The Accor chain aims to build more luxury hotels in the future.
“It is time for us to expand into the upscale and luxury end of the market“, said Accor COO and President Yann Caillère at ITB Berlin. Worldwide, the plan is to increase the existing number of 300 Accor hotels with their 65,000 rooms to 400 hotels by 2015.
According to Caillère, there is an increasing demand for luxury and upmarket hotels especially in emerging countries. Accor possessed strong management in South America, the Middle East, Africa and the Asian/Pacific region and was well positioned in these markets, he said. 42 per cent of the Accor group’s luxury high-end hotels are currently in the Asian/Pacific region and in major European cities.
Accor would continue with its strategy of drawing on local influences and integrating them in its designs. Caillère stressed the importance of new regional brands, such as Maha Cipta in Indonesia and Mei Jue in China, which belong to the parent brand Grand Mercure. Grégoire Champetier, Global Chief Marketing Officer, Accor, said: “Grand Mercure specifically targets travellers looking for a pronounced regional atmosphere.“ In that context, he said that China, Vietnam and Indonesia were especially important countries.
Each of Accor’s brands, Sofitel, MGallery, Pullman und Grand Mercure, which all complement one another, was positioned within an extremely segmented market to meet the expectations of customers and proprietors, said President Yann Caillère.