Accor unveiled its strong ambition for the Luxury/Upscale market during the recent ITB Berlin trade fair. With a current network of 300 hotels (65,000 rooms worldwide) on this segment, Accor intends to expand to 400 hotels 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 four complementary brands 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” explains Yann Caillère, Accor President and Chief Operating Officer. “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% of the Group’s luxury/upscale hotels are located in Asia Pacific and 35% 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% of the current pipeline (key countries include China, Vietnam and Indonesia). The segment’s gross revenue has raised by 15% in 2012.
