Brands An Unstoppable Growth in the Middle East: Focus on Accor’s Strategic Expansion in Saudi Arabia, the UAE and Qatar
7 min

Accor is proud to have participated to the Future Hospitality Summit, which returned to Saudi Arabia this year, bringing together the Kingdom’s leading industry experts. From 2022 to 2032, the growth rate in the GCC’s tourism sector is projected to be 13.6% with a potential market value of 65.5 billion USD. Accor, firmly rooted in the Middle East, responds to the dynamic shifts in travel preferences and consumer needs, seamlessly adapting to expectations in this thriving market, such as sustainable travel, family-friendly all-inclusive experiences, bleisure, staycations. With a focus on Saudi Arabia, the United Arab Emirates, and Qatar, a strong brand presence and a commitment to empowering local talent, Accor is strategically positioned to solidify its leadership and continue to accelerate growth in this part of the world.

In the coming years, we want to continue to solidify our leadership across this dynamic region, strengthen the footprint of our brands and work toward our ambition of developing the largest and best-performing integrated hospitality ecosystem in the industry. We prioritize strong partnerships with our owners, and our bespoke approach to development projects ensures we can match our partners with the right brands.

Duncan O’Rourke CEO Middle East, Africa & Asia Pacific, Premium, Midscale & Economy Division, Accor

We continue to see great momentum in this part of the world and anticipate sustained growth in the Middle East region for many years to come.  As a result, we are accelerating Accor’s growth strategy throughout the region in partnership with our development partners and owners. Our bespoke approach to luxury and lifestyle development projects ensures we can align our partners with the right brands in the right destinations, boldly redefining hospitality in ways that are positive for people and the planet.

Agnès Roquefort Global Chief Development Officer, Luxury & Lifestyle Division, Accor

Focus on: Saudi Arabia

In line with Saudi Vision 2030, Accor is deeply rooted in building the future of tourism in Saudi Arabia, continuing to play a key role in developing tourism and accelerating growth.

Positioned as the largest operator in the Kingdom, Accor offers a portfolio of 41 operating hotels spanning from luxury to economy, and Ennismore's lifestyle collective. Embracing an ambitious growth trajectory, Accor is set to add over 45 hotels to its roster by 2030, solidifying its leadership across all segments. Having operated in Saudi Arabia for over three decades, Accor continues to embark on new ventures. Expanding our footprint is a priority, particularly in the burgeoning second wave cities of the country. Through a master development agreement with Amsa Hospitality, we are poised to develop our midscale, and economy brands in these fast-growing locales. Over the next decade, this partnership will facilitate the development and franchising of 18 Accor hotels across various cities with the first property signed, Mercure Khamis Mushayt in Aseer.

Also, the introduction of exciting new brands such as TRIBE and Handwritten and the expansion of lifestyle offerings within giga projects are great opportunities ahead and underline Accor's commitment to pioneering hospitality experiences. Other exciting opportunities include The Red Sea, AlUla and NEOM. At The Red Sea development, Accor is set to launch an extraordinary lineup of brands including Raffles, Fairmont, Faena and Ennismore’s SLS, delivering iconic and unique luxury and lifestyle experiences on 200 kilometers of untouched coastline. In the Diriyah Gate master development, Accor will also open properties under the brands of Orient Express, Raffles, and Faena. The growth of the iconic Raffles brand in key Saudi cities like Jeddah, Riyadh, and Diriyah Gate, along with the recently announced Trojena slated for 2027, further exemplifies Accor's dedication to elevating the hospitality landscape.

Moreover, with the strategic partnership between Accor and the Ministry of Tourism, exemplified through "Tamayyaz by Accor," 256 Saudi talents are empowered, underscoring Accor's unwavering commitment to fostering local talent and inclusion within the industry.

Focus on: the United Arab Emirates

In 2022, the UAE emerged as the second fastest-growing destination for international arrivals, a concrete proof of its continuous innovation and evolution in the global tourism landscape. With Dubai as a premier destination, the UAE remains at the forefront of international attractiveness, consistently pioneering sustainable and responsible tourism initiatives while capitalizing on the growing trend of blended travel experiences.

Accor, a key player in this dynamic environment, demonstrates leadership and dynamic growth. Significant achievements include the opening of the first Pullman resort on Al Marjan Island in early February, alongside the introduction of iconic brands such as Banyan Tree and SO/ last year. With a keen eye on emerging trends, Accor is making significant strides in Dubai, particularly in the realm of lifestyle branded residential offerings.

As the UAE continues to transform global tourism, Accor's commitment to innovation and trend-conscious strategies solidifies its position as a driving force in the hospitality industry locally.

Focus on: Qatar

With the Qatar National Vision 2030 providing a strategic framework, Accor is committed to delivering unparalleled hospitality experiences that not only enrich our portfolio but are also emblematic for Qatar.

Accor's dynamic presence in Qatar is highlighted by key developments, including the opening of iconic properties such as Raffles and Fairmont Doha at the end of 2022, along with the introduction of innovative concepts like Accor Living Adventure tailored for the World Cup to discover the amazing lifestyle and culture of Qatar. Furthermore, Accor's collaboration with Rixos Gulf to introduce the first all-inclusive resort in Doha further solidifies its commitment to redefining luxury and service standards in the region to always create an elevated brand experience for our guests.

In the dynamic landscape of Qatar, Accor stands at the forefront of hospitality excellence, leveraging the momentum of the FIFA World Cup 2022 to elevate the country's attraction on the global stage. From the first World Cup hosted in the Arab world, to the first AFC Asian Cup this year staged in Saudi Arabia, these major events serve as catalysts to showcase Qatar's evolution into an international destination.

As Qatar embraces its role as a global destination, Accor remains persistent in its mission to bring unforgettable experiences to residents and travelers alike.

Accor and the Middle East: a Winning Combination

Accor currently counts 275 properties across all brands in the Middle East with 111 properties in the pipeline, including branded residences and immersive resorts. With a strong potential for luxury & lifestyle and branded residences, Accor is ready to fully leverage this potential.

Accor's dynamic growth and visionary role are reshaping the Middle East's thriving tourism landscape. Committed to excellence, we are more than ready to deliver the highest level of guaranteed quality, complemented by our diverse portfolio of brands. As we continue to evolve, Accor remains dedicated to providing optimal hospitality tailored to each city's unique environment, solidifying our position as a leader in the Middle East's hospitality sector.

In key figures: Accor’s dynamic presence in 3 strategic destinations in the Middle East

  • Saudi Arabia

    • 13 brands
    • 41 hotels open
    • 45 hotels in the pipeline

  • United Arab Emirates

    • 22 brands
    • 84 hotels open
    • 12 hotels in the pipeline

  • Qatar

    • 10 brands
    • 13 hotels open
    • 2 hotels in the pipeline

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