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How Accor is leading a design-led revolution in the hotel industry

by | Jul 11, 2019 | Design

Accor’s focus on design manifests itself in each of its brands

Accor renews its commitment to good design to stay ahead in a rapidly evolving hotel sector

The French hotel giant Accor has taken steps to reaffirm the importance of design within the group and across its many brands.

Design as a competitive edge

Accor knows as well as anyone how difficult it is to stay not only on top of, but ahead of the game when it comes to the hospitality industry.

As one of the biggest names in international hospitality, the French hotel goliath surely has its work cut out for it trying to keep pace across all its brands in all its global markets.

This is why they have chosen to reassess their brand standards to ensure the mission of, “1 brand, 1 identity, 1 design”.

With so many soft and hard brands associated with the biggest hotel names these days, it can often be impossible to distinguish one from the other.

Accor knows the key to this differentiation is in design, about which they say, “It tells the story of our addresses, embodies the identity of our brands, brings their promises to life and immerses our guests into a world of their own.”

Memorable experiences, by design

The discerning traveller is becoming ever more demanding. Hotels can no longer just be a place to sleep, they also need to be somewhere to work, relax, keep fit and socialise, as well as being representative of the brand and the destination.

Accor’s Group design strategy is tackling this head-on by creating experiences that are inspired by fashion, art history and culture.

Accor said in a statement: “Our customers’ perception of modernity is constantly evolving which leads us to continually rethink our concepts. We ensure that each concept is relevant not only today, but also tomorrow, with ease of renovation to ensure its sustainability.”

1 brand, 1 identity, 1 design

Accor’s mission couldn’t be clearer: To achieve the aim of 1 brand, 1 identity, 1 design across its 33 brands.

It outlined the concepts for some of the brands:

  • Boutiques hotels steeped in the history of the buildings: MGallery
  • Addresses combining French know-how and contemporary design: Sofitel
  • An evolutive design with simple and flexible furniture: ibis
  • Culinary art, theatre sets and subversive design touches: SLS
  • Modern, natural and intuitive design: Novotel

The Group will continue to evolve their design ambitions in accordance with the needs, demands and desires of their customers, it said.



Accor is a world-leading augmented hospitality group offering unique and meaningful experiences in almost 4,800 hotels, resorts, and residences across 100 countries. 


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