At the conclusion of the presentation of Accor’s impressive 2024 results and the announcement of its 2025 priorities, Sébastien Bazin revealed that the board of directors had renewed his mandate as chairman for another three years, allowing him to finalize the major projects he initiated in recent years.
In flawless English, reflecting the international scope of his responsibilities, Bazin “revealed” to the financial analyst community and specialized press that the board had reaffirmed its confidence in him for a new three-year term.
This trust is based not only on the strong performance delivered since the post-COVID recovery—marked by significant double-digit growth in gross margin, net profit, and royalty value—but also on his ability “to finish the job,” as he phrased it.
Sébastien’s five key projects
The “job” in question translates into five major initiatives that will mobilize both his personal energy and the collective efforts of Accor’s teams:
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Enhancing operational performance: Further reducing costs where possible and maximizing contractual commitments by prioritizing value over volume.
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Accelerating geographical expansion: Expanding in high-growth regions by aligning the right brands with the right markets to achieve optimal performance. Bazin highlighted that he now spends three-quarters of his time exploring Latin America, China, India, and the Middle East—his top priorities for Accor’s short-term growth.
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Finalizing the sale of Accor’s remaining 31% stake in AccorInvest: This key task has been assigned to Jean-Jacques Morin, Accor’s representative within AccorInvest. The process, expected to take 12 to 18 months, is now irreversibly underway.
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Elevating Ennismore into more than just Accor’s “crown jewel”: Bazin aims to transform Ennismore into a luxury and lifestyle hotel group on par with the industry’s leading players. As the operational head of this division—alongside Jean-Jacques Morin, who leads Premium, Midscale & Economy—he is determined to accelerate brand growth both organically and, potentially, through acquisitions.
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Enhancing talent management: Strengthening Accor’s employer brand to attract top talent not yet within the group, while supporting and advancing existing team members.
