Hotel Groups’ Supply in Europe: leaders on the defensive yet still moving forward

The French group Accor remains solidly number one in Europe despite the global COVID-19 pandemic slowing down its growth (+1% compared to +2.6% last year). The ibis megabrand drove Its development. The megabrand recorded a net gain of 20 hotels and consolidated its position as Europe’s leading hotel brand with over 150,000 rooms (+0.9%). Novotel also made progress (+0.8%) and climbed up to 7th place in the ranking of chains. Moreover, upmarket brands such as Pullman, Mövenpick (+334 rooms), and Fairmont (+170 rooms) also contributed to the group’s growth this year, as did alternative brands such as Greet, which opened three new units, and Tribe, which was launched this year. Accor wants to take advantage of the rebound from the health crisis by focusing on the “lifestyle” segment. The announcement at the end of 2020 of exclusive negotiations with Ennismore and the complete integration of sbe’s brands go in this direction.

The Chinese company Jin Jiang remains stable with weak growth in its portfolio (+0.1%, i.e., ten additional hotels), which widens the gap with the French giant. However, this overall stability masks the significant development of its new brands (Kyriad Direct, Radisson Collection, Radisson Individuals, etc.), which has sometimes come in tandem with the decline of its traditional brands Golden Tulip, Park Plaza, and Campanile. Indeed, the young Kyriad Direct brand opened 24 properties in a year. In contrast, the new Radisson Individuals brand, aimed at independent hotels and local and regional chains, was launched at the end of 2020. Finally, determined to challenge the French leader, Jin Jiang has announced its imminent entry into the long-stay residences market through Louvre Hotels Group and its upcoming supply of Tulip Residences.

IHG maintains its place in the ranking without significant changes (+0.2%) after experiencing last year a growth spurt driven by voco...