[#PAFh19] “Accor Group could not afford not to be in such a strong development axis."

Why lifestyle at Accor?

At Accor, we created a lifestyle division 3 years ago because customers came us saying: "We want to consume hotels in a different way." And: "We want to experience something different from the classic hotel business." Second trigger: Airbnb with its positioning of "You will live differently, have a different experience with the locals."
More and more customers want to experience places to live, to experience the local culture.

If we focus on global trends, lifestyle is still marginal in the hotel world. Only 2% of the volume of rooms in the world are lifestyle rooms. This volume is expected to double in the next 3 years. Everyone wants to enter this trend and have a destination logic. The Accor group could not afford not to be in such a strong growth axis. It is undoubtedly a lever for the group's growth.
 

A lifestyle hotel, what is it?

A lifestyle accommodation is above all a destination. Guests come to your hotel because it is a place to live. Your first target must therefore be the locals. Working on F&B, entertainment, creating an attractive place for locals where there is atmosphere, a place that is "the place to be" at the destination, helps attract travelers. Intellectually, we are therefore thinking about the opposite of a hotel property. It is certainly a hotel, but it is first and foremost a place to live, a restaurant, a place of entertainment. The common area is therefore more important than the bedrooms. We must overinvest in common spaces.

When you go to Mama Shelter, Jo&Joe, 25Hours, Delano in Miami... you go there because the design and environment of the common areas are interesting and the locals also go there for that. The common spaces must therefore be authentic, stylish and...