Beyond Competition, Foster Coalition to Create Systemic Changes
Accor's Chief Sustainability Officer, Brune Poirson emphasizes a systemic approach to sustainability, going beyond cosmetic changes and driving green transition in the hotel industry. The company champions a "multi-local" philosophy, integrating its properties into local communities and offering authentic local experiences, resonating with the growing trend of travelers seeking to benefit local communities.
Companies must go beyond merely cosmetic changes. They must instead drive change and accelerate the green transition. One of the most effective ways to embrace this shift is to adapt our governance model, evolving from a silo-based approach to a systemic approach, thereby integrating the challenges facing the tourism industry in close collaboration with all stakeholders and going beyond the competitive environment. Working with our peers to tackle the main challenges facing our industry will enable us to move forward more quickly and bring to life a responsible and sustainable hospitality model. Continuing our work at local level is also vital.
Accor must become truly embedded in the local communities in which our properties operate. Our quest to be a “multi-local” company makes sense, with 58% of travelers considering it important that their trip benefits the local communities of their destination. With brands that offer authentic local experiences and strive to act responsibly in their day-to-day activities, we are focusing on hotels’ local ecosystems and addressing customers’ growing expectations. In this article, we intend to explain and illustrate how our governance model is central to establishing strong local presence, and fostering greater collaboration beyond competition which are two pivotal strategies in accelerating the global hospitality industry's sustainability transition.
HYB 2024 Hospitality ESG Edition
The global hospitality sector is at a crossroad when it comes to implementing sustainability. Consumers demand trustworthy information while regulators and investors expect transparent disclosure on sustainability performance. Owners, brands and managers aim to mitigate the sector’s footprint thus reaping the financial and reputational benefits. Industry players that fail to adopt a sustainability strategy or fall short in the implementation stage may struggle to remain competitive in the long term. Industry experts and researchers identify key areas where sustainable innovation can have the greatest impact, developing new technologies and solutions to address sustainability challenges, and creating policies and incentives that encourage the adoption of sustainable practices. The HYB 2024 Hospitality ESG Edition aims to unlock the sustainability innovation stack by highlighting the range and interconnectedness of sustainable technologies, systems, and practices that can be combined in a holistic way that creates a more sustainable hospitality ecosystem.