BERLIN — Accor's development leader in Europe and North Africa sees runway for hotel development in the region as brand-owner relations improve and travel demand is on the rise.
Philippe Bijaoui, Accor's chief development officer for premium, midscale and economy brands in Europe and North Africa, said conversations between Accor and hotel owner-operators on brand standards have become less of an issue as both sides seek closer relationships, more growth and a better guest experience.
“The physical standards are less and less important in the majority of our brands. We only have a couple of brands that have standardized rooms and product. [The strategy] is about service, ESG compliance, technology and digital. When we bring solutions to all of that, they are very happy about it,” he said during an interview at the International Hospitality Investment Forum EMEA.
In terms of travel demand in and around Europe, Bijaoui said Accor has realized that the main feeder market for any market in Europe is domestic demand.
“[That notion] is really dominant. Whether it is corporate or leisure, the domestic market is very important, so we are focusing on that, making sure the locals stay in our hotels,” he said.
International travel demand to Europe is steady but sometimes the source markets shuffle with one another for supremacy from year to year.
“For the international travelers we adapt depending on the demand. … When the Americans slow down, the Chinese are coming back. Or the Japanese. The South Americans are coming more and more. Indians are also visiting Europe a lot,” he added.
Bijaoui also predicted the Paris hotel market will have sustained demand after the city hosted the Olympic Games last summer. Such a global spotlight tends to drive travel demand to Olympics host markets in the years after the event.
“[Accor was] managing the Olympic village and the press village. It was brilliant. It was like a fairytale. … The perspective for the impact of the Olympics, we will feel it for the next 10 years, if not more,” he said.
For more of Bijaoui’s insights, please watch the video embedded above.