The French group Accor is a master of diversity. Their portfolio includes over 40 brands: from the ultimate luxury of **Raffles** to the democratic **Ibis**. In 2026, Accor promotes the 'Lobby as a Neighborhood' concept — a lobby as part of the local urban area. The reception stops being a boring desk and transforms into a bar, a DJ booth, or an art object. We examine how Accor uses entry group design to attract millennials and why their approach is considered the boldest in the global hospitality industry.
De-standardization: The End of Generic Desks
Accor actively fights boredom in hotels. In brands like **Mama Shelter** or **25hours Hotels**, the reception might be adorned with surfboards or old cassette tapes. 2026 standards demand that the welcome zone evoke a smile and a desire to take a photo. This is a 'Lifestyle approach' where functionality is hidden behind vibrant creativity. The desk might be made of recycled scaffolding or bright plastic, broadcasting values of freedom and creativity.
Luxury Segment: Raffles and Fairmont
Heritage and Scale
On the other end are Accor's luxury brands. At **Fairmont**, the reception is always classic elegance, using noble metals and stone. But even here, Accor implements the 'Digital Hub': guests can receive service via mobile apps, while the desk serves as a place for arrival rituals. We help property owners meet these complex standards, manufacturing furniture that looks like an antique but works like a modern computer.