Accor creates board to boost MICE

Accor, together with executive travel managers and buyers from 17 leading global corporations, has launched the Accor Global Leadership Council (GLC), an innovative advisory board that aims to create a forward-looking vision for business travel and corporate meetings. The council connects business leaders responsible for corporate travel across diverse industries with senior executives from Accor.

TT Bureau

The Accor Global Leadership Council (GLC) recently discussed shifting corporate and traveller expectations; the importance of recognition, personalisation and B2B-focused loyalty; the evolving importance of sustainability; emerging traveller trends; the role and impact of distribution and pricing; and a deep-dive on Accor’s business and brands. The Global Leadership Council delegates, who have a combined employee base of over 2.7 million travellers, unanimously agreed that the top three priorities for business travel are:

• Traveller experience and well-being – including corporate employee engagement, wellness, traveller security and digital efficiencies.
• Cost management and optimisation – including programme compliance, pricing, cost-reduction and cost avoidance.
• Sustainability – including sustainable action, carbon budgets and DEI (diversity, equity and inclusion).

Antony Meguerdijian, SVP Sales, Middle East, Africa, Asia-Pacific, Accor, said: “The dynamics of international and corporate travel in the Middle East, Africa, and Asia Pacific region are evolving rapidly. It is essential for both our clients and hospitality businesses to adapt to new demands and priorities. The new GLC, and the programme of client and commercial partner events we host across the region, are critical forums for sharing insights and collaborating on solutions that meet the changing needs of travellers and delegates. Travel and tourism is undergoing a profound transformation, driven by an increased focus on flexibility, sustainability, cost and personalisation. At Accor, we are committed to not only meeting these needs but also anticipating them, ensuring that every journey is as enriching and impactful as the destination and travel intent itself.”

Highlighting the group’s commitment to thought leadership in the leisure and business travel sectors, Accor has been actively involved in several key events in the Middle East, Africa and Asia Pacific regions. The Group recently hosted a private dinner at the new Banyan Tree in Dubai during the Arabian Travel Market (ATM) event, bringing together 50 industry leaders from top travel firms around the world. Additionally, Accor has demonstrated its expertise in the business travel sector by hosting the prestigious Global Business Travel Association (GBTA) conference at Swissôtel Singapore from 13-15 May. This significant event attracted over 800 top travel buyers from leading companies worldwide. The GBTA board was also hosted for dinner at the iconic Raffles Singapore, where a customer advisory meeting was held to capture key business travel insights, further cementing Accor’s role as an industry leader.

Accor’s partner interactions have been elevated through the expansion of the “All Thanks To You” appreciation weeks, hosted from Africa to Australia. Events have been held in Riyadh, Dubai, Istanbul, Sydney, Melbourne, Brisbane, Gold Coast, Tokyo, with upcoming events in Seoul, Singapore, Bangkok, Hanoi, Jakarta, and Abidjan this month. This initiative reflects Accor’s dedication to recognising and celebrating its diverse global clientele.

Kerry Healy, Chief Commercial Officer, Middle East, Africa and Asia Pacific, Accor, added: “Our recent events in the Middle East, Africa, and Asia Pacific underscore Accor’s unwavering commitment to fostering strong relationships with our partners and communities.”