Accor ended 2021 on a high note with the signing of 25 hotels in northern Europe in December, bringing its total signings in the region to an impressive 89. We take a closer look at its plans and pipeline for the year ahead…
Last year saw a strong development across Accor’s Northern European region, which today consists of more than 1,100 hotels across a portfolio of more than 20 brands spanning 31 countries, from Ireland through to Russia.
“2021 was a phenomenal year for signings culminating in a strong year end across the region,” said Camil Yazbeck, Senior Vice President Development, Accor Northern Europe .”Accor has maintained its stronghold on the region with a 39 per cent branded hotel market share in signings. In 2020 development was resilient, in 2021 our signings returned to pre-pandemic levels. Development is future looking and our strong pipeline reflects our and our partners’ strong belief in market recovery.”
Image credit: Accor
Within the UK, 2021 ended with 13 signings across all of Accor’s portfolio, and added more than 500 guestrooms to the group’s already strong London portfolio. The year closed with the signing of Hyde Paradox Hotel London City, which will be coming soon to the historic location by the Old Bailey in the heart of London. The 110 guestroom property will occupy the 15 Old Bailey, originally known as the Spiers & Pond Hotel. Built in 1874 by architect Evans Cronk and converted to office use in the early 1900’s, the latest re-conversion by Hyde London City owners OB Capital, seeks to return the asset back to the iconic hotel that it once was. This stylish property is expected to open in 2023. Hyde Hotels, Resorts & Residences is part of Ennismore, a joint venture with Accor, formed in 2021.
Image credit: Accor
Signings span Accor’s strong spectrum of brands, from economy to luxury, with notable growth in key brands such as the ibis brand family, with 27 signings across ibis, ibis budget and ibis Styles. Mercure saw an additional 15 signings across the leading midscale brand, including one Mercure Living longer-stay brand. Novotel signed a further 7 properties, including two Novotel Living brands, and the new economy and midscale conversion brands, greet and By Mercure, gathered momentum, with 10 signings across the two brands.
Germany, Poland, Russia and the Benelux continued to dominate the brand acquisitions, with strong signings in each region. Eastern Europe remains a strong pipeline for the group with multiple signings in countries including Albania, Croatia, Georgia, Hungary, Moldova, Montenegro and Romania.
Image credit: Accor
Accor boasts an unrivalled portfolio of distinctive brands and has one of the industry’s most diverse hospitality ecosystems from luxury through to economy brands. Its growth moving into 2022 ensures it is set to retain its position on the lifestyle hospitality platform.
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Main image credit: Accor
