Accor Global Chief Franchise Officer Leire Leoz said franchise growth only holds when owners see real value. Her focus is on hotel performance, stronger brand standards, a more simplified support system, and giving franchisees more reasons to stay and invest again.
At a roundtable forum at the 2026 Global Travel News Accommodation Industry Summit, representatives from InterContinental Hotels Group, MSC Mediterranean Cruises, and Visit Finland judged that China's outbound travel has entered an era of shrinking development, and the pre-pandemic peak is difficult to reproduce. Wu Zhaohong of Visit Finland said that since May, passenger flow to most European destinations has declined year-on-year, summer performance has been bleak, and the slow recovery of flight routes is the main reason. Industry players proposed using cruises to link Nordic destinations, combining them with in-depth hotel products, and increasing investment in direct sales and membership systems to compete for Chinese tourists.
A report jointly released by McKinsey and Skift Research shows that travelers go through an average of 65 touchpoints before booking a trip, up from 45 in 2018; 78% of travelers continue searching after booking, and 50% have changed confirmed accommodation after seeing a better option. IHG Chief Commercial and Marketing Officer Heather Balsley said at the Skift Global Forum that marketing cannot stop at booking, and hotels need to continuously maintain brand relevance during the inspiration and search stages.
德胧集团 CTO 孟令航在环球旅讯住宿业峰会对谈中介绍，百达神灯已在一百多家酒店上线，客服 AI 覆盖率约 97%，由总部六名中央客服承接转人工需求。系统把住客需求从识别、派单到结果回流连成闭环，并已从服务调度延伸到收益管理与定价决策。他提出落地分三步：先相信 AI、再倒逼服务流程变革、最后让 AI 直接作出经营决策。
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