Accor closes 2024 on high with stellar luxury pipeline

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With nearly 90 hotels set to open in the coming years across its Sofitel, MGallery and Emblems brands, Accor has declared 2024 a “milestone” year for its luxury and lifestyle divisions.Sofitel, which marks its 60th anniversary this year, is leading the charge with 32 new properties in the pipeline, including recent additions like Sofitel Cotonou Marina Hotel & Spa in Benin. The brand is expanding into key markets like Egypt, Vietnam, Portugal, Ireland, Mexico and India.Meanwhile, Sofitel Legend, the brand’s high-end collection, has also seen significant growth, with three new hotels scheduled to open in Prague, India and Egypt – the latter offering views of the iconic Giza Pyramids.The surge in development underscores the company’s expanding global footprint and commitment to luxury, according to Xavier Grange, Chief Development Officer for Sofitel, Sofitel Legend, MGallery and Emblems.“We’ve seen leads triple since 2023, reflecting a strong investment trend in our hard and collection luxury brands,” he said. “By enhancing brand desirability, we’ve bolstered our existing portfolios and expanded into key markets and resort destinations.”

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MGallery, the boutique-hotel brand, is expanding with 48 new hotels in the pipeline, entering new territories such as Japan, the Caribbean and Mexico. Meanwhile, Emblems, Accor’s new high-end collection brand, has made a strong debut with seven flagship hotels already signed in Europe, Southeast Asia, and North America.LATTE understands the maiden location for Emblems will be in the Canadian Rockies.“The accelerated pipeline reflects the dedication and hard work of our exceptional teams worldwide,” said Maud Bailly, CEO of Sofitel, Sofitel Legend, MGallery, and Emblems. “Today, it has become a reality. There is nothing more rewarding than restoring clarity and pride to the brands and its talented people.”The brands were united under Bailly two years ago, and she has since demonstrated her commitment to restoring clarity and consistency to each brand identity and rejuvenating the existing hotel network. At present 26% of the Sofitel network is being renovated, with 8% of MGallery properties also being revamped.Accor is also embracing the growing demand for branded residences, with landmark projects like Sofitel Residences Downtown Dubai and Sofitel Sapa Hotel & Branded Residences in Vietnam, highlighting the increasing recognition of its luxury brands.

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