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towards a balance between heritage brands, luxury and lifestyle

Among Accor’s expected openings in 2022 is Raffles Boston Back Bay. (c) Binyan Studios

The health crisis has by no means hurt the growth prospects of large hotel groups. Accor demonstrates this by opening 288 hotels with 41,000 new rooms last year. be alone 3% net growth in 2021, bringing the French group’s network to more than 5,300 hotels and 778,000 rooms, placing Accor in sixth place in the world. With competition from Marriott, Hilton, IHG and others, Accor likes to emphasize that it is the hotelier with the most openings and signings in its major historic markets.

Specifically, in Europe, Accor signed 153 new hotels (+20% compared to 2020), while‘In China, the growth rate is even higher (+39%) with 350 hotels under construction out of 520 operating hotels. It is no coincidence that China will be the first location to open Accor’s new luxury brand, the Emblems Collection, at the Guiyang Art Center Hotel in Guizhou province, expected to open later this year. With flagship openings like Banyan Tree Doha La Cigale Mushaireb last year or the opulent Raffles and Fairmont expected this year in Qatar, region of India, Middle East, Africa and Turkey also supports the dynamic development of the French group.

With other flagship projects such as Sofitel Barcelona Skipper and Shanghai North Bund, Pullman Orchard Singapore, Novotel Mexico City Insurgentes, Novotel Liverpool Paddington Village, Accor expects to open over 300 new hotels and resorts in 2022.. ” We expect even higher growth rates this year and are pleased to resume signing new hotel contracts at a rate of one per day.r,” said Agnès Roquefort, director of development at Accor. The “pipeline”, the number of hotels under development, is over 1,200 establishments and 214,000 additional rooms, which, however, is far from the levels announced by Marriott or Hilton, which have almost 500,000 rooms in their boxes.

As part of this development, Accor is moving towards greater balance between its economy and mid-range brands, which continue to generate the highest volumes, and luxury and high-end segments, which now account for almost 40% of planned openings. The group’s portfolio, which is already one of the most diversified in the industry with some forty brands, will be expanded with launch of two luxury brands : The Emblem Collection and the Orient Express, which are expected to debut in Rome and…

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