From expanding into yachting and rail travel to seizing emerging market opportunities, Sébastien Bazin, Chairman and CEO of Accor, articulated a future-focused vision for Accor’s growth during an informative press conference during ILTM Cannes.
A diversified strategy for a changing market
Bazin emphasized the evolving landscape of global travel, driven by two major forces: demographics and the rise of the emerging middle class. He pointed out that as more people gain economic means, their travel habits evolve from domestic trips to international experiences. Accor has strategically positioned itself across various market segments to capitalise on this, diversifying beyond its traditional focus on economy and mid-scale hotels.
Over the past decade, Accor has expanded into lifestyle and luxury hospitality, culminating in the 2022 restructuring of the company into two distinct divisions: Premium, Midscale & Economy (PME) and Luxury lifestyle. This separation allows for specialised expertise in each domain, enhancing decision-making, sales, and marketing strategies.
Luxury lifestyle hospitality
Accor’s foray into lifestyle hospitality is spearheaded by Ennismore, the largest lifestyle hotel company globally, with 17 brands under its umbrella, including Delano, SLS, Hoxton, 25hours, and Mondrian. Bazin stressed that lifestyle hospitality is about programming, not just design. The key to success lies in seamlessly integrating local communities with travellers, primarily through food and beverage experiences. This approach ensures that both locals and guests engage meaningfully, with 50% of Ennismore’s revenue now stemming from F&B—a figure that continues to grow. Ennismore is ensuring that hotels become vibrant social hubs rather than just places to stay. The company’s ability to blend entertainment, design, and local culture has positioned it as a leader in the lifestyle sector, drawing in travellers seeking authentic experiences.
Geographical expansion
While acknowledging that the U.S. and China will remain dominated by domestic hotel giants, Bazin identified India as the next emerging market opportunity. The country’s emerging middle class—currently 500 million strong—is expected to grow to two-thirds of the population within a decade, spurred by GDP growth of 6-7% per year.
Accor’s strategy is twofold: establishing a strong domestic presence in India to build brand loyalty and positioning itself in key outbound destinations. Indian travellers, much like their Chinese and American counterparts, will increasingly explore regions within Southeast Asia, the Middle East, and Africa—all markets where Accor has a dominant presence. Luxury beyond hotels
Accor’s expansion into ultra-luxury travel is reshaping how affluent travellers experience hospitality. Rather than bringing guests to the product, Bazin emphasises groups' need to “bring the product to the people.”
Orient Express Trains: Accor is reviving the legendary Orient Express, bringing back its 1928 heritage train after rediscovering it via Google Earth in Ukraine! Bazin explained how they “asked Google Earth satellite if they could [find the train], because we had the widths, we had the lengths”. The train, which had been lost since 1977, was identified in Kiev a year before the war started and brought back to France. This extraordinary discovery has allowed Accor to embark on a meticulous restoration process, ensuring the train regains its former glory. In the meantime, the brand is also partnering with Italian entrepreneur Paolo Barletta on the Dolce Vita luxury train project, creating a network of high-end rail experiences across Italy. The first one will be ready on February 26th.
Luxury Yachting: Accor is launching the world’s largest sailing yacht, a 220-meter vessel with only 52 cabins with a strategic shift from traditional cruising towards ultra-exclusive charters for the time being before offering dates to the public. With a weekly charter price of $7 million, the Silenseas yacht, launching May 2026, offers an unparalleled travel experience.
A bold new era for Accor
Under Bazin’s leadership, Accor is making exciting moves that transcend traditional hospitality. With a diversified brand portfolio, a strong presence in emerging markets, and innovative luxury experiences, the company is aiming to position itself at the forefront of the next decade’s travel revolution. Whether through hotels, trains, or yachts, Accor’s mission remains clear: to create unique, memorable experiences that redefine the boundaries of luxury travel.
Asia, a recent University of Birmingham graduate with a degree in Creative Writing and Marketing, was introduced to the world of luxury hospitality through her parents' careers as seasoned journalists. Growing up, she learned the ins and outs of the industry by observing their work and experiences. This unique perspective fueled her passion for writing and her appreciation for upscale accommodations. With her academic background and rich upbringing, Asia is poised to craft vivid narratives that capture the elegance and allure of luxury hospitality.
