Accor CEO: Data Is Essential, but Instinct Matters Most

A Skift Global Forum preview profiles Accor CEO Sébastien Bazin's decision rule. Bazin, who has led Accor since 2013, says he starts with his gut, then his heart, then his brain, and that data should nourish instinct rather than replace it. He will speak at Skift Global Forum on September 22–24, 2026, explaining how that rule holds across 45-plus brands and 5,800 hotels and resorts, and where he draws the line between technology and the human side of hospitality.