Emmanuelle Tulliez: A preliminary question that you can’t avoid: where were you 30 years ago and what were you doing?
Catherine Beike: I was a student. I was studying Business Administration in Paris.
ET: Did you ever consider working in the hospitality sector at that time?
CB: Not necessarily. But in the end, that’s how things turned out and I’m really pleased with my career path.
ET: Let’s talk about AccorInvest, which has become Essendi. What are the implications of this change of name and organisation for the company’s top line?
CB: Yes, we have changed our name, and that hasn’t escaped anyone’s notice. We are now Essendi. Many people are asking the question: why this name? What does Essendi mean? This change is part of a transformation process that began in 2021. Of course, we can talk about Covid and its consequences, but in 2021 we really launched this transformation, which is still ongoing. Transformation is an ongoing process, looking ahead to the long term. And this change of name is accompanied by other changes. For example, we will soon see the exit of one of our shareholders, Accor, as had been planned.
The new logo symbolises this transformation, and conveys positive values, but above all it embodies a shift towards a more holistic approach to value creation. We are positioning ourselves as 360-degree value activators. In practical terms, this means dynamically increasing the value of our assets. It’s not just a question of renovating a hotel from time to time, it’s about constantly evolving it. It also means upgrading the customer experience, with renovated and sometimes even rebranded hotels. Finally, we cannot ignore the importance of ESG issues. For Essendi, this is more than just a matter of course; it is the foundation of our strategy and…
