On the question perhaps most asked at the conference - are there too many brands? - it seemed to depend on who’s asked, and when.

Accor Chairman and CEO Sébastien Bazin, whose company currently has a portfolio of 38 brands, said it’s completely plausible that the industry will see the total number of brands double within a few years.

The important part for a hotel company is to unify those brands on a single platform, he added. “We have 38 brands; we don’t have 38 websites,” he said. “It doesn’t cost one penny more to have 50 brands on one portal.”