Accor’s New Chief Strategist Seeks Luxury Growth Beyond Hotels
Gilda Perez-Alvarado surprised some hotel industry vets when she joined Accor last October, becoming its chief strategy officer. She switched from being the Global CEO of hotel broker JLL.
In her first media interview since taking the job, Perez-Alvarado talked with Skift about strategy at the Paris-based travel titan, her plans to address the U.S. market more effectively, her new role as CEO of the Orient Express brand, and her outlook for hotel dealmaking.
"If we, as hotel companies, fail to take advantage of what's happening in the market right now, shame on us," she said.
The interview has been edited for brevity and clarity.
Why Accor?
Skift: When you were at JLL, you had one of the industry's most glamorous jobs — brokering deals for the crème de la crème of hotel investors. Why jump to Accor?
Gilda Perez-Alvarado: It's a super fair question. It was the perfect time. I had an amazing 19 years at JLL.
Sébastien [Bazin, Accor Chairman & CEO] is really the reason I'm here. If you look at what Accor has been doing over the last 10 years, under his tenure, it has done more innovation than anyone. I like the entrepreneurial mindset here.
Accor deals with the same cadre of investors I was dealing with at JLL. So, it seemed like a natural progression. I am bringing an 'owner's mentality' in hospitality real estate investment that can bring a complementary perspective.
Gilda Perez-Alvarado has been chief strategy officer of Accor since October 1, 2023. Source: Accor. Hotels' tremendous opportunity
Skift: What was something you suspected was true of hotel groups while you were at JLL that proved true after you joined Accor?
Perez-Alvarado: At JLL, we were always anticipating secular changes in the industry regarding tech and hospitality adjacencies like branded residential, etc.