Strategy Strengthening our leadership in the leisure segment
4 min

Around the world, people are starting to plan holidays again. And, at Accor, we’re re-energizing our leisure strategy to benefit fully from a strong recovery in this segment. 

Accor has always innovated, adapted to new trends and stayed ahead of the curve—that is its strength. And its agility and flexibility paid off when the Covid-19 crisis hit the hospitality sector with unprecedented force.

Before the pandemic, the global hotel & resorts industry already generated around 1 trillion US dollars a year. Now, health restrictions are gradually easing worldwide, and we are consolidating our business model in this segment, which is expected to bounce back strongly and grow 22% by end-2021 (CAGR 2017-2021). In a recent global Accor guest survey, 83% of respondents said they were likely to plan a leisure trip in the coming months. Almost three-quarters of them said they would choose domestic destinations, and all confirmed that health and safety measures would be a priority for their next hotel stay. It is therefore safe to say that leisure travel promises to make a robust recovery. Accor is reinforcing its strategy in this sector and unveiling new offers to meet the surge in demand.

Jean-Jacques Morin Deputy CEO & CFO, and Patrick Mendes, Group Chief Commercial Officer in charge of Sales, Marketing, Distribution and Loyalty, review the actions developed by our teams to make the most of the recovery in the leisure segment:

A firmly-established leisure segment leader

With a portfolio of over 40 world-renowned brands, Accor is already a leader in the leisure hotel sector. Over 4,000 of our 5,100 hotels & resorts worldwide are ideally-suited to leisure travelers. Our global network boasts more than 370 resorts, more than 10,000 restaurants and bars, nearly 600 spas, in excess of 800 hotels with swimming pools, 1,000 plus in-hotel sport and fitness rooms, over 300 establishments with golf courses, 300 kids’ clubs, etc.

Now, our objective is to bolster our leisure offering with unrivalled experiences in sport, culture, wellness and entertainment. The culinary destinations offerings of iconic brands like Mama Shelter or Mondrian, as well as the emblematic wellness programs of brands like Raffles, Fairmont, Pullman or Swissôtel, will be real springboards for our Leisure activities.

All over the world, our brands are also known for their individual expertise and leisure offering. Rixos’ resorts, for example, offer all-inclusive stays with a wide choice of entertainment and sports activities. Banyan Tree, on the other hand, focuses on luxury experiences that respect local traditions.

SLS Dubai Hotel & Residences - United Arab Emirates

Accor boasts iconic leisure flagships across the world, with Fairmont Château Whistler (Canada), SLS Dubai (United Arab Emirates), Novotel Megève Mont-Blanc (France), Pullman Oceanview Sanya Bay Resort (China), Rixos Water World Aktau (Kazakhstan), Raffles Bali (Indonesia), Sofitel Sydney Darling Harbour (Australia), and more.

Our leisure hotel portfolio continues to grow, with new openings like Fairmont Rio de Janeiro Copacabana and Banyan Tree Doha, and a substantial hotel pipeline for the next few years.

Bolstering our leisure offering

We have a powerful, agile network and are drawing on it to prepare for the rebound in travel and consolidate our leadership position in the leisure segment. We intend to offer our guests ever-more personalized, seamless experiences, with targeted deals and inspiring advertising campaigns.

For example, our recent Unveil the World campaign incites guests to rediscover the joy of travelling thanks to our ALLSAFE label, affordable rates and flexible booking. It kicked off with a commercial that sees dust covers removed from iconic monuments around the world and encourages guests to make the most of their holidays. Our resorts are also spotlighted in the new ALL Resorts platform, which is part of our 68-million-member loyalty program, ALL – Accor Live Limitless. ALL Resorts offers unique deals in over 310 resorts, from luxury to economy. And ALL members can enjoy even more benefits including bonus points and greater booking flexibility.

Accor regularly launches country-specific deals, like golf stay packages and staycations (stay in or near the residence)., to better address local needs and promote our establishments in their home markets.

Our brands and hotels have something for every leisure traveler — families, friends, wellness, sport, adventure, and more!

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