Skift Take

Accor's latest acquisition is all about luxury, but we expect its growth is also about increasing its role outside of its traditional markets. Get ready USA.

What to Know Now

North American business travelers with a finer taste in hotel properties can look forward to a more modest family of partner hotels now that Accor has finalized the acquisition of Fairmont Raffles. Accor, which largely operates widespread and middle-of-the-pack hotels out of the EU originally picked up Fairmont Raffles in an effort to expand out the luxury end of its portfolio. Together, the joint product — which includes brands ranging from Raffles to Sofitel to ibis to Accor — will have about 4,000 hotels worldwide.

The unified Accor network will also now be better positioned to take on the giants of Marriott, Hilto,n and Starwood. And with high loyalty program rankings plus a wide network of properties, they may actually be able to compete.

As to how the joint loyalty program will look, Accor is taking a page from the Starwood-Marriot merger and leaving that bag of snakes untouched. Expect change in that realm next year.

Social Quote of the Day

Our friends at @united have high hopes for their new hot towel scent. Who knew this much work went into smells?

– @BrianSumers | Brian Sumers, Airline Business Reporter for @skift



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Your Turn

Congratulations to Drew Patterson, whose CheckMate, the hotel messaging platform, was just acquired by TrustYou. Read all about the transition here.

Tips and Comments

Can be sent to gm[at]skift[dot]com or to @grantkmartin

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Photo credit: Sofitel Montevideo Casino Carrasco and Spa. The hotel's parent company is growing through acquisitions and geographic expansion. Jimmy Baikovicius / Flickr

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