Accor grows in Northern Europe

Mövenpick is one of the brands within the expanding Accor portfolio.
IMAGO / imagebroker
Mövenpick is one of the brands within the expanding Accor portfolio.

Accor continued to expand its premium segment in Northern Europe last year, with a market share of 39 percent, according to its own figures.

In total, the group recently signed contracts for 16 hotels under the Mövenpick, Swissôtel and M Gallery brands and opened six more, two for each of the three brands.

Accor's portfolio in Northern Europe now spans 31 countries and includes more than 20 brands, 1,100 hotels and 160,000 rooms, according to the company. Accor's dynamic growth in Northern Europe reflects strong demand for resort and leisure hotels over the past 15 months, it said. Eleven of the 16 new properties will be classified as resort, according to the statement.

Commenting on the development in Europe, Camil Yazbeck, senior vice president development, Accor Northern Europe, said, "Accor is one of the top three global market leaders in resorts and this market expertise is reflected in the confidence of our partners who have evolved with us in 2021. Resorts are a significant area for our growth in Northern Europe, which has historically been little driven by this key Leisure product. We strongly expect this momentum to continue for Accor in the expansion of resorts in the face of a strong development phase."

Mövenpick and Swissôtel expand portfolio

Leading the premium brand expansion was Mövenpick Hotels & Resorts. Accor was able to drive 40 percent growth in its Northern Europe 2021 portfolio, signing for eight Mövenpick hotels with more than 1,300 rooms in Northern Europe. Mövenpick's expansion was primarily in Eastern Europe, with three contracts signed for projects in Poland. Accor also reopened two Mövenpick hotels in 2021: Mövenpick Hotel Lalez Durres in Albania and Mövenpick Basel in Switzerland. Mövenpick is expected to grow 50 percent globally over the next five years.

Swissôtel, a traditional Swiss brand rooted in the region, also saw strong growth in 2021. Accor opened its flagship hotel in Switzerland, Swissôtel Kursaal Bern, in early 2021, and recently opened Swissôtel Wellness Resort Alatau Almaty in Kazakhstan. The Group also signed contracts for four additional Swissôtel properties and a Swissôtel Residence.

In Eastern Europe, the premium brand M Gallery has signed three hotels in Poland, Croatia and Albania. Today, Accor has 16 hotels under the label in Northern Europe and foresees brand growth of 50 percent in the region over the next three years.

Confidence in the recovery of the hotel market

Yazbeck adds, "Mövenpick and Swissôtel are both strong traditional Swiss brands, while M Gallery presents itself as both a boutique collection brand and a conversion brand. Pullman remains a key focus in the region with ongoing projects in Georgia, Germany and Bulgaria. The growth of the premium brand portfolio in 2021 is a clear demonstration of the strength of our brands and the confidence of Accor and our partners in the market recovery."

French travel group Accor owns more than 5,100 hotels worldwide, operating under 40 of its own brands.