Accor’s CEO for Northern Europe has declared “our recovery is strong, as is our future” as the hospitality giant revealed that last year’s signings were back to pre-pandemic levels.

One of the world’s largest hotel groups is eyeing opportunities for growth following a busy end to 2021.

A host of new hotel signings

Accor signed no fewer than 25 hotels across Northern Europe in December 2021, bringing the total number to 89 over the course of the year, the company has announced. Today, its portfolio in the region encompasses more than 1,100 properties and over 20 brands spanning 31 countries from Russia to Ireland.

Among the most recent signings was Hyde Paradox Hotel London City, which involves the conversion of a 19th-century building at 15 Old Bailey that once housed the Spiers & Pond Hotel into a 110-room property, due to open in 2023. It represents a further boost for the Hyde Hotels, Resorts & Residences brand, part of Accor’s Ennismore joint venture.

Duncan O’Rourke, Accor’s CEO for Northern Europe, said: “The pace of development has accelerated throughout 2021, reflecting both our and our partner’s confidence in the market’s return. The geographical growth of our region and brand portfolio in recent years has prepared the business for expansion at pace as the world moves firmly towards recovery.

“Our ambition and pipeline for 2022 and beyond remains strong, as do our brands and hotel talents. The Covid years have been a split focus – managing the impact of the crisis today and planning for the recovery tomorrow.

“Tomorrow is here and our recovery is strong, as is our future.”

A busy year for Mövenpick, Swissôtel and MGallery

Accor’s signings in Northern Europe span a range of budget and midscale flags, including Ibis, Ibis Budget, Ibis Styles, Mercure and Novotel. In the premium market, meanwhile, there were 20 signings across the Mövenpick, Swissôtel and MGallery last year, of which 70% were resort hotels.

Camil Yazbeck, senior vice president development, Accor Northern Europe, added: “2021 was a phenomenal year for signings culminating in a strong year-end across the region. Accor has maintained its stronghold on the region with a 39% branded hotel market share in signings.

“In 2020, development was resilient. In 2021, our signings returned to pre-pandemic levels. Development is future-looking and our strong pipeline reflects our and our partners’ strong belief in market recovery.”

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