Accor’s Ambitious Growth Plans in Premium Hotel Portfolio across North Africa
SUMMARY – ACCOR IS POISED FOR SIGNIFICANT EXPANSION IN EUROPE AND NORTH AFRICA, WITH PLANS TO ADD 46 PREMIUM HOTEL PROPERTIES BY 2027 UNDER BRANDS LIKE PULLMAN, MÖVENPICK, AND SWISSÔTEL. THIS STRATEGIC MOVE FOCUSES ON STRENGTHENING REGIONAL PRESENCE AND OFFERING DIVERSE LUXURY EXPERIENCES FOR TRAVELERS.
Accor is on a mission to significantly expand its premium hotel portfolio in Europe and North Africa, with a strong pipeline of properties under key brands like Pullman, Mövenpick, and Swissôtel.
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Accor’s Premium Hotel Portfolio And Expansion Strategy
The group has already inked deals for ten premium hotels in the region this year, with six from Mövenpick, two from Pullman, and two from Swissôtel. That pushes their premium pipeline to 46 properties, boasting 7,360 rooms, all scheduled to open by the end of 2027.
Accor’s premium growth strategy is set to fortify its presence in the Mediterranean region, encompassing historic cities and sunny destinations. It also marks an opportunity to diversify offerings for European travelers, with growth extending to Eastern European destinations such as Bulgaria, Czech Republic, Albania, and Montenegro.
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Pullman Hotels & Resorts: Luxury Awaits
Pullman Hotels & Resorts, Accor’s premium offering, primarily consisting of 4-star and 5-star properties, caters to cosmopolitan travelers pursuing the finest experiences. The brand is gearing up for nine new openings across Europe and North Africa, adding 1,589 rooms to its portfolio. These openings include resorts in Guadeloupe, the highly anticipated Pullman Okol Resort Golf & Spa in Bulgaria, and properties in Albania, Croatia, Germany, and Montenegro.
Mövenpick’s Momentum
Mövenpick leads the charge with an impressive pipeline of 23 upcoming regional openings, leveraging its flexibility as a conversion brand. This brand is rooted in Swiss heritage and aims to elevate the ordinary into the extraordinary. European and North African expansion will feature a mix of resorts and hotels in countries like Algeria, Croatia, Switzerland, Italy, and Azerbaijan, including the highly awaited Mövenpick Winter Park Baku. The portfolio also expands in Central and Eastern Europe, with additions like Mövenpick BalaLand Resort in Hungary and Mövenpick Resort & Spa Fruske Terme in Serbia.
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Swissôtel’s Swiss Hospitality
Swissôtel seamlessly combines Swiss hospitality with intelligent design and local charm. Its growth trajectory is gaining momentum in Eastern Europe, with 14 properties offering 2,334 rooms across destinations, including Albania, Bulgaria, Czech Republic, Serbia, Moldova, and Georgia. The opening of Swissôtel Tbilisi is eagerly anticipated, and Swissôtel Kolašin in Montenegro will enhance the Central and Eastern European portfolio, nestled in a prestigious mountain resort.
Philippe Bijaoui, Chief Development Officer, Europe & North Africa for Accor’s Economy, Midscale, and Premium brands, emphasized the company’s laser-focused approach to development. Premium brands account for 16% of their pipeline, indicating significant untapped potential. Brands like Mövenpick, known for their adaptability as conversion brands, are expected to contribute to increasing their presence in key locations.
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