Accor grows luxury and lifestyle brands

While famous for its budget brands in Europe, Accor is pushing equally hard to grow its lifestyle and luxury brands around the globe.

The group has a pipeline of 100 luxury and lifestyle hotels it will open through 2024 and 2025, and aims to maintain the momentum by signing at least 50 more projects per year.

Building Ennismore’s brands

Many of the openings will be in Accor’s lifestyle division, Ennismore. Last year saw openings including Banyan Tree Dubai, Mondrian hotels in Bordeaux, Cannes, Hong Kong and Ibiza. The coming year will see Ennismore add more than 15 new hotels in global cities including Hoxtons in Edinburgh and Vienna, Hyde London City, 25hours in Jakarta and Copenhagen, Mama Shelter Nice and Dubai Business Bay and SLS Barcelona.

Alongside its city hotels, Ennismore will be opening more resort properties, including Hyde Bodrum, Rixos in Istanbul and Jeddah. And there will be a slew of openings of stylish restaurants, as Ennismore also grows its lifestyle food and beverage portfolio.

Fairmont’s international spread grows

The renowned Fairmont brand has planned openings in Costa del Sol Spain, Cape Grace in South Africa, and Long Beach. Further US properties in the works include Fairmont OrlandoFairmont Manchester San DiegoFairmont Phoenix, and a branded residence development Fairmont Heritage Place The Cedars.

Raffles is building momentum, with 2023 openings in Bahrain, Boston, London and Macau, taking the luxury brand to 22 hotels in 18 countries. For 2024, new openings are planned for Raffles Jaipur, Raffles Jeddah and Raffles Sentosa Resort & Spa.

Sofitel expands

Truly global brands, Sofitel and MGallery will be opening new hotels around the world, in many new country destinations. These include Sofitel Cotonou Marina Hotel & Spa in Benin, MGallery Punta de Mita – Riviera Nayarit in Mexico and in Japan, Hotel Sousei Sapporo – MGalleryMGallery Taipei, Taiwan; and Gigiri Gem Forest Hotel Nairobi – MGallery in Kenya. In Poland, MGallery will add two properties: Sanssouci Karpacz Hotel & Spa – MGallery, and Hotel Szczecin – MGallery. And later in the year, Accor will welcome the launch of Sofitel Shanghai North Bund.

“As stewards of some of the world’s most legendary hotel brands, we are honoured to bring them to more destinations around the world, while nourishing the unique character that makes each so immensely popular,” said Agnès Roquefort, Chief Development Officer, Luxury & Lifestyle, Accor. “With the strength of these unparalleled brands as our fuel, development is the engine that will help propel the group forward, writing the next chapter in Accor’s luxury and lifestyle hospitality story.”

Orient Express brand launch

Accor will launch the first Orient Express branded hotel in 2024, with Orient Express La Minerva opening in Rome. Later in the year, the brand’s Italian rail experience, Orient Express La Dolce Vita will also begin trips. Momentum will build in 2025 with a second hotel opening, the Orient Express Palazzo Donà Giovannelli in Venice. And in 2026, the brand will take to the water with the first sailing of the Orient Express Silenseas, laying claim to be the largest sailing ship in the world.

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