5 takeaways from IHIF

Over a hundred industry-leading speakers took to the stage for this year edition of IHIF in Berlin. Being the meeting place of hospitality innovators and game-changers, Accor was of course present. Take an insider look at this one-of-a-kind industry event as we share our 5 takeaways from IHIF.

1)     Hospitality will always be a human-powered industry

In the context of our industry recovery and to capitalize on the opportunities that come with it, this year’s IHIF theme said it all: People, Planet, Profit. At Accor, welcoming, caring for and protecting our guests is in our DNA. We are powered by emotional connections and our employees embody our Heartist® culture (a combination of “Heart” and “Artist”). Whether it’s about our owners, investors, guests or employees, we want to continue creating a culture of openness and fostering inclusiveness. None of our other takeaways would be possible without the guests and employees that make up our hotels. When it comes to driving innovation, adapting to the hospitality investment landscape, and implementing sustainable business models, people always come first. 

2)     Addressing the experiential revolution is key for differentiation

The hospitality industry is constantly evolving and guests now expect more from our hotels, both in terms of offers and services. How do you stand out from your competitors? By providing guests with new solutions and experiences that go far beyond their wildest dreams.  

With our diverse 40+ brand portfolio and robust loyalty program, ALL Accor Live Limitless, our Group is well positioned to offer a wide range of tailored services that will help elevate our guests’ lifestyle and entertainment experiences. The brand Rixos is a perfect illustration of the expansion of the all-inclusive market. Driven by this trend, we used IHIF as the perfect opportunity to announce the launch of our All-Inclusive Collection.

"The new luxury and premium All-Inclusive Collection, reinforces our business model while increasing our exposure and value proposition for hotel owners."

Gaurav Bhushan, CEO Accor Lifestyle & Entertainment, Co-CEO at Ennismore

Our unique platform of multi-branded luxury and premium offers will focus on providing exciting and memorable experiences worldwide through high-quality entertainment and wellness programs combined with a wide range of unrivaled F&B concepts. 

3)     Reinventing the luxury experience through emotions

The future of luxury brands was a key topic for investors at IHIF. Conscious that the ultimate travel experience involves an emotional connection, Accor’s luxury brands are ideally positioned to meet this consumer need more varied and more meaningful experiences.  

IHIF was the perfect opportunity to announce the opening of our second Orient Express hotel in Italy. From journey through to destination, our employees take care of their guests every step of the way. 

"The arrival of Orient Express in Venice resonates naturally with the brand’s history. It marks a return to the roots of a legend that finds its ultimate expression in the Palazzo Donà Giovannelli." 

Stephen Alden, CEO Raffles and Orient Express 

4)     Tourism will either be responsible or not - there are no half measures 

We have spoken about it many times, and IHIF reminded us of the importance of sustainability! No investor is going to risk putting money into a company that doesn’t include this essential element in its business model. In addition, guests’ expectations are increasingly linked to sustainable commitments, as they should be.  

That is why at Accor, we place sustainability at the heart of everything we do. It involves a high degree of ambition: moving from compensation, towards net zero, and eliminating single-use plastic. We are all changemakers and we are mobilizing our team members, guests, partners and suppliers to help shape the future of travel and make it more sustainable.

Our CSO, Brune Poirson spoke at IHIF about the need for owners and investors to make sustainability one of their top priorities:  

“We have to see sustainability as a revolution just as the digital revolution was. We cannot do more of the same, we have to do things differently. It is the only way forward, otherwise we won’t succeed or meet our objectives (…) Putting sustainability at the core of the companies’ decision-making is critical.” 

Brune Poirson, Chief Sustainability Officer at Accor

5)     Beyond hospitality, Augmented Hospitality

We need to rethink our approach to business and the industry, and our final takeaway from the IHIF explains why.  

The recent COVID-19 crisis accelerated the need for change. Guests want multi-functional spaces. Whether that is a place to work from, somewhere they are traveling with their family or a place to enjoy a night away, everything is interlinked. With “bleisure” – business and leisure overlapping, people are now mixing their personal & professional lives.  

This is what our augmented hospitality strategy is about – exceeding guests’ expectations and breathing life and soul into each of our brands. Emphasizing this unique signature in our hotels is key to offering guests unrivaled experiences.  

Here’s what our Chairman and CEO shared at IHIF with aspiring hoteliers:

"Every brand that I love has been founded by a person and has a soul, which is why the brand is so strong. Hoteliers of tomorrow, make sure that whatever hotel you own, put part of your heart and soul into your hotel. It belongs to you and you will be very successful if it mirrors who you are.” 

Sébastien Bazin, Chairman & CEO of Accor

Emerging from the crisis, Accor continues to lead the way in reinventing hospitality for both today and the future – for our guests, our business partners and our owners, and for our wider ecosystem. That’s a wrap from IHIF, see you next year!