The company’s CEO shares insights on evolving travel trends, youth-focused strategies, and the balance between luxury, technology, and human connection at IHIF EMEA 2025
Apr 2, 2025
At the IHIF EMEA conference in Berlin, Accor Chairman & CEO Sébastien Bazin encouraged hospitality professionals to “enjoy the ride,” expressing optimism about the continued growth of global travel and tourism. In a conversation with WTTC’s Julia Simpson, Bazin outlined key shifts in traveler behavior and shared strategic insights for success in a rapidly evolving market.
Key takeaways
- Domestic vs. international travel: Domestic travel is at an all-time high and will continue to grow. International travelers will take fewer trips but stay longer.
- Youth focus: Younger generations will prioritize spending on food, entertainment, and experiences over transport and accommodation. Accor will target younger guests more actively, shifting focus from its current older demographic.
- Hotel experience: Hotels designed for locals – featuring vibrant F&B and communal spaces – will naturally appeal to international travelers.
- Luxury expansion: Accor’s move into mobile luxury (yachts, trains) aims to meet travelers where they are. Success in this sector depends on deep expertise and personalized service.
- Labour strategy: Accor hired 142,000 people in a year, with 70% being first-time workers, emphasizing inclusion and addressing youth unemployment.
- Technology outlook: Technology will greatly enhance hospitality through automation, but human interaction remains irreplaceable in this people-centered industry.
- Personal note: Bazin closed by urging Europeans to welcome American travelers with warmth – emphasizing human connection over politics.
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