The 3,000th establishment: a symbolic milestone that illustrates the leading position Accor has a very large presence in Europe, with 340,000 rooms in 39 countries, representing half of its global portfolio. By comparison, Marriott International, the world's leading hotel group, announced just over 115,000 rooms at the end of 2018. Although its European network is particularly well-developed, Accor has found a number of opportunities for growth. new growth drivers in the premium and lifestyle segments. Accor is now focusing its development on the very high end of the market, whereas the French group has historically made its mark on the continent with its budget and mid-range brands. ibisMercure and Novotel.
From 100 hotels luxury and premium in 2016, Accor has now grown to almost 200 and aims to pass the 300 mark for 50,000 rooms by 2023. Signings have been multiplied by four between 2016 and 2019, and the hotel chain aims to increase this sevenfold by 2023. In three years, its luxury brands have established themselves in nine new European countries: Bosnia Herzegovina, Croatia, Estonia, Israel, Latvia, Monaco, Ukraine, Azerbaijan and Kazakhstan.
Of course, the acquisition in 2016 of Fairmont and Rafflesbut also Rixosis no stranger to this development, offering the de new weapons to consolidate its footprint. Accor now has around twenty of the most prestigious brands in its portfolio - including 11 in Europe - compared with just four luxury & premium brands in 2016. These are all new brands capable of appealing to both business travellers and hotel owners. Fairmont, for example, recently struck three big blows with the acquisition of the Savill Court Hotel and Spa in Windsor, the Golden Prague Hotel and the former Grand Hotel Kempinski in Geneva. The latter, which is to be acquired by Fairmont in January, will be transformed into a veritable palace, with a façade revisited by Jean Nouvel.
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"Accor has succeeded in its challenge: to accelerate its luxury offering in Europe and succeed in offering a portfolio of brands that is as extensive as it is varied.said Franck Gervais, CEO Europe. Today, we are in a position to meet all our customers' needs."Desires that are also increasingly directed towards lifestyle hotelswhich is also a growth segment for Accor. Thanks to the many partnerships that have been added to its offering, the French group is already supporting the development of Mama Shelter and 25Hoursbefore a new brand soon appeared in Europe: Mondrian.
Owned by the American group SBE EntertainmentThis premium lifestyle brand, in which Accor holds a 50 % stake, offers travellers a wide range of services. design universe in collaboration with some of the biggest names in the business and cutting-edge restaurant and nightlife concepts. Present in Los Angeles, New York, Miami and Doha, the Mondrian brand will be taking its first steps in Europe in France, starting with the takeover of the Grand Hotel de Cannes on the Croisette, with the hotel scheduled to open in 2021. The hotel will have 75 rooms spread over 11 floors, a restaurant and bar overlooking a private garden, a private beach opposite the hotel, and flexible meeting rooms. A second Mondrian will also see the light of day in Bordeaux, with a 97-room hotel built on the site of a 19th-century building, the first stone of which will be laid in spring 2020.
