The Brief

Accor operates 4,800 hotels across 100 countries and had a bold vision for the future of the industry — what they called “Augmented Hospitality,” an expansion beyond hotel rooms into tailored services, experiences, and digital solutions for guests and locals. They needed a creative partner who could translate that vision into credible, sustained thought leadership that would reach industry decision-makers, not just their own customers.

The Approach

Over three years, I led the strategic direction and execution across a series of integrated content and event activations. The partnership started with a Megatrends editorial alignment — positioning Accor alongside Skift’s annual trend coverage — then expanded into three original research publications: “The Transformative Role of Design in Hospitality,” “Where Luxury is Going Next,” and “European Hospitality’s Creative Renaissance.” Each report featured extensive interviews with industry leaders and was designed to anchor Accor’s brand around specific strategic themes. We extended the work into animated explainer videos, co-branded webinars with Accor’s C-suite, and branded event environments and workshop activations at Skift Forum events. Every activation was designed to serve the same strategic function: position Accor’s leadership as forward-thinking authorities, not just hotel operators.

The Outcome

The partnership gave Accor a sustained thought leadership presence in the travel industry’s most influential editorial environment. The three research reports became anchor content for Accor’s global marketing, the event activations put their executives on stage alongside industry peers, and the multi-year structure meant the relationship deepened over time rather than resetting with each campaign.