Accor to double Japanese presence

Pictured: Daiwa Royal Hotel & Resorts Minamiboso will be one of the sites brought into the Accor system.
Accor has signed a milestone agreement with Ebisu Resort LLC which will see 23 Japanese properties and over 6,000 keys join the group’s hotel network by Q2 2024.

The deal will double Accor’s presence in Japan while hotel openings gain momentum throughout the region as domestic and foreign traveller demand increases.

Conversion programme

The new strategic partnership calls for the renovation and rebranding of Ebisu group’s Daiwa Resorts portfolio into Grand Mercure and Mercure hotels that will offer uniquely local experiences. Accor will work alongside Japan Hotel Reit Advisors (JHRA), Daiwa Resorts’ asset manager, on the refreshment programme.

Conversion of the hotels will occur throughout 2024, after which the properties will operate under the aforementioned Accor brands.

Guide to new heights

Jean-Jacques Morin, group deputy CEO and CEO premium, midscale and economy division, Accor, said: “We are thrilled to be adding these great hotels to our portfolio in Japan and will continue to build on the relationships that Daiwa Resort has successfully maintained within each region, working closely with our partners, JHRA to revitalise these properties.

“The recovery of Asia is fuelling our ambitions as we seek to offer travellers a deeper and more diverse range of hospitality experiences across the region. Over the past decade, Accor has shifted from being asset-heavy to becoming an agile, asset-light company growing our hotel portfolio by 50% and tripling our brands. Now, with a resurgence of demand to serve as the wind beneath our wings, we will guide these brands to new heights, with more density, presence, and scale than ever before.”

Rebranding allure

Koji Mayanagi, Daiwa Resorts’ president and CEO, commented: “We would like to express our sincere gratitude to everyone who has supported Daiwa Resorts until now. 23 of our hotels located in scenic spots across Japan, from Hokkaido to Okinawa, will be rebranded as Grand Mercure and Mercure hotels. By rebranding, we will be able to provide our customers with various allures and memorable travel memories.

“In the future, we promise that guests will be able to enjoy a comfortable stay with activities that incorporate local cuisine, local attractions and relaxing hot springs while making the most of the unique characteristics of each hotel. We would like to work together with the local community more than ever before and share the appeal of each region not only within Japan but also around the world.”

Flagship debuts

Accor will also debut several new flagship properties in the region over the coming years, demonstrating the diversity of the group’s expanding network in Asia Pacific.

Pullman Singapore Hill Street is an architectural masterpiece augmented with smart technology and a rooftop bar that will open later this year. Plus the 302-key Mondrian Singapore Duxton opened this year in one of Singapore’s most desirable neighbourhoods. In Thailand, ibis Styles Bangkok Twin Towers will be the largest ibis Styles property in the world upon its official opening in 2024, featuring the brand’s creative, playful and family-friendly approach.

In Japan itself, Novotel Nara will open in 2024, bringing 264 keys to the midscale hotel brand and a multi-sensory experience for business and leisure travellers to this historic area of Japan, 45 minutes south of Kyoto. Within the country’s capital city, Fairmont Tokyo, slated for an opening in 2025, will feature 219 guestrooms and views of Tokyo Bay. This brand will also open the 241-key Fairmont Hanoi in 2025 in Vietnam, featuring an authentic Indochinese style.

Regional development push

Historically, Thailand and Indonesia have been areas of strength for Accor and where the company will continue to push forward with new development opportunities. Vietnam, Philippines, and Japan are also markets of significance that Accor has identified for growth opportunities in the future.

The group detailed it will continue to seek out large scale opportunities exploring more conversion possibilities, thus efficiently adding value to existing hotels and giving brands a sizable boost.