Last year we published a piece looking at Accor’s failure to make a dent in the US hotel market. Looking at the market dynamics this lack of impact was understandable given the power of local players like Wyndham, Marriott and Hilton. How could a European player like Accor expect to compete? Well, CEO Sébastien Bazin thinks he now has the right approach to do better in that market.
Speaking exclusively to Hospitality Investor at the recent IHIF event, Bazin said the challenge was that Americans know their market better than Europeans, which gives the big brands that are based there, the upper hand.
“Don't battle with them because they're gonna crush me,” he said.
Instead he thinks a different approach is called for. By using Accor’s expansive portfolio of lifestyle brand like SLS, Hoxton and Mama Shelter, Bazin said: “you may have a chance”.
"Just play it low key, go at your pace, and don't give them any lessons because they know their market so much better,” said Bazin.
You can watch the rest of the interview above.