Accor convenes third edition of the Global Leadership Council to identify the key trends driving hospitality performance in 2026

Accor has just hosted the third edition of its Global Leadership Council (GLC), bringing together senior travel buyers and corporate leaders from 18 organizations across Europe and North America to discuss the future of corporate hospitality. The forum represented around 3 million business travelers and focused on the evolving business travel landscape.

Key Trends Driving Hospitality in 2026
- Strategic Partnerships: Moving beyond rate negotiations to collaborative, transparent relationships that create long-term value.
- Balancing Cost & Traveler Experience: Cost pressures remain, but traveler well-being and personalized experiences are increasingly seen as vital for talent retention.
- AI for Practical Efficiency: Companies are shifting from experimentation to real-world applications of AI, such as conversational booking and operational streamlining.
- Agile Pricing Structures: Demand for competitive, locally responsive pricing frameworks to ensure sustained value.
- Rate Availability & Visibility: Enhancing consistency and accessibility of negotiated rates across booking channels.

Leadership Insights
Julien Houdebine, Accor’s Chief Sales & Revenue Officer, emphasized that forums like the GLC are now about creating value across the ecosystem, not just growth. CEO Sébastien Bazin opened the council, which will directly inform Accor’s corporate travel strategy, with a comprehensive report expected later this year.

About Accor
- Operates in 110+ countries with over 5,800 hotels and resorts.
- Portfolio spans 45 brands, from luxury to economy, including lifestyle brands via Ennismore.
- Loyalty program ALL Accor connects guests to unique experiences worldwide.
- Purpose: “Pioneering the art of responsible hospitality, connecting cultures, with heartfelt care.”

This council shows how Accor is positioning itself at the intersection of technology, traveler well-being, and strategic partnerships—a shift from traditional hospitality models toward a more connected, data-led future.