Insights from Accor Group Chief Strategy Officer Gilda Perez-Alvarado — Photo by Hospitality Daily

In the dynamic world of hospitality, leadership and strategic vision play pivotal roles. Gilda Perez-Alvarado, known for her influential tenure as Global CEO of JLL's Hotels & Hospitality Group, now holds dual roles as Group Chief Strategy Officer at Accor and CEO of Orient Express. In a recent conversation, she shared valuable insights for hospitality leaders, drawing from her experiences to date and her perspective today.

The Role of Strategic Vision in Leadership

Accor is one of the most exciting companies in hospitality right now, Perez-Alvarado told me, highlighting the importance of aligning with a forward-thinking and innovative company. For hospitality leaders, this alignment is key to driving strategic initiatives that resonate with the company’s objectives and market position.

The first time I met [Accor CEO Sébastien Bazin], I said to myself, "One day we're going to work together, and I'm going to learn from him.

Takeaway: Leaders should ensure their vision is in harmony with the broader goals of their organization, enabling a unified approach to market challenges and opportunities.

Global Perspective: A Prerequisite for Modern Hospitality Leadership

In an increasingly interconnected world, a global outlook is essential. In her role today Perez-Alvarado said she has already met people from all corners of the earth, which has been really great - underlining the importance of a comprehensive understanding of global market dynamics. This perspective enables leaders to create offerings for diverse customer segments and adapt to emerging trends.

Takeaway: Hospitality leaders must cultivate a deep understanding of various cultures and market needs, using this global perspective to inform local strategies and service offerings.

Respecting and Empowering Founders

Founder-led brands bring unique visions and passionate leadership to the hospitality industry, and Accor has done this well with Ennismore. Perez-Alvarado emphasizes the importance of respecting these brands and their founders:

We have been extremely respectful of those founder-led brands. If you look at the brands that the group has acquired or partnered with over the last decade if there's a founder, that founder has remained in place. That DNA, the brand architecture, has stayed intact. I really love that.

This respect for the original vision and ethos of founder-led brands is essential in maintaining their unique identity and appeal.

Takeaway: Hospitality leaders overseeing diverse portfolios should prioritize maintaining the authenticity of founder-led brands, leveraging their unique strengths while integrating them into a larger corporate structure.

The 'Hotelization' of Real Estate: Expanding Opportunity for Hospitality

Perez-Alvarado highlights the growing trend of applying hospitality principles beyond traditional hotel settings to grow market share.

Just because you're in hospitality doesn't mean that you have to just focus on the hotel or the guest room experience. We have an incredible team of food, beverage, and entertainment experts. We do massive catering and hospitality work with big events: the World Cup recently in Qatar, and the Olympic Games here in Paris next year.

This approach, known as the 'hotelization' of real estate, involves infusing hospitality elements into various contexts like residential spaces, coworking areas, and event management. It is about optimizing how we use space, she explains, indicating the broad potential of hospitality today.

Takeaway: Hospitality leaders should explore ways to extend their services into new contexts, enhancing experiences and opening new business opportunities.

Sustainability: Beyond a Trend

Sustainability has transformed from a buzzword to a business imperative. Perez-Alvarado emphasizes its importance, stating, [Sustainability] is, for us, incredibly important. Integrating sustainable practices into core business strategies is now a necessity, with a focus on environmental impact and responsible resource management.

Takeaway: Effective leaders in hospitality should embed sustainable practices in their operations, doing what is right for the planet and aligning with what travelers today care about.

Networking: Key for Business Innovation (and Career Growth)

The collaborative nature of the hospitality industry offers opportunities for learning and innovation. It's a very open, very friendly, very helpful industry, Perez-Alvarado shared. Building networks and engaging with industry peers can inspire new ideas and foster partnerships that enhance service and experience.

Takeaway: Actively building relationships is invaluable for hospitality leaders, providing avenues for collaboration and access to diverse perspectives and best practices.

Gilda Perez-Alvarado’s insights on hospitality strategy provide a blueprint for industry leaders seeking to navigate the complexities of today's market. A strategic vision aligned with organizational goals, a global perspective, a commitment to sustainability, expanding market share by thinking bigger about hospitality, and active networking are all key elements for successful strategic leadership in hospitality today.

Josiah Mackenzie hosts the Hospitality Daily Podcast and YouTube channel to help you stay informed and inspired. This article was adapted from a recent conversation with Gilda Perez-Alvarado.