“Pioneering the Art of Responsible Hospitality, Connecting Cultures, with Heartfelt Care” is the Accor Group’s new purpose statement.

Accor built the framework following an extensive company-wide consultation process which leveraged Purpose taskforce and Ethics Committee workshops along with external stakeholder interviews, gathering more than 50,000 quotes from 10,000 people.

The purpose statement is structured around four key strategic pillars. Across each, Accor is making a series of commitments that are built upon concrete actions and assessed through KPIs.

The art of hospitality expresses Accor’s commitment to creating a culture of excellence through empowering its employees to challenge the status quo and find new ways to offer authentic guest experiences.

Responsible hospitality reflects the group’s commitment to making every stay a positive contribution to society and the environment and reflects Accor’s long-standing desire to set the industry standard for responsible hospitality.

Connecting cultures represents Accor’s commitment to turn every day into an intercultural journey while preserving and nourishing local identities.

Heartfelt care encapsulates Accor’s commitment to fostering empathy and well-being in the workplace, embedding a fair chance and a social elevator culture across the group.

Accor chairman and CEO Sébastien Bazin commented: “The purpose statement we have unveiled today is a culmination of years of purpose-led hospitality and is the next natural step for us as we seek to pioneer the responsible travel of tomorrow. This framework will provide further inspiration to drive purposeful actions and performances in the best meaningful way.”

Accor recently integrated its loyalty programme and booking platform, known as ALL, with French train travel provider SNCF Connect.