Accor Shares Under Pressure: JP Morgan Targets €59, Stock Stagnates at €42
Accor's stock falls by 1.75% in early afternoon trading this Tuesday, April 28, 2026, at €42.14, in a slightly bearish Parisian market. This decline extends a difficult period for the stock, which has lost more than 7% over the past seven days. Two new analyst recommendations published today provide contrasting insights into the hotel group's prospects.
JP Morgan and Goldman Sachs Update Their Targets with Diverging Views
Two major banks have revised their price targets for Accor this Tuesday, April 28, 2026. JP Morgan has slightly lowered its target from €60 to €59 while maintaining an 'overweight' recommendation, which suggests a potential upside of about 40% from the current price. On the other hand, Goldman Sachs has raised its target from €46 to €47, with a 'neutral' rating, indicating a more modest revaluation potential of about 11.5%.
These adjustments come as Accor's stock is significantly below its levels at the beginning of the year, down nearly 9% over three months. The significant gap between the two targets reflects different readings of the environment in which the group operates, particularly in the face of rising energy costs that are affecting the entire travel and lodging sector.
Stock Under Technical Pressure in a Tense Sector Context
Technically, Accor's share price stands at €42.14, well below its 50-day moving average (€44.29) and its 200-day moving average (€44.78). This setup, where the stock is trading below these two trend indicators, signals a bearish momentum that has settled in recent weeks. The RSI, at 47, remains in the neutral zone and does not indicate an oversold condition, leaving room for a possible continuation of the downward movement towards the support at €39.50.
The sector context also weighs heavily. The surge in oil prices (Brent was around $107 on Monday, April 27, 2026, due to the blockade of the Strait of Hormuz) is beginning to impact European air transport: Transavia France has announced targeted flight cancellations in May and June, a signal that could affect tourist flows on which the hotel activity depends. Noteworthy on the financial calendar, Accor's dividend detachment is scheduled for May 25, 2026, with payment planned for May 27. In the session's European comparables, Getlink is up by 0.42% while Sodexo is down by 0.71%. In the United States, Booking Holdings closed down by 1.51% and McDonald's dropped by 3.06%.
