Accor CEO discusses America’s Cup sailing in Barcelona, October 2023

In October 2023, Accor CEO Sébastien Bazin shared insights on the company's involvement in the America's Cup sailing races held off Barcelona's coast. The races, which continue until October 27, will determine the challenger for the defending champion, Emirates Team New Zealand. Bazin explained that Accor's sponsorship of the Orient Express Racing Team aligns with the brand's philosophy of creating memorable experiences rather than merely offering products. Bazin elaborated on the rationale behind Accor's acquisition of the Orient Express brand four years ago, emphasizing that it represents a feeling and an experience. He believes that by linking this experience to competitive sailing, the company can enhance its brand visibility and engage guests in unique ways. The construction of the Orient Express Silenseas, set to be the world's largest megayacht, further exemplifies this vision. While Bazin takes the racing seriously, he acknowledges the unpredictable nature of sailing, where skill can be overshadowed by weather conditions. He expressed confidence in the team's technology and ambition, stating that he would support them if they demonstrated the necessary vision. This partnership is seen as a way to fill the gap before the launch of new products, showcasing the elegance and charm of the Orient Express brand. Ultimately, Bazin's involvement in the America's Cup is not just about competition; it is about creating extraordinary experiences that resonate with guests and elevate the brand's prestige in the luxury market.