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🏆 Accor, in October 2024 in Paris, celebrated the Olympics with a bold marketing initiative by having gold medalist Kauli Vaast surf on the Seine under the Eiffel Tower, just three days post his Tahiti win. This 36-hour event, supported by the Games Organising Committee and Paris, garnered over 5 million views worldwide, aligning with Accor's values. Additionally, OKKO Hotels partnered with Ameublement Français to launch sustainable room designs, while The People Hostels & We Love Green festival collaboration reached 8.3 million people.

🏨 The ibis budget Madrid Albasanz is a new hotel asset in the MADBIT district, a fast-growing innovation hub in Madrid. Located 30 minutes from the city center, it caters to business and leisure travelers. The hotel features sustainable designs like photovoltaic panels and centralized air conditioning. Extendam and DG Invest emphasize affordability with various room types, parking, and a terrace. This marks their 10th Spanish hotel, meeting the rising demand for budget accommodation.

🏨 Solenne Ojea Devys, CEO of OKKO HOTELS, and Johanna Wagner from agence Hope discuss future hospitality impacts. OKKO HOTELS plans to buy 2 farms by 2030 to reconnect city-center hotel staff with nature. A strong employer brand boosts talent retention by 22%. B&B HOTELS launched a promotion for young, inclusive work-study students. Technology aids decentralized management at Korner Hotels. Engaging hospitality students is crucial for industry transformation and retaining trained staff.

📍 In May 2023, Lyf Gambetta opened in Paris' 20th arrondissement, offering 140 units starting at €180 per night. Developed by The Ascott Limited and COFFIM, it features diverse accommodations from 15 to 65 m², including community spaces like gyms, rooftops, and coworking areas. With a 2030 target of 150 global properties, Lyf focuses on connecting tourists and locals. The project preserves 50% of a former printing works, integrating local and sustainable architectural elements.