Accor’s Shift to Premium Hotels Now Drives Half of All New Signings

Key Points

• Accor's strategic pivot to premium and luxury hotels now accounts for half of its new property signings, doubling its premium hotel volume since 2019.
• The company is prioritizing geographic diversification, with most upcoming openings in China, Asia-Pacific, and the Middle East, and is open to acquiring or partnering with small regional brands.
• Accor's labor strategy focuses on hiring and training workers with little or no prior experience, aiming to create a competitive advantage in emerging markets.

Summary

Accor has fundamentally shifted its strategy from its traditional budget and midscale roots to focus on premium and luxury hotel segments, which now drive half of its new property signings. The company is expanding aggressively in high-growth regions such as China, Asia-Pacific, and the Middle East, while considering selective partnerships or acquisitions of regional hotel brands. To support this growth, Accor has adopted a unique labor strategy, hiring and training large numbers of inexperienced workers, which it sees as a long-term competitive advantage in emerging markets.