They're just using the word "literally" in its ever more popular sense in which it does not mean that it really does apply to all companies. For example, accor

They're just using the word "literally" in its ever more popular sense in which it does not mean that it really does apply to all companies. For example, according to Oxford dictionary https://www.oxfordlearnersdictionaries.com/definition/english/literally https://www.oxfordlearnersdictionaries.com/definition/englis... "used to emphasize a word or phrase, even if it is not actually true in a literal sense" or Merriam Webster https://www.merriam-webster.com/dictionary/literally https://www.merriam-webster.com/dictionary/literally "used in an exaggerated way to emphasize a statement or description that is not literally true or possible" ; in modern usage, "literally" can be it's own antonym and mean "not literally". Language is fun! :)