AccorHotels 2016

AccorHotels is a multinational hotel group offering accommodation in luxury to economic hotels and motels worldwide. Beginning 2016, the group owns 3,942 hotels in 95 countries and employed around 250,000 people. AccorHotels is the 5th leading hotel group worldwide in terms of capacity and 4th in term of revenue (US$6.1 billion). Since recently, Accor's Chairman and CEO, Sebastien Bazin, faced several challenges in the hospitality industry. The digitalization of the world had revealed new kind of strong competitors such Airbnb and the group is also threatened by biggest American hotel chains, which rapidly expand globally through considerable acquisitions. Bazin knows that to stay the course in a changing environment and be the world's leader in hospitality, he has to prioritize expansion and to further strengthen brands. Bazin was wondering how AccorHotels could survive the rise of the vacation rental market. How Accor could be a key player in the luxury and upscale segment while keeping its leadership position in the economy and midscale hospitality market? In which market between the luxury vacation rental or traditional luxury hotel should Accor focus?