June 13, 2024

Accor holds first ‘Masters of Travel’ meeting to map future strategy

Accor is meeting today – virtually – with 10 leading businesses from across Europe for its inaugural ‘Masters of Travel’ board meeting.

Senior figures from its corporate clients, whose identities have not been revealed, will discuss priorities relating to the hospitality industry and help the hotel giant define a vision for evolution in the new era of business travel.

The panel comes from pharmaceuticals, entertainment, technology, finance and other industries and will discuss key issues with a senior managerial team from Accor.

The focus of the consultation will be environmental, social and corporate governance. 

The group hopes actionable outcomes will be agreed and used to implement strategic change on both the company and client sides.

The advisory board will also share its findings, insights and actions with the wider industry as these take shape.

Accor plans to hold consultations annually, according to client priorities, industry conditions and market appetite.

Sophie Hulgard, SVP Sales Northern Europe, Accor and Co-Host of Masters of Travel, said: “We at Accor recognise an industry need to open dialogue with clients and provide unique solutions tailored to unique priorities. 

The ‘Masters of Travel’ advisory board will revolutionise the way we’re able to do this by opening interactive conversations with a wide range of decision makers from across Europe to drive positive, tangible and targeted change. 

“It will allow us to better embrace market trends as they emerge and anticipate those to come, working collaboratively with leaders from multiple sectors. It will enable us to lead the industry by example, build back better and shape the future of hospitality.”

This year’s meeting will be virtual, but Accor says it hopes to meet face-to-face annually from next year.