Accor CEO Bazin to Detail Instinct-Driven Strategy at Skift Global Forum

Leadership Philosophy for Global Hospitality

Accor Chief Executive Sébastien Bazin will present his leadership philosophy at the Skift Global Forum in New York, scheduled for 22–24 September 2026. Mr Bazin, who has been at the helm of the global hotel group since 2013, advocates for a decision-making process that prioritises human instinct, considering it more crucial than relying solely on data.

He suggests that while data is vital, its role is to inform and strengthen intuition, rather than dictate outcomes. This approach, which he describes as starting with "gut, then heart, then brain," will be a key topic during his address at the industry conference.

Scaling Intuition Across 5,800 Properties

Accor operates over 45 brands and manages 5,800 hotels and resorts worldwide, making the application of an instinct-driven strategy a significant operational challenge. Mr Bazin plans to detail how this principle guides decisions across such a vast and diverse portfolio.

He will also discuss where Accor draws the line between technological integration and the essential human aspect of hospitality. His perspective suggests that in a rapidly changing environment, waiting for comprehensive data can lead to missed opportunities, reinforcing his belief that informed instinct enables faster, more effective responses.

Technology and the Human Connection

Regarding the future of travel, Mr Bazin anticipates that artificial intelligence will profoundly reshape various stages of the customer journey, from initial discovery to planning and personalisation. He expects travellers in the coming years to seek increasingly individual and intuitive experiences.

Accor's strategy, according to its CEO, involves deploying technology and enhanced data to meet these evolving expectations without compromising the human connection, which he views as central to hospitality. He argues that as technology advances, the value of human interaction within the industry will become even greater.

Implications for Asia's Hospitality Sector

Mr Bazin also frames hospitality as a critical "social elevator," providing opportunities across diverse educational, social, and economic backgrounds – a role he believes must not diminish as technology grows. For the Asian hospitality sector, Accor's emphasis on balancing data with instinct and technology with human touch carries significant implications.

Many Asian markets are at the forefront of digital adoption in travel, yet they also cherish personalised service and cultural nuances. Accor's strategy, with its extensive presence in Asia, suggests a continued focus on staff training and guest interaction even as AI tools become more prevalent.

This approach could influence how other major hotel groups in the region, such as those expanding rapidly in Southeast Asia and India, structure their operational models and workforce development in the coming years.