Accor broadens European coverage

Image © Accor
With its roots in Europe, Accor is further deepening and broadening its presence with a strong roster of hotel openings across its Premium, Midscale & Economy brands

Accor will be launching a series of new hotels in 2024, as it looks to expand the brands in its Premium, Midscale & Economy division. The division, established in the last year as the company was reorganised by segment, already has around 3,000 hotels across Europe in more than 40 countries. And its current pipeline will add more than 350 hotels with 45,000 rooms, across the combined Europe and North Africa region.

The first quarter has seen openings including the first Tribe branded hotel for Italy, opening in Milano Malpensa, and the first Mercure in Albania, located in the capital Tirana. Meanwhile the Swissotel brand has also grown its international coverage, launching with its first hotels in Montenegro and Georgia.

Building on a record year

“2023 was a record growth year, showing the attractiveness of our diverse brand portfolio,” reported Patrick Mendes, CEO for PM&E in Europe and North Africa. “2024 marks the first full year for Accor’s Premium, Midscale and Economy organisation, and we are looking forward to unlocking the full potential of this incredibly diverse region this year and well into the future.”

Upcoming openings during 2024 include a focus on Mediterranean destinations. There will be openings in Rome and Sondrio in Italy, and Larnaca in Cyprus, under the Mercure and Handwritten brands. Flagship Novotel hotels are due to launch in Hamburg, Germany and in Bruges, Belgium, while Ibis Styles will launch in Iceland.

Heading east

The Tribe brand is also rolling out more widely, with openings in Riga, Latvia and in Manchester, UK. And in Georgia, Novotel will be adding a site in Tblisi and Ibis Styles will be arriving on the Black Sea coast, with a summer opening in Batumi.

Among the premium brands in the portfolio, Movenpick is set to launch in Poland with openings in Karpacz and Wroclaw. Pullman will open soon in Montenegro and Hungary and Swissotel is expanding into its first property in Romania.

The group’s Luxury & Lifestyle division is also expecting to be busy. Upcoming openings for later this year include Fairmont Golden Prague and Fairmont La Hacienda on Spain’s Costa del Sol. And from the Ennismore stable, there will be Hyde London City, Hoxton Vienna and 25hours Hotel Paper Island in Copenhagen, all launching later in 2024.