Accor, a world leading hospitality group featuring one of the industry’s most diverse and fully integrated hospitality ecosystems, has driven growth in Northern Europe with a 39% brand market share. Accor’s Northern European region consists of more than 1,100 hotels and 160k rooms across a portfolio of more than 20 brands spanning 31 countries from Ireland to Russia.
Development for the Group’s strong premium brands in the region gathered momentum with Accor signing 16 hotels under its Mövenpick, Swissôtel and MGallery brands in 2021 and opening a further six, two from each of the three brands. In total Accor’s premium brand growth in the region equates to more than 1000 rooms opened and 2500 rooms signed.
A strong demand for the resort and leisure sector the last 15 months has been reflected in Accor’s development in Northern Europe, with 11 of the 16 premium brand signings classified as resort hotels.
Commenting on the growth of resorts in Europe, Camil Yazbeck, Senior Vice President Development, Accor Northern Europe, said: “Accor is a top three global leader in resorts and this market expertise is reflected in our partners’ confidence to develop with us this year. Resorts are a significant area of growth in Northern Europe, a region not previously dominated by this core leisure product. The growth reflects a shift in consumer desire and an opportunity to capitalize on the incredible coast and country we have in this part of Europe. We fully expect this momentum for Accor on resort development to continue with a strong pipeline under development.”
Development of Accor’s premium brands was led by Mövenpick Hotels & Resorts, with Accor driving a 40% growth of the regional portfolio in 2021, signing eight Mövenpick hotels, more than 1300 rooms, in Northern Europe in 2021. Mövenpick growth was dominated by Eastern Europe, with three signings in Poland. Accor opened two Mövenpick hotels; Mövenpick Hotel Lalez Durres in Albania and Mövenpick Basel, Switzerland in 2021. Mövenpick is forecast to deliver a 50% growth globally over the next five years.
Swissôtel, a Swiss heritage brand rooted in the region has been strong growth in 2021. Accor opened a opened a flagship in Switzerland at the start of 2021, Swissôtel Kursaal Bern, and more recently opened the Swissôtel Wellness Resort Alatau Almaty in Kazakhstan. Accor signed a further four Swissôtel hotels and a Swissôtel residence in 2021, building the regional pipeline.
Eastern Europe drove Accor’s premium collection brand, MGallery, signing three hotels in the region in Poland, Croatia and Albania. Today Accor has 16 hotels in the MGallery collection in Northern Europe and a pipeline that sees a 50% brand growth in the region in the next three years.
Commenting on Accor development strength in the region, Camil Yazbeck, added: “Over the last five years, Accor has transformed its brand portfolio, moving from 16 brands to more than 40 with a concentration on high-value segments, including ultra-luxury, luxury, premium, and collection brands. This is where we see the growth today. Premium brands represent 22% of our overall pipeline in Northern Europe and have dominated our development strategy in 2021. Accor’s premium brands are world-leading. Mövenpick and Swissôtel are both strong Swiss heritage brands and MGallery is a boutique collection brand making it an ideal conversion brand and exactly what today’s guests are seeking, particularly in a post-Covid era. Pullman remains a core focus for the region with developments underway in Georgia, Germany and Bulgaria. The premium brand portfolio growth in 2021 is a clear reflection of the power of our brands and the confidence Accor and our partners have in the market recovery.”