French hospitality group Accor has outlined its ambitions for the posh/upscale market, stating it hopes to extend its current network of 300 hotels within the segment to 400 properties by 2015.
The group has adopted an extra strategy to luxury, in keeping with its French origins, that places boldness on the heart of hospitality.
On a highly segmented market, each of Accor’s complementary brands – including Sofitel, MGallery and Pullman – is punctiliously positioned to satisfy the complete range of clients’ and owners’ needs.
“One can now assume a powerful European voice within the luxury and upscale market.
“Our brands combine one of the best of international standards and an audacious interpretation of the universal essence of luxury as a result of our French origins,” explained Yann Caillère, Accor president.
“Our ambition for our brands and their network are immense and we’re perfectly tailored to expand rapidly in this market.”
With strong leadership positions in Latin America, Middle East Africa and Asia Pacific, Accor is amazingly well positioned to capture the brand new and rapidly growing demand from emerging market clients, searching for an additional experience of luxury and high-end hospitality.
Currently, 42 per cent of the group’s luxury/upscale hotels can be found in Asia Pacific and 35 per cent are in key
European cities.
Development can be conducted in asset light with a prominence of management contracts, the group’s preferred model at the luxury/upscale segment.
Focus may be on emerging markets, including Latin America, Middle East and Asia Pacific which counts, by itself, over 60 per cent of the present pipeline (key countries include China, Vietnam and Indonesia).
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