Hotels in the 2030s: Perspectives from Accor’s C-suite
Three hospitality executives envision a future in which hotels are sustainable, tech-enabled hubs for travelers and locals alike.
As one of the largest hospitality companies in the world—and the largest in Europe—Accor is both an observer and a key player in the evolution of travel. Its expanding portfolio of more than 40 brands now encompasses over 5,400 hotels in 110 countries, with a workforce of more than 290,000 people. The company says it seeks to “reimagine hospitality” as it anticipates and caters to travelers’ changing needs and expectations.
In June, McKinsey’s Aurélia Bettati explored the future of hospitality and travel in interviews with three Accor executives—chief digital officer Alix Boulnois and, from the company’s premium, midscale, and economy brands division, chief marketing officer Alex Schellenberger and chief design, technical services, and innovation officer Damien Perrot—at Accor’s headquarters near Paris. An edited version of their conversation follows.
McKinsey: People’s travel habits changed a lot during and immediately after the pandemic. How do you think travel—and hotel stays in particular—will change in the coming years? Paint a picture of the hotel guest experience in the 2030s.
Alix Boulnois: When I think about the hotel experience in the 2030s, I think of augmented hospitality, which is this idea we have at Accor that the hotel is more than just a place to stay. It’s not just a travel destination; it’s a location people can enjoy even if they live in the neighborhood. You can eat at the hotel, go to the spa, or enjoy the gym. In the future, a ton of other services could be offered at the hotel, like your bank, your mail, your laundry, and so on.
Damien Perrot:
The hybrid model—where the hotel becomes a place dedicated not only to travelers but to locals as well—is an important and growing trend in the hospitality sector. In fact, I’ll make a provocative prediction: in the 2030s, many people will choose to live in hotels instead of in apartments.
Just to give you an example: today, you may have a dining room in your apartment, and you invite people to come and share a meal there perhaps once a week or once a month. Do you need those dining-room square meters every day? No. So you don’t need such a big apartment; you can live in a smaller place so long as you are able to get certain services when you need them. And a hotel can definitely meet those needs.
