Accor looks to Asia for future growth

by | 06 Oct 2022 | Pipeline

Major hotel group, Accor, is focusing heavily on Asia for its upcoming developments in high end segments.

According to the group’s Q2 financial report, at the end of June it collectively had a pipeline of 1,215 hotels and 212,000 rooms.

High end hits

And for Accor’s high end upcoming hotels, the TOPHOTELPROJECTS database currently details 573 projects underway, totalling 113,550 keys.

Of these, 45%, equating to 260 projects, are situated in Asia. Accor’s home European continent represents 27% of the total – 157 high end projects, while Africa comes in third place with 9%/55 sites.

Asian domination

Drilling down further geographically, we find that China is far and away the leader when it comes to individual countries, with 93 high end developments. Joint second are Saudi Arabia and Vietnam, with 22 constructions apiece, while European countries finally get a look-in with a joint third spot for the UK and Germany, at 21 developments apiece.

Asia metropolises dominate the top ratings for city counts too. Qatari capital Doha comes top with 10 hotels, Manila and Dubai are joint runners up with seven, while Singapore follows closely behind with six sites.

Grand brands

This week, Accor’s brand restructuring took effect, with the resulting  the two arms being: Economy, Midscale & Premium, comprising the ibis, Novotel, Mercure, Swissôtel, Mövenpick and Pullman brands; and Luxury & Lifestyle, bringing together Accor’s luxury brands as well as the group’s lifestyle entity, Ennismore.

On the high end hotel development score for individual brands, our database indicates that international business and leisure strand, Novotel, leads the way with 56 entries. Comfortable designer marque, Ibis Styles rates as second in our list, with 52 projects, while executive lifestyle upscale hotel brand, Pullman Hotels & Resorts, takes the last podium place with 43 properties.

Leaning into luxury

It looks like Accor is really leaning into the luxury segment, with at least 236 five star developments underway, with upscale four star sites topping 225 properties.

2023 is currently the pipeline peak, with circa 165 deliveries during the year – 29% of our high end tally. 2024 follows in second place with 109 completions, equating to 19%, while the last few months of 2022 should see another 88 hotels coming online.

Asian archetypes

Typifying Accor’s Asian charge, we have Sofitel Doha West Bay, a 420-key property opening in the Qatari capital in Q1 2023 alongside the 396-room Novotel Doha West Bay. The twin tower site is in one of the most sought-after areas in Qatar.

Further east, Pullman Tianjin Kunlun will add 300 keys to Chinese capacity. The hotel will cater for both  business or leisure travellers and will feature a 800 sq m pillarless ballroom and six meeting rooms.

Many TOPHOTELNEWS articles draw on exclusive information from the TOPHOTELPROJECTS construction database. This subscription-based product includes details of thousands of hotel projects around the world, along with the key decision-makers behind them. Please note, our data may differ from records held by other organisations. Generally, the database focuses on four- and five-star schemes of significant scale; tracks projects in either the vision, pre-planning, planning, under-construction, pre-opening or newly opened phase; and covers newbuilds, extensions, refurbishments and conversions.

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