The Group recorded +2.6% growth in its customer base as of January 1, 2020, slightly higher than the previous year. Accor added 72 new hotels in 2019.
Supply change: + 2.6%
# of hotels, 2020: 2,806
# of rooms 2020: 305,595
January 1, 2019 marked the transition from AccorHotels to the Accor group, with a brand new visual identity and a new loyalty program that sums up the change toward this "augmented hospitality": ALL, for Accor Live Limitless. The first financial transaction of the year was the conclusion on January 23 of the tender offer announced in December for the capital of Orbis to raise Accor's stake to 85.8%. This action laid the foundations for the year, which was strongly marked by the Group's asset-light strategy, such as the sale of 5.2% of AccorInvest's capital to several of the company's shareholders for 204 million euros, the sale of 5% of the capital of the Chinese group Huazhu for 451 million dollars, and the acquisition of the hotel services business from Orbis' real estate assets for 286 million euros.
New brands have also appeared: Greet, an economy brand based on a soft branding model with independent hotels of average capacity (between 50 and 70 rooms); The House of Originals, a new upscale brand launched by sbe; and TRIBE, a midscale brand that has joined the group's other lifestyle brands (JO&JOE, 25Hours, Mama Shelter and sbe Entertainment). Others have been completely transformed, such as Sofitel and the mythical red ibis brand.
As far as openings are concerned, there are two hotels in the Greater Paris area: a JO&JOE in Gentilly and the Mama Shelter Paris West in Porte de Versailles. There is also the reopening of two mythical hotels: the Raffles Singapore and the Raffles Grand Hotel in Angkor. On the development side, the group will expand into Romania with ten new properties by 2022 and will develop JO&JOE in Europe through a partnership with Keys Asset Management.
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