Accor seeks luxury growth beyond hotels

According to the company's new chief strategist, there’s a tremendous opportunity in the evolution of hospitality above and beyond just hotels

Feb 29, 2024

Formerly the Global CEO of hotel broker JLL, Gilda Perez-Alvarado's move to Accor as its chief strategy officer surprised some hotel industry veterans last October. In her first media interview since taking the job, Perez-Alvarado talks about strategy at the Paris-based travel titan, her plans to address the U.S. market more effectively, her new role as CEO of the Orient Express brand, and her outlook for hotel dealmaking.

Key takeaways

  • Accor is concentrating on specific markets and segments in the U.S. where its presence aligns with global distribution opportunities;
  • Additionally, Accor aims to appeal to American travelers across its worldwide hotels, particularly focusing on attracting them to its luxury and lifestyle offerings;
  • While Accor holds a dominant position in luxury and lifestyle markets in Europe and the Middle East and is robust in Asia Pacific, it seeks further expansion in Latin America.

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