Accor Drives Unprecedented Growth and Record Performance in New Signings

Accor Surges with New Signings

Accor has provided insights into its development plans for 2024 and growth expectations for 2025 and the years to follow. 

Record performance in 2024 sets the stage for continued growth in 2025 

In 2024, Accor enhanced its portfolio by launching 293 hotels and resorts, adding a substantial 50,000 rooms. Consequently, Accor’s worldwide network now includes over 5,680 hotels and 850,000 operating rooms, with an additional 1,381 properties and 233,000 rooms planned. Over the past five years, the Group’s pipeline has grown in value much faster than in volume, further elevating the quality of its global hotel offerings.  

The company’s development performance was robust across MEA APAC in 2024. The Middle East and Asian markets continue to grow rapidly, and in 2025, over 60% of Accor’s planned openings will focus on this region.  

Travel continues to be a major consumer spending focus, as 75% of travellers view leisure trips as a high priority over other discretionary areas. Trends like gig tripping, the rising awareness for conscious travel, especially among younger generations who prefer longer stays, and a growing interest in alternative, less crowded locations signify opportunities for ongoing growth. The persistent demand for resorts that serve both leisure and business travellers, spurred by the popularity of leisure travel, is another significant demand factor.  

Sustainability is a fundamental aspect of Accor’s development strategy. By the close of 2024, 36% of Accor hotels will be eco-certified, marking a significant increase of 330% compared to the end of 2023 (from 480 hotels to over 2,000 hotels by the end of 2024). In 2024, the emphasis shifted from new construction to conversions, as 58% of Accor’s global development projects focused on conversions. The new hotels and partnerships have prioritized ethical values and succeeded while reducing environmental impact, which aligns with the Group’s sustainability pledge. 

With its rapidly expanding loyalty program, ALL, which recently reached 100 million members, Accor stands out in the changing travel landscape. The company boasts the hospitality industry’s most diverse brand network and a strong commitment to sustainability. As a result, the Group is well-equipped for continued growth in its development portfolio within this market context. 

Market Leadership and Brand Strength with Premium, Midscale & Economy  

Accor is enhancing its Premium, Midscale & Economy (PM&E) Division through a strategic growth approach centered around notable brands like Pullman, Novotel, and ibis, while exploring expansion in popular destinations. As Mercure approaches the 1,000 milestone in 2024, significant developments in 2025 will involve Ibis establishing its presence in its 80th country and Ibis Styles exceeding 700 hotels. 

In 2024, new additions in these segments included the Pullman Budapest Hotel, Swissôtel Poiana Brasov, Novotel Istanbul Bomonti, and ibis Jakarta Raden Saleh. This continuous growth underscores Accor's strategic presence in the premium, midscale, and economy sectors, showcasing its capability to leverage travel trends for lasting success. 

For instance, Accor’s TRIBE brand meets the growing demand for stylish, experience-focused accommodations at a reasonable price. In 2024, this fast-growing brand opened new locations in Budapest and Bangkok, featuring social and adaptable areas designed for contemporary travellers. With 20 hotels already operational and an additional 40 planned, TRIBE is ideally situated to seize opportunities arising from this emerging trend among travellers.  

Handwritten Collection is another Accor brand that has rapidly gained popularity and has an ambitious plan for global expansion. Founded in 2023, this brand features a selection of hotels that embrace the warmth and individuality of their dedicated hosts. Over 25 hotels operate worldwide, including in major cities like Paris, Krakow, San Francisco, Sydney, and Singapore. In the coming months, the brand is set to significantly expand its presence in Europe, with more than 10 hotels anticipated to open soon. 

Accor has grown over 150% in premium hotel signings since 2019. The Group’s premium presence now includes more than 500 hotels worldwide, reflecting the strong momentum of brands like Pullman, Swissôtel, Mövenpick, and Grand Mercure. Each brand is redefining its hospitality approach, showcasing unique characteristics, rich cultural heritage, and enhanced guest experiences. 

As Accor expands its premium brands throughout Europe, it is also boosting its presence in the resort sector with upcoming openings this year, including the Mövenpick Resort & Residences Teuta Bay in Montenegro and the Pullman Okol Golf Resort & Spa in Bulgaria, both set to debut in late 2025. Each resort will feature cutting-edge facilities and diverse experiences that blend wellness, gastronomy, and entertainment. Positioned strategically within high-demand leisure markets, these resorts are poised to capitalize on strong international tourism interest and favourable investment environments. With a solid development pipeline, Accor’s premium offerings continue to provide exceptional guest experiences, solidifying its status as the preferred choice for investors and travellers looking for meaningful, immersive hospitality. 

In 2025, Accor is poised for continued growth in the PM&E segments. By leveraging emerging trends such as conscious travel and bleisure, Accor seeks to improve its offerings and meet the changing demands of contemporary travellers.  

Camil Yazbeck, Chief Development Officer, Premium, Midscale & Economy, commented: "Accor’s premium, midscale and economy brands experienced exceptional momentum in 2024, with strong demand fueling expansion across key markets. Iconic brands like Pullman, Novotel and ibis are a driving force in our Group’s overall growth and are foundational to our PM&E division. Considering current industry fundamentals, hotel conversion is also a major focus of our strategy with many of our most conversion-friendly brands like Handwritten Collection, Mercure and TRIBE leading the way. With a strong pipeline, a diversified brand portfolio, and an owner-centric approach, Accor is best positioned to drive the next wave of hospitality growth in 2025 and beyond.” 

Strategic Acceleration in Luxury & Lifestyle  

Accor’s luxury portfolio has expanded in both volume and value, showcasing landmark hotels like Raffles London at The OWO, The Plaza, A Fairmont Managed Hotel in New York, Sofitel Roma Villa Borghese in Italy, and Hôtel des Arts Saigon - MGallery Collection in Vietnam. This unparalleled collection continues to grow in vital markets and sought-after destinations.  

Over the past year, several remarkable luxury hotels have opened their doors, including Raffles Sentosa Singapore, Raffles Jaipur in India, Fairmont La Hacienda Costa del Sol in Spain, Fairmont Breakers Long Beach in California, Sofitel Cairo Downtown Nile in Egypt, and Chengdu Expo Waterfall Hotel - MGallery Collection in China. 

On the lifestyle front, Ennismore represents the Group’s presence in this rapidly growing category. Ennismore’s Delano Dubai, Rixos Tersane Istanbul, Hyde Johannesburg and 25hours Hotel The Oddbird in Jakarta have recently opened as key flagships for the Group.  

Accor’s Luxury & Lifestyle (L&L) division averaged the opening of one hotel project each week, signing about six projects monthly. The Group boasts a strong pipeline of more than 280 L&L properties under development, prioritizing high-value brands and strategic partnerships with hotel owners.  

In 2024, Accor’s L&L brands maintained strong signing momentum, highlighted by 12 new signings for Sofitel, including Sofitel Legend The Mozart in Prague, Czech Republic. Raffles Tokyo's signing also stands out; popular urban destinations like Tokyo remain highly sought after. Meanwhile, resort and nature locations flourish as travellers increasingly seek connections with local culture and outdoor experiences.  

Mexico and the Caribbean are crucial markets for the Group’s growth in resort and all-inclusive offerings. In late 2024, Ennismore opened SLS Playa Mujeres, marking the brand’s first all-inclusive resort on Mexico’s Yucatán Peninsula. Additionally, Ennismore signed agreements for The Hoxton Oslo and Melbourne, 25hours Heart of Khobar, Mama Lake Como, and Rixos Phu Quoc, among others.  

Last year, Accor achieved record engagement through Accor One Living, a groundbreaking platform dedicated to the development, design, and management of mixed-use projects and branded homeowner communities. As the second largest hospitality player in branded residences globally, now serves over 7,000 homeowners at nearly 50 branded residence communities that encompass more than 25 unique brand offerings. 

The Group experienced a rapid conversion pace in its L&L division, fueled by collection icons MGallery and Emblems, which together feature over 55 hotels in their development pipelines. MGallery has recently expanded with the opening of Marival Armony Punta Mita – MGallery Collection in Mexico this year, and an upcoming launch in the Caribbean at The Whimsy Hotel – MGallery Collection in Saint Martin. Additionally, Emblems Collection has recently secured Elatos Resort, an opulent chalet located in Greece's alpine heart, slated to reopen in the latter half of 2026. 

In 2025, one of the travel sector’s most awaited events is the reintroduction of the historic Orient Express, a brand with a century-long cultural heritage. This marks a major milestone, as the first trains are scheduled to set off in April 2025. The launch will also align with the opening of Orient Express La Minerva in Rome, a venue that will play a pivotal role in revitalizing this iconic brand. Recently, the Group secured additional prestigious locations in Italy, including Raffles Lake Como, its fifth hotel in Europe, and Hotel Bellevue Cortina d’Ampezzo from the Emblems Collection. 

Agnès Roquefort, Chief Development Officer, Luxury & Lifestyle commented: “Accor’s luxury and lifestyle portfolio remains unmatched, and 2024 marked a year of remarkable progress. With strong momentum in high-potential markets, we have expanded the footprint of our highly sought after brands, accelerated conversions, and introduced new, elevated experiences. Our strategy continues to be driven by a vision of creating meaningful and transformative guest experiences while maximizing value for our owners and partners. As we build on this success, we remain committed to shaping the future of luxury and lifestyle hospitality in 2025 and beyond.” 

Strategically Positioned to Leverage Market Opportunities in 2025 and Beyond 

The Group aims to foster innovation and broaden its reach in 2025. This initiative features essential openings and a solid development pipeline, particularly in high-growth markets like Asia, Africa, and the Middle East. Accor’s approach focuses on these areas, emphasizing luxury resorts and lifestyle hotels that meet changing consumer needs, including sustainable travel and versatile spaces. 

The enthusiasm for 2024 and the anticipation for 2025 highlight the Group’s commitment to reshape and energize the hospitality experience.