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Accor Accelerates Growth for Its Premium, Midscale and Economy Brands Across Europe
A strong line-up of hotel openings and brand launches expected from the Group in the first part of 2024
Accor continues to expand its portfolio of premium, midscale and economy brands across Europe with an array of new hotel additions and a strong line-up of openings slated for the first part of 2024. At a Premium, Midscale & Economy (PM&E) divisional level, the growth plan builds on Accor's strong foothold in the region, which includes approximately 3,000 PM&E hotels in more than 40 countries.
In the first several months of 2024, Accor has already welcomed a host of new properties such as TRIBE Milano Malpensa, the first entry of the design-led brand to Italy and Mercure Tirana, the brand's first property in Albania, while continuing to expand the ibis family of brands with new economy hotels in France, the UK and Romania. Across the Group's premium network, Swissôtel has recently launched in Montenegro and Georgia.
The growth trajectory for Accor's Premium, Midscale and Economy division is set to continue with additional openings expected in the first part of 2024, across several brands and destinations in the region.
Accor introduced a new divisional structure in 2023 including a dedicated Premium, Midscale and Economy division, to help bring more focused expertise, accelerate growth, further improve performance, and deliver the highest possible levels of service for owners and guests. Its growth plan centres on cementing its leading position in key countries, expanding in leisure and Mediterranean destinations, as well as elevating its premium footprint. Following a record number of signings last year, as of December 2023, the PM&E division has a development pipeline of more than 350 hotels and 45,000+ rooms in the combined Europe and North Africa region.
Patrick Mendes, CEO, Premium, Midscale & Economy, Accor Europe & North Africa, said: "Europe is the historical home of Accor and continues to offer exciting opportunities for the hospitality sector, and our growth strategy is fully aligned to cater to the evolving markets and travellers' expectations. 2023 was a record growth year, showing the attractiveness of our diverse brand portfolio. 2024 marks the first full year for Accor's Premium, Midscale and Economy organisation, and we are looking forward to unlocking the full potential of this incredibly diverse region this year and well into the future."
In the mediterranean basin, a key growth focus of Accor, the Group is set to expand its presence with new openings in Italy (Rome and Sondrio) and Cyprus (Larnaca) under the Mercure and Handwritten Collection brands, in addition to strong growth in France, with over 30 new openings expected in the first part of 2024. Some other key European growth highlights include the upcoming opening of a flagship Novotel property in Hamburg (Germany) and in Bruges (Belgium), the debut of ibis Styles in Iceland (Reykjavik) and greet in Brussels (Belgium), as well as the opening of the first TRIBE hotel in Latvia (Riga). In the UK, Accor is set to expand the TRIBE brand with a new hotel in Manchester and a new ibis Styles at Gatwick Airport.
In the New East, Accor is continuing to expand in sough-after destinations in Georgia, with the upcoming opening of Novotel Tbilisi Center and ibis Styles Batumi, as well as the addition of Mövenpick Winter Park Baku in Azerbaijan.
Philippe Bijaoui, Chief Development Officer Europe & North Africa for Accor's Premium, Midscale and Economy, added: "The growth of our Premium, Midscale and Economy portfolio is testament to the recognition and trust consistently shown by our guests and hotel partners in the region. This is just the beginning, and we remain committed to our expansion strategy with a clear roadmap to not only consolidate our presence but also explore more high-potential destinations where we know travellers want to be."
In the first few months of 2024, Accor completed several new development signings, including the launch of its first Pullman hotel in Hungary with a flagship property in Budapest, as well as the launch of the Handwritten Collection brand in Bucharest. Some of the upcoming premium, midscale and economy openings that are expected in the first half of 2024 include:
– Maison Hamelin Hotel – Handwritten Collection (France) – The first hotel under the Handwritten Collection brand to open in Paris will be located in the chic 16th arrondissement of the capital, between the world-renowned Champs-Elysées and the Galliera Museum. The hotel is set to welcome its first guests in early June and will showcase French savoir-faire through its cozy 65 rooms, a lively bar and a spa.
– Mercure Roma Cinecittà (Italy) – Designed with an industrial style themed around cinematography, the hotel is slated to open in June 2024 and will offer 126 rooms, a lounge bar, a restaurant, a fitness room and four meeting rooms. It will be located only 300 metres away from the Cinecittà Studios with convenient transport links into Rome’s city centre and its popular attractions and monuments.
– Mövenpick Wroclaw (Poland) – Housed in a 100-year-old building in the heart of Wroclaw, the hotel will offer 179 comfortable rooms, a large restaurant and a sky bar in thoroughly designed interiors blending modern and elegant features. It will boast a modern and functional conference space and is expected to open over the summer.
– Novotel Tbilisi Center (Georgia) – Located in Avlabari, a historic district in Tbilisi’s old town, the 176-room new build is slated to open in Spring 2024 and will feature modern design, a rooftop pool and bar, amongst other amenities, as well as a versatile conference centre for up to 600 guests.
– ibis Styles Batumi (Georgia) – Marking Accor’s first opening on the Georgia's Black Sea coast, the hotel is slated to open in Summer 2024 and will feature various sport-themed elements, comfortable guestrooms with the brand’s signature Sweet Bed™ by ibis, as well as event and entertainment space with special attention to family with kids.
– Swissôtel Poiana Brasov (Romania) – Located in the Transylvania region of Romania, it will feature 64 well-appointed rooms and will be the perfect getaway for skiers, hikers and bikers who will be able to walk to the nearby slopes. After a day spent in nature, guests will be able to indulge in the relaxing spa or the on-site restaurant. The hotel is expected to open in May 2024 and will offer conference and event facilities for business travellers.
– TRIBE Manchester Airport (UK) – The second TRIBE property in the UK is set to open in Spring 2024. Located within walking distance of the terminals at one of the UK’s most popular airports, the nine-storey, 12,300m2 hotel will feature 412 rooms and suites, a restaurant and bar, a fitness centre, and even a crew lounge for airline staff.
– greet Brussels Airport Zaventem (Belgium) – The first greet hotel to arrive in Benelux, it will be located at one of Belgium’s busiest airports. Expected to open in Spring 2024, the new hotel will provide 68 comfortable rooms and will be situated just moments from the terminal with equally good connections into Brussels’ city centre.
– Novotel Hamburg Central Station (Germany) – Set to open in late March 2024, the hotel will feature 227 beautifully designed rooms and suites, a Nordic inspired restaurant concept, a bar and lounge, a fitness centre as well as meeting and event spaces, with a prime location next to the city’s main railway station and the shopping district Mönckebergstrasse.
– TRIBE Riga City Centre (Latvia) – Opening in April 2024, the hotel will be the first TRIBE property in the Baltic States and will be located in the Art Nouveau district of Riga city centre. It will offer 81 rooms, a bar and restaurant, a fitness area, steam sauna and jacuzzi, as well as conference facilities.
– ibis Styles Reykjavik (Iceland) – Located in the capital of Iceland with excellent connection to the city centre and the international airport, the new hotel will feature 57 rooms and will open in May, following an extensive renovation project as part of the conversion.