Accor publishes the new instalment in the 'From Change To Opportunity' series.

“From Change to Opportunity”, Accor Group’s award-winning series, forms part of a dual ambition: involving the entire industry in its transformation and generating new and productive opportunities for businesses and customers alike.

Launched in 2022, it offers in-depth insight-based analyses, derived directly from industry trends and figures.

For the 2024 instalment, Accor explores the new dual nature of time and its impact on the hospitality market’s key segments. Encompassing the desire to slow down, people’s new aspirations, changing working habits as well as environmental issues, new attitudes towards time offer challenges as well as a source of huge opportunities for the sector.

The report identifies five areas for further consideration by the industry:

Slowing Down and Time Out: The Response to the Increased Pace of Life

With the ever-increasing speed of life today, people want to spend more time relaxing, enjoying leisure activities and traveling. It’s a way of taking back control of their lives, by making time for themselves, which opens up new opportunities for the industry.

Embracing the Generational Legacy: Time to Share Experiences Across the Ages

Increases in life expectancy means more generations are likely to be traveling, working and sharing experiences together. How do we embrace every generation’s aspirations as well as new intergenerational needs?

Taking Time Together as Never Before: Seeking Connection, Community and Impact

There has been a significant shift in how we want to spend time with others. In both work and leisure, we seek authenticity in the way we make connections, explore a destination, and encounter new communities and cultures. We want connections based on a shared interest and concern over our impact, which undoubtedly influence the way we travel.

Welcoming the Blended Living Movement: Hospitality for Flexible Work and Leisure Time

The lines between working time and leisure time are becoming blurred, and interactions and crossover influence the decisions guests make. For the industry, this trend towards blended living significantly impacts a variety of elements, from design and the allocation of spaces to operations and building revenue streams.

Protecting the Future Now: Building the Sustainable Hospitality of Tomorrow

While the impact of human activities on the planet and the living environment is increasingly well understood, the hospitality industry has begun its transition towards a more sustainable model. Mindful of its responsibility, the industry is focusing on eco-minded construction and renovation projects, designed to integrate both local communities and the specific features of ecosystems. The challenge is to create a future that has a positive impact on our industry.

The full 2024 report (only available in English) can be downloaded here.