Accor to significantly expand presence in Singapore [Construction Report]

by | 04 Nov 2019 | Chains

One of the new hotels set to join the Accor brand family. (Picture: Ibis Budget Singapore)

In a bid to grow its Singapore portfolio, Accor enters a franchise agreement resulting in 15 new properties across three of its brands.

French hotel giant Accor partners with local company Global Premium Hotels to open 15 new Accor-branded hotels in Singapore.

We find out more.

Accor grows portfolio in Singapore

Accor has signed a franchise deal with Singapore-based developer and management company Global Premium Hotels for 15 new Accor-branded properties in the city-state.

Once the deal is complete and the hotels are open, Accor will have 30 operational hotels in Singapore with a total key count of 7,625.

The breakdown of this total will be 3,357 beds in the luxury and premium category, 1,840 in midscale and 2,428 in economy in Singapore alone.

Michael Issenberg, chairman and CEO of Accor Asia Pacific, spoke of the deal, saying, “Accor’s strong presence in and understanding of the Singapore market will be complemented by these additional hotels and with our proven expertise in mid-tier and economy hotel operations, we hope to bring added value to the owners.”

“This deal is a great moment for our group as we are able to increase our Singapore presence significantly overnight with the addition of these 15 hotels/1621 rooms,” Mr Issenberg elaborated.

Rebrands and standardisation

Global Premium Hotels operates two hotel brands in Singapore, the mid-tier brand Parc Sovereign Hotel and the economy hotel brand Fragrance Hotel.

Under the new deal, 13 of the 15 hotels which were operating under the Fragrance brand, and the two which operated under the Parc Sovereign brand, will be brought in line with Accor’s international brand standards and rebranded as Mercure, Ibis Styles and Ibis Budget hotels. The breakdown of the rebrands will be one, one and 13 respectively.

James Koh, the owner of Global Premium Hotels, commented, saying, “With a buzzing hotel scene these past few years, and especially the mid-tier hotel segment enjoying increasing popularity and strong growth figures, this partnership is indeed timely.”

“We are excited to strengthen our relationship with Accor and are confident that this deal will further optimise the performance of our hotels while attracting a greater international audience via Accor’s global distribution and world-renowned brands,” Mr Koh went on to say.

Let’s take a look at a few more hotel projects by Accor:

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Accor is a world-leading augmented hospitality group offering unique and meaningful experiences in almost 4,800 hotels, resorts, and residences across 100 countries.

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