Sustainable Growth in Hospitality: Lessons from Accor
Sustainability has become the foundation of modern hospitality. Today’s travelers expect responsible brands, regulators demand transparency, and investors reward companies that embed purpose at their core. In this evolving landscape, Accor Group stands out as a leading example of how Environmental, Social, and Governance (ESG) reporting can drive both resilience and profitability.
“We must build a contributive model, where we participate in solving problems rather than creating new ones.” says Brune Poirson, Chief Sustainability Officer at Accor (Accor Group, 2023 Sustainability Report).
Rather than treating ESG as a public relations exercise, Accor has transformed sustainability into a strategic management system—aligning governance, operations, and stakeholder expectations. This shift is part of a broader industry trend where hospitality leaders integrate sustainability across every touchpoint, from energy efficiency and food sourcing to fair employment and local community partnerships.
The Business Case: Benefits of Embedding Sustainability in Hospitality
Accor’s experience shows that sustainable growth is not just good ethics, it’s good business.
1. Transparency Builds Trust
Through annual ESG disclosures aligned with GRI and TCFD standards, Accor reports measurable progress in areas such as carbon reduction, waste management, and diversity. Its latest report highlights a 22% reduction in Scope 1 and 2 emissions compared to 2019 levels.
2. Cross-Functional Alignment
Sustainability is integrated across procurement, finance, operations, and HR. This structure promotes shared accountability and ensures that ESG goals drive business decisions, not just compliance.
3. Operational Efficiency
Accor’s eco-design standards, food waste reduction targets, and renewable energy investments not only reduce emissions but also lower operational costs.
4. Enhanced Guest Loyalty
According to Booking.com’s 2024 Sustainable Travel Report, 77% of global travelers prefer brands committed to sustainability. Accor’s eco-certified hotels and community-driven projects have strengthened emotional loyalty among its guests.
5. Investor Confidence
Strong ESG governance improves access to green financing and meets investor expectations. Accor’s inclusion in the Corporate Knights Global 100 Most Sustainable Corporations (2023) reinforces its leadership.
A 5-Step Framework for Sustainable Growth
Whether you manage a boutique hotel or a global chain, these practical steps can help replicate Accor’s success.
1. Establish Strong Sustainability Governance
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Appoint a Chief Sustainability Officer or ESG task force.
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Set measurable goals aligned with frameworks such as the UN SDGs and Science-Based Targets initiative (SBTi).
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Involve finance and operations to ensure targets are both credible and achievable.
2. Conduct a Double Materiality Assessment
Identify which issues matter most to your stakeholders and where your business has the greatest impact. According to Accor’s 2023 ESG Report, stakeholder engagement workshops helped the group identify climate transition, diversity, and circularity as top material priorities.
3. Build a Reliable, Auditable Data System
Use digital tools to collect and track ESG data in real time. Platforms like Greenview or Sustainability Cloud can monitor:
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Energy and water use
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Scope 1, 2, and 3 emissions
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Employee diversity metrics
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Supplier sustainability ratings
Transparent data builds credibility and simplifies future CSRD or TCFD compliance.
4. Empower Employees at Every Level
Accor’s internal program, “School for Change,” has trained over 97% of its corporate employees to integrate sustainability in daily decision-making. Every hotel team, from chefs to finance directors, plays a role in meeting ESG goals.
5. Treat ESG Reporting as a Strategic Roadmap
ESG reports should be catalysts for innovation. Use insights to inform new programs, such as zero-waste operations, biodiversity protection, or circular economy initiatives. This approach turns disclosure into transformation.
Common ESG Mistakes to Avoid
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Treating sustainability as a marketing exercise instead of a strategy
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Setting vague targets without clear metrics or timelines
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Overlooking the social dimension—local hiring, gender equality, and fair wages
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Failing to integrate ESG into performance incentives
Case Study: Accor’s Transformation Journey
Accor’s ESG strategy is built around three pillars that align with its global hospitality vision:
1. Stay
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Over 1,400 hotels certified with environmental labels such as Green Key and ISO 14001.
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Energy retrofits have cut water and power consumption per guest night by up to 30% in several flagship properties.
2. Eat
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Commitment to 50% food waste reduction by 2030.
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Expansion of local sourcing and plant-based menu options.
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Partnership with Too Good To Go and small-scale farmers for circular food systems.
3. Explore
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Guest experiences designed to support local economies and minimize ecological footprints.
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Low-impact travel options, such as walking tours, community workshops, and carbon-offset programs.
Compared with peers, Accor’s approach stands out for its integrated ESG culture. While Hilton and Marriott have made strides through initiatives like Travel with Purpose and Serve 360, Accor’s holistic framework directly links sustainability performance to management incentives—an area where few competitors have gone as far.
Frequently Asked Questions
Q1: What is sustainable growth in hospitality?
It means expanding hotel operations responsibly—balancing profitability with reduced environmental impact and stronger community engagement.
Q2: Why invest in ESG reporting?
Because it builds transparency, drives investor trust, and helps identify operational efficiencies. ESG disclosures can unlock access to sustainable finance and long-term value creation.
Q3: Can smaller hotels implement similar strategies?
Yes. By setting clear goals, engaging employees, and reporting transparently, even small hotels can achieve measurable sustainability results.
Start Building Your ESG Skills
Sustainability is a professional necessity in hospitality. To lead this transformation, you need the right knowledge and tools.
Enroll in the Online Certificate on Sustainability (ESG) Reporting from Sustainability Academy and gain practical skills in ESG data management, reporting standards, and corporate strategy.
This certified self-pced course is designed for hospitality and tourism professionals seeking to align their business growth with sustainable impact.