking more meetings which (re)designing spa and fitness areas.
incorporate non- business sessions into
their agendas to drive collaboration and
company culture, as well as create
community and connection including
social events (painting classes and cooking

TAKING TIME TOGETHER AS NEVER BEFORE — ACCOR 22

 Supporting social change
through music
Coming Together ibis RockCorps is a unique initiative,

to using music as a catalyst for social

change by bringing together people
from all walks of life to work hand-
in-hand toward a more united and
supportive society. For the 2024
edition, people were invited to give
four hours of their time to a civic
project and volunteers were then
A movement has emerged known as given a ticket to attend the RockCorps
“impact travel”: the positive effect people France concert which featured
performances by leading rap stars. Many businesses are now operating with
can have on the local community,
a model for the business to bring people
environment, and culture when visiting
together — both as Talent and patrons —
a destination. According to the American
with the shared purpose of doing good for
Express Travel global trend report, 78% of
Environmental and social challenges the local community in some way.
travelers want to have a positive impact on
the community they are visiting(7) and for are inseparable — they are two sides
of the same coin. I am convinced that there This community-focused priority is a very
81% this means making sure the money
can be no valid solutions to environmental enticing way to create connection and is
they spend while traveling goes back to
challenges without a strong social being realized in a number of ways.
the local community.(8)
response, which is why at Accor, people and
For the travel and hospitality industry, nature are the driving forces behind all of The Starbucks’ Community Stores(9) is a model
this focus of impact travel relies on social- our actions — both in operations and at for disadvantaged neighborhoods in a number
led instead of product-led experiences. every stage of our value chain. Our team of cities.(10) They are designed to embrace the
People want their explorations around members are the lifeblood of Accor and unique culture of each area, characterize the
the world to forge deeper human enable us to progress and become better. needs of each neighborhood, and are also
connections, and make a positive One example is Accor’s ‘Heartists® for Good,’ dedicated to working with organizations
and regenerative impact on the local a unique initiative in our French corporate which have a proven track record of creating
communities and environment they visit. headquarters encouraging our employees progress for these types of communities.
Hotels which can foster connections for to engage by allocating one day per year These types of spaces which contribute to the
guests to make a difference in the local for volunteer activities during their working revitalization of local neighborhoods and
community will definitely have an hours for a cause dear to their heart. All of economies serve to anchor entrepreneurial
edge as impact travelers consider where this contributes to why Accor is at the communities and influence the urban
to stay. It also applies to the local area forefront of the transformation of the hotel economic and physical landscape.(11) In the
where residents want to gather at places industry, working to make an active hospitality space, Fairmont Mount Kenya has
which support initiatives for community contribution to the environment and society. created a very unique culture committed to
improvements. the local community.
— BRUNE POIRSON
Chief Sustainability Officer, Accor
TAKING TIME TOGETHER AS NEVER BEFORE — ACCOR 23
 How hospitality can
contribute to impact
With a wide variety of initiatives, some of which organizes month-long coworking Hospitality Opportunities
and regenerate travel
its give-back programs include free medical retreats in lesser-known corners of Italy
checks for underprivileged individuals, where villages are at risk of extinction.(14) As regenerative travel becomes a Design regenerative and inclusive
grants of land to local women, and tree The hope is that these digital nomads growing trend, with travelers who travel experiences
planting to beautify the community. In a with money to spend will help reinvigorate want to care for a destination and Offer the opportunity to participate in
similar vein, the Mövenpick Resort Petra in struggling economies. Organizations like leave it better in some way, hotel programs which encourage guests to leave
Jordan, designed a 3,000 square-meter Pack for a Purpose encourage travelers to brands are also taking action here, a positive footprint, give back, and immerse
garden for the local community to use. It is use available space in their luggage to doing their part to make an impact themselves more closely in the local
also managed by the community thereby provide needed supplies to the communities as well as offering guests the community.
providing employment. they visit(15). And at the hospitality level, opportunity to play an active role
an example of a larger company with the during their hotel stays. With Raise awareness for community needs
ambition to support clients in their choices balance at the core of the brand, Liaise with the community, local partners,
and their desire to act, based on the Novotel has unveiled a significant and possibly even NGO organizations to
philosophy that every gesture, however partnership with the WWF participate in revitalization projects where
small, counts is Accor’s ALL loyalty program (World Wide Fund For Nature) to tourism is used as a strength for economic
We now exist at a time when people are
partnership with Captain Cause, which champion the protection and and social renewal.
considering vacations to destinations which
enable ALL members to transform their restoration of the world’s oceans,
involve a more proactive and intentional
reward points into donations to associations the source of balance for the planet, Drive off-season business as a means
journey — what many call “regenerative
via the Captain Cause platform, to support through science-based action and to give back to their community
travel.” According to the World Travel &
causes important to them. conservation projects. In addition, Many local communities rely on tourism;
Tourism Council, regenerative travel goes
beyond helping to conserve a destination WWF is providing technical therefore, hotels which can drive tourism
Travelers are increasingly conscious expertise to Novotel by helping its during these off-peak periods can help
and instead, inspires visitors to impact the
of their environmental impact and 580 hotels worldwide to have a bring more revenue into the community.
destination positively.(12)
the communities they visit, and are seeking positive impact on the ocean
The focus is on social-led rather than experiences that leave a positive impact through a variety of programs Foster Talent support of the local area
product-led experiences designed to forge and brands that align with this philosophy. including raising awareness of Lead by example through employee
deeper human connections, give back to Through its powerful and diversified the world’s oceans, advancing Volunteer Time Off (VTO) policies which
local communities, and consider the brand portfolio, Accor has a unique sustainable seafood policies, and encourage employees to volunteer in
environmental and social impact of their opportunity to increase awareness and educating guests, hotel teams, and community projects, use their culinary skills
travels. In a survey by Economist Impact(13), inspire change, championing positive social local communities through lectures to feed those in need, educational
67% of participants note the impact on the and environmental impact through an and other activities on the necessity programs, and more.
local community is a major consideration incredible range of actions, from Novotel’s of ocean conservation and how to
when making travel arrangements. An ocean protection partnership with the WWF positively contribute.(16)
example of regenerative travel put into to ibis RockCorps initiative. Our brands and
action is Tourism New Zealand, which invites teams have a responsibility to take action
all visitors to take the Tiaki promise: a and have a positive impact.
promise to care for the people, the culture, — KARELLE LAMOUCHE
the land, the sea, and nature of the country. Global Chief Commercial Officer,
Another interesting example is Kino Italy, Premium, Midscale & Economy, Accor
TAKING TIME TOGETHER AS NEVER BEFORE — ACCOR 24
 Time travel: New ways

The Connection to
to discover local

Finding new ways to give visitors

Just a way to make an authentic local

connection is also being achieved
Approximately 79% of Gen Z and Millennials
agree they would love to partake in a day in
through the creative, out-of-the-box the life of locals in the destination they are
approach of time travel, enabling visiting.(17)
people to see the destination at
key periods in history: Not surprisingly, the hashtags for #houseswap
and #homeswap have garnered more than
• The Time Machine by NHK Enterprise 23 and 20 million views respectively on
to take people back to the 1964 Tokyo TikTok. A company called Twin City, which
Olympics.(18) operates in Lisbon, Los Angeles, and other
• Destinations in Ireland offer cities has curated a community of users
Travel has always been about discovering where members can connect through
augmented reality (AR) experiences
new places and cultures, but we are now to show the culture and history of the digital platform to exchange local city
seeing a significant yearning for people to other times.(19) recommendations and swap their homes.
use their travel time to have a more
• Sculpteurs de Rêves creates immersion
authentic local experience. Another interesting example of this desire
experiences in France, for example The
Apaches de Paris to relive a bar during to live like a local is in enjoying the everyday
In a recent study, 85% of travelers said they the period of the ganges of the Belle experiences of residents, as with the Tsukiji
want to visit a place where they can truly Epoque and Gatsby à Nice.(20) fish market in Tokyo, which has now become
experience the local culture.(17) It’s no longer a bonafide tourist attraction as visitors to the
• Titanic Experience in Cobh – visitors
just about seeing the top tourist sights, but get to experience what life was like on city seek the opportunity to spend time doing
rather having a more genuine interaction April 11, 1912 in the busy harbor town things local residents do. In the hospitality
with the destination and its people. On the of Queenstown (now known as Cobh), industry, Mercure is tying into this trend with
popular Apple TV series, “The Reluctant Titanic’s last port of call before its Discover Local programming, allowing
heading to New York.(21)
Traveler with Eugene Levy,” he travels to hotels to give artisans and suppliers a
off-the-beaten spots around the world to platform to connect with travelers while
meet with artisanal farmers and attend offering a more in-depth and dynamic guest
traditional local festivals to see real life in experience. Whether it’s enjoying local wines
these locations versus the top sites and from Jura Vineyard at Mercure Kraków Stare
attractions. And the hospitality industry Miasto in Poland or participating in regional
is honing in on this desire to experience cooking classes and environmental initiatives
something authentic, increasingly at Mercure Iguazu Hotel Iru in Argentina,
connecting guests and travelers to the guests are invited to dive into the heart of
destination as well as bring insider’s insights each destination, creating memorable and
on habits, expertise, and skills which may authentic travel experiences.
be unique to the area.

TAKING TIME TOGETHER AS NEVER BEFORE — ACCOR 25

 It is incredibly important for global Staycations, in fact, continue to grow in Hospitality Opportunities
brands to have local resonance — popularity and the staycation market is
both for business success and guest estimated to reach around US$ 758.1
Offer local cultural and daily
satisfaction. A dedicated focus and million by 2033.(23) Why is it that the only
experiences discoveries
understanding of the local market in time we become a tourist in our own city
Foster opportunities for guests to witness
which a hotel operates has become or town is when we are hosting visitors
the area’s culture and daily experiences of
increasingly vital in the global hospitality and then we marvel at some interesting
residents to gain deeper insights.
industry, and through our leading brands exhibits or cultural experiences right
such as Mercure, Accor is committed to under our own nose that we never took
Be the gateway to the community
fostering the connections between our the time to discover? But this is all
with local partnerships
brands and the local communities changing. People are exploring closer to
Work with local DMCs, form partnerships,
around them, enhancing the authenticity home for a variety of reasons ranging from
and offer local tours and other experiences
of the guest experience as well as a desire to be more eco-minded and
which showcase local artisans and
optimizing operations for our owners. sustainable as well as a simple curiosity to
performers to help guests connect
find out what they’ve been missing and
— KARELLE LAMOUCHE more deeply with the destination while
Global Chief Commercial Officer,
make stronger connections with their
supporting local businesses.
Premium, Midscale & Economy, Accor home community.

Create a new reason to stay local

Interestingly enough, many travelers today
Design new stay experiences for local
are now focused on what’s above them
guests to want to stay at the hotel by
instead of what’s across the world from
enriching offers with cultural opportunities
them. Astrotourism has surged over the
and other way to immerse themselves
past few years as people become more
in the community.
interested in solar eclipses and starlit skies
which can, quite often, be experienced
Incorporate local experiences into
simply by traveling short distances from the
meetings and events offerings
big city to a clear night sky without light
Provide hands-on experiences with local
pollution. This desire to travel closer to
cultures (short local craft workshop, tasting
home and in new ways is also facilitated
of local delicacies, etc. to infuse the
through a proliferation of apps like
destination into the meeting) as well as
There’s a new movement afoot called Park4night and Vanlife which assist people
enable meeting and conference groups
“Proximity Tourism.” According to taking road trips in finding a great place to
to contribute time to a local cause.
sociologist Jean-Didier Urbain, Proximity park that is close by to them. The business
Tourism offers “an exoticism of its own. It potential to help local residents see their
opens our eyes to the usual. It’s about hometown or near destinations in a new
building connections. We are only half a way is enormous, including the ability to
traveler if we only know what is at the promote off-the-beaten track spots which
distance. Far, near, it’s the front and back may have never been taken seriously as an
of the same coin.”(22) actual tourism destination before.
TAKING TIME TOGETHER AS NEVER BEFORE — ACCOR 26
Welcoming the
Blended Living Movement
Welcome to the age of fluid living. How we spend our time has vastly changed.
There used to be clear-cut blocks of work time and play and relaxation time, but
the lines have now blurred. While the concept of “bleisure” has been apparent
for quite a few years now, the practice is becoming more deeply ingrained into Bleisure
our everyday lives as we take a more flexible and fluid approach to time. While at
hotels, guests effortlessly move from moments of leisure to business and back
again as they see fit. And they now expect the places they stay to more easily Design
accommodate their variable needs. As a result, we are witnessing structural
impacts, as well as effects on design, operations, and revenue streams.
The times for hospitality are indeed changing.
Digital Nomads

Thinking Design for Blended Living Leveraging the Business Opportunities

of Fluid Living Hybrid Work

Flexibility

Work-life Balance

WELCOMING THE BLENDED LIVING MOVEMENT — ACCOR 27

Thinking Design Hospitality Opportunities

for New mindsets bring exciting new

Ease co-working
Introduce co-working spaces (can increase
RevPAR by up to 10%) or blend the function
opportunities. To think outside of the box
into the design, to be adaptable and flexible
— or guest room in this case — and
and accommodate blended living by guests
conceive a new design for fluid living.
and attract locals.
This brings about the potential to
incorporate a wide variety of features to
accommodate shifting lifestyles. Create adaptive spaces for longer stays
To address space fatigue, consider adding
For example, in creating spaces for longer more square footage to accommodations,
Recent research shows how these shifts are biophilic design for aesthetics, wellness, and
stays, we might want to address the
impacting hospitality: According to an Accor local flavor, and furniture with multiple uses.
senses including biophilic design, colors,
survey among their international client
and scent. Accommodations can also
database, 50% of guests have already
become multifunctional— integrating Adapt food and beverage spaces
experienced extended stay or are planning
a small kitchen, a quiet spot to work, and According to the fit with the F&B concept,
to do so, while a 2024 Skift research reports
flexible design for video calls so the bed consider adding communal tables
a 72% year-to-year increase in blended travel
isn’t visible behind the desk. Zoom- enabling guests and locals to interact as
bookings.(1)
friendly lighting is among the top well as private spaces for meetings,
Business travelers are also taking longer requests Mexico City-based designer Olga encounters and special occasions.
trips, with Amex GBT data noting many Hanono has been fielding, leading her to
prefer more spacious suites with full explore new fixtures — and to experiment Design spaces with multiple purposes
kitchen and on-site guest laundry.(2) So with their placement. She said the Repurpose a break-out room when not in
what does this potentially mean for the traditional formula for lights, a bed, and use for a conference as a co-working
hospitality industry, how we approach our workstations have all been turned on their space. Having flexibility with spaces
spaces, and whether our current facilities head with the rise in guests partaking in enables a variety of target audiences,
are suitable for the new demands blended travel. “We don’t want our desks usage, and business opportunities.
of our guests? How can we capture the facing the wall and the laptop camera to
opportunities that can emerge, reframing face the bed. There are new needs and Offer video friendly spaces
our view on accommodations, considering activities to embrace and incorporate Create a designed area for video
adaptations that need to be made for these days.”(3) Taking it one step farther, conferencing with no music, partitioned
real-time usage, as well as innovating and long-term usage spaces might also enable areas for video calls, nice backdrops, etc. for
addressing a variety of challenges including guest personalization to add in a fun locals and guests to use when they need to
space fatigue and flexibility for the different element of their own style. Evolving the take care of business.
requirements of constant fluidity? design and experience can bring new
opportunities to reinvent hospitality in
imaginative new ways.

WELCOMING THE BLENDED LIVING MOVEMENT — ACCOR 28

 limit the experience and mindset of
(ultra) luxury hotel design.

DP Hybridization is a consequence of how

Designing for the New Ways We Live, DP We are no longer designing hotels by people live today. We move from creating
Work, and Travel function. Instead we are putting guest
expectations at the heart of the design
spaces by function to enabling different
atmospheres in one space; thereby giving
process, mixing all different functionalities guests the freedom to choose the best
as a starting point, and putting creativity at place to do what they want to do: be it
the forefront of the design process to relaxing, eating, and connecting with
challenge the status quo. people depending on their mood, the
people they meet, etc.
ABO For the luxury traveler, creating a
unique curated ambiance and in line with
the brand DNA is paramount to the
function of all spaces. We want to ensure
spaces are designed for a variety of
purposes, yet, we don’t want something DP Designs now integrate all of the
generic. At Fairmont Royal York in Toronto, elements for quality working conditions:
for example, the vision was to create ergonomic comfort, lighting, WiFi, and the
something bold and inviting, with a very latest technologies to create an experience
exclusive mood. The focal point is a gigantic which goes beyond the basics with other
clock which is the entry to the Clock bar, amenities like food and beverage adapted to
Hotel design is at a pivotal point in this moment in time. reception, a seating/ waiting area, and a this specific usage. For our guests, the hotel
hidden speakeasy and restaurant. becomes a place to meet and connect with
For a property to attract and accommodate the growing people. Our hotels are inspired by their
number of individuals who enjoy blended living (different location, sense of place, and environment
moments of work, play, family, solo, group travel, etc.), it needs to provide a unique atmosphere reflective of
to be reimagined and reconfigured. But where do we start? the city and its architecture, materials,
movements, community, and neighborhood.
ABO We are breaking with the principles of Guests are not only coming into our hotels
Accor design leaders Damien Perrot, Global Chief Design, traditional hotel design to fashion innovative because they are a good place to work, but
Technical Services & Innovation Officer for Premium, Midscale spaces and thoughtful ambiances, keeping because the overall experience is very
& Economy brands, and Anne Becker Olins, Global Chief in mind that the most natural approach is appealing.
usually the most successful. Ideally, it is our
Design & Technical Services Officer for Ultra Luxury & Luxury philosophy to provide guests with the ABO In the world of (ultra) luxury hotel
sat down to discuss what this means for hotels and how Accor freedom to move around like someone in a design, the aspect of remote work is leaning
thinks about the use of spaces and design going forward. private house. Any barriers or restrictions will more toward exceptional working facilities

WELCOMING THE BLENDED LIVING MOVEMENT — ACCOR 29

 (professional desk or proper office) in the travelers and locals feel welcome to come in people are being more fluid — very easily
The future of hotel design
room and impromptu meeting spaces which and experience unique hotels. The ibis moving between work and leisure — this
is here
are inclusive and exclusive at the same time. concepts have a transparent façade, which could actually manifest in an extreme way by
It is crucial for design to be enhanced by the is a good example of how we open the hotel blurring the lines between private homes and
The Pullman Singapore Orchard hotel
right level of service. This means service is to the city, make it very approachable, and hotels. We can quite possibly see a time in the
recently unveiled an experimental
attentive yet discrete, with complete then locals feel welcome to come in. future where people might have a private
initiative: The Transforming Room.
awareness of the guest needs when he/she is The Metro concept for Novotel makes the home in one place, but then spend a great deal
Understanding the constant
in work mode. At Fairmont Doha, exquisite pavement continue inside the hotel interior of their time in a hotel or hotels in different
evolution of the world, Pullman
pods are present in the lobby (featuring to invite locals to spend time in the hotel. destinations for the rest of the year or
knows the ways in which people
plugs, multiple seating, and tables inside), The Metro concept exterior bar for Novotel significant portions of it.
travel, collaborate, ideate, and
which can be accessed at any time with no is also a good illustration of how travelers
connect have changed as well.
reservation required. The hotel team and locals can intermingle and foster DP I’ll make a provocative prediction:
This innovative concept room focuses
members will simply come by to propose connections in our hotels’ public spaces. in the 2040s, many people will choose to live
on the blended needs of today’s
beverages if someone would like them. in hotels instead of apartments.
traveler – one space designed to be
a place to meet, work, relax, and sleep. Another key for us in anchoring a property
Through multi-sensory design, to the location is through biophilic To give you an example, today, in your
all functions of the room can be design which is incorporated across all apartment, you may have a dining room, and
customized and adjusted by the brands, not just Luxury or Premium, but you invite people to come and share a meal at
guests using a proprietary app. also for Economy and Midscale brands. your home maybe once a week or once a
They can opt for a restorative sleep, The Novotel Living Almaty Jetisu in month. Do you need those dining-room square
ABO It is gratifying to realize how the Kazakhstan is an incredible example meters every day? No. So you don’t need such
a sensorial wake-up, a fitness and
design can indeed create a connection where we have floor-to-ceiling windows a big apartment. You can actually live in a
mindfulness experience or decide to
with the local community. This is best which look outside to trees — the green smaller apartment as long as you are able to
transform the room into a perfect
achieved through genuine collaboration leaves become the fourth wall just get certain services when you need them. A
private dining room or work lunch
and integration by utilizing local materials, beyond the glass. This type of design hotel can definitely meet those needs. Twenty
area. Intuitive scent playlists,
craftsmanship, furniture, art, and enhances the guest experience, increases years from now, the design and architecture of
varied lighting, and accessories
accessories, produce and local ingredients well-being, and optimizes energy hotels will go a step beyond biophilic design
complement the technology to
in the cuisine, cultural elements for consumption and the carbon footprint. which will completely shape the future of
elevate the experience.
entertainment, and training of local hospitality. A range of technologies, many
employees to work in the hotel. of which already exist today, will also be
integrated into hotels in order to make them
Integrating biophilic design to bring local self-sufficient.
nature to the inside of the spaces is also
key — emphasizing not just plants, but ABO Hotels, particularly for the luxury
the air quality, scents, and impact of audience, will be a very alluring alternative
natural lighting. to private residences, and clearly a
departure from the current way of thinking
DP Our goal is to bring the interior hotel about individual homes. With the new
experience outside, in order to make both developments in blended living and how

WELCOMING THE BLENDED LIVING MOVEMENT — ACCOR 30

 offerings and packages which incorporate
Leveraging the elements for seamless blended living are a
perfect start. Hotels can – and already are —
creating packages specifically for long-term
stays and digital nomads — which prove
to be incredibly helpful during low season and
need periods. Making them available through
booking websites like Nomad Stays(4) which
targets this market are also additional
channel to drive revenue, with a growing
number of hotels capturing this by offering
Change always offers great opportunity long-term bookings on their websites as well
— if you view it as such. Now that this as via OTA websites to target the digital
mindset of more fluid and blended living is nomad who is interested in more than the
ingrained in society and has become the typical one-week stay.
new norm, the business and development
opportunities to capitalize on these shifts Another opportunity in this increasingly fluid
are significant. As an industry, we are living world is to capitalize on the full digital
now presented with additional avenues ecosystem, in particular on the mobile phone
to sell and upsell hotels with exciting new – the indispensable tool for nomadic travelers
facilities, services, and features, as well as to – to drive bookings and build the client
integrate these shifts in guest desires and relationship. Customers benefit from the ease
behavior to develop entirely new styles of and choice of the type of content, the
properties. communication channel and the frequency
and time of communication – a strategy
implemented on the ALL.com website and
app, with significant double-digit revenue
increases.

As we navigate this shift in global lifestyles

— particularly how and where people
choose to spend their time and the novel
ability to work anywhere while combining
business and leisure activities in a single Alternative commercialization strategies
hotel stay — the hospitality industry to drive added revenue are growing, including
has become increasingly attuned to subscription models and membership usage
opportunities to capture new audiences systems aimed at this new breed of traveler. In
and generate additional revenue. Basic fact, the “subscription economy” is set to grow
additions like creating new service to $1.5 trillion by 2025, more than double its

WELCOMING THE BLENDED LIVING MOVEMENT — ACCOR 31

estimated worth in 2021.(5) More and more down, and hotels can now, more than ever, A prime example of innovation in this area is
hospitality and travel brands are looking at capitalize on this shift to become “living Accor One Living, an industry-first 360º Hospitality Opportunities
this model to retain high-value clients and hubs” – with the addition of entertainment platform focused on the development,
drive revenue. For example, the Accor ALL venues with vibrant food & beverage design, and operation of mixed-use projects Expand commercialization models
Plus subscription cards offer a tailored offerings, coworking and wellness facilities, and branded homeowner communities. Subscription models will boost income on
portfolio to align to market specificities and as well as extended stay opportunities in Launched in 2023, and now supporting 25 a regular basis and drive loyalty.
best meet global and local travel needs, the same spirit of flexibility. Camil Yazbeck, distinct brands, it leverages Accor’s decades
and offer two value boosters – greater Global Chief Development Office, Premium, long experience in this space – via Identify outlets and experiences
discounts and status accelerator – ensuring Midscale & Economy, Accor, notes, “At pioneering brands such as Fairmont and to expand and enrich
clients receive the best value and feel more Accor, for example, our fully integrated Raffles – to bring branded residential Food, beverage, and entertainment outlets
valued. Another example is Ennismore’s and holistic hospitality ecosystem is communities to life through architecture provide opportunities to capitalize on the
Dis-loyalty travel & food membership, a particularly valued by hotel owners and and design, facilities and amenities, shifting habits of locals and guests alike
paid-for subscription which gives all its investors. It offers a way to unlock experiences and global recognition. Tapping encouraging more frequent and longer
members, instant access to discounts on significant value, optimize revenue into this new hospitality sector promises visits, as well as more high-value spends.
hotels, food and beverage, and more at a opportunities and diversify investment risk exciting opportunities for future growth and
curated set of 90+ hotels and 175+ through a differentiated service offering value creation opportunities for investors. Capture the opportunities in mixed-use
restaurants and bars around the world – which caters to traveler needs and meets development
with bigger discounts for staying market demand.” This is a time of exciting growth This business segment provides opportunity
somewhere new. A variety of travel brands for the hospitality industry. Affluent for value creation, helping to minimize any
have expanded into the subscription customers today are seeking more diverse potential financial risk as the variety of
service model of late, including Wizz Air, lifestyle offerings - enriching experiences, facilities — including residential, co-working,
and Destination Clubs like Inspirato. and services, vibrant food & drink venues, and private clubs — offer stable revenue
These shifts also create a favorable and social spaces - that far go beyond streams and significant upside.
environment to further reinforce the growth the traditional hotel offering. This includes
of mixed-use development – where living, branded residences, a rapidly growing
working, and leisure intersect –, creating and in-demand hospitality category. Accor
new opportunities for hotel companies, is leading the way with some of the world's
investors and homebuyers alike. According most compelling branded residences
to a recent report by JLL, mixed-use projects, such as The OWO Residences by
developments are a demonstrated source Raffles in London, while Accor One Living,
of added revenue potential for investors our industry-first platform, is dedicated to
and developers, and command a rental helping our partners develop and operate
premium of up to 20% as compared to homeowner communities, opening up
The growing appeal of a hybrid lifestyle single-use buildings. Branded residences a whole new dimension of opportunity
and fluid living is creating significant are the most popular element of mixed-use alongside our extraordinary hotel brands.
opportunities for hospitality across the development, growing 160% globally over
— AGNÈS ROQUEFORT
board, with people increasingly seeking the last decade. By the end of 2023, about
Global Chief Development Officer,
versatility in hotel services and experiences 1,300 projects existed worldwide, with
Luxury & Lifestyle, Accor
to create a perfect base for both work and hotel-branded residences making up 82%
play. This trend shows no sign of slowing of these projects.(7)
WELCOMING THE BLENDED LIVING MOVEMENT — ACCOR 32
Protecting the
Future Now
The future is NOW. As a society, we are acknowledging climate change and the
impact of our actions on the environment and people. We are acutely aware of
our role as caretakers of the planet, making changes for future generations. The Sustainable Hospitality
hospitality industry can play a key role by transforming its activities holistically,
including investing, building, and limiting operational impact. The sector has
made great strides, and sustainable hospitality's path forward includes actions Hotel Development
with long-term positive effects from more environmentally minded construction
and renovations, to integrating local communities and ecosystems.
Eco-conception
Hotel Development for Long-Term Impact The Path to Sustainable Operations
Imagining the Sustainable Hotel of the Future
Regenerative Practices

Long-term Impact

Natural Resources

PROTECTING THE FUTURE NOW — ACCOR 33

 Accor’s greet brand began
A cwith
c o r ’ s ag sustainable
r e e t b r a n d bmindset
egan
Hotel Development with a sustainable mindset
Imagine creating a hotel
for I mbrand
a g i n e from
b r awith
c r e a t the
n d f ar ofocus
m t h eon
i n g aground
hotel up
g rsustainability.
ound up
w i tAccor’s
h a f o c ugreets o n brandsustainability.
was
A c conceived
c o r ’ s G r e e tto b rprovide
a n d w a sa
When one-third of the global
population doesn’t have access to c o long-term
n c e i v e d to solution
p r o v i d e afor
clean water, we cannot continue to l o nimpact
g - t e r min s oterms
l u t i o nof fororiginal
create hotels as before. i mhotel
p a c t idevelopment.
n t e r m s of or iggreet inal
h o operates
t e l d e v e l ounder
p m e n ta. circular
Gr e e t
— SÉBASTIEN BAZIN
Chairman and CEO, Accor
o p economy
e r a t e s u n dapproach
e r a circular and
e c gives
o n o m ay second
a p p r o a cleaseh a n don life
g i vto
e sfurniture
a s e c o n dand l e a sobjects.
e o n life
to The
fur nbrand’s
it ur e s a nphilosophy
d objects. is to
T h better
e b r a n dmanage
’ s p h i l o sresources
o p h y is to and
be avoid
t t e r mthea n aproduction
g e r e s o u r c eof s anew
nd
Adopting a long-term sustainability mindset a v omaterials
i d t h e p r oand d u cproducts
t i o n of n ewhen
w
represents a growing shift and opportunity. m aitt eisr inot
a l s aabsolutely
n d p r o d u cnecessary
ts when
Encouraging a focus on enduring impact for it isbyn o t a b s o l u t e l y nrecycle,
ecessary
incorporating
each new project is a strategic way to remedy b y reuse,
i n c o r pand
o r a tuplifting.
i n g recycle,
environmental stakes and can also open up
reuse, a n d uplifting.
new avenues to manage and operate more
effectively. In fact, a recent study found 73%
of organizations have seen an improvement
in revenue growth due to the implementation
Sustainability in hospitality isn’t just
of sustainable product design strategies.(1)
an ethical choice; it’s a financially
Furthermore, an internal Accor study, smart one that represents a return on
conducted in 2022 shows that 64% of hotel equity opportunity for investors. Prioritizing
owners expect sustainability to have a positive sustainability enables investors to safeguard
impact on their business soon. Looking ahead, against regulatory risk and future-proof
our industry has the opportunity to think hotel their investment. A recent study even
development differently - versatile building reveals that 79% of investors regard ESG
structures, renovations, eco-construction, risks as crucial in their decision-making.(2)
location, and integration into the local — CAMIL YAZBECK
community’s needs - thus offering a more Global Chief Development Officer
sustainable business model. Premium, Midscale & Economy, Accor

PROTECTING THE FUTURE NOW — ACCOR 34

 ESG is at the heart of Accor’s Another example of developing for the Julia Watson, design activist, and a leading
development strategy and long-term is embodied in Saudi Arabia’s expert of Lo —TEK nature-based technologies
contributes to building the premium asset Red Sea hotel projects. Aligning with the for climate-resilience — is a fan of “native
value and attractivity of hotels in the luxury KSA Vision 2030 for more sustainable technologies” in construction. Julia believes
sector. Collectively, as brand operators, development and a thriving economy they “are really intelligent(3) and capture the
owners and investors, we must embrace where everyone has the opportunity to DNA of the ecosystem and communities.
the opportunity to be innovative leaders succeed, at the Red Sea development Accor What’s incredibly sophisticated is a
from an environmental and social is developing its hotel experiences, technology shaped by man and nature
perspective. Be proud to play a major role partnering with The Red Sea Development working together.” She is a proponent of
in shaping the future of our planet. Company, a regenerative tourism project design strategies which take into account
along Saudi Arabia’s west coast with an aim the potential natural constraints of a location
— AGNÈS ROQUEFORT
of diversifying the Saudi economy away (heavy rainfall, flooding, intense drought)
Global Chief Development Officer,
Luxury & Lifestyle, Accor from fossil fuels to enable the entire site to to utilize adapted design and construction
be powered by renewable energy sources. style and techniques.
The project’s developer has also established
a million square-meter Landscape Nursery, Another type of eco-conscious building
the largest in the Middle East, which is is JO&JOE Vienna, a brand that is part of
operated by about 350 workers (40% of Ennismore, which has been awarded
A desire to build more mindfully provides which are Saudi Arabian) and provides a Greenpass Platinum Certificate. The
an incredible opportunity for creativity and 30 million plants for #TheRedSea and structure incorporates various eco-friendly
innovation. What if we were to embrace #AMAALA tourism destinations. features, including photovoltaic panels on
the location? the rooftop, special glass panels to prevent
overheating, and 160 trees on the building
For example, before beginning to cool down the area 1.5° in summer and
construction on an undeveloped site convert 3.3 tons of carbon dioxide yearly.
abundant with natural resources, hotels There is a growing importance of
can partner with biologists to map out all eco-conception — designing and building
of the endangered flora on the property a structure with a mindset of incorporating
and also with zoologists to identify the sustainable and eco-friendly solutions
fauna living in the area and determine the and materials from the outset. With
conditions needed to preserve their eco- eco-conception, the building materials, There is incredible potential and promising
system. Sometimes this means building structure, and internal mechanics can have opportunities in reimagining existing buildings
raised villas or houses to disturb the earth as much of a “wow” effect and provide a key for long-term sustainable use. One of the key
as little as possible. Taking it one step opportunity to develop hotels sustainably trends in hotel development today as the
further, those partners can design a for the long-term. sector transforms for the future, is an
reintroduction plan for local fauna and increasing focus on conversions. Indeed, more
flora which disappeared as a result of the For example, using traditional native design than 40% of Accor’s new projects signed are
construction and need help to re-establish is increasingly becoming a critical focus of conversions, and a number of Accor’s most
themselves. a sustainable approach to hotel development. recent brand creations focus on conversions

PROTECTING THE FUTURE NOW — ACCOR 35

conversions including Emblems and
Handwritten as well as existing brands Hospitality Opportunities
such as Mercure. To cite another example
of the strong potential which lies in Consider how development choices can
conversions, a historical apartment positively influence the local ecosystem
building in Krakow, Poland was Select projects and locations which have
transformed into the country’s first vegan a positive impact on the local community
aparthotel embodying sustainability in and environment and be willing to walk away
every aspect including climate-neutral from those which don’t comply.
marmoleum flooring (made from recycled
content like wood flour and renewable Work with and support like-minded partners
materials like linseed oil), recycled carpets, Accompany and participate with owners,
repurposed textiles, fabrics containing operating companies, brands, and groups
wool blends, and waxes sourced from committed to long-term relationships, strong
beeswax.(4) innovation, and integration of sustainable
practices.
Fairmont Royal York in Toronto, Canada
is now a Zero Carbon Building, but it didn’t
start out that way. This legacy property Think conversion
underwent a comprehensive renovation Develop strong conversion brand propositions,
and decarbonization, bringing it from the with the brands and offers to facilitate
past into the future transforming the hotel conversion.
into a leader in sustainable hospitality,
with the aim of reducing its carbon Choose eco-friendly materials
emissions by 80% through better control Opt for eco-conception and construction with
and electrification. This case study is an sustainable materials and energy- efficient
important model for the future of green designs in new hotels or renovations.
building and showcases how eco-
responsibility can be achieved even Work toward sustainability certifications
in historic buildings. Aim for certifications like LEED (Leadership
in Energy and Environmental Design) and
BREEAM (Building Research Establishment
Environmental Assessment Method) to
demonstrate a property’s commitment
to being future forward.

PROTECTING THE FUTURE NOW — ACCOR 36

 Accor’s greet brand b e g a n
The Path to with a sustainable mindset

The hospitality industry

demonstrated, quite remarkably,
that it could indeed change in order to
meet short- and medium-term ESG goals —
perhaps far beyond anyone’s expectations.
According to the United Nations, we But this is not the time to pause. Looking
are living through a “triple planetary at all we, as an industry, have already
emergency.” Climate change is warming up achieved, we are now emboldened to climb
the planet, while air, land, and water are – together – that bigger mountain of
becoming increasingly polluted, and long-term environmental and sustainability
biodiversity is rapidly being lost. The good goals and achieve equal success in
news is that we have the potential (and collectively adapting our operations
increasingly the technology) to reverse it.(5) for enduring positive impact.

As an industry, hospitality has a significant — BRUNE POIRSON

Chief Sustainability Officer, Accor
impact in a number of these key areas and
has the opportunity to reinforce our actions
now to have positive long-term effects.

Additionally, a UN Environment research

has indicated that in a “business as usual”
scenario, tourism would generate an The good news here is that guests are also
increase of 154% in energy consumption, participating in long-term sustainability
131% in greenhouse gas emissions, and efforts by spending their dollars with brands
152% in water consumption by 2050.(5) which have an ESG focus. And our guests also
Accor has calculated that its food and recognize the need to change our long-term
beverage activities comprise about 40% of impact. In fact, 75%(6) of guests are more
the group’s upstream impacts on water. likely to choose accommodation which
Collectively, the hospitality sector can adapt implements sustainability best practices,
and transform industry practices for food underscoring the business case for pursuing
sourcing and models, use of resources such sustainable solutions. Corporate clients are
as energy and water, and biodiversity to also doing their part in embracing a more
have significant long-term impact, address sustainable meetings and events culture,
the concerns of our guests, and ultimately with 70% saying sustainability has been
ensure and reinforce its sustainable strongly adopted in their meeting program.(7)
performance.

PROTECTING THE FUTURE NOW — ACCOR 37

Good feels great Sustainability certifications play a key role milk and over 50% of plant-based
here in helping clients travel more ingredients locally in the country where
Let’s face it, we all know that if sustainably by providing reliable the products are sold to reduce carbon
the outcome of an activity isn’t information on sustainable options emissions as well.(12) In the hospitality
desirable or positive, people just and thus meet this growing client industry, Pullman Paris Montparnasse
aren’t going to comply with it. expectation. A recent study(8) notes that recently took a step in this direction by
So we need to work to make over half of B2C travelers would like to removing beef from its spring/summer
sustainability attractive, desirable, filter accommodation options based on banquet menus and replacing it with
and aspirational. sustainability certification and a study vegetarian offerings. Another way to think
conducted by Accor of its M&E clients long-term in the food chain is to grow it
• 53% of travelers are looking showed that 60% are more likely to book locally like Egypt’s Mövenpick Resort
for an accommodation that if a hotel has a third party certification. Aswan, which has its own 30,000-square-
has wow-factor sustainability meter eco-farm to provide fresh, healthy
innovation according to In line with this, Accor encourages produce to guests.
Booking Travel Prediction sustainable certification of its hotels, thanks
2024.(9) to both local and global partnerships such
as with Green Key and Green Globe, which
• Architect Bjarke Ingels (BIG), will help Accor reach its target of 100%
has coined the term of its network eco-certified by 2026.
“Hedonistic sustainability,” Identifying ways to reduce energy
meaning sustainability won’t consumption in hotels for the long-term is
win if it isn’t better designed just not being a good global citizen, but
and more enjoyable to live in.(10) it’s good for business as well. As Camil
Yazbeck, Global Chief Development Officer,
The hospitality sector has already taken Premium, Midscale & Economy, Accor
great strides to minimize food waste explains, “due to energy-efficient upgrades
which is key, and can go further in its and operational savings, sustainable hotels
longer term impact on food to foster a can also benefit from a “Green Premium”
long-term agricultural model which relies of 10%-15% in asset value.”
on supporting sustainable farming, using
locally-grown and products produced According to HotRec Hospitality Europe(13),
nearby, and consuming fewer animal implementing an ongoing energy
proteins. By changing habits today like efficiency strategy not only generates
replacing animal proteins with plant- immediate cost savings, but it enables
based proteins we can reduce greenhouse a hotel to realize long-term profitability
gas emissions (and therefore the carbon faster from medium-term energy savings
footprint by about 25%).(11) Looking outside investments. It also enables a hotel to
of hospitality, Danone, the makers of recognize and reward guests exhibiting
Activia yogurt, sources over 90% of its fresh energy conservation behaviors, improves

PROTECTING THE FUTURE NOW — ACCOR 38

the hotel’s reputation with customers local natural ecosystem. In a context
Hospitality Opportunities
and the community thereby providing a where the industry will soon be called
competitive advantage, and contributes Water is our planet’s most vital resource, upon to demonstrate compliance with the
Become part of the local community
to fostering a positive image of tourism yet access to water and clean water is national biodiversity impact regulations
Engage with local conservation activities
destinations who help ward against also a scarcity in many areas around the set by the 2022 UN Biodiversity Conference
or spearhead new initiatives to be a
climate change impacts from tourism. globe. The hospitality industry consumes (COP15), even more key moving forward
helping hand in resource management,
a significant amount of water, and will be the range of creative, innovative,
rather than a cause for scarcity.
therefore has a stake and role to play in and impactful initiatives in the sector such
optimizing water preservation and as enhancing green spaces and improving
Revise food sourcing practices
Reducing reliance management for the long term. For environmental factors such as vegetal walls
Identify more local food sources, create
on the power grid example, Accor has worked to foster and urban vineyards as well as falconry,
on-site farming, and incorporate plant-
responsible water management (e.g. mangrove, and coral restoration. A model
based options on menus which also
rainwater collection, desalinated water for for this practice is Fairmont Mount Kenya
Sofitel Dubai The Palm has taken makes guest experiences richer and more
irrigation or consumption, water required Safari Club’s Bongo Program, which aims
great strides to achieve self- locally authentic.
for cooling), as direct operations generate to restore the Near Threatened IUCN Red
sufficient energy. The property is
approximately 40% of the Group’s global List population of Bongo (antelope).
effectively harnessing solar power Define a path for energy management
water footprint. As an example of how one The efforts involve enabling the animals to
with the installation of 232 solar Review usage of natural resources (energy,
property is thinking long-term about water populate in a captive-bred herd and then
panels on its rooftop, generating water, etc.) and plan a long-term strategy
usage, the Pullman Bali Legian Beach primed for survival in the wild. The long-
2200 kW of heat output daily. This which incorporates conservation, scarcity,
implemented Biopore Infiltration Holes term objective is to achieve a population
energy provision accounts for 50% and contributing resources back to the
throughout the resort’s open garden areas of over 750 animals in the next 50 years.
of the hotel’s hot water supply, community.
which absorb rainwater and process According to Curtis Munyoli, Learning and
thereby enabling a substantial
organic waste, thereby attracting Development Manager: “As part of our
reduction in traditional energy Engage Talent
microorganisms which organically conservancy efforts, we focus on three key
consumption. Create a team interested in conservation
enhance rainwater absorption and pillars: the Bongo Breeding and Rewilding
naturally enrich the soil. This is just one Program, the Animal Orphanage, and the and encourage them to innovate
example of creativity and innovation in Conservancy Education Program to drive ideas for protecting or restoring the
working to address long-term water change and inspire our team to make biodiversity of the area.
conservation issues, demonstrating how meaningful contributions to our
embracing these challenges can have community and environment.”
enduring benefits.
The hospitality industry can create and
offer a wealth of possibilities to find the
most impactful ways to positively preserve
and promote, rather than impact, the
The appeal of a new hotel or resort location natural ecosystem around each hotel to
is often tied to the area’s unique setting think long-term impact on the planet,
(landscape and wildlife). The hospitality sustain destinations, and maintain their
industry thus has a particular responsibility appeal to visitors.
to ensure the enduring preservation of the
PROTECTING THE FUTURE NOW — ACCOR 39
Location will still be everything — and this Conversions and renovations will be key The success will be where everyone Hotels can be a magnet for like-minded
includes determining how the location will in the future. Yet if a new build is the (operators, owners, investors, etc.) has a people committed to sustainability and
both attract visitors from shorter distances best option, this presents a great commitment to sustainability and local authentic local experiences. Travelers and
to limit carbon-intensive tourism as well as opportunity for eco-conception, using anchorage. The path forward can include locals will increasingly want to spend their
how it will fit in, affect, and support the local eco-conscious and even locally sourced innovation and performance, for example hard-earned income with properties
community. Conducting environmental materials and planning for how the sourcing local designers and craftsmen for prioritizing sustainability. Guests focus on
impact and risk assessments will become property can make contributions to local the initial build, and integrating area conscious exploration, reducing their carbon
de rigueur prior to any construction. resources versus depleting them (e.g., businesses for product/service sourcing as emission impact by traveling locally, and
solar panels, rainwater harvesting well as local Talent for an enriched guest staying with hotels which offer authentic
systems, etc.). experience rooted in community, which also experiences and share their values.
helps create a social elevator for inclusion.

How could properties be designed to meet the evolving needs of guests, incorporate more
Imagining the Sustainable Hotel of the Future sustainable features, engage the local community, and preserve natural resources for the
long-term? Let's check in and imagine a prospective vision of the hotel of the future.

A key part of future sustainable operations In the future, the importance of authentic Flexibility is key. Facilities will predominantly We are responsible for the community we
will be in recognizing how guests will access local experiences to enrich guest be adaptable spaces which can be changed call home. Expectations for hospitality in the
the property and discover the destination experiences will be stronger than ever. throughout the day and night and used by future will center upon demonstrating
around the hotel. It will be customary to Guests endeavor to learn what makes a a variety of audiences (guests, Talents, responsibility to the community. This
reward guests who embrace sustainable destination tick by discovering the and locals) as well as diversify revenue includes a commitment to a local team of
transportation, travel from closer-in location, the people, and the culture in a streams for owners. F&B, wellness, Talent to run the hotel backed by the brand
destinations, and who utilize soft mobility variety of ways. The ability to give back or co-working, and modular learning offerings know-how, as well as respect for the local
(bicycles, walking, public transportation) contribute to the local community will also will have appeal to Talent, locals, and guests resources (food, energy, and water), and to
while at the destination. play a vital role. with a component to give back to the the ongoing development of the local
community. natural ecosystem, community and culture.

PROTECTING THE FUTURE NOW — ACCOR 40

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THE NEW QUALITY OF TIME — ACCOR 41

 The New
Quality Of Time
SEPTEMBER 2024

#FromChangeToOpportunity