European travel continues to show strong momentum, and Accor’s CEO Europe & North Africa, Karelle Lamouche, believes the region is entering a new phase of opportunity. Travelers are more informed and more selective, and they expect experiences that match the price they are willing to pay. This shift is influencing how hotels operate and how brands position themselves. Lamouche notes that Southern Europe is thriving, with destinations such as Spain, Italy, Portugal, and Greece seeing significant growth, while emerging markets like Albania and Romania are gaining attention.
Accor’s expanding brand portfolio and its powerful loyalty program are central to how the company is responding to these changes. With more than 45 brands and over 100 million loyalty members, Accor is focused on creating meaningful experiences for guests and strong performance for owners. Lamouche remains confident in the long term strength of the European market, pointing to the region’s ability to attract more than half of all global travelers. Her full interview offers a deeper look at how Accor is preparing for the future and why Europe remains a key driver of global hospitality growth.