When you’re operating across MEA and APAC, “data hygiene” quickly becomes more than a buzzword. Speaking in the WiT Studio, Kerry Healy, Chief Commercial Officer (Premium, Midscale & Economy MEA & APAC) at Accor, unpacked how the group is working toward a single, connected guest identity; one that pulls together property systems, loyalty data and digital interactions into a real-time view of the guest.

But what does that actually mean on the ground? And how do frontline teams, from front desk to F&B, turn that data into moments that feel personal rather than promotional? The answer lands squarely on how guests want to feel – recognised, remembered and not “just marketed to.”

That same philosophy shapes how Accor thinks about partnerships. In an era of super apps, OTAs and sprawling ecosystems, Healy is clear that it’s not about partnering more but partnering better.

How do you extend personalisation beyond your own channels without diluting brand equity or losing control of data? And how do you measure success when “last click” no longer tells the full story? From clean-room data matching to a sharper focus on profitability and guest lifetime value, Healy shares why Accor believes the real win is creating partnerships that enrich daily life for guests—rather than simply chasing distribution.

Healy also flagged several shifts the industry should be watching closely, particularly in the Middle East. From the rise of “premium basics” and the renewed value of consistency and human delivery, to hotels acting as hosts for cultural and sporting moments, the conversation kept circling back to experience over channels.

So, what does loyalty look like when guests don’t care where they booked, only how they felt? Healy’s perspective covers everything from new loyalty metrics to AI as an “invisible co-pilot”.

Key takeaways from the conversation:

• Accor is building a connected guest identity to turn fragmented data into real-time, actionable personalisation across the guest journey.

• Partnerships matter—but only when they protect brand equity, respect data and deliver clear value to guests.

• The future of loyalty is less about owning the booking and more about delivering seamless, emotionally resonant experiences.

• “Premium basics,” cultural moments and frictionless payments are emerging as key differentiators in MEA and APAC.

• AI’s role is to remove friction and empower teams, not replace the human magic of hospitality.