With the launch of this multi-brand luxury and upscale platform, Accor aims to strengthen its position in the all-inclusive hotel market.

The all-inclusive hospitality market is booming and Accor intends to develop its presence in this market with the launch of its All-Inclusive Collection. This new platform "will mobilise the full power of Accor's brands and leverage the Group's leadership in the luxury and upscale market".

The group intends to rely in particular on the Rixos brand, which has twenty years of experience in the luxury all-inclusive sector. This brand joined the group's portfolio in 2016 following the joint venture with Fettah Tamince, founder of Rixos Hotels.

A partnership that has benefited both companies. Indeed, Rixos on its side has managed to triple its network over the last five years while Accor has been able to position itself as a leader in the all-inclusive segment, notably in Turkey, the Middle East and Central Asia with 24 hotels and more than 10,000 rooms, to which 26 hotels and more than 14,000 rooms are planned.

Accor now wants to significantly expand its all-inclusive offer by integrating its luxury and high-end brands: Fairmont, Sofitel, Pullman, Swissôtel and Mövenpick into the Collection. In particular, the group wants to leverage the power and visibility of these brands.

The offer accompanying the group's development in this market is based on a rich and varied wellness and entertainment programme as well as a wide variety of restaurant, bar, beach club and nightlife concepts. Programming for the Collection will be inspired and directed by Carte Blanched, Ennismore's F&B Concept Lab.

The international development of the All-Inclusive Collection will focus on Europe, the Middle East, Africa, Turkey, Asia, Central America and the Caribbean. The areas have been pre-selected for their strong growth potential. The Collection will initially focus on further strengthening and developing the Rixos network in these regions, before expanding and diversifying as part of a longer-term multi-brand strategy.

Accor's ambition with the launch of this Collection is to open over 100 all-inclusive hotels within the next 5 years. The year 2022 is already shaping up to be a busy one with the opening of the Rixos Gulf Hotel Doha and the Rixos Qetaifan Doha. The Swissôtel Sharm el Sheikh will also open later this year, being the first hotel in the All-Inclusive Collection under a different Rixos brand.

The post-Covid travel market is showing renewed interest in tourist stays. Accor's strategic choice to focus on all-inclusive packages, the fastest-growing segment in the market, and to build on the success of Rixos, will enable us to fully exploit this opportunity. The new luxury and upscale All-Inclusive Collection strengthens our business model and visibility, while enriching our value proposition to hotel owners. 

Gaurav Bhushan, Managing Director, Accor Lifestyle & Entertainment 

I am delighted with the success of Rixos in the five years that our brand has been part of the Accor portfolio. Accor's and Rixos' leadership in their respective markets already complemented each other perfectly, and this All-Inclusive collection will enable our two groups to accelerate their development. The launch of this new initiative comes at a time when demand for all-inclusive holidays is extremely strong: it is the perfect time to capitalize on this positive momentum. I look forward to continuing the partnership with Accor by incorporating this expanded brand portfolio. 

Fettah Tamince, Chairman of the Board of Rixos Hotels