At Accor, design is far more than aesthetics—it is a strategic force that enhances guest experiences, drives innovation, and strengthens brand identity. Rooted in an ecosystem of extended hospitality offerings, our design strategy provides a blueprint for pioneering the art of responsible hospitality.

Through a forward-thinking approach, our Design & Technical Services (D&TS) team brings our brands to life, ensuring each hotel resonates with guests and maximizes value for owners. Design plays a pivotal role in embedding brand identity, fostering guest loyalty, and transforming hotels into dynamic social hubs where travelers and locals connect. It is also a catalyst for innovation, driving new hospitality concepts, integrating cutting-edge technology, and advancing sustainable solutions that reduce environmental impact while maximizing operational efficiency and long-term profitability.

Across our 45+ brands, each project is tailored to its destination, ensuring culturally relevant concepts in food, entertainment, and design. Camil Yazbeck, Accor Premium, Midscale & Economy Division Chief Development Officer

Watch Accor’s Leaders Unveil the Group’s Innovative Design Approach

Enriching the Guest Experience with Creativity, Emotion & Brand Identity

Design is a powerful medium for storytelling, shaping the atmosphere, emotions, and connections within a hotel. At Accor, every property is carefully designed to establish a clear brand identity while offering an experience that genuinely resonates with its audience. More than just places to stay, our hotels become vibrant social hubs, anchored in their local culture and designed to foster genuine connections, in line with today’s travelers’ quest for authenticity and local immersion. By blending creativity with functionality, Accor ensures that every hotel embodies its unique brand DNA while remaining adaptable to owner and market needs.

Each of our brands has its own DNA, identity, and design strategy, with a different interpretation for each hotel. This is what enables us to answer any owner’s expectations. Damien Perrot, Accor Premium, Midscale & Economy Division Chief Design, Technical Services and Innovation Officer

Embedding Sustainability in Every Aspect of Design

Sustainability is embedded in Accor’s design philosophy, ensuring that every project contributes to a more responsible hospitality industry. Beyond carbon and water reduction efforts, our approach focuses on creating high-performing spaces that enhance guest experience and operational value. Thoughtfully designed interiors integrate natural elements to enhance well-being, creating welcoming environments that benefit both guests and team members. From ergonomic break rooms that provide a restful retreat for teams to back-of-house areas optimized for functionality, reducing stress and boosting efficiency, every space is designed with comfort and experience in mind. In guest areas, biophilic design elements and carefully curated layouts foster relaxation and connection, elevating the overall stay experience. Strategic use of natural lighting reduces reliance on artificial sources, optimizing energy use and lowering operational costs. By revitalizing existing structures, we preserve architectural heritage while ensuring our spaces remain adaptable, forward-thinking, and environmentally responsible. Thoughtfully designed, our hotels provide a responsible and inspiring experience for both guests and team members.

Sustainability has always been part of Accor’s DNA. The key to avoiding stranded assets in 20 years is to carefully consider the ESG components of our hotels today, ensuring we build for the long run. Jean-Jacques Morin, Accor Group Deputy CEO and Premium, Midscale & Economy Division CEO

Shaping the Future of Hospitality Through Innovation

As hospitality evolves, so, too, must the spaces in which it thrives. Accor’s design strategy is a key driver of innovation, anticipating future trends and reimagining guest experiences. We are constantly developing new hospitality concepts such as branded residences, blended living, and “Workspitality” to meet shifting guest expectations. Smart design and technology create seamless, personalized experiences while enabling our Talent to focus on heartfelt service. We transform hotels into immersive destinations, ensuring that Accor remains at the cutting edge of hospitality, delivering meaningful experiences that drive both guest satisfaction and business performance.

For our owners and partners, great design drives performance. Setting the foundation for operational efficiency. Karelle Lamouche, Accor Premium, Midscale & Economy Division Chief Commercial Officer

About Accor, a world-leading hospitality group

Accor is a world-leading hospitality group offering stays and experiences across more than 110 countries with over 5,600 hotels and resorts, 10,000 bars & restaurants, wellness facilities and flexible workspaces. The Group has one of the industry’s most diverse hospitality ecosystems, encompassing around 45 hotel brands from luxury to economy, as well as Lifestyle with Ennismore. ALL, the booking platform and loyalty program embodies the Accor promise during and beyond the hotel stay and gives its members access to unique experiences. Accor is focused on driving positive action through business ethics, responsible tourism, environmental sustainability, community engagement, diversity, and inclusivity. Accor’s mission is reflected in the Group’s purpose: Pioneering the art of responsible hospitality, connecting cultures, with heartfelt care. Founded in 1967, Accor SA is headquartered in France. Included in the CAC 40 index, the Group is publicly listed on the Euronext Paris Stock Exchange (ISIN code: FR0000120404) and on the OTC Market (Ticker: ACCYY) in the United States. For more information, please visit group.accor.com or follow us on X, Facebook, LinkedIn, Instagram and TikTok.