In February, Accor and SBE announced a plan to open over 100 Umami Burger restaurants within Accor hotels by 2026. The move puts Accor further into "augmented hospitality." HOTELS spoke with Accor's Philip Basha, VP of corporate finance, and Jay Patel, SBE Lifestyle Hospitality's CFO, Disruptive Group, about what that partnership means. HOTELS: What's the opportunity? Philip Basha: Ultimately Accor has identified lifestyle and luxury lifestyle as being a major part of their growth initiative... it's food and beverage which was a major, major driver for (Accor) in making the investment in SBE.
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