Uploaded March 2026 | Updated September 2026, 2 weeks ago
Europe remains one of the world’s most dynamic travel markets, but the rules of hospitality are changing fast. From AI-driven discovery and shifting guest expectations to new loyalty ecosystems and the rise of experience-led brands, hotel groups are under pressure to rethink how they grow, differentiate, and stay relevant. In this C-level interview, Karelle Lamouche, CEO Europe & North Africa for the Premium, Midscale & Economy division at Accor, shares how one of the world’s largest hospitality groups is navigating this transformation across more than 3,000 hotels in over 40 countries. The conversation explores how global brands balance scale with local relevance, how personalization is moving from marketing promise to operational reality, and how quality management evolves when portfolios grow more diverse. The session also tackles critical industry questions: Will AI strengthen direct brand relationships or further empower third-party platforms? How can midscale remain relevant inside global portfolios and how are brands influenced by the shift to lifestyle and boutique brands? And how must loyalty programs evolve from points-based mechanics into connected ecosystems that deliver everyday value and emotional engagement? Join this executive conversation for an unfiltered perspective on where hospitality growth, branding, and distribution are heading next — and what industry leaders must rethink now to stay competitive.
Interviewer:
Lea Jordan
Member of the Board of Experts
ITB Berlin Convention
Interview guest:
Karelle Lamouche
CEO Europe & Northern Africa
Accor
Europe remains one of the world’s most dynamic travel markets, but the rules of hospitality are changing fast. From AI-driven discovery and shifting guest expectations to new loyalty ecosystems and the rise of experience-led brands, hotel groups are under pressure to rethink how they grow, differentiate, and stay relevant. In this C-level interview, Karelle Lamouche, CEO Europe & North Africa for the Premium, Midscale & Economy division at Accor, shares how one of the world’s largest hospitality groups is navigating this transformation across more than 3,000 hotels in over 40 countries. The conversation explores how global brands balance scale with local relevance, how personalization is moving from marketing promise to operational reality, and how quality management evolves when portfolios grow more diverse. The session also tackles critical industry questions: Will AI strengthen direct brand relationships or further empower third-party platforms? How can midscale remain relevant inside global portfolios and how are brands influenced by the shift to lifestyle and boutique brands? And how must loyalty programs evolve from points-based mechanics into connected ecosystems that deliver everyday value and emotional engagement? Join this executive conversation for an unfiltered perspective on where hospitality growth, branding, and distribution are heading next — and what industry leaders must rethink now to stay competitive.
Interviewer:
Lea Jordan
Member of the Board of Experts
ITB Berlin Convention
Interview guest:
Karelle Lamouche
CEO Europe & Northern Africa
Accor
