Accor expands APAC footprint, with a bleisure focus

While the pandemic has left the hotel industry limping, Accor has been steadily branching towards new project signings, resulting in 37 new hotels launching across Southeast Asia (SEA), Japan and South Korea in 2021.

“As we are all too familiar, 2020 had a profound impact on our day-to-day lives and the hospitality industry as a whole; even so, the early stages of a global rebound will be material and significant,” said Agnes Roquefort, global chief development officer.

“Despite the delays and temporary closures we experienced due to the pandemic, we continued to experience sustained momentum across our development pipeline and are optimistic that the worldwide rollout of Covid-19 vaccines will lead to renewed trust in travel and a much greater sense of personal safety for the entire global population.”

In SEA, the MGallery brand will lead the way with openings including the 24-pool villa resort of V Villas Phuket – MGallery, Admiral Hotel Manila – MGallery Philippines, The Silveri Hong Kong – MGallery, The Porter House Hotel – MGallery in Sydney, Australia, as well as its debut in Singapore with Orchard Hills Residences Singapore – MGallery. The lattermost comes highly anticipated for business groups, with its prime location near the picturesque Gardens by the Bay, Marina Bay, Singapore Botanic Gardens and Suntec Convention Centre.

South Korea will receive two luxury brands. The Fairmont Ambassador Seoul, set to launch in February, will offer 326 rooms and suites, as well as a rooftop restaurant and bar overlooking the capital's skyline. Next is Sofitel Ambassador Seoul Hotel & Serviced Residences slated for an end 2021 debut, offering 563 rooms and suites, a host of meetings and events spaces, as well as stunning views overlooking Seokchon Lake Park.

Meanwhile, the upscale Fairmont brand is to enter Hangzhou and Adelaide.

“We are really pleased to be welcoming such an exciting collection of new hotels to our region in 2021. While the last 12 months have been a challenging period for our industry, we remain very confident in the future outlook for the tourism sector,"said Garth Simmons, CEO, Accor, Southeast Asia, Japan and South Korea.

"We are delighted to be in a position where we can further strengthen our network in Southeast Asia, Japan & South Korea, thanks to the trust of our owner partners and expertise of our team.”

Greater growth opportunities

Conversion opportunities remain a strong driver for Accor, led by a spectrum of seven brands including The House of Originals (luxury), MGallery (upper premium), Mövenpick (premium), Grand Mercure (premium), Mercure (midscale), ibis Styles (economy) and greet (budget). Together, these brands account for 43% of Accor's opening pipeline over the next five years.

Accor is also betting big on lifestyle hospitality, forging a joint venture with boutique lifestyle group Ennismore in late November 2020. This entity will bring Ennismore's Hoxton and Gleneagles properties under the same umbrella as Accor's Delano, SLS, Mondrian, SO/, Hyde, Mama Shelter, 25h, 21c Museum Hotels, Tribe and Jo&Joe brands. The portfolio will also include The Hoxton's co-working offshoot, known as 'Working From_'.

And the latest: a new collaboration with luxury hospitality player Faena Group.

These lifestyle hotel openings are expected to triple by 2023. Currently, Accor’s lifestyle segment accounts for roughly 5% of the group’s annual revenue, but represent 25% of the company’s development pipeline by value.