Design everywhere! Accor’s adaptation to a turbulent market

The Moore curve also applies to lifestyles and the markets associated with them. After decades of stability, these are now evolving at a lightning pace, giving rise to new brands that represent a risk of disruption for the established players. In this context, the hotel sector must accept to change a virtuous model and rethink a brand as if it were created today. Damien Perrot has forged this reasoning during a career at Accor which, from passion to encounters, has led him to become head of design, which position in the company has evolved to become a strategic asset. Whether it is for the revitalisation of a standard brand or the launch of a new one, by placing the customer, his evolution and his expectations at the centre of the approach, and by developing projects outside of the processes, the design has built a central place in the company, using the best external creatives.