Another in our series of Interviews with Industry Leaders attending FHS Saudi Arabia taking place on the 29 April - 01 May 2024 at Mandarin Oriental Al Faisaliah, Riyadh, we next speak with Jean-Jacques Morin Group Deputy CEO and CEO Premium, Midscale & Economy Division, Accor.

BTN: What are your core areas of focus when it comes to investment? I.e in the areas of innovation, sustainability, human capital and/or technology?

JJM: Alongside my executive team, I am focused on ensuring our division’s strategic roadmap is supportive of Accor’s broader business plan; this also includes growth and development activity across our premium, midscale and economy brands. Accor is helping to open new frontiers throughout the region, broadening the range of hotel options and extended stay opportunities that will add diversity, accessibility, and fresh inspiration for travelers to Saudi Arabia.

BTN: What is your outlook for the hospitality industry in Saudi Arabia and the wider Middle East in 2024 and beyond?

JJM: We are extremely bullish on the outlook for the industry in Saudia Arabia and the region as a whole. Accor has been active in Saudi Arabia for more than 30 years and yet we have so much more to explore, such as establishing a larger presence with our premium, midscale, and economy brands in the country’s fast-growing, second tier cities. Our recent master development agreement with Amsa Hospitality will see the development and franchising of 18 Accor hotels in multiple cities across Saudi Arabia, such as Ha’il, Jubail, Taif, Al-Ula, Tabuk and Jazan, over the next ten years. This will include a range of Accor’s economy and midscale brands, such as ibis Styles, Mercure, Mercure Living, Novotel, Novotel Living and Handwritten Collection. Today, we count 41 hotels under 11 brands with an ambition to develop the 44 hotels over the next four years in the Kingdom.

BTN: What does your panel/presentation/workshop at FHS focus on and what will delegates be able to take away from your session?

JJM: Accor is leading the industry toward positive hospitality – supporting communities and our environmental and social commitments, in full alignment with the goals of Vision 2030. We are boosting tourism throughout the country through our many existing and upcoming development projects. We are shaping the industry itself, with Tamayyaz by Accor, an initiative with the Ministry of Tourism that is dedicated to nurturing and developing Saudi talent within the hospitality industry. Upon completing the 6-month program, 256 trainees will be employed in their preferred departments within our hotels.

BTN: What are you looking forward to most from your attendance at FHS Saudi Arabia?

JJM: FHS Saudi Arabia is an excellent forum where I enjoy getting the latest intelligence, sharing some on-the-ground experience, and taking the pulse of the action here. It gives me a chance to have first-hand knowledge of the most current data and insights that will inform our decision-making as we go forward.