Traveller experience, cost optimisation and CSR: two years ago, the first meeting of Accor’s Global Leadership Council identified three priorities for business travel. Recently, this forum for exchanges between the French hotel group's management and its key corporate clients concluded with new trends, focused on a more connected approach to business travel, driven by data and performance.
Bringing together 18 organisations from Europe and North America, through business leaders and travel agencies, this body represents nearly three million business travellers and allows the group to gauge the market and refine its strategy concerning corporate clients. “It’s a space to challenge certainties, align on a large scale, and address the real business questions shaping our sector,” summarised Julien Houdebine, Chief Sales & Revenue Officer at Accor.
Following two days of discussions stemming from the debates opened by Sébastien Bazin, the CEO of Accor, the Council agreed on several points. Beginning with the importance of collaborative and transparent relations between customers and hoteliers, going beyond traditional price negotiations, to create more value through strategic partnerships.
When it comes to pricing, the large corporate clients of the French group have agreed on the need for an agile framework to address local market dynamics, ensuring sustainable competitiveness across different geographical areas. Furthermore, greater accessibility and visibility of negotiated prices are also sought, across all booking channels.
Within this framework, we listen to the promises of AI to enhance the traveller experience during the booking process. The time for experimentation is over; it is now time for practical applications, such as natural language research, conversational interactions, or solutions to simplify operational problems.
While CSR is no longer among the trends, as was the case in the first edition of the Global Leadership Council in 2024, the traveller experience retains its place, albeit with a focus on balancing cost pressures and well-being while travelling. Comfort and personalised stays: a happy business traveller is also a loyal employee to their company. This is a detail far from insignificant in the eyes of HR departments.
