The Belgian executive presented the group's financial results, addressed geopolitical, environmental and technological challenges and outlined Accor's strategies for the coming years.
Solid results and global growth
Dubaere welcomed Accor's positive figures for 2024, in line with Capital Market Day projections for 2023. The company reported a 12% increase in global EBITDA and 11% in revenue, reaching €5 billion.
Accor's portfolio comprises 850,000 rooms in nearly 5,700 hotels, spread across more than 110 countries. The expansion pipeline remains strong, underlining the group's resilience.
In the Americas, growth was significant in the last quarter, with the average daily rate up 12% and occupancy up nearly 30%. “It was a spectacular quarter, driven by the events and the accelerated recovery of tourism,” said Dubaere.
Global scenario: challenges and opportunities
Dubaere highlighted three main influences on the sector:
- Geopolitics: The war between Russia and Ukraine, changes in US policy and volatility in global trade call for caution.
- Sustainability: 2024 was the hottest year on record, with extreme events such as fires and floods. Accor is strengthening its commitment to ESG objectives.
-Technology: Artificial intelligence is transforming the way consumers plan their trips. “We have to stay ahead of these changes,” said the CEO.
Tourism boom and new trends
International tourism to Brazil broke a record in 2024, exceeding 6.6 million visitors. January 2025 also saw record numbers, with 1.5 million foreign tourists.
Among the new travel trends, Dubaere highlighted:
- Geek Tripping – Tourists who travel to festivals, concerts and sporting events.
- Overtourism – The massification of destinations, which gives rise to regulations such as those applied in Barcelona.
- Pleasure (Business + Leisure) – The fusion between business and leisure trips, extending the duration of the stay.
Experience beyond hosting
Accor invests in the guest experience, going beyond traditional accommodation. Key initiatives include:
Food and entertainment: Development of 24 innovative food and beverage concepts, which already represent 21% of the hotel's revenue.
- Wellbeing: Balanced options on the menu, such as the Green concept.
- Sustainability: Expand the use of local suppliers, such as sustainable coffee from New Café.
Growing demand for sustainable hotels is also driving change: 80% of global travelers prefer properties with ESG practices and 43% would be willing to pay more for them.
Strategic expansion in the Americas
Accor continues to strengthen its presence in Latin America with new openings, franchise growth and investments in the leisure segment.
Abel Castro, Chief Development Officer (CDO), highlighted the growth of the network:
- New hotels: 11 openings and more than 2,000 apartments, including the Mercure Marival in Mexico.
- Signed contracts: 28 new projects in 2024, including the Dominican Republic, expanding Accor's presence to 111 countries.
- Forecast for 2025: At least one opening per month, with emphasis on Tribe Belo Horizonte and Novotel Uberlândia.
Loyalty and commercial innovation
André Sena, Chief Commercial Officer (CCO), highlighted the strength of the ALL – Accor Live Limitless loyalty programme:
- Strategic alliances: Banco BRP, Esfera and Azul, which allow you to accumulate points without accommodation.
- Revenue management automation: Shiji Ideas technology to optimize prices and demand with artificial intelligence.
- Growth: 16% in the corporate segment and 26% in leisure.
-Brand strengthening: Campaigns such as “Vai Nessa” impacted 113 million people and increased access to the Ibis website by 77%.
Diversity and inclusion as strategic pillars
Fernando Viriato, Senior VP of Talent and Culture, highlighted the progress in inclusion:
- Female leadership: Growth from 50% to 53%.
- Diversity: 17% of employees identify as LGBTI+, and 14% hold leadership positions.
- Refugee programme: 750 professionals hired in 2024.
-Recognition: Great Place to Work certifications in Latin America.
Sustainability and innovation in the hotel industry
Accor maintains a global commitment to reducing emissions, as reinforced by Antonietta Varlese, Senior Vice President of ESG and Communications for Accor Americas:
- Environmental objectives: Reduction of 46% of carbon emissions by 2030 and achievement of net zero by 2050.
- Renewable energy: More than 350 hotels in Brazil operate with this source, generating savings of R$ 12 million.
- Environmental certifications: 36% of the chain's hotels already have the sustainable seal.
- Impact reduction: Efficient water and food management, as well as the “Kick the Clean” program, which encourages guests to skip daily cleaning to reduce resource consumption.
Varlese stressed that these campaigns are audited and taken very seriously by Accor.
Report and photography: Mary de Aquino.