Supplier spotlight: Accor

_{*FCM Travel Global Data January – December 2025} 

How is Accor improving the traveller experience?

“Our focus is on ensuring that our guests get more from every trip, and in making every moment personalised and memorable. We are not just talking in terms of efficiency, which is of course important, but in how travel supports their performance, wellbeing, and personal fulfilment.

Today’s travellers want journeys that feel effortless and purposeful, from the search and booking process, to the arrival and check in, and to the spaces that allow them to work, recharge, and reset without friction. They also want choice and flexibility. And it is certainly not one size fits all. Each persona has differing expectations. The diversity of the Accor portfolio representing more than 45 brands from economy to ultra luxury, means that we are positioned to cater to the needs of all,” said Julien. 

The FCM booking data reflects these trends. While core brands like Novotel, Mercure, and Ibis continue to anchor FCM customer’s hotel programmes, there is momentum towards lifestyle and design-led brands. FCM’s Andrew Gallard, SVP Hotel and Land Supply Partnerships, said “Hyde, Mondrian, and SO/ are growing strong, pointing to a broader traveller appetite for more modern, experience-led stays. These brands sit within Accor’s Lifestyle Ennismore portfolio, which continues to gain traction with corporate travellers.” 

What brands do business travellers rely on the most?  

Corporate travellers tend to gravitate towards brands that feel familiar, reliable and easy to navigate. “For Accor, most business travel flows through our premium, midscale, and economy portfolio. With brands such as Novotel and Pullman sitting central to many hotel programmes,” said Julien.

Looking a little more closely at some of Accor’s key brand experiences, Julien told us:  

“Novotel is evolving around modern travel habits with “Longevity Everyday”, weaving wellbeing into the stay rather than treating it as an add-on. That includes rest, nutrition, movement, and mental reset, supported by redesigned social spaces and meeting environments that help priorities humans and allow those to maintain their routines while on the road. 

Pullman is leaning into how work itself has changed. Through Pullman xChange, its flagship events series, we’re turning hotels into spaces for ideas and connection, encouraging collaboration and creativity. The brand is focused on vibrant environments and immersive programming that reflect the shift towards bleisure, where productivity and leisure sit side by side.” 

“At the premium end, Sofitel and Fairmont focus on refined design, high-touch service, and spaces suited to executive stays, leadership meetings, and high-profile events. Sofitel’s Art of Sleep uses research-backed sleep science to help reduce the “first-night effect”. With considered room design and bedding, lighting and in-room temperature control, calming playlists and amenities, every detail is intended to help guests fall asleep faster and wake up restored ready for work,” added Julien.  

What tech initiatives are Accor focusing on to improve the experience? 

Accor’s technology strategy is about making travel feel simpler, and more personal and intuitive, so guests can focus on what they are there to achieve. 

1. Reimagining how travellers plan and discover trips. 
   With the launch of the ALL Accor app integration within ChatGPT, travellers can now explore trips in a more conversational way, describing what matters to them, such as wellbeing, sustainability, location or experience, and receiving tailored recommendations. Instead of working through filters, they can compare room types, rates and amenities in a way that reflects intent, rather than transaction. 
2. Personalisation that feels effortless rather than intrusive. 
   Artificial intelligence (AI) helps Accor recognise returning travellers across stays and brands, enabling more tailored rooms, services, and experiences. Across midscale brands like Novotel and Pullman, that might mean consistency and efficiency, while in Luxury & Lifestyle space it becomes more refined, quietly delivering the right experience at the right time. 
3. Faster, smoother service. 
   Digital concierge tools and AI-supported customer care improve responsiveness around reservations, requests, and stay management. Travellers get quicker answers and fewer interruptions, while hotel teams are freed up to focus on guest connection and thoughtful service. 
4. Invisible AI that improves the experience behind the scenes. 
   AI is improving pricing and demand forecasting, payments and operational flow, and making stays more reliable without guests necessarily seeing the mechanics. “In corporate travel specifically, it is also reshaping request for proposals (RFPs), contracting, and policy compliance. Helping decision making across the hotel-travel management company (TMC)-corporate ecosystem. The result is a journey that feels smooth, predictable, and organised, with complexity handled by technology rather than the traveller, or travel manager,” added Julien. 

Final words 

Parallel to these technological shifts, the expectations of corporate travellers themselves are transforming. A new generation of professionals priorities digital fluency, wellbeing, sustainability, and meaningful experiences. They want seamless mobile interactions, purpose‑driven travel, and environments that support both productivity and self‑care.  FCM’s Andrew Gallard added “More than 40% of Accor bookings via FCM are with a Thrust Carbon Validated “Lower Impact Icon”, showing how environmental considerations are increasingly built into everyday decision making.” 

“Behind Accor’s unique brand experiences and touchpoints, ALL Accor – the Group’s loyalty programme & booking platform – acts as the connective layer, enabling recognition, personalised value and access to experiences that enrich the journey and helping travellers make better use of their time when they travel,” said Julien. 

“FCM has seen a 151% growth in Loyalty Member rates being accessed, highlighting the value customers place on hotel loyalty.” Said Andrew. “When loyalty numbers are integrated into traveller profiles, it ensures access to member benefits and rates that are not available through all TMCs, strengthening both the traveller experience and programme value.” 

Julien finished the conversation with this reminder, “Across everything Accor are doing, our belief is technology should enhance the human side of hospitality, not replace it. When AI is aligned with brand purpose, it creates experiences that feel more personal and fluid, and ultimately more valuable for the traveller. With business travel in particular, the evolving needs of travellers reinforces the importance of forward‑looking partnerships between hotel brands, TMCs, and corporates.”