Accor’s Luxury Boom: 90 New Hotels Signed in a Year of Unprecedented Growth

Accor’s opulent and lifestyle brands Sofitel, Sofitel Legend, MGallery, and Emblems have accomplished remarkable growth in 2024, with nearly 90 hotels signed together.

Guided by Maud Bailly as CEO for the last two years, these premier brands have experienced a complete transformation, generating revitalized interest from owners and investors.

“2024 has been a significant year for our brands, characterized by unparalleled growth momentum,” stated Bailly.

“This expedited pipeline demonstrates the commitment and effort of our outstanding teams globally, reinforcing the consistency of our network, reshaping our brand identity, and enhancing our brand promise.

“Two years ago, this new chapter was merely an aspiration as we laid down the groundwork for our new organization and crafted our strategic plan. Today, it has transformed into reality. There is nothing more fulfilling than bringing clarity and pride back to the brands and their talented individuals.”

During the celebration of its 60th anniversary last year, Sofitel entered a new chapter, with 26% of its 120-property global portfolio now undergoing renovations in line with the revitalized brand.

With a revitalized pipeline in place, 32 new Sofitel hotels are slated to be launched over the forthcoming years, extending into significant locations such as Egypt, Vietnam, Portugal, Ireland, Mexico, and India.

For Sofitel Legend, three new flagship locations are anticipated to be inaugurated in Prague, India, and Egypt, opposite the renowned Giza Pyramids.

The boutique collection MGallery is witnessing robust momentum with 48 hotels in the pipeline, expanding into new regions including Japan, the Caribbean, and Mexico. With now more than 120 hotels globally, 8% of which are undergoing renovations.

Simultaneously, Accor’s new high-end collection, Emblems, has secured seven flagship hotels in Europe, Southeast Asia, and North America.

“We take pride in already having seven Emblems flagship hotels confirmed, with openings scheduled starting in 2025,” remarked Bailly.

“While specifics remain classified, demand for this iconic brand is surging, and we are eager to launch Emblems in the upcoming months, with its premiere in a prime location in Europe.”

Accor’s Chief Development Officer for Sofitel, Sofitel Legend, MGallery, and Emblems, Xavier Grange, expressed that interest in luxury brands continues to rise.

“We’ve observed our leads increase threefold since 2023, reflecting a strong trend in investment within our exclusive and collection luxury brands,” he stated.

“By enhancing brand appeal, we have fortified our existing Sofitel and MGallery portfolios while extending into key markets and resort destinations.”