Time has become the most valuable currency in today’s world, altering how society perceives and manages it. Accor’s new insights report, "The New Quality Of Time," delves into these changing perceptions and explores how they influence the hospitality industry now as well as in the future.

— Source: Accor— Source: Accor
— Source: Accor

There has never been a better moment to look at how time impacts hospitality than today as Accor releases ‘The New Quality Of Time: How The World’s New Tempo Is Impacting Hospitality’ report. A part of the Group’s award-winning innovative From Change To Opportunity thought leadership series, the report identifies many of the fluctuating attitudes toward time, provides insights into the impact they have on our industry, and pinpoints potential business opportunities evolving from these trends to successfully leverage our new fascination with time.

To download and read the report, click here

The report focuses on these five key insights:

1. Slowing Down and Time Out: The Response to the Increased Pace of Life

With the ever-increasing speed of life today, people are responding with a desire to take a time out, catch their breath, slow the pace in all aspects of their lives from the workplace to home, leisure time, and travels as well as engage in “me” time by pursuing a variety of wellness activities to capture lost energy and focus.

2. Embracing The Generational Legacy: Time to Share Experiences Across the Ages

With so many generations living simultaneously, we have arrived at a moment in time where there is a strong desire to embrace and encourage the legacy of multiple generations living, working, and traveling together and understand the impact this will have on hospitality.

3. Taking Time Together as Never Before: Seeking Connection, Community and Impact

There is a significant shift in how people are spending their time these days, with a new emphasis on authentically connecting with one another in myriad ways. They want to be part of a community with a collective energy for a shared interest or commitment to a cause — including while working — and when traveling, seek to authentically connect to a destination and culture in new, different, and deeper ways.

4. Welcoming the Blended Living Movement: Hospitality for Flexible Work and Leisure Time

People no longer spend their days in distinct periods of “business” or “leisure” time. As the lines continue to blur, the concept of “blended living” has taken a prominent foothold. At hotels, guests readily shift between work and play, which significantly impacts a variety of elements from design, spaces, and experiences to operations and revenue streams.

5. Protecting the Future Now: Building the Sustainable Hospitality of Tomorrow

As society increasingly acknowledges the need to address climate change and environmental impact, the hospitality industry has also strongly embraced sustainable practices to make a difference as well as the role it can play as a caretaker of the planet for the generations to come. This includes eco-minded construction and renovations, along with integrating local communities and ecosystems. Strides have been made, and the journey towards sustainable operations for long-term positive impact continues, transforming our industry to protect the future now.

Our findings were comprised from Accor and industry research, expert commentary, and innovating examples from leading brands within and outside of hospitality. This report has been designed to impart exciting perspectives and innovative concepts to leverage our newfound fascination with all things related to time. We hope you will make the time to review, share, discuss, and ideate for the future.

About Accor, a world-leading hospitality group

Accor is a world leading hospitality group offering experiences across more than 110 countries, over 5,700 properties, 10,000 food & beverage venues, wellness facilities or flexible workspaces. The Group has one of the industry's most diverse hospitality ecosystems, encompassing more than 45 hotel brands from luxury to economy, as well as Lifestyle with Ennismore. Accor is focused on driving positive action through business ethics, responsible tourism, environmental sustainability, community engagement, diversity, and inclusivity. Founded in 1967, Accor SA is headquartered in France and publicly listed on the Euronext Paris Stock Exchange (ISIN code: FR0000120404) and on the OTC Market (Ticker: ACCYY) in the United States. For more information, please visit group.accor.com or follow us on X, Facebook, LinkedIn, Instagram and TikTok.