Adapting to a turbulent market through design: the ACCOR case

A management lesson from the Accor group, which is integrating design into its strategy to deal with the turbulence in the hotel market. In a context where the challenge is to bring back customers with new and variable desires, design makes it possible to play on emotion, to create identities and to reinterrogate codes.

More details on the session: Design everywhere! Accor’s adaptation to a turbulent market