Accor bets on Asia with a different playbook in each market

Accor wants to grow in Asia and it is not shy about saying so. What stands out, according to Skift, is that it has no plans to use the same playbook in every country. The French group is pushing different levers depending on the market, the type of traveler and how mature each city is. In some cases it leads with luxury brands, in others it leans on economy or on converting existing assets.

My take: this is not hesitation, it is common sense. Asia is not one block. A hotel in Tokyo does not sell the same way as one in Bali, and a Chinese corporate traveler does not behave like an Indian weekend tourist. For years many chains treated the region as a single bet and paid for it. Accor seems to have learned the lesson.

For distribution and revenue professionals, the signal is clear. If you work with the region, stop hunting for the single formula. Segment, test and measure per market. Anyone still selling Asia as a homogeneous package will compete at a disadvantage.