Michael Innocentin wears a number of hats as vice president of e-commerce and digital for AccorHotels North & Central America. He heads up regional digital marketing strategy for all Accor brands, but he also provisionally oversees worldwide digital strategy for the Fairmont, Raffles and Swissotels flags during a multiyear global transition. The 40-year-old is known for delivering results through a common-sense approach.
Innocentin is one of 20 rising stars (all 40 and under) HOTELS interviewed for our May feature. All shared their insights about their lives in the business and thoughts about some of today’s challenges and opportunities. In a Wall Street Journal-sponsored series, read Innocentin’s responses to our questions and click here to link to the full list of interviews with HOTELS 20 Next-Gen hospitality leaders.
Contributed by Megan Rowe
HOTELS: How do you see the evolution of hotel industry career opportunities?
Michael Innocentin: The hospitality industry is going through a period of consolidation that can have implications and temporary limitations in terms of career opportunities. But there are also new and emerging areas such as data science and artificial intelligence development. Revenue management also seems to have an ever-present demand for talent. There continues to be sustained investment in building robust digital teams, and at the property and regional levels there is demand for more resources in this area.
H: Do you see any evidence glass ceilings and old boys’ networks are falling?
MI: With more than 250,000 employees worldwide, diversity is a daily reality for AccorHotels and as a result drives us to work in a collaborative matter without global or gender limitations and promote equality in the workplace and prevent discrimination. At the end of 2015, AccorHotels committed to HeForShe, the solidarity movement initiated by UN Women. Several years ago the organization also started Women at AccorHotels Generation, an internal group that combats gender stereotypes and inequality through awareness actions. It also provides mentorship opportunities for female employees.
H: How can company cultures shift to ensure that younger professionals are attracted to the hotel industry?
MI: Like most industries, hospitality needs to adapt to the way younger people work and their desire to work for socially responsible companies that offer them flexibility and perks that help enhance their life. They also want their jobs to provide them with or align with their sense of purpose. I think many hospitality companies are well-positioned to meet these expectations, but they will need to revisit some of their policies and benefits to be more flexible.
H: What are the changing needs and priorities of next-gen leaders, and how are they different compared to current leaders?
MI: The hospitality industry is undergoing significant change and pressure from technological innovation and new entrants in this space. This has resulted in consolidation in the industry. Next-gen leaders are focused on enhancing data capabilities, modernizing the tech stack and diversifying services to better compete in the changing landscape.
H: Why are people getting into the hotel business and what does the industry need to do to become more attractive?
MI: It offers the option of global employment. There is generally flexibility to move positions and regions if you so desire. The industry also tends to attract people who have a passion for travel, seek a dynamic work environment and have an innate sense of exploration, as well as a strong focus on delivering great customer experiences. It also doesn’t hurt working in an industry where people are passionate about purchasing your product or staying in your hotel.
H: What about the business or your job keeps you up at night?
MI: Recently, the rise of voice search and AI-powered voice assistants has given me pause for thought. They are being adopted at a rapid pace and they have the potential to disrupt how consumers shop. For example, when you use voice assistants you are expecting a brief but relevant response, not pages of results. This could limit the options consumers are provided when searching for hotels.
H: To what do you most attribute your success and growth?
MI: First, I am fortunate to work for a company that has been constantly growing on a global basis. Second, my primary area of focus is e-commerce and digital and there has been continued investment and growth in this area throughout my career. Third, is old-fashioned hard work and perseverance.
H: What’s your best advice to the next generation?
MI: The digital space requires constant learning and the desire to continuously improve performance. Allocate sufficient time to keep improving your skills and don’t be afraid to test new initiatives. If, by chance, you do fail when testing new initiatives, make sure to incorporate key learnings the next time around. I would also encourage the next generation to get active in their organizations and in the industry. If you want to get ahead it is important to have a strong network within your organization and within the industry.
H: Describe the things that you try to do every day, and why you do them.
MI: Benjamin Franklin once said, “By failing to prepare, you are preparing to fail.” At the end of every week I block an hour or two to plan out the following week. On a daily basis I also try to take 10 to 15 minutes to reflect on the events of the day to determine if there are areas where I can improve or situations that I can handle differently in the future. Last but not least, I read the news every morning from multiple sources.
H: Who inspires you?
MI: Elon Musk is a source of inspiration. He is an entrepreneur with a strong vision and works tirelessly to see it come to life. AccorHotels’ CEO and Chairman Sebastien Bazin is a great source of inspiration. He has a vision for AccorHotels beyond simply being a leading hospitality company and is embracing disruption in the industry and investing to transform the organization to meet these changes.
H: What’s one prediction you’re willing to make about your discipline in the coming year?
MI: European privacy legislation, General Data Protection Regulation, will force hospitality companies to revisit data policies even if they are not based in the EU. Furthermore, ad-tech companies will need to adapt their services and products to comply with the new rules.