Sébastien Bazin, CEO of Accor, emphasises the importance of instinct and human connection in leadership decisions for the global hotel conglomerate. Since taking the helm in 2013, Bazin has consistently relied on a framework where data informs but does not dictate major decisions. His decision-making process, he reveals, is a balance of instinct, personal impact, and timing, where the human element plays a critical role.
Instinct and Data in Decision Making
At the upcoming Skift Global Forum from September 22–24, 2026, Bazin will elaborate on how his leadership style, applied across Accor’s over 45 brands and 5,800 properties worldwide, prioritises instincts over data-driven conclusions. His philosophy suggests that waiting for complete information can lead to missed opportunities, given the rapid pace of change in the industry.
Innovation and the Traveller Experience
Bazin foresees artificial intelligence dramatically reshaping the customer journey, particularly in travel discovery and personalisation. He argues that, even as technology evolves, the human touch is increasingly valuable and that Accor’s mission is to integrate technological advancements while preserving the essence of hospitality.
The Value of Human Connection
The hotel industry, Bazin asserts, is fundamentally about human interaction. Despite trends focusing on technological transformation and changing consumer behaviours, he believes that the essence of hotels as cultural hubs and career incubators remains pivotal. Hospitality has a unique role in providing opportunities regardless of personal backgrounds, and Bazin warns against allowing technology to overshadow these human elements.
Shaping the Future of Hospitality
- Decision Instinct: Bazin highlights a personal approach to decision-making that, when scaled, poses questions about how instinct guides an organisation-wide culture.
- The Timing Factor: He argues that acting timely is crucial, as hesitation can be a risk in itself despite the traditional preference for risk mitigation.
- Technology and Human Value: Bazin holds that more powerful technology increases the value of human roles, challenging the idea that technology replaces such roles.
- Hospitality as an Opportunity Engine: He describes the industry as a social elevator, crucial for creating diverse opportunities, and questions its future under financial pressure.
- Future Leadership at Accor: Bazin suggests his successor should excel in technological aspects, hinting at a new era beyond instinct-led leadership.
Bazin’s insights will be shared alongside leaders like Ariane Gorin from Expedia Group, Geoff Ballotti from Wyndham, and Hamad Al-Khater from Qatar Airways Group at the Skift Global Forum in New York.
Reporting based on coverage first published by skift.com.