Accor may be in the midst of a strategic shakeup, again: The latest sign is that it is considering an IPO in the U.S. for its joint venture Ennismore, which is currently looking at bankers, Skift has learned from a source familiar with the plans.

The review comes after Skift reported last month that LVMH secured an option to acquire full ownership of Accor’s Orient Express brand by 2027 as part of a partnership announced last year.

An Ennismore IPO, if it materializes, will take time. After that comes the harder question: What exactly is the rest of Accor worth? And what should its new strategy be?

An Accor spokesperson said, “We do not comment on market rumors.” Ennismore declined to comment.

Ennismore’s Growth Engine

Ennismore — a set of lifestyle hospitality brands — has been a growth engine for Accor since the companies formed a joint venture in 2021. As part of that deal, Accor bought two-thirds while Ennismore founder Sharan Pasricha kept a third.

In 2022, Accor sold a 10.8% stake in Ennismore to a Qatari consortium for €200 million (around $233 million), valuing the business at around €2 billion.

Accor doesn’t break out financials for Ennismore. But in the first half of this year, Accor’s lifestyle RevPAR

Aptech, a leading provider of hospitality-specific accounting and finance software, is pleased to announce the appointment of Paul St. John as Vice President of Sales. In this role, St. John will lead Aptech’s strategic sales strategy, expand market presence, and accelerate growth. 

With over 25 years of experience in sales and a proven track record of driving results, St. John brings a wealth of industry knowledge and strategic insight to Aptech. 

“We are thrilled to welcome Paul to the Aptech and the Jonas Hospitality leadership teams,” said Jim Rowe, Senior Vice President of Sales & Marketing at Jonas Hospitality. “His deep expertise and strategic approach to sales will be instrumental as we continue to scale the business and deliver exceptional value to customers.” 

In his new role, St. John will focus on strengthening customer relationships, optimizing sales processes, and identifying new opportunities to better serve within the industry. With a strong background in navigating strategic accounts in the hospitality sector, he brings a fresh perspective and a results-driven mindset to the team. St. John’s collaborative approach and strategic thinking will be instrumental in driving growth and enhancing the overall customer experience.  

“I’m excited to join Aptech at such a pivotal time in its growth journey,” said St. John. “I look forward to working with the talented team at Aptech and Jonas Hospitality, as well as Aptech’s invaluable customer base, to build on the company’s strong foundation and drive the next phase of success.” 

“Paul’s appointment marks an exciting chapter for Aptech,” said Jill Wilder, President of Aptech. “His leadership and customer-centric mindset align perfectly with our mission to empower hospitality professionals through innovative financial solutions. We’re confident Paul will play a key role in driving strategic growth and deepening our industry impact.” 

About Aptech 

From its entrepreneurial beginnings, Aptech has been a pioneer of hospitality software technology, delivering innovative solutions for over 50 years with a vision of connecting people with the relevant data needed to solve significant problems in the hospitality and service industries. 

Aptech’s integrated suite of solutions includes PVNG, PVNG Fixed Asset Management, Execuvue, and TVNG, which comprise an integrated technology ecosystem designed to help hoteliers at both the corporate and property levels understand their financial and operational data and provide actionable insights. These solutions focus on scalable accounting, business intelligence, financial planning and management, and are used by more than 3,500 hotel properties across North America. 

Aptech is a proud member of the Jonas Hospitality family of brands. 

Learn more at https://www.aptech-inc.com/.   

About Jonas Hospitality 

Jonas Hospitality is a family of hospitality brands unifying the guest journey through innovative technology.   

Serving over 60,000 hotels globally, our industry-leading providers utilize cutting-edge technology solutions to meet the critical business needs of our customers. Our growing portfolio of brands includes Aptech, Ariane, b4checkin, Bookassist, Jonas Chorum, Jonas Unify, Leonardo, SpaSoft, Springer-Miller Systems, &Vizergy. These brands are industry leaders in their respective areas, solving a wide range of hotelier’s operational, accounting, marketing, and distribution needs.   

Each brand within Jonas Hospitality has a dedicated team working on, and supporting their solutions. These brands are brought together via Jonas Unify which allows us to bridge the gap between best-of-breed and all-in-one solutions while building high-quality, high-performing features faster.   

Learn about our brands and solutions at www.jonashospitality.com.

Cautious consumer sentiment is leading travelers to delay bookings, and that’s usually a scary sign. But overall travel activity is holding up: The latest Skift Travel Health Index shows global travel rose 3% year-over-year in the first half of 2025.

The late-booking trend is most noticeable in the U.S., where 40% of hotel bookings in June were made within seven days of arrival. Globally, hotel bookings made within seven days of arrival now account for 21% of total reservations, up from 18% in 2019.

Trends Across Key Markets

A deeper analysis of hotel occupancy “build-up curves” by Lighthouse tracks how far in advance bookings are made.

Stable markets: Business hubs such as London, Amsterdam, and Dubai have maintained largely consistent booking patterns.

Shrinking windows: Cities such as New York and Singapore are experiencing shorter booking windows. While final occupancy rates are similar to last year, bookings are being made closer to the travel date.

Increased confidence: Paris stands out as a top performer, with the first half of 2025 showing a faster ramp-up and higher total occupancy than 2024, suggesting a slight increase in booking confidence.

Read the June 2025 Highlights for more insights into booking trends.

What This Means for the Travel Industry

The data show that although the timing of booking is shifting, traveler demand remains resilient. Pedro Camara, CEO and founder of Travelgate, said, “Are we pacing behind 2024? No. The cumulative revenue curve for stays from January to June shows 2025 lagging 2024 until approximately 14 days before check-in, then catching up entirely within the final two weeks.”

This evolving behavior has significant implications for hotels and other travel companies. Rather than pointing to a need for broad discounting, these trends highlight the need to adapt strategies to capture later-stage demand.

For instance, the data suggest that hotels should re-evaluate their early-bird discounting policies. Travelers are showing a willingness to pay higher rates closer to arrival, meaning businesses can focus on dynamic pricing and last-minute promotions to maximize revenue without compromising their overall pricing structure. The challenge for the industry is not a drop in demand, but a change in the rhythm of how that demand is realized.

The Skift Travel Health Index is a real-time measure of the performance of the travel industry at large, and the core verticals within it, which provides the travel industry with a powerful tool for strategic planning. We have been tracking travel for 22 of the largest global economies since 2020, with consistent monthly data inputs across 88 indicators that are aggregated to cover categories such as aviation, hotels, short-term rentals, and car rentals.

Access the Skift Travel Health Index: June 2025 Highlights for an in-depth analysis and the Travel Health Index dashboard to visualize the data.