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Accor Pushes Premium Brands in Europe and North Africa

Accor is aiming for significant growth in its premium hotel portfolio across Europe and north Africa, with a robust pipeline across key brands including Pullman, Mövenpick and Swissôtel.

The group has signed 10 premium hotels across the region to date this year – six from Mövenpick, two from Pullman and two from Swissôtel – to take this sector’s pipeline to 46 properties totalling 7,360 rooms, all set to open by the end of 2027.

Accor’s premium growth will strengthen the group’s presence in the Mediterranean basin, with locations in both historic cities and sun destinations. An opportunity to broaden its offering to European travellers, it will also see growth in eastern European destinations like Bulgaria, Czech Republic, Albania and Montenegro.

Propelling Pullman

Located in the world’s most sought-after destinations, Pullman Hotels & Resorts are Accor’s most premium offering. Consisting of four-star and five-star properties, Pullman appeals to the cosmopolitan traveller seeking the best.

The brand’s European and North African portfolio will be bolstered by nine new openings, adding 1,589 new rooms to the portfolio, including resorts in Guadeloupe and the anticipated Pullman Okol Resort Golf & Spa in Bulgaria opening in winter 2023. Other openings will include Albania, Croatia, Germany and Montenegro, where Pullman Kolasin Breza will open its doors later this year. 

Mövenpick moves

Mövenpick’s pipeline is also positive, with 23 upcoming openings in the region, bolstered by its flexibility as a conversion brand. With Swiss heritage dating back to the 1940s, the brand offers a mix of contemporary city and resort hotels that focus on making the ordinary extraordinary.

Its European and north African expansion will see a mix of resorts and hotels opening in countries including Algeria, CroatiaSwitzerland, Italy and Azerbaijan with Movenpick Winterpark Baku. The portfolio has grown in central and eastern Europe, with Mövenpick BalaLand Resort in Hungary, and Mövenpick Resort & Spa Fruske Terme in Serbia recently opening.

Swelling Swissôtel

Swissôtel combines Swiss hospitality with intelligent design and local flair. The brand’s growth is being propelled in eastern Europe with 14 properties totalling 2,334 rooms opening across destinations including Albania, BulgariaCzech RepublicSerbia, Moldova and Georgia, with Swissôtel Tbilisi opening later this year.

Swissôtel Kolašin in Montenegro will be another addition to the central and eastern European portfolio, located in the mountain resort and one of the country’s most prestigious tourism investments.

Restructuring refocus

Philippe Bijaoui, chief development officer, Europe and North Africa for Accor’s economy, midscale and premium brands, commented: “Our recent restructure has given us a laser-eyed focus, and driving our premium brands across the region is a key part of that.

“Currently our premium portfolio makes up 16% of our overall pipeline and it continues to be a key area of focus for our development strategy where we see huge untapped potential. We’re also very confident in the ability of brands like Mövenpick, as an ideal conversion brand, to help increase our density in key locations.”

Source : THP News