Accor focuses on prestige: an accelerating move upmarket
A luxury project a week: Accor steps up its game in the premium segment. Between spectacular urban hotels, exotic destinations and cutting-edge lifestyle trends, the French group is pursuing an offensive strategy.
Impressive growth in 2024
With 293 hotels opened by 2024 in all categories, the Accor group confirms its pace of development. But it’s in its Luxury & Lifestyle division that the momentum seems to be strongest, with an average of one new prestige hotel opened every week. Strategic openings such as the Raffles Jaipur, the Sofitel Cairo Downtown Nile and the Chengdu Expo Waterfall Hotel testify to this global ambition.
This expansion is not based solely on new construction. Many existing establishments have been converted to the Group’s premium brands such as MGallery, Mondrian or Emblems, consolidating an already well-established upscale portfolio.
An experience-based strategy
According to Agnès Roquefort, Director of Luxury & Lifestyle Development, the Group’s strategy is based on a dual vision: offering “transformative” experiences to customers while maximizing value for owners.
The group is capitalizing on the changing expectations of upscale travelers: cultural immersion, eco-responsibility, well-being and experiential travel are now a must. The rise of gig tripping (event-based travel) and bleisure (a mix of business and leisure) are integrated as growth drivers.
A global offensive that continues unabated
Accor plans to open over 280 luxury projects in the coming years, with a particular focus on the Ennismore brands in Mexico and the Caribbean, as well as a new Raffles hotel in Tokyo. In 2025, two emblematic launches are expected: the Orient Express La Dolce Vita trains and the Orient Express La Minerva hotel in Rome.
A consolidated global presence
With 5,680 hotels worldwide, Accor remains a key player on the international hotel scene. And the future lies in the East: 60% of new hotel openings will be concentrated in the Middle East, Asia and Pacific regions.
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