Main problems and trends in the development of the hotel chain Accor

The article analyzes modern challenges and trends in the hospitality industry using the international Accor chain as an example. The main issues such as the impact of globalization, digitalization, economic crises, as well as high competition and the need for sustainable development are considered. The study covers the history of the company, its brand structure, key economic, social and environmental aspects. Particular attention is paid to the company’s strategies in the field of digitalization, adaptation to local markets and diversification of services.