4- Assess AccorHotels' business strategy. How effective do you think it is for competing against Airbn b? What else should AccorHotels do in order to enhance its competitiveness against digital disruption such Airbnb? AccorHotels quickly recognized the threat that digital disruptors, in particular Airbnb, pose to its industry and business. Its biggest challenge was to transform an asset-heavy, hierarchical company into a dynamic, agile and fast-moving organization. In addition to transforming its corporate culture, organizational structure, value proposition and overall business model, the group implemented an aggressive acquisition strategy. AccorHotels' successful digital transformation offers lessons for incumbents competing with digital disruptors in various industries