Far from it, the health crisis has not dampened the growth prospects of the major hotel groups. Accor, for example, opened 288 hotels last year, adding 41,000 rooms. This represents a net growth of 3 % in 2021This brings the French group's network to more than 5,300 hotels and 778,000 rooms, ranking Accor sixth in the world. In the face of competition from Marriott, Hilton, IHG and others, Accor likes to emphasise that it is the hotelier with the most openings and new hotels in its main historic markets.
In Europe in particular, Accor has signed up 153 new hotels (+20 1TP3Q compared with 2020), whileIn China, the pace of growth is even faster (+39 %) with 350 hotels under development for 520 hotels currently in operation. And it is no coincidence that China will be the first destination to discover Accor's brand new luxury brand, the Emblems Collection, with the Guiyang Art Centre Hotel in Guizhou province, due to open at the end of the year. With flagship openings such as Banyan Tree Doha La Cigale Mushaireb last year and Luxury Raffles and Fairmonts expected in Qatar this year, the India, Middle East, Africa and Turkey region is also keeping up the French group's growth momentum.
Together with other flagship developments such as the Sofitel Barcelona Skipper and Shanghai North Bund, the Pullman Orchard SingaporeNovotel Mexico City Insurgentes, Novotel Liverpool Paddington Village, Accor expects to open more than 300 new hotels and resorts in 2022. " We anticipate an even higher rate of growth this year, and are delighted to have started signing up new hotels again, at a rate of one a year.r", said Agnès Roquefort, Accor's Managing Director of Development. The 'pipeline', the number of hotels in the pipeline, amounts to more than 1,200 establishments and 214,000 additional rooms, a far cry from the levels announced by Marriott and Hilton, which both have nearly 500,000 rooms in the pipeline.
As part of this development, Accor is moving towards greater balance between its budget and mid-range brands, which continue to generate the largest volumes, and the luxury and top-of-the-range segments, which now account for almost 40 % of planned openings. The Group's portfolio, already one of the most diversified in the sector with around forty brands, will be further expanded with the launch of two luxury brands : the Emblems Collection and Orient Expresswhich are due to debut in Rome and Saudi Arabia. At the same time, Accor is speeding up the expansion of Fairmont and Raffles, with the latter expected this year in Doha, Macau, Boston and London, for one of the most significant openings of the hotel year with the conversion to a luxury hotel of the former War Office, frequented in its day by Winston Churchill.
But above all, the french group has made lifestyle hotels its new spearheadThis is reflected in the creation last year of the Ennismore group, a joint venture in which Accor holds a majority stake. " Lifestyle is one of the fastest growing segments of the hotel industry, and we are seeing this through increased demand for our brands." said Gaurav Bhushan, Co-CEO of Ennismore. With 90 properties in operation and more than 160 under development, the French group plans to triple the number of its contemporary hotels by 2023, which, with their attractive restaurants and bars for both local guests and travellers, have demonstrated greater resilience to the impact of the pandemic.
Of the 14 banners that comprise Ennismore, 2022 will see some landmark openings, notably in Paris with a Maison Delano Paris, the So/Paris and a Mama Shelter which has just opened in the La Défense district. For its part, the The Hoxton plans to open three new stores in Barcelona, London and Brussels. 25hours in Copenhagen. Outside Europe, luxury brand SLS is preparing its arrival in the Puerto Madero district of Buenos Aires, and Mondrian will be setting up shop in the Duxton Hill district of Singapore.
France and Southern Europe still a priority for AccorAs the undisputed leader in the European hotel industry, Accor continues to strengthen its offering in its key markets of France and Southern Europe. With 1,914 hotels, the region accounts for more than a third of the French group's global network. " With a hotel open every five days by 2021The Group's resilience has been demonstrated by the strength of its brands in all segments, including 53 hotels with over 4,600 rooms in the economy and mid-range segments alone." said Maud Bailly, Accor's Managing Director for Southern Europe. In 2022, Accor still has numerous projects for its flagship brands such as Novotel, Mercure and ibis in Southern Europe, while deploying new upmarket brands in the region such as Mövenpick and Swissôtel. With its up-to-the-minute positioning, focused on environmental and social impacts and the circular economy, another brand is growing rapidly in France and Southern Europe: the budget brand greet. " With 15 hotels already signed up in 2021 and 10 planned for 2022, greet is part of a strong conviction: the hotel industry of tomorrow will be sustainable and responsible, or it won't be." said Maud Bailly. |
