Accor has continued to expand in 2024 with notable performances, increasing its portfolio and signing new contracts in several key regions. The Group also unveils its growth forecasts for 2025 and beyond.
In 2024, Accor opened 293 hotels, adding 50,000 rooms to its portfolio. The Group now manages more than 5,680 hotels and 850,000 rooms worldwide, with an additional 1,381 projects under development representing 233,000 rooms. This rapid growth is mainly fuelled by a strategy focused on high-potential markets, particularly in the Middle East, Asia and the Pacific region, which will account for 60% of the openings planned for 2025.
Key trends and development strategy
As travellers’ expectations change, Accor is taking advantage of new trends, such as “gig tripping” (travel to events such as concerts), more responsible travel and the “bleisure” phenomenon, which combines business and leisure tourism. These trends are driving demand, particularly for resorts.
In addition, sustainable development remains a strategic pillar for Accor. In 2024, the Group gave priority to the conversion of existing hotels, representing 58% of projects worldwide, and increased the number of eco-certified hotels. By the end of 2024, 36% of Accor hotels were eco-certified, an increase of 330% compared with 2023.
Expansion in key markets
Accor continues to strengthen its presence in the premium, mid-market and economy segments with brands such as Pullman, Novotel and ibis. By 2024, Mercure has reached its 1,000th hotel and ibis plans to open in its 80th country.
Accor’s expansion in the resort segment also continued with the opening of the Mövenpick Resort & Residences in Montenegro and the Pullman Okol Golf Resort & Spa in Bulgaria, both designed to meet travellers’ new expectations. The Handwritten Collection brand is also pursuing a sustained expansion strategy, with numerous openings planned across Europe.
‘Accor’s Premium, Midscale and Economy brands enjoyed exceptional momentum in 2024, driven by strong demand that fueled our expansion in key markets. Major brands such as Pullman, Novotel and ibis are among the Group’s international growth drivers and are at the heart of our PM&E division. Given the fundamentals of the sector, another major focus of our strategy is the integration of hotels under our most conversion-friendly brands, in particular Handwritten Collection, Mercure and TRIBE. With a strong pipeline, a diversified portfolio of brands and an owner-centric approach, Accor is perfectly positioned to unleash a new wave of hotel growth in 2025 and beyond.’ – Camil Yazbeck, Head of Premium, Midscale and Economy Brand Development
Strengthening the Luxury and Lifestyle portfolio
Accor’s luxury and lifestyle brands continue to grow globally. Notable openings include Raffles London at The OWO, Sofitel Roma Villa Borghese and Fairmont La Hacienda Costa del Sol.
The luxury portfolio is also strengthened by the expansion of Ennismore, Accor’s representative in the lifestyle sector, with the opening of new properties such as the SLS Playa Mujeres in Mexico and the 25hours Hotel The Oddbird in Jakarta.
The Group’s Luxury & Lifestyle (L&L) division opened an average of one hotel project per week, and signed around six projects per month. This means that there are now almost 280 L&L establishments under development in key markets. The number of conversions in this division is also high, driven by MGallery and Emblems, which together have more than 55 projects.
Last but not least, the revival of the legendary Orient Express is part of this dynamic, driven by the development of its luxury offer, with the first La Dolce Vita trains due to enter service in April to coincide with the opening of the Orient Express La Minerva in Rome.
“Accor’s unrivalled luxury and lifestyle portfolio enjoyed remarkable growth in 2024. With sustained momentum in high-potential markets, we strengthened the presence of our most popular brands, boosted conversions and rolled out new upscale experiences. Our strategy continues to be guided by a vision of creating experiences that are as transformative as they are meaningful for customers, and of maximising value creation for our owners and partners. Building on these successes, we remain committed to shaping the future of luxury and lifestyle hotels in 2025 and beyond”. – Agnès Roquefort, Director of Luxury and Lifestyle Development
Outlook for 2025 and beyond
For 2025, Accor is focusing on innovation and strengthening its network in high-growth markets such as Asia, Africa and the Middle East. The group plans strategic openings, particularly luxury resorts and lifestyle establishments, to meet the changing needs of customers.
With a strong pipeline and strategic expansion plans, Accor is well positioned to maintain its leadership in the global hospitality industry, offering unique and diverse experiences to its customers. As Agnès Roquefort, Director of Luxury & Lifestyle Development, said: ‘Our luxury and lifestyle portfolio has seen remarkable growth in 2024, and we remain committed to shaping the future of luxury and lifestyle hotels in 2025 and beyond.’
