SkiftX spoke with Emlyn Brown, global vice president of well-being at Accor, about how the brand is appealing to emotion, implementing real and measurable sustainability initiatives, and providing an array of wellness experiences to counter today's common anxieties. SkiftX: How have the travel behaviors, expectations, and needs of Accor's guests changed over the past year or two? Emlyn Brown: We have seen a distinct shift in focus toward quality of experience above all else. Travel is no longer taken for granted, and our guests are keen to discover new ways to feel good and live new experiences. They want meaningful moments, a sense of enrichment, amazing photos, and a great story to share. This leads us to new consumer priorities, including a return to slow travel, a desire for self-improvement, positive travel, and the idea that health is wealth.