Accor, a leading global hospitality group, has concluded the third edition of its Global Leadership Council in Paris, gathering senior travel buyers and corporate leaders from 18 organisations across Europe and North America.
The event aimed to pinpoint the key trends that will influence hospitality performance in 2026 and beyond. The discussions underscored the necessity for enhanced visibility and control over managed hotel programmes, integrated travel ecosystems, and the increasing significance of loyalty and technology as commercial drivers.
The Council identified several critical trends expected to drive hospitality performance in 2026. These include fostering greater value through strategic partnerships, balancing cost pressures with traveller experience, and the practical application of artificial intelligence (AI) for efficiency. Additionally, optimising value and competitive pricing structures, along with improving rate availability and visibility, were highlighted as essential for future success.
Julien Houdebine, Chief Sales & Revenue Officer at Accor, emphasised the importance of the Council, stating, "The Global Leadership Council highlighted how forums and knowledge sharing are becoming increasingly valuable. It is a space to challenge assumptions, align at scale and tackle real commercial questions shaping our sector."
The insights gathered from the Council will directly inform Accor's corporate travel strategy, with a comprehensive report expected later this year. This initiative reflects Accor's commitment to pioneering responsible hospitality and enhancing the business travel landscape
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