Antonietta Varlese, Accor: “Sustainability is a starting point, not an end point”

Trajectory marked by transformation

Antonietta Varlese joined Accor in 2008, at a pivotal moment of expansion and cultural change for the hospitality giant. With international experience, she brought to the company a strategic vision of diversity, equity, inclusion, corporate communications, government relations, and ESG.

"I arrived in a rapidly expanding hotel sector, driving cultural transformation, with the challenge of aligning the company's growth with solid commitments to social responsibility, institutional reputation, and sustainability," says Varlese.

Under his leadership, initiatives such as the global Accor Solidarity program, which allocated resources to NGOs, and the Plant for the Planet project, responsible for reforestation in the Serra da Canastra, established Accor as a pioneer in sustainability. Furthermore, he was responsible for implementing the LGBTI+ strategy in 2017, making the chain the first in the sector in Brazil to adhere to the 10 Commitments of the LGBTI+ Business and Rights Forum.

Influence that transcends borders
Varlese emphasizes that the impact of Accor's actions in the Americas goes beyond the chain itself. "We are very happy to serve as a model for cultural change and awareness within the industry, customers, and investors about the importance of environmental stewardship and contributing to sustainable tourism."

This influence spreads globally, with the integrated communication strategy and the consolidation of practices that are replicated on other continents.

ESG: The Future of Hospitality
For Varlese, sustainability is just the beginning of a broader journey. "Sustainability is a starting point, not an end point. We are committed to achieving Net Zero by 2050, with a 46% reduction in emissions by 2030," he emphasizes.

Currently, more than 100 hotels in the chain have certifications like Green Key, and the goal is to certify the entire portfolio by 2026. But, beyond environmental concerns, the executive emphasizes the importance of social and governance issues.

"We were recognized by GPTW Diversidade as one of the best companies to work for in the 'Women' and 'LGBTI+' categories. This reflects our commitment to diverse, inclusive, and ethical environments. Governance is also a priority, with clear policies, frequent audits, and mechanisms that ensure transparency and compliance," he adds.

Sensory experience from the first contact.
In the hotel industry, the experience begins at the reception and extends to every detail of the space. Accor has sought to convey its values ​​from the guest's first contact.

“From check-in to check-out, we strive to communicate who we are and our values: a network committed to people, sustainability, and innovation,” says Varlese.

Accessible architecture, functional design, and environments that reflect each brand's identity are allies of this strategy, reinforced by the visible presence of environmental seals. Employee training is also an essential part of the journey, ensuring welcoming and inclusive service.

Animal rights and conscious eating
One of Varlese's personal priorities is the defense of animal welfare. This vision is reflected in Accor's food policy, which aims to have 25% of its menu plant-based by 2030.

"Our Animal Welfare Policy was developed with the support of NGOs such as Animal Equality and the National Forum for Animal Protection and Defense, reinforcing our commitment to ethical practices," he explains. Currently, 72% of the chain's hotels in the Americas already offer plant-based options.

For her, “promoting conscious eating is part of building a more responsible hospitality towards the planet, animals and people.”

Recognition at Festuris
In 2025, Antonietta Varlese will be honored with the Colors of Tourism Trophy at Festuris, in recognition of her work integrating inclusion and sustainability in the sector.

“This award represents years of work to integrate inclusion into the hotel industry, values ​​that I hold with personal and professional conviction,” he celebrates.

The executive notes that, in Accor's 2025 Diversity Census, approximately 20% of employees in Brazil identified as part of the LGBTI+ community. "More than an individual recognition, I see this award as a result of the collective work of Accor and all our partners who are working with us towards a more humane, inclusive, and transformative tourism and hospitality industry," concludes Varlese.

Report: Mary de Aquino
Photo: Accor Disclosure