Thomas Dubaere, CEO of Accor Americas, is a seasoned hospitality professional and trailblazer with over two decades of expertise. He is renowned for revolutionizing the hospitality industry with his innovative approach, dynamic leadership, and strategic expertise in making every guest and employee feel valued and inspired. Under Thomas Dubaere’s guidance, Accor Americas is poised for remarkable growth, focused on strengthening its leading brands, introducing new concepts, and harnessing technology for a better guest experience.
A Lifelong Passion for Hospitality
Thomas Dubaere’s journey in hospitality began with a love for people. He believes the industry is about creating meaningful experiences and about enabling others to grow. From his early role at Novotel Bruges to leading Accor across the Americas, his passion has remained centered on people. Over time, it has evolved into a mission: combining business performance with human connection, ensuring that every guest and every employee feels seen, valued, and inspired.
A Leadership Style Shaped by Cultural Experiences
Thomas Dubaere’s leadership style has been influenced by his experience, living and working across Europe and the Americas. His team in Belgium, the UK, and Brazil has shown him that cultural differences are not barriers but sources of richness. He has learned to lead with empathy, respect, and adaptability, recognising the unique dynamics of each culture. This cross-cultural experience has enabled him to navigate complex environments and build strong relationships, essential for effective leadership in a global organization.
Core Values Guiding Leadership
Thomas Dubaere’s leadership at Accor is guided by three core values: respect, authenticity, and curiosity. He prioritizes respect for every culture, identity, and perspective, fostering an inclusive environment. Authenticity is key, as he strives to be transparent and approachable, building trust with his teams. Curiosity drives him to remain open to new ideas, trends, and perspectives, ensuring innovation and growth. These values are essential in hospitality, where people are at the heart of the business, empowering teams to innovate and guests to feel genuinely cared for.
Accor’s Strategy in the Americas A Tailored Approach
Accor’s strategy in the Americas differs from other regions, such as Europe or Asia-Pacific, due to the region’s incredible diversity. The company’s approach focuses on strengthening and expanding its leading brands while introducing new concepts that respond to evolving guest expectations. Agility is key, enabling Accor to adapt strategies to each market’s unique needs while maintaining operational excellence. In South America, Accor combines world-class hospitality with the region’s characteristic warmth and friendliness, delivering a distinctive guest experience that blends international standards with local charm.
Empowering Innovation and a Guest-centric Culture
Thomas Dubaere fosters innovation and a guest-centric culture by empowering Accor’s teams. Innovation is driven by employees who interact with guests daily, not just by headquarters. Through Accor’s corporate university, thousands of employees are trained annually on digitalization, sustainability, and service excellence. This structured approach is complemented by encouraging creativity and diversity of thought, ensuring that innovation is both structured and human-centered.
Revolutionizing the Guest Experience with Technology
Technology is transforming the guest experience at Accor properties, making it more seamless, intuitive, and personalized. AI and smart systems enable Accor to anticipate guest’ needs and tailor their stay in real time. AI-powered tools can suggest room upgrades or tailor packages based on guest preferences. Self-check-in kiosks and mobile solutions provide speed and autonomy, allowing staff to focus on delivering genuine human hospitality. By leveraging technology, Accor creates a more efficient and personalized experience, setting a new standard in hospitality.
Enhancing Hotel Operations and Personalization
Digital tools, AI, and data analytics play a crucial role in enhancing hotel operations and personalization. These technologies act as tireless colleagues, turning data into actionable intelligence that enables hotels to make precise decisions. Predictive maintenance safeguards the guest experience, reducing operational risks, while dynamic pricing ensures competitiveness by adjusting rates in real time. AI-driven personalization identifies guest pain points, converting reviews and feedback into practical improvements that boost satisfaction.
Leveraging Technology for Sustainability and Efficiency
Accor is harnessing technology to drive sustainability and efficiency. The company’s GAIA 2.0 platform, used across its hotels in the Americas, captures precise data on energy, water, and emissions. This enables effective carbon-reduction strategies. In waste management, technology facilitates targeted decarbonization initiatives. A notable example is the pilot project at the GREEM restaurant at Novotel São Paulo Morumbi, where AI calculates the carbon footprint of each dish. The AI assesses the lifecycle of each ingredient and translates this into five color-coded labels displayed on the menu. This empowers guests to make more sustainable dining choices and equips chefs to create environmentally friendly recipes. These tools demonstrate that technology doesn’t just drive efficiency, it turns ESG commitments into tangible, transparent action.
The Future: Balancing Human Touch and Digital Innovation
Thomas Dubaere believes the future of hospitality lies in synergy between technology and people. By automating repetitive and complex tasks, teams can focus on creating meaningful connections. The most advanced AI is valuable only when it amplifies the warmth of human hospitality. This balance will involve using digital innovation to elevate efficiency, personalization, and sustainability, while preserving the authenticity, empathy, and cultural richness that define true hospitality.
A Vision for Growth with Purpose
Thomas Dubaere’s long-term vision for Accor is to maintain its leadership in Brazil while expanding across the wider Americas. Accor aims to tap into the potential of secondary cities and emerging destinations, making its hotels true gastronomy and experience hubs that reflect local culture. By leveraging technology, efficiency, and sustainability, Accor will continue to engage customers through its comprehensive loyalty ecosystem. The future of hospitality in the Americas is envisioned as growth with purpose, driven by innovation, inclusivity, and sustainability.
Creating a Legacy in Hospitality
Thomas Dubaere hopes to create a legacy that proves hospitality can grow responsibly, without losing its soul. He aims to scale while staying human, leveraging technology to empower people and prioritizing sustainability and diversity. His goal is to leave behind a culture where these values are core to the company’s operations. If Accor is remembered as a leader in redefining hospitality to be more authentic, more conscious, and more connected, Thomas Dubaere will have made a lasting impact.
“We believe the future of hospitality is not about choosing between technology and people, it’s about synergy. Automation takes care of the repetitive and complex tasks, allowing our teams to focus on creating meaningful connections.”