Accor, a leading hospitality group, is celebrating a series of significant milestones in 2024, reflecting the strong performance and strategic development of its brands in the Middle East and Africa (MEA) region.
This year marks the 60th anniversary of Sofitel, the first international luxury hotel brand from France. ibis, with its new global campaign “Go Get It,” is celebrating its 50th year and Mercure, a midscale brand popular with travellers seeking local discovery, has reached a significant milestone with the opening of its 1,000th hotel. This milestone opening in Dubai, aptly named Mercure Dubai Deira, exemplifies the brand’s commitment to offering a culturally immersive experience with rooftop pools and restaurants featuring garden-to-table produce.
MERCURE’S APPEAL
The achievement of 1,000 hotels for Mercure underscores the brand’s strong appeal to hotel owners. Its combination of strong brand recognition, a robust global network, and the flexibility to adapt to local design aesthetics has fuelled its growth.
“With 1,000 hotels in 68 countries and 200+ in the pipeline, the brand continues to grow. In 2024, nearly 30 Mercure hotels opened in Greater China, and the brand doubled its presence in Japan with 11 new hotels,” Camil Yazbeck, Global Chief Development Officer for Accor’s Premium, Midscale & Economy Division, tells TTN in an interview.
Mercure’s success lies in its ability to offer a consistent level of service while remaining deeply rooted in its local setting. This place-making approach allows guests to experience the unique culture, cuisine, and history of each destination. For hotel owners, this translates to maintaining a distinct local identity while benefiting from the power and reach of a global brand. Furthermore, Mercure’s adaptability makes it attractive for conversions in the current market climate. Owners can leverage Accor’s 360 solutions, for revenue generation, procurement, talent management, and ESG expertise to optimise their operations.
BRANDS NEW TO THE REGION
Accor recognises the evolving preferences of travellers in the MEA region, particularly in the premium and midscale segments. To cater to this demand, the company is introducing new brands and expanding existing ones.
Yazbeck tells us, “We currently operate 24 brands in the Middle East, with 7 new brands – Handwritten Collection, ibis budget, Faena, Orient Express, Mama Shelter, Mantis, Morgans Originals - entering in the next 5 years, totalling 31 brands.”
Handwritten Collection, launched in 2023, is one of Accor’s fastest-growing brands, with nearly 20 hotels operational and over 25 in the pipeline. The brand caters to travellers seeking a personalised and unique experience, with properties like Levni Istanbul (opening in 2024) and Hotel Andalucia (opening in 2026) showcasing the regional diversity within the Handwritten Collection.
Similarly, TRIBE appeals to lifestyle-oriented travellers with a focus on design and social spaces. The brand boasts a growing global footprint, with hotels in major cities like Paris, London, Bangkok, and China.
WHAT’S DRIVING GROWTH
The hospitality market in the MEA region is witnessing several key trends driving growth in the premium, midscale, and economy segments.
“Mixed-use developments are increasingly popular in key markets like Saudi Arabia and Egypt, integrating hotels, extended stays, branded residences, and entertainment facilities. Branded residences are surging in KSA, UAE, Egypt, and Türkiye, expanding to premium and midscale segments, such as Swissôtel Residences Ras El Hekma in Egypt and Swissôtel Waterfront Residences in Dubai. Conversion opportunities make up over 50 per cent of new openings globally: Mövenpick, Mercure, ibis Styles, and Handwritten Collection,” says Yazbeck.
INNOVATION LEADS
Accor remains committed to sustainability and digital innovation to adapt to evolving guest expectations. The group champions “net positive hospitality,” aiming to have a positive impact on local communities. To this end, Accor recently announced the eco-certification of its 1,000th hotel, with a goal of reaching 100 per cent eco-certification across its entire global network by 2026.
REGIONAL GROWTH MAP
Accor has been operating for 30+ years in Saudi Arabia and is the largest hotel operator with 42 hotels (+16,000 keys) from 14 brands. “A robust pipeline will add 44 hotels (+9.8K keys) by 2030,” Camil Yazbeck, Global Chief Development Officer for Accor’s Premium, Midscale & Economy Division, tells TTN. “Key cities like Riyadh and Jeddah are growing in premium and extended-stay segments with brands like Pullman Living, Novotel Living, Mercure Living, Swissôtel Living, and Adagio.”
Tier 2 and 3 cities align with Saudi Vision 2030, attracting investments in midscale and economy brands like Novotel and ibis.
Mercure Khamis Mushayt in Aseer is the first signing under a master development agreement to develop 18 hotels across cities like Ha’il and Jubail with brands including Handwritten Collection, ibis Styles, and Mercure.
“In the UAE, the demand for resorts and conversions is rising. Properties like Mövenpick Resort Al Marjan Island and Mövenpick Hotel Jumeirah Beach perform well with domestic and international travellers.”
There is a surge in demand for resorts in Egypt, with Swissôtel Ras El Hekma, Swissôtel Residences Ras El Hekma, and Novotel Sidi Abd El Rahman set to open in 2027, says Yazbeck.
In Turkey, there is significant interest in hotel investments in Istanbul, Antalya, and Bodrum. Notable growth in branded residences, including Mövenpick Resort Antalya Tekirova (opened June) and key openings in 2024: Swissôtel Living Bodrum (58 keys) and Mövenpick Living Istanbul Sakli Vadi (164 keys).