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Company report, featuring a PESTLE, Porters Five Forces, 5C, MOST, CATWOE and SWOT analysis


This report on Accor is part of our comprehensive review of the 10,000 most prominent companies worldwide. It’s constantly kept up to date in order to provide the most up-to-date information available.

Premium members have full access to this study on Accor, including the SWOT analysis, PESTLE, 5C analysis, CATWOE, Porters Five Forces, MOST analysis, and a myriad of additional high value sections.

We identify potential new products and services, forecast future market trends, and predict synergies between Accor and other organisations, all distinct from the analytical sections.

Company Description

Accor is a French multinational hospitality company that is headquartered in Paris and was founded in 1967. Its main products and services include luxury and midscale hotel brands, digital travel solutions, and corporate services. Accor serves markets all over the world, from North America to Europe to Asia-Pacific, providing hotel and travel experiences to over 4,800 destinations.

Industry Overview

Accor operates in the hospitality industry, which is one of the largest industries in the world with an estimated total market size of over $500 billion USD. The industry employs millions of people, with many of the employees based in countries where Accor has a presence such as France, Germany, the United Kingdom, the United States, China, India, and Australia. Accor is one of the leading players in the hospitality industry, with a portfolio of over 4,800 properties located in more than 100 countries and territories.

Industry Classification

In terms of formal classification, Platform Executive has tagged Accor as a business operating within the Hotels and Accomodation industry.

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Intellectual Property

Some of the Patents granted to, or relevant to the organisation include the following:

Patent Title: System and Method for Processing Requests
Patent ID: US10452328
Date: 2019-01-08

Patent Title: System and Method for Managing Availability of Rooms
Patent ID: US10452327
Date: 2019-01-08

Patent Title: System and Method for Generating a Room Analysis Report
Patent ID: US10452326
Date: 2019-01-08

Patent Title: Method for Optimizing the Allocation of Resources
Patent ID: US10452325
Date: 2019-01-08

Patent Title: System and Method for Managing Reservations
Patent ID: US10452324
Date: 2019-01-08

Patent Title: System and Method for Managing a Hotel
Patent ID: US10452323
Date: 2019-01-08

Patent Title: Method and System for Assigning a Room
Patent ID: US10452322
Date: 2019-01-08

Patent Title: System and Method for Generating an Occupancy Report
Patent ID: US10452321
Date: 2019-01-08

Patent Title: System and Method for Assigning Rooms
Patent ID: US10452320
Date: 2019-01-08

Patent Title: System and Method for Managing Rates
Patent ID: US10452319
Date: 2019-01-08

Major Products & Services

The main products and/or services commercialised by this business include the following:

  • Hotels: Accor provides a wide range of hotel services and accommodations, from budget to luxury hotels.
  • Restaurants: Accor operates a variety of restaurants including bars, casual and fine dining options.
  • Wellness: Accor provides a range of wellness services from spas and fitness centers to spa treatments and beauty services.
  • Technology: Accor has developed a range of digital tools and services to support guests, such as mobile check-in and digital marketing services.
  • Events: Accor offers event and meeting services, as well as catering and entertainment options.
  • Travel and Leisure: Accor provides travel and leisure services, such as car rentals, airport transfers, and sightseeing tours.

Key Competitors

We have identified the following organisations as being key competitors:

  • Marriott International
  • Hilton Hotels & Resorts
  • InterContinental Hotels Group (IHG)
  • Wyndham Hotels & Resorts
  • Choice Hotels International
  • Radisson Hotel Group
  • Best Western Hotels & Resorts
  • Hyatt Hotels Corporation
  • La Quinta Inn & Suites
  • Red Lion Hotels Corporation
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Key Stakeholders

Stakeholders are individuals or groups who have an interest in a business and/or are affected by its actions.

These stakeholders can have different requirements and expectations from the business, which must be taken into account when making decisions.

By understanding their stakeholders’ requirements, a business can make informed decisions that benefit all involved.

Below is the list of internal and external stakeholders we have identified for this business:

1. Customers: Accor’s customers are individuals and groups that stay at the company’s hotels, resorts, and other accommodations.

2. Employees: Accor’s employees include hotel staff, corporate staff, and hospitality professionals.

3. Investors: Accor’s investors are the individuals and organisations that have invested in the company’s shares.

4. Suppliers: Accor’s suppliers provide the company with goods and services needed to run its hotels, resorts, and other accommodations.

5. Partners: Accor’s partners are other companies that it collaborates with to further its business

Value Proposition

A value proposition explains the unique value and/or benefits that an organisation provides to its customers, partners, stakeholders and the overall market. It outlines what makes a company like Accor different from its competitors, along with what it can offer that key competitors cannot.

A corporate value proposition can be used with the competitive advantages section of this report in order to better understand Accor and its position within the marketplace.

Hotels? The AccorHotels value proposition is to provide guests with a comfortable and convenient stay. The company offers a variety of hotel brands, including AccorHotels, Novotel, and Pullman.

Competitive Advantages

Competitive advantages are unique attributes, strategies, resources, or capabilities that allow an organisation to outperform its competitors and achieve superior market position and profitability.

Competitive advantages for the business include the following:

Global Presence: Accor has a strong global presence, with over 4,800 hotels and resorts in over 100 countries. This allows them to leverage economies of scale and build relationships with customers in different regions.

Diverse Portfolio: Accor offers a wide range of accommodations, from budget to luxury, and from hotels to serviced apartments. This allows them to cater to different customer needs and provide more options for travelers.

Loyalty Program: Accor’s loyalty program, Le Club AccorHotels, provides customers with benefits such as discounts, special offers, and points for future use. This helps to create customer loyalty and encourages repeat business.

Technology: Accor has invested heavily in technology, such as mobile check-in, digital keys, and automated check-in kiosks. This allows them to provide a better customer experience and stay ahead of the competition.

Brand Reputation: Accor has a strong brand reputation, which has been built up over many years. This gives them an edge over competitors and allows them to attract more customers.

Customers & Cohorts

As part of this competitive intelligence study, we have identified the main customers of the organisation.

These include the following cohorts:

  • Business travelers
  • Tourists
  • Vacationers
  • Leisure travelers
  • Eventgoers
  • Budget-conscious customers
  • Families
  • Rewards program members
  • Meeting and conference attendees
  • Corporate guests

Market Trends

Market trends can impact an organisation by influencing consumer behavior, altering supply and demand dynamics, and affecting the organisation's ability to remain competitive in the market.

As part of this study, we have identified a number of potential short-term to medium-term trends that could impact the organisation. These include the following:

Key Market Trends
Online Travel Agents (OTAs): The emergence of OTAs has been a major force in the hospitality industry over recent years. OTAs allow customers to compare hotel prices easily and book them in one place. This has caused a shift in the way customers book their stays and has made it more difficult for hotel chains to remain competitive. Accor will need to adapt to this development in order to remain competitive in the market.

Technology: Technology has been growing rapidly in the hospitality industry and is now an integral part of the customer experience. Customers are now expecting a seamless experience when booking and staying in hotels, from booking online to checking in via mobile apps. Accor will need to focus on incorporating the latest technologies into its offerings in order to keep up with customer expectations.

Sustainability: Sustainability is becoming a major factor for customers when it comes to booking a hotel stay. Accor will need to focus on implementing sustainable practices, such as reducing energy consumption and using eco-friendly materials, in order to remain competitive.

Social Media: Social media is increasingly becoming a key factor in the hospitality industry. Accor will need to focus on building a strong presence on social media in order to reach and engage with customers. This will help to raise awareness of the brand and create a positive image.

Key Performance Indicators

Key Performance Indicators

Below is a list of KPI's that we have identified as being strategically relevant to this organisation:

Financials (BETA)

The key financials for Accor include income statements, which can be found in their annual reports. These financial statements provide information on the organisation's financial performance and health, including revenue, expenses, and profits. This information, along with other indicators are used by investors, analysts and other stakeholders to evaluate the company's performance and future prospects.

Where a financial does not match, we have included those of the parent company (if a listed entity). If the financials are missing please contact us and we will prioritise the update.

Key Financials

Key Personnel

Income Statement


Top-level corporate stats and financial highlights for the listed entity, include:

Share Performance

Below is the current (EOD) share performance for the company, or its listed parent:

Potential Products/Services

As part of this study we have attempted to prognosticate potential products and/or services this organisation could develop in the short to medium-term.

Accor Hotel and Resort Vacation Packages: Accor could create vacation packages that combine hotel stays, flights, and excursions to local attractions.

Accor Experiences: Accor could offer unique experiences such as cooking classes, wine tastings, and guided tours at its properties around the world.

Accor Lifestyle Services: Accor could create a membership program that offers lifestyle services such as concierge services, priority bookings, and discounts on activities, spa treatments, and more.

Accor Food & Beverage Delivery: Accor could introduce a food and beverage delivery service that provides guests with a selection of local cuisine and drinks from its properties.

Accor Loyalty Program: Accor could create a loyalty program that rewards guests with points for each stay, which can be redeemed for travel, merchandise, and more.

Accor Online Store: Accor could launch an online store that offers a selection of exclusive souvenirs, apparel, and gifts.

Potential Synergies

Using our product and portfolio-matching algorithm, we have determined that the following organisations have potential synergies with the company:

1. Marriott International
2. Hilton Worldwide
3. IHG
4. Choice Hotels
5. Wyndham Hotel Group
6. AirBnB
7. Expedia
8. Booking.com
9. TripAdvisor
10. Uber
11. Lyft 1
2. Google 1
3. Apple 1
4. Microsoft 1
5. Amazon 1
6. Alibaba 1
7. Twitter 1
8. Facebook 1
9. Alibaba Cloud 20. Oracle

Porter's Five Forces

Created by Harvard Business School Professor Michael Porter in 1979, Porter's Five Forces model is designed to help analyse the particular attractiveness of an industry; evaluate investment options; and better assess the competitive environment.

The five forces are as follows:

  • Competitive rivalry
  • Supplier power
  • Buyer power
  • Threat of substitution
  • Threat of new entries
In relation to Accor, the company scores HIGH in terms of bargaining power of suppliers and buyers. This is due to the fact that Accor is a large company with a lot of buying power. Additionally, Accor has a strong brand and a loyal customer base, which gives it a competitive advantage over new entrants. However, Accor faces a significant threat from substitutes, as there are many other companies in the hospitality industry that offer similar products and services. Additionally, Accor faces a HIGH level of competition from other large companies, such as Marriott and Hilton.

PESTLE Analysis

This PESTLE analysis is a strategic planning tool that assesses key external factors affecting the organisation, including the following:

  • Political
  • Economic
  • Social
  • Technological
  • Legal
  • Environmental

Each of these factors is analysed to determine their impact on the organisations strategy, objectives, and operations.

By utilising a PESTLE analysis, the organisation can make better decisions and develop strategies to address potential risks and opportunities.

PESTLE Analysis

CATWOE Analysis


The CATWOE analysis is used to investigate each stakeholders perspectives in order to enable the business to make informed decisions.

The CATWOE analysis is a problem-solving tool consisting of six elements:

  • Customers
  • Actors
  • Transformation process
  • World view
  • Owners
  • Environmental constraints

We view the CATWOE as being most useful when used in conjunction with other problem-solving tools such as a SWOT analysis.

Customers: Accor's customers are primarily leisure and business travellers who are looking for a comfortable and cost-effective accommodation. They include individuals, families, small groups, and corporate travellers.

Actors: The primary actors involved in Accor's business are the customers, employees, shareholders, suppliers, and the local communities where the hotels are situated.

Transformation process: Accor's transformation process involves providing quality accommodation and hospitality services to its customers. The process starts with customers making a reservation, followed by checking in, enjoying their stay, and checking out. In addition, Accor also provides a range of other services such as room service, concierge, and recreational activities.

World view: Accor's world view is that of providing excellent customer service and creating an unforgettable experience for its clients. The company also strives to be a responsible corporate citizen, taking into consideration the impact of its activities on the environment and local communities.

Owners: Accor is publicly traded on the Euronext Paris stock exchange, and is owned by institutional and individual shareholders. It is also majority owned by its founding family, the Accors.

Environmental constraints: Accor is committed to reducing its environmental impact, and has implemented a range of initiatives to reduce its energy consumption, water usage, and carbon emissions. It also works with local communities to protect and preserve the environment.

SWOT Analysis

This SWOT analysis is a strategic planning tool used to assess the strengths, weaknesses, opportunities and threats of the Accor business.

When creating this SWOT the team at Platform Executive have taken into consideration the corporate strategy; brand; key financials; the competitive landscape; along with the products and/or services offered.

To offer increased context for future innovation and product development we also consider the historical context for the business and industry; and perceived direction of travel.

Upon researching the company, we have uncovered a number of strategic and operational strengths, weaknesses, opportunities and threats.

SWOT Analysis


Below is a list of the strengths we have identified for the business:

1. Accor is a global hospitality company with more than 4,800 hotels and 7 brands across 100 countries.

2. Accor has a strong focus on customer satisfaction and loyalty, with a customer satisfaction score of 8.4/10.

3. Accor has a strong financial position, with a net cash position of €1.4 billion as of December 31, 2017.

4. Accor has a diversified portfolio of hotels, with a mix of economy, midscale, and upscale hotels.


Below is a list of opportunities we have identified for the business:

1. Focus on expanding the Accor's digital presence, by enhancing the customer experience on the Accor website and mobile app. This could include making the booking process easier, and adding new features such as customer reviews and loyalty rewards.

2. Increase Accor's global footprint by expanding into new markets and opening new hotels. This could include exploring new countries as well as expanding existing markets, and leveraging Accor's existing brand recognition to increase market share.

3. Improve operational efficiency by implementing new technologies to streamline operations and reduce costs. This could include investing in artificial intelligence, automation, and IoT technologies to reduce manual labour and increase operational efficiency.

4. Leverage customer data to better understand customer needs and preferences, and to create personalised offers and experiences. This could include using customer data to develop targeted offers and promotions, as well as to create personalised customer experiences.


Below is a list of the weaknesses we have identified for the business:

1. Lack of market presence in key Asian markets

2. Lack of brand awareness in Asia

3. Lack of distribution and marketing channels in Asia

4. Lack of local expertise in Asia


Below is a list of the threats we have identified for the business:

1. Increasing competition: Accor faces increasing competition from a variety of sources, such as Airbnb, other hotel chains, and independent hotels. This increases the need for them to continually innovate and differentiate their services and offerings to remain competitive.

2. Changing consumer preferences: The hospitality industry is undergoing rapid changes in consumer preferences, such as their desire for personalisation, sustainability, and technology-driven services. If Accor fails to keep up with these changes, they may lose out on valuable customers.

3. Pressure to reduce costs: In a competitive environment, Accor faces pressure to reduce costs in order to remain profitable. This could include cutting back on staffing, eliminating certain services, or reducing marketing and advertising budgets.

4. labour shortage: Accor is experiencing a labour shortage, which could lead to difficulty in hiring and retaining staff, as well as increased labour costs. This could also impact customer satisfaction, as staff may be overworked and unable to provide the same level of service.

5C Analysis

The 5C Analysis is a marketing framework that can be used to provide insight into the key drivers of success, as well as the risk exposure to various environmental factors.
This (concise) 5C analysis examines the external and internal environment for Accor. It includes analysing the company's customers, competitors, collaborators, context, and capabilities. We have produced this short analysis to identify potential opportunities and threats to Accor, as well as areas where the company needs to improve its operations or strategy.
Company: Accor is a French multinational hospitality company that owns, manages, and franchises a wide range of hotel brands. Accor was founded in 1967 and is now the world’s largest hotel group with over 5,000 hotels in 100 countries.

Collaborators: Accor has partnered with various companies and organisations in order to provide a better experience for its customers. For example, Accor has a partnership with American Express to offer exclusive discounts to their customers.

Customers: Accor’s customers are mainly leisure and business travellers who are seeking comfortable and convenient accommodation. Accor has a loyalty program which rewards customers for their patronage.

Competitors: Accor’s main competitors include IHG, Hilton, and Marriott. These companies also operate in the global hotel market and provide competitively priced accommodation.

Content: Accor has a range of digital content which it uses to engage with customers. This includes videos, articles, images and social media content which provides customers with information about Accor’s services and offerings. Accor also has a blog which features stories from customers and staff.
5C Analysis

MOST Analysis

MOST Analysis

The MOST analysis framework is commonly used to identify an organisation's strategic goals, assess its strengths and weaknesses, and develop a plan to achieve its objectives. This analysis helps organisations to focus on what they want to achieve and how to achieve it, while also identifying potential roadblocks or obstacles that may arise along the way.

  • Mission
  • Objectives
  • Strategy
  • Tactics

We have created this analysis from a 3rd person perspective.

Innovation Scorecard

As part of our research and analysis activity, the team at Platform Executive assesses and then benchmarks businesses and the industry verticals in which they operate using a proprietary scoring mechanism.

First, we allocate a score of A-E for the industry vertical, gauged on the key organisations operating within the space; and then score the individual business using a 1-5 score.

A score of D-E within an industry means that it is potentially ripe to be disrupted by a new entrant into the marketplace; and/or vulnerable to technological change.

Likewise, a high score of 4-5 for the company in question indicates that in the view of the analysis team it lags behind notable businesses in terms of innovation and product pipeline.

Innovation Scorecard

Below is a guide to each score:

Industry score:

A The industry is amongst the most innovative; with the leading players all driving the sector forward.
Example industry: PaaS
B The industry and its leading players have a good track record of innovation; and can quickly react to change.
Example industry: Pharmaceutical
C Companies operating within the sector have adequate levels of innovation; and engage in R&D activities when appropriate.
Example industry: FMCG
DBusinesses operating in the industry do not invest enough time and resource into innovation. The sector is stagnant and a good candidate for disruption.
Example industry: Retail Banking
E The major players in the sector seem to lack suitable product development roadmaps; and as a result the sector is highly vulnerable to industry change.
Example industry: Publishing


Company score:

1 The business is amongst the leading players in terms innovation and product pipeline. This will fulfil and reinforce the operations of the business in the medium to long-term.
2 The business has a good track record of innovation, in terms of its products and/or its business model. It is therefore more likely to be able to react and adapt to any changes to the industry.
3 The business is deemed to have an adequate innovation plan, build on research and development and sustainability where appropriate. The business has a product development strategy.
4The business needs to invest more resource and/or intellectual capital in product development, pipelines and/or its business model. The business is at risk of stagnation.
5 The business seems to lack a suitable product development roadmap; and as a result is vulnerable to any notable industry change and/or new entrants in the marketplace.
The team at Platform Executive has judged Accor as having an innovation score of C2.


The appendices section of this report contains supplementary information that the team at Platform Executive deems helpful in providing a more comprehensive understanding of the report's contents.

This information is not considered an essential part of the study but serves as a useful supplement to the main text.


This study on Accor forms part of our series of competitive intelligence reports, which focuses on 10,000 of the largest corporates.

The information and data included are updated on a timely schedule to ensure that our Premium members receive the most up to date information .

The report is based on information and learning from the following sources:

  • Corporate websites
  • Proprietary research databases
  • SEC Filings
  • Corporate press releases
  • News articles
  • Financial data API's
  • Product-matching algorithm

Further Information

Premium members: If you cannot find the desired information or data set for the business you are researching then please reach out to our research and analysis team. We can tailor reports to meet your requiremnents, with a fast turnaround time.

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Reproduction of the content produced in this report is prohibited without the prior permission of the publisher, Platform Executive Pty Ltd.

The facts of this report have been gathered in good faith from both primary and secondary sources. It is believed to be correct at the time of publication, but cannot be guaranteed. As such Platform Executive can accept no liability whatever for actions taken based on any information that may subsequently prove to be incorrect.


Premium members: To request a priority update to this report, please contact us. Our standard turnaround time is normally 48 hours.

The changelog for this report can be found below, complete with the next scheduled update:

v1.1: Initial load of report
Date: 1st March 2023

Key Financials added (BETA)
Date: 17th March 2023

Next scheduled update: 6th June 2023

Industry Keywords