Accor Expands Luxury, All-Inclusive Offerings
Accor, the France-based global hotel group, is set to boost its presence in North America and beyond with a focus on luxury brands and all-inclusive products. Speaking at a recent press event, CEO Sébastien Bazin outlined plans for growth that target the evolving needs of modern travelers while capitalizing on the group’s diverse portfolio of 47 brands.
Bazin emphasized that Accor’s strategy is to enhance its luxury offerings in North America while expanding its all-inclusive products in Central America and other regions. He encouraged travel trade partners to consider Accor “their best partners” due to the breadth and quality of the company’s brands. His remarks highlighted Accor’s commitment to catering to every type of traveler, a goal achieved after eight years of building a vast portfolio of hotel brands.
Reflecting on the company’s journey, Bazin mentioned that Accor spent years “doing the dirty work” to amass an impressive collection of brands, positioning the group to meet any traveler’s need. He expressed optimism about global tourism growth, attributing it to the emergence of new middle classes and enhanced air travel. While Bazin acknowledged concerns over geopolitical issues and tariffs, he confidently stated that these challenges would not impede Accor’s progress. “Europe will continue to welcome Americans and America will continue to welcome Europeans,” he remarked.
Bazin also addressed the competitive landscape in North America, where midscale and limited service brands dominate. He clarified that Accor does not plan to expand these segments in the region, as major players like Marriott, Hilton, Wyndham, and Choice already perform strongly. Instead, Accor will concentrate on its luxury brands, which have shown significant promise. He cited the success of Raffles Boston—an establishment that has delivered the highest rates in the city—as a prime example of the potential in the luxury segment. Bazin confirmed that there will be fewer than a dozen Raffles locations in North America, with properties situated only in major cities. Despite initial industry doubts about opening a high-rise skyscraper under the Raffles brand, the bold move has paid off, even if it meant “stretching the brand.”
CEO Omer Acar of Raffles & Fairmont added that discussions are advancing for new Raffles locations in Beverly Hills, Miami, and Mayakoba in Mexico, with formal announcements expected soon. In addition, Bazin highlighted plans to expand hotels and ski resorts under the Fairmont brand. The recent opening of Fairmont Breakers Long Beach serves as a model for future developments, reinforcing Fairmont’s reputation as a solid MICE (meetings, incentives, conferences, and expositions) product.
Bazin also touched on the potential for lifestyle brand expansion in the U.S. through a joint venture with Ennismore, which manages 17 lifestyle brands including Mondrian, Delano, and SLS. This move could further diversify Accor’s offerings in the competitive American market.
On the all-inclusive front, Bazin noted that Accor’s expertise in this area has grown considerably. The success of the SLS all-inclusive in Cancun, for example, has exceeded expectations. Accor now sees the all-inclusive business as a fabulous opportunity, with six or seven brands poised to succeed under this model.
In response to changes in long-haul business travel, which has declined post-pandemic due to virtual meetings, Bazin highlighted that while the number of trips has decreased, the duration of stays has increased. He also mentioned ongoing collaborations with technology companies to explore the role of AI in the travel industry. Loyalty programs remain a cornerstone of Accor’s strategy, with membership numbers approaching 100 million and demonstrating strong customer engagement.
Finally, Bazin revealed Accor’s foray into the cruise business, with plans for two Orient Express yachts on order and additional options under consideration. This expansion aligns with the company’s focus on opening profitable, sustainable properties that benefit local communities.
Accor’s growth strategy underscores its dominant position worldwide and its commitment to balancing profitability with social and environmental responsibility.
Related News : https://suspicious-zhukovsky.67-21-117-18.plesk.page/category/hotel/