HOSPITALITY POWERHOUSE:
EXPLORING THE SUCCESS AND IMPACT OF ACCOR HOTELS GROUP
BUSINESS TIMES
MINING HOSPITALITY
ACC HOT GRO 2
BUSINESS TIMES MAGAZINE OCTOBER 2023
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COR TELS OUP BUSINESS-TIMESMEDIA.COM
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BUSINESS TIMES MAGAZINE OCTOBER 2023
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HOSPITALITY POWERHOUSE:
EXPLORING THE SUCCESS AND IMPACT OF ACCOR HOTELS GROUP Project by: Malvern Kandemwa Words by: Michelle Duncan
The world of hospitality has witnessed a transformative journey led by Accor Hotels Group, a global powerhouse renowned for its commitment to unparalleled guest experiences, innovative of-
ferings, and an expansive portfolio of hotels that span continents. With a presence in over 110 countries, Accor’s diverse range of properties caters to various tastes, needs, and lifestyles. Accor’s portfolio is a kaleidoscope of hospitality, catering to every type of traveller. From luxury to economy, boutique to business, the group offers a spectrum of brands that resonate with the unique preferences of guests.
The iconic Fairmont, Sofitel, and Raffles brands deliver opulent luxury experiences, while the Novotel and Mercure brands cater to those seeking comfort and convenience. Ibis, Accor’s economy brand, exemplifies affordability without compromising on quality. This diversity showcases Accor’s commitment to inclusivity and its endeavour to make hospitality accessible to all.
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Driving positive outcomes for people, businesses and the planet Helping hotels around the world create clean and safe spaces, responsibly Comprehensive, science-based solutions that span hotel operations:
CLEAN Helping to deliver positive experiences through clean, healthy spaces
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Warewashing and kitchen hygiene
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Food safety
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Housekeeping
PROTECT
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Floor and carpet care
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On-premise laundry
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Pool and spa
Helping to protect people, resources, assets and your business health
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Water solutions
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Pest elimination
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Quality assurance audits
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On-site, hands-on and digital training
Ecolab.com/Hotels 1 800 35 CLEAN
© 2023 Ecolab USA Inc. All rights reserved.
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BUSINESS TIMES MAGAZINE OCTOBER 2023
OPTIMIZE Helping you achieve a higher level of productivity and efficiency
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One of the key drivers of Accor Hotels Group’s success and sustainability is its procurement function, led by Sebastien Brunel, the global Chief Procurement Officer. Brunel has 25 years of experience in the hospitality business, with 20 years in procurement. He has held various procurement roles in different regions and markets, including the UK, the US, Brazil, France, and Canada. He has been the global CPO since 2019, based in Paris. Brunel oversees a team of more than 180 procurement professionals around the world, who manage the sourcing and purchasing of goods and services for Accor Hotels Group’s operations. His main objectives are to optimise costs, quality and value for the group and its stakeholders, while also ensuring compliance, risk management and sustainability across the supply chain.
Sebastien Brunel, Global Chief Procurement Officer, Accor Hotel Group
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Brunel believes that procurement is not only a strategic function that contributes to the group’s performance and competitiveness, but also a catalyst for innovation and transformation. He has been instrumental in implementing several initiatives that have enhanced the procurement function’s capabilities and impact, such as: Developing a digital procurement platform that leverages data analytics, artificial intelligence, and automation to streamline processes, improve efficiency and transparency, and generate insights and savings. Launching a group purchasing program that leverages the collective buying power of Accor Hotels Group’s properties to negotiate better prices and terms with suppliers, while also offering them access to preferred products and services. Establishing a sustainable procurement policy that sets clear standards and expectations for suppliers on environmental, social and governance (ESG) criteria, such as reducing carbon emissions, waste, and water consumption, promoting human rights and diversity, and supporting local communities. Creating a procurement academy that provides training and development opportunities for procurement staff and stakeholders, as well as fostering a culture of collaboration, learning and innovation.
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Brunel is also passionate about leading by example and inspiring others to embrace sustainability and innovation in their daily work. He is actively involved in several industry associations and networks that promote best practices and knowledge sharing in procurement and hospitality. He is also a mentor for young talents and entrepreneurs who have innovative ideas or solutions for the hospitality sector. Brunel’s vision is to make Accor Hotels Group’s procurement function a world-class leader in sustainable and innovative hospitality. He believes that by working together with suppliers, partners, customers and employees, procurement can make a positive difference for the group’s business, brand, and reputation, as well as for the planet and its people.
BUSINESS TIMES MAGAZINE OCTOBER 2023
PROCUREMENT IS NOT ONLY A STRATEGIC FUNCTION THAT CONTRIBUTES TO THE GROUP’S PERFORMANCE AND COMPETITIVENESS, BUT ALSO A CATALYST FOR INNOVATION AND TRANSFORMATION.
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Driving clean, healthy spaces around the world Since 1923, Ecolab has been known
ing water and energy use and waste
Our 47,000 associates are the key to
for
sci-
while improving employee safety and
our ability to deliver quality results for
ence-driven innovation, unmatched
its
relentless
pursuit
of
delighting customers. Service spe-
customers. Around the world, 25,000
service, and enduring commitment
cialists partner with property man-
well-trained sales and service asso-
to protect people and resources vital
agers to provide on-site training on
ciates make up one of the industry’s
to life. Ecolab has over 47,000 associ-
procedures and implement solutions.
largest direct sales-and-service force,
ates in more than 170 countries work-
Together we are committed to ele-
and approximately 1,100 scientists,
ing to help advance food safety, main-
vating sustainable initiatives without
engineers and technical specialists
tain clean and safe environments,
compromising business outcomes.
bring broad expertise in critical core
optimize water and energy use, and
This commitment is evident through
technologies, including antimicrobi-
improve operational efficiencies for
industry recognition, our sustainabil-
als, dispensing and monitoring, per-
customers around the world.
ity goals, smart water use solutions,
sonal and environmental hygiene,
and the way we do business internally
polymers, surfactants, solid chemistry
Innovation that leads to impact:
and with our customers. In 2022, Eco-
and water management solutions.
We are forward-looking innovators
lab was recognized by several leading
who are always looking for ways to
organizations for our commitment to
Our comprehensive hotel program
produce positive outcomes for peo-
operating responsibly and sustain-
includes:
ple, businesses and the planet. Cus-
ably. We earned a Platinum ranking
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tomers have come to expect us to de-
with EcoVadis, leadership-level rank-
velop innovations that help improve
ings from CDP—an A- ranking for
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Food safety
their operations, reduce business risk
both Climate Change and Water Se-
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Housekeeping
and lead the industry. Over the years,
curity submissions—and are ranked
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Floor and carpet care
our products, programs and services
33 in Corporate Knights’ 100 Most Sus-
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On-premise laundry
have helped customers:
tainable Corporations in the World.1
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Pool and spa
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Water solutions
Warewashing and kitchen hygiene
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Maximize operational efficiency
Ecolab has ambitious 2030 sustain-
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Pest elimination
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Meet public health and food
ability goals2 that we are working to
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Quality assurance audits
safety requirements
accelerate progress against in our op-
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On-site, hands-on and digital
Improve safety for employees
erations and with our customers. We
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training
and customers
measure the impact of our solutions,
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Drive guest satisfaction
helping customers quantify their re-
Ecolab is committed to helping ho-
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Improve labor efficiency
turn on investment and track oper-
tels around the world realize im-
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Reduce water and energy use
ational improvements and progress
pactful sustainability benefits while
and waste
across a range of performance goals.
delivering on the performance and
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Extend the life of assets
operational needs of its hotel owners. Driving clean, healthy spaces
Advancing sustainable hotel oper-
around the world
ations:
Our comprehensive cleaning and dis-
Like Accor, Ecolab is committed to
infecting solutions, combined with
shaping a more sustainable future.
unparalleled personalized service and
We are proud to partner with ho-
expert training, make Ecolab a go-to
tel owners around the world to help
resource for all hotel cleaning needs,
deliver operational savings by reduc-
from the basement to the rooftop.
1 - https://www.ecolab.com/media-center/awards-and-recognition 2 - www.ecolab.com/corporate-responsibility/2030-impact-goals
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TECHNOLOGY TRANSFORMATION AND LEADERSHIP: In the digital age, technology transformation is critical for the success of any hospitality company. Guided by Sebastien Brunel’s visionary leadership, Accor Hotels Group has undergone a comprehensive digital transformation. Leveraging emerging technologies, the company has implemented innovative solutions to enhance guest experi-
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ences, improve operational efficiency, and stay ahead of market trends. Investing in its digital transformation to enhance its customer experience, loyalty, and satisfaction, as well as its operational efficiency, agility, and innovation. Accor Hotels Group has created a digital hub that brings together experts from various fields, such as data, e-commerce, marketing, and technology, to develop and implement digital solutions
BUSINESS TIMES MAGAZINE OCTOBER 2023
for the group and its stakeholders. Accor Hotels Group has also partnered with Microsoft to use its cloud and artificial intelligence capabilities to create a new digital platform that will offer personalised and seamless services to its customers across all touchpoints. From implementing mobile check-in and keyless room entry to utilising data analytics for personalised guest recommendations, Brunel’s leadership has positioned Accor as a technology-driven industry frontrunner.
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SUSTAINABILITY: As sustainability becomes increasingly important in the hospitality sector, Sebastien Brunel recognizes the role that Accor Hotels Group plays in driving positive environmental and social change. Under his direction, Accor has set ambitious sustainability goals through their Planet 21 programs. This covers four pillars: working with its employees, involving its customers, innovating with its partners, and working with local communities. By focusing on areas such as water and energy conservation, waste reduction, and community engagement, Brunel is spearheading Accor’s commitment to sustainable practices throughout its operations. By collaborating with suppliers and implementing sustainable procurement processes, Accor aims to create a more responsible and eco-friendly hospitality industry.
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INFRASTRUCTURE ENHANCEMENT: BUILDING FOR THE FUTURE Sebastien Brunel’s vision extends beyond day-to-day operations. Recognizing the importance of infrastructure, Accor Hotels Group has embarked on an ambitious journey of property renovations and new constructions. These efforts not only enhance guest experiences but also align with the group’s commitment to sustainability. Energy-efficient buildings, green spaces, and innovative designs are shaping the future of hospitality infrastructure. Accor aims to open more than 300 properties by the end of 2023, with a stable pipeline of more than 1,200 projects and 214,000 rooms in the works. Accor has a strong presence in Europe, China, and the Middle East, and is expanding its footprint in North America and other regions. Accor also launched a new luxury brand, Emblems Collection, and signed the first two Orient Express destinations in the world in 2021. Accor also provides a clear infrastructure to help owners and operators bring tech ideas to corporate teams where many other brands lack a key direct channel from local ownership and management groups into corporate tech decision making. They can also help secure hotel projects at each step of their life cycle, from design to construction to renovation. Accor combines global experience with local knowledge and provides tailored
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solutions for building conversion, new build, takeover, or refurbishment projects. Accor also ensures that its hotel projects comply with its environmental, social and governance (ESG) commitments and standards. Brunel ensures that Accor’s hotels have access to high-quality products and services that meet the brand’s standards. He leads the implementation of comprehensive procurement strategies, focusing on cost optimization, risk management, and supplier collaboration. By leveraging economies of scale and enhancing supply chain transparency, Accor can provide consistent experiences to guests globally. Sebastien Brunel’s role as Chief Procurement Officer of Accor Hotels Group is instrumental in driving excellence in the company’s day-to-day operations. His leadership in technology transformation, sustainability initiatives, and procurement and supply chain management has positioned Accor as a leader in the hospitality industry. Under Brunel’s guidance, Accor continues to enhance operational efficiency, improve guest experiences, and drive sustainable practices. As the industry evolves, Sebastien Brunel’s strategic vision and expertise will be pivotal in ensuring Accor remains at the forefront of the global hospitality landscape.
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