Accor seeks to expand luxury offering in emerging markets

Accor seeks to expand luxury offering in emerging markets

French hospitality group Accor has outlined its ambitions for the luxury/upscale market, stating it hopes to increase its current network of 300 hotels in the segment to 400 properties by 2015.

The group has adopted a different approach to luxury, based on its French origins, that places boldness at the heart of hospitality.

On a highly segmented market, each of Accor’s complementary brands – including Sofitel, MGallery and Pullman - is carefully positioned to meet the whole range of clients’ and owners’ needs.

“One can now count on a strong European voice in the luxury and upscale market.

“Our brands combine the best of international standards and an audacious interpretation of the universal essence of luxury due to our French origins,” explained Yann Caillère, Accor president.

“Our ambition for our brands and their network are immense and we are perfectly tailored to expand rapidly on this market.”

With strong leadership positions in Latin America, Middle East Africa and Asia Pacific, Accor is very well positioned to capture the new and rapidly growing demand from emerging market clients, in quest of a different experience of luxury and high-end hospitality.

Currently, 42 per cent of the group’s luxury/upscale hotels are located in Asia Pacific and 35 per cent are in key
European cities.

Development will be conducted in asset light with a prominence of management contracts, the group’s preferred model on the luxury/upscale segment.

Focus will be on emerging markets, including Latin America, Middle East and Asia Pacific which counts, on its own, over 60 per cent of the current pipeline (key countries include China, Vietnam and Indonesia).