04/29/2025
Hotel Development
Accor’s Premium Brands Reach a Landmark 500 Hotels: Insights from Camil Yazbeck and Benoît Racle
The opening of Accor’s 500th premium hotel marks a major step in the Group’s accelerated growth, as its portfolio expands across high-potential markets with bold, brand-led development. Accor leaders Camil Yazbeck, Global Chief Development Officer, Premium, Midscale & Economy Division and Benoît Racle, Global Brand President, Premium, share insights into how the Group’s premium hotel portfolio blends global expansion with a tailored local approach, redefining hospitality through distinctive brands like Pullman, Swissôtel, Mövenpick and Grand Mercure, while embracing the evolving expectations of modern travelers worldwide.
This milestone is an outstanding achievement, not only for Accor’s premium brand teams, but also for our hotel owners and investors. Whether a conversion or a new build, we drive exceptional value and performance by first aligning the right brand with each project, then leveraging our solutions to boost revenue and optimize costs. Backed by Accor’s global scale, our regional development teams bring deep market knowledge and stay on top of the trends, topics and local nuances that directly influence each destination. We are very proud of the superb roster of 500 premium hotels that we have introduced thus far and look forward to introducing the world to our next 500 as we progress into the future.
“Reaching 500 hotels across our segment of premium brands is a testament to the strength, character, and global resonance of our portfolio. Our premium brands - Pullman, Swissôtel, Mövenpick, Grand Mercure, Peppers, The Sebel, Angsana, Mantis and Art Series - each bring a distinct perspective to the world of hospitality - united by a commitment to thoughtful design, enriching experiences, and a deep connection to place. This milestone reflects not only our ambitious growth but also the trust of our owners, the dedication of our teams, and the ever-evolving expectations of modern travelers. It also highlights the power of Accor’s broader ecosystem – from the visibility delivered through our global distribution and booking platforms to the added value of ALL, which brings our premium brands closer to guests worldwide and drives loyalty. As we look ahead, we remain focused on innovation, sustainability, and delivering meaningful hospitality at scale.
Celebrating this Milestone: Insights from our Leaders through 4 Key Questions
Discover more about our premium brand portfolio with Camil Yazbeck, Global Chief Development Officer, Premium, Midscale & Economy, and Benoît Racle, Global Brand President - Premium.
What does reaching the milestone of 500 hotels mean for Accor's premium brands, and how are they redefining hospitality?
Benoît: I couldn’t be prouder of our talented teams and the incredible collective effort that has brought us to this moment. This achievement speaks to the strategic clarity and brand distinctiveness we have built across our premium portfolio. Each of our brands is positioned to meet the aspirations of a different type of traveller. As we expand, we’re not simply scaling; we are curating experiences that are deeply aligned with the identity of each destination and the evolving needs of our guests. Our premium portfolio also includes regional brands, reinforcing Accor’s ability to deliver premium experiences tailored to diverse destinations worldwide, each crafted to reflect the unique character and guest expectations of their respective markets. These regional brands include Mantis, Peppers, The Sebel, Art Series, and Angsana. From flagship global cities to emerging resort markets, our premium brands are crafted to bring relevance, resonance, and richness to every stay.
Accor is rapidly expanding its portfolio of premium hotels: what’s driving this growth?
Camil: Accor’s premium brands represent a high-growth segment within the global hospitality landscape. It’s incredibly exciting for us to see our premium hotel portfolio thriving, with signings increasing by an impressive 150% since 2019. This surge reflects our strategic focus on high-growth markets and the unique value our brands offer. This growth isn’t just numbers on a page; it’s a testament to the hard work and dedication of our teams who are extremely passionate about what they do. With 250+ premium hotels set to join our portfolio in the future, we’re not just growing; we’re redefining the landscape of premium hospitality, aiming for a more extensive footprint in key markets worldwide. This includes expanding our premium portfolio through landmark deals such as the Daiwa portfolio in Japan and the signing of a strategic partnership in Greater China, which will expand the Mövenpick brand in the market.Key Figures: Premium Hotels Global Footprint
-
+500
hotels
-
+120,000
rooms
-
+250
hotels in the pipeline
-
+70
countries
What strategic initiatives is Accor implementing to enhance its presence in high-growth markets?
Camil: We are actively expanding across key markets, such as Europe, the Middle East, India, China, the Pacific and Southeast Asia, with an emphasis on high-end resorts, urban destinations, and mixed-use developments. We’re enhancing our presence in the resort category with developments strategically located in high-growth leisure markets that benefit from strong international tourism demand and favorable investment conditions. We’re also seeing a notable resurgence in premium urban markets, particularly in gateway cities. Central business district destinations like London, Madrid, and Rome now lead the top three spots in Europe (CBRE Investor Sentiment 2025 report).Benoît: With a growing global presence, our premium brands redefine travel with a refined yet forward-thinking approach. From Pullman’s dynamic spaces that provoke new exchanges to Swissôtel’s vitality-driven stays, Mövenpick’s rich culinary heritage, and Grand Mercure’s deep connection to local culture, each brand offers a distinct take on premium hospitality.
In a few short words: how would you define the balance between the local and global strategies of the premium portfolio?
Camil: Global Expansion… Our premium brands will continue their global expansion, such as Pullman with new openings in Montenegro, South Korea, China and Bulgaria; Mövenpick with its first hotels in Belgium, Azerbaijan, Italy, Greece, Croatia, Poland, and Montenegro; and Swissôtel with upcoming openings in Qatar, Romania, Uzbekistan and Czech Republic.Benoît: … and a Vision for Tomorrow. We are anticipating the future needs of our guests. As our brands expand globally, we’re looking beyond traditional definitions of hospitality to focus on what truly matters to the next generation of travellers and professionals. Premium hospitality today means more than quality – it is about emotional connection, relevance, and memorable experiences. My focus is on evolving each of our brands to become platforms for creativity, community, and personal growth – embracing experience more intentionally than ever before. I want to welcome guests to future-facing environments that inspire, engage, and leave a lasting impact.
