Accor's strategy in France for 2023: development and modernisation

3 min reading time

Published on 05/10/23 - Updated on 05/10/23

 Pullman La Pléiade Montpellier (rénové)

The Accor group is strengthening its presence in France by announcing the opening of 61 new hotels in 2023, including more than 50 in its Premium, Midscale and Economy division. This expansion strategy goes hand in hand with the modernisation of its existing portfolio, with an ambitious programme of major renovations in more than sixty establishments.

More than sixty new establishments by 2023

Accor is continuing its expansion in France with the opening of 61 new properties in 2023, 53 of which are part of its "Premium, Midscale and Economy" division. This expansion demonstrates the group's ongoing commitment to offering a variety of accommodation options in the world's leading tourist destination, meeting the diverse needs of travellers.

Modernisation and conversion at the heart of development

Accor is also announcing an extensive program to modernize its existing hotel portfolio in France, including more than sixty in-depth renovation projects underway or planned by the end of the year. These renovations aim to update establishments to better meet new trends in hospitality while reflecting the evolution of the brands.

In addition, half of the new hotels opened by Accor this year in France will be conversions. This approach consists of integrating existing hotel establishments into the group's portfolio. Independent hoteliers who join one of Accor's brands receive dedicated support, covering brand integration, purchasing, pricing and more, as well as access to the ALL - Accor Live Limitless - distribution platform and loyalty program. This conversion model strengthens Accor's development while meeting its corporate social responsibility (CSR) commitments.

Some key openings and renovations in France in 2023:

  • ibis Styles Porto Vecchio
  • Pullman La Pléiade Montpellier (renovated)
  • TRIBE Lyon Croix Rousse
  • Mercure La Rochelle Vieux-Port (renovated)
  • Le Saint-Gervais Hotel & Spa Handwritten Collection
  • Novotel Paris Suresnes Lonchamp (renovated)
  • Aparthotel Adagio Toulouse Centre Ramblas
  • greet Pont du Gard
  • Domaine de la Reine Margot Paris Issy - MGallery Collection

Design as a driver of modernisation

In recent years, Accor has reinvented the hotel industry through design, a key element of modernisation that makes hotels more open to the outside world and better adapted to travellers' needs, while preserving quality and comfort. Design enriches the customer experience, in line with the 'bleisure' trend, which integrates business and leisure travel. This evolution is reflected in new restaurant concepts, such as the Quindici restaurant, already present at Novotel Paris Vaugirard and soon in Rennes in October, as well as the Tata restaurant in Marseille. Espace C2 is arriving at Pullman Paris Montparnasse to offer new modular and experiential spaces. Accor is thus striving to remain at the forefront of innovation in the hotel sector.

"Accor is strengthening its presence in France with more than 50 new locations joining a dense and rich hotel portfolio and a fast-growing portfolio of brands. The budget hotel segment accounts for half of the openings, with, for example, the opening of a 2nd ibis Styles in Corsica and the 1st ibis Styles in French Guiana. The Premium segment is not to be outdone, with the forthcoming opening of a Pullman hotel in Lyon, which will become a new flagship for the brand". - Philippe Bijaoui, Head of Development for Accor's Premium, Midscale & Economy brands in Europe and North Africa

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