Alix Boulnois, has been Chief Business, Digital & Tech Officer from June 2024. She shares her vision and ambitions for the global hotel group. She joined the group in 2020 attracted by its human values and is building on this strong DNA to support its digital transformation.
I joined the company in February 2020 to lead the product and innovation team, focusing on driving digital transformation after the group transitioned to an asset-light model. In 2021, I created the Digital Factory to bring together product managers, engineers, data scientists, and designers under one roof. Our goal was to deliver the best digital experiences for guests, hotels, and owners. In 2022, my scope expanded to include loyalty programs, e-commerce, distribution, and customer service as part of a new organisational structure. By June 2024, I took on additional responsibilities for all hotel tech functions, cybersecurity, corporate IT systems, and more.
What drew me to the group was its human-centric values, its impressive global portfolio of brands, and its commitment to ESG principles. These factors, combined with the opportunity to lead large-scale transformations, made it an ideal fit for me. I believe transformation is ultimately about culture—putting the customer first, ensuring business impact, fostering agility, and creating a strong, engaged team.
We’ve achieved a lot. The loyalty program, Accor Live Limitless (ALL), now has 90 million members and integrates with a diverse ecosystem, including airlines and retailers. It reflects our values by encouraging sustainable behaviors and supporting ESG initiatives. The program has driven significant business growth, with members staying more frequently and spending more per night. Guest satisfaction ratings for our app and website are stellar, and our ability to attract and retain top talent is a point of pride.
Looking ahead, I’m focused on continuous improvement. We’ve revamped our systems, including our website, app, CRM, and loyalty platform. Next, we’ll tackle a new CRS with Amadeus, expand distribution channels, and leverage AI to drive further innovation. There’s still so much more to achieve.
