A string of acquisitions into new areas of hospitality and a focus on digital services have made AccorHotels one of the chains to watch in recent years.
From a deal to buy OneFineStay to the ill-fated marketplace for independent hotels idea, AccorHotels does not appear afraid to change the shape of what a modern hotel brand should look like.
"Can a non-native company become digital?" asks Maud Bailly.
The answer, according to the company's chief digital officer: "It has to, otherwise the company will literally die."
The question and subsequent response kick off her keynote speech at Phocuswright Europe 2018 - a 15-minute overview of her (digital-led) business.
The speech and the following discussion with Phocuswright's Lorraine Sileo is below.
Executive Interview: Maud Bailly of AccorHotels