Looking at the projects presented, Accor is not about to be dethroned from its position as hotel leader in Southern Europe. With 53 hotel openings and a new hotel signed up every six days by 2021, the french group has further strengthened its offering in its key marketThis represents more than a third of its portfolio (36 %) and an offer now exceeding 1,900 hotels. The group is also pleased to point out that the deals signed in 2021 represented a market share of 37 % of future projects in the region - and even 55 % in France - according to STR, " twice the performance of its direct competitor in the region" .
In line with the French group's global strategy, the Southern Europe region will see an acceleration in development in the luxury, premium and lifestyle segments over the coming years, with the ambition of reaching 40 % of new projects. In this contextThe MGallery brand of boutique hotels is expecting nine hotels by 2022.These include an establishment planned for the end of 2022 in Paris, within the Duo towers designed by Jean Nouvel, as well as a hotel in Crete, the Niko Seaside Resort. Business travel being what it is today, leisure destinations will be at the heart of this luxury and premium growth strategy, whether it be the Balearic Islands, the Algarve, Puglia, Sardinia or Israel, with a first Swissôtel resort on the Mediterranean coast.
However, development also involves major cities such as BarcelonaThe region will also see the arrival of new brands such as Swissôtel, Mövenpick and Orient Express. The region will also see the arrival of new brands such as Swissôtel, Mövenpick and Orient Express, including a first hotel is planned in Rome. Pending further developments for the brand Emblemsthe luxury hotel collection recently launched by Accor.
Economy and mid-range also in the spotlight in Southern Europe
However, the French hotelier has not forgotten what made it king in its original homeland. its budget and mid-range brands Mercure, Novotel and ibis are just as much in the limelight of this development plan. The Southern Europe region has registered 53 new hotel projects in these segments in 2021, representing 63 % of room signings in the two- and three-star segments. This appeal is being driven by innovations such as the ibis Béthune Centre Gare, whose "Square" design concept blurs the boundary between the street and the lobby, but also by a focus on sustainability, with the greet economic brand.
Focused on " circular hospitality" This banner will see the opening of 10 establishments in 2022, in addition to the 15 hotels opened in 2021 and the 15 signed last year. " Tomorrow's hotels will be more than ever caring, sustainable living spaces, says Maud Bailly, Accor's Managing Director for Southern Europe. We are committed to ending single-use plastic by the end of 2022, reducing food waste and achieving carbon neutrality by 2050.. "
