Accor's Deputy CEO Eyes Middle East, AI, and Live Events for Next-Stage Growth
Accor's Group Deputy CEO Jean-Jacques Morin put a spotlight on three growth levers: the Middle East, AI, and live events. His core message: decisive leadership and speed matter - and they're paying off where they're practiced.
For hospitality and events professionals, that translates into sharper execution, stronger guest programs, and a more integrated commercial strategy. Here's what to take from his comments and how to apply it.
Why the Middle East Leads
Morin noted the Middle East was the first region to recover after Covid and continues to outperform. He credits fast decision-making, infrastructure that moves people quickly (he mentioned breezing through airports in minutes), and a bias for action.
If you operate or plan in the region, you already feel this. Projects move. Partnerships form. Demand is consistent, especially where government, airlines, and developers are aligned.
- Prioritize markets with clear pipelines and public-private alignment (e.g., KSA, UAE, Qatar).
- Build relationships early with destination authorities and event organizers.
- Design products for high-yield segments: luxury, lifestyle, and MICE.
AI: From Talking Point to P&L Impact
Morin flagged AI as a core focus. The opportunity isn't buzz - it's better margins and a tighter guest experience. Think demand forecasting, dynamic offers, automated guest messaging, and smarter labor scheduling.
- Start with data readiness: clean your PMS, CRM, and POS data. Create one guest profile.
- Pilot 2-3 use cases with clear ROI: upsell automation, response automation, and forecasting.
- Integrate with existing systems (PMS, CRS, RMS) to avoid siloed tools and "shadow IT."
- Train teams on prompts, QA processes, and escalation rules to keep service standards high.
If you're building AI capability across roles, see this curated list of AI courses by job function.
Loyalty as a Profit Engine
He also pointed to loyalty as a defining pillar. Done right, loyalty reduces acquisition cost, lifts direct bookings, and creates predictable demand for events and F&B.
- Unify guest data so loyalty benefits feel immediate: upgrades, late checkout, targeted offers.
- Align revenue, marketing, and ops around direct booking goals and member recognition.
- Use loyalty to warm up citywides and shoulder dates with member-only promos and packages.
Accor's program, ALL - Accor Live Limitless, is a useful reference for status benefits, partnerships, and experiential rewards. Learn more at ALL.
Live Events Feed Demand
Live events are back as a demand driver, from concerts and sports to conferences and festivals. Morin sees them as a core plank in the growth plan - not a side bet.
- Build a rolling 12-18 month event calendar with citywides, arena shows, and local festivals.
- Create "convertible" packages: rooms + F&B + transport + late checkout.
- Partner with venues and promoters for pre-sales, member access, and bundled experiences.
- Measure impact: RevPAR index during event weeks, F&B capture, and loyalty contribution.
What Hospitality Leaders Should Do Now
- Middle East focus: identify two markets and one partner per market; pursue a concrete deal or activation in 90 days.
- AI pilot: launch a guest messaging or upsell test at one flagship property; track conversion, response time, and NPS.
- Loyalty lift: run a direct-booking campaign to members tied to an upcoming event; measure CAC vs. OTA.
- Event pipeline: secure room blocks and packages for the next three high-impact events; align pricing and ops.
Why This Matters
Morin's point on leadership is simple: speed wins. Markets that move quickly set the pace, and operators who execute with clarity take the demand. Combine regional momentum with AI, loyalty, and events, and you get a durable playbook - one that shows up on the P&L.
Further Reading
- WTTC Travel & Tourism Economic Impact for macro demand signals by region.
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