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The Experiential Edge: Accor's Approach to Luxury & Lifestyle Development
June 03, 2026
The hotel room is no longer the product – the experience is. Agnès Roquefort, Accor's Chief Development Officer for Luxury & Lifestyle, explains why that changes everything for owners and investors.
There is a fundamental shift underway in the world of luxury. Across global markets, spending on experiences is growing faster than spending on material goods. Ownership is out; experiencing is in.
In travel, this means luxury goes far beyond room dimensions and thread count. For today's affluent traveler, a hotel stay is measured by atmosphere, by uniqueness, by exceptional service – and by the story they take home with them. This is a defining shift in luxury hospitality, and it represents an extraordinary opportunity for owners and investors with the vision to act on it.
Experiential Luxury as a Development Opportunity
When experience becomes the product, every square meter of a property becomes a revenue-generating opportunity. Intelligently programmed spaces – destination restaurants, immersive wellness concepts, a sense of exclusivity – drive stronger ancillary revenue, elevate guest satisfaction and create differentiated assets that perform in competitive markets.
Raffles London at The OWO is a compelling example. A meticulous restoration of a prestige site – the former Old War Office on Whitehall – it brings together nine destination restaurants (with flagships overseen by Michelin-starred chef Mauro Colagreco), the UK’s first Guerlain Spa, and 85 elegant branded residences. Beyond a hotel with impressive amenities, this is an exclusive, one-of-a-kind destination in itself.
The most forward-thinking investors are building to embed exceptional experiences into every stage of the guest journey. The result is guests who spend more, return more and become powerful advocates.
Today's travelers demand more than just a bed. They seek unique, immersive experiences that go beyond a simple stay. It's about how we make them feel, the stories they collect and share with their loved ones. Investors choose Accor because our unparalleled brand portfolio, coupled with our powerful distribution and loyalty ecosystem, enables us to deliver these exceptional, high-value experiences consistently.
Few operators understand this shift better than Accor. With unrivaled scale across Luxury & Lifestyle and a development pipeline that spans every major market, we have identified four strategic levers that translate this evolution into real opportunity.
Food As the Reason to Travel
The restaurant is no longer an amenity – it is a draw in its own right. Travelers plan entire trips around a famous Chef's menu, a rooftop with a view, or the chance to taste a culture through its cuisine. Culinary tourism is a key travel driver for younger travelers, with 71% of Gen Z and 74% of Millennials agreeing that dining is a critical part of their trip planning process.
Across Accor's Luxury & Lifestyle portfolio, Food & Beverage represents on average 30% of hotel revenue – up to 50% for certain brands such as Mama Shelter. That makes integrating F&B as part of the property’s core offer a clear investment priority.
Bonnie at SO/ Paris, France
With its destination Seine-side rooftop and breathtaking city panorama – the Eiffel Tower, Notre-Dame Cathedral, the Panthéon – Bonnie is a restaurant, bar and club that Parisians seek out for its spectacular views and atmosphere.
This vibrant mix of hotel guests and local scene-setters turns the property into a cultural destination – and every evening into a revenue opportunity.
Wellbeing: From Amenity to Asset
Wellness has moved from the margins of the guest experience to its very heart. When 80% of our guests cite it as a priority, they are not talking about a simple spa or fitness center: wellness has evolved into a holistic philosophy that touches every part of the guest journey – care, movement, nutrition, sleep – as they seek an experience that helps them find balance.
Embedding wellness meaningfully into a property is a sound commercial decision. At Accor, we see properties with a strong wellness offer reaching almost 40% higher guest satisfaction scores and 15% higher return rates.
Fairmont Chateau Lake Louise, Canada
The opening of BASIN Glacial Waters in 2025 set a new standard for luxury wellness – a reimagination of the traditional bathhouse, set within the majestic landscape of Banff National Park.
Designed by acclaimed architect Matteo Thun, the indoor-outdoor facility invites immersion: thermal pools, Nordic saunas, cold plunges, stone-heated beds – all framed by unbroken views across the lake. Since BASIN’s opening, the hotel has seen its wellness revenue almost double.
Unique Experiences, Predictable Profits
All-inclusive resorts and hotels are expanding four times faster than other leisure segments in the industry’s development pipeline. In properties under Accor brands, with the expertise of Rixos, we aim to surprise guests with unexpected experiences: varied dining concepts, destination activities for all ages, and especially, immersive entertainment – a major factor in the segment’s success.
For investors, the case is compelling: high tour operator volumes and controlled F&B costs create an inherently predictable business. Strong, reliable profits are driving demand – with Rixos leading by example, Accor holds the global #2 position in this segment.
Rixos: All-Inclusive, All-Exclusive
A pioneer of immersive, all-ages hospitality, Rixos delivers world-class dining, premium beverages, live entertainment, sports and wellness – everything included without compromising quality.
From Rixos Premium Belek on the Turkish Mediterranean, with its access to the Land of Legends Theme Park, to Rixos Radamis in Sharm El Sheikh,Egypt, renowned for dynamic live performances, broad appeal and depth of programming translate into strong ancillary spend and a business that is both profitable and predictable.
Where Luxury Lives
With a compound annual growth rate approaching 20%, branded residential is the most exciting development opportunity for investors today. The concept sits at the intersection of real estate and hospitality: private homes affiliated with a hotel brand, offering residents services from concierge to spa and access to the brand lifestyle. This creates a sense of exclusivity unlike anything conventional real estate can offer.
For investors, branded residences command significant price premiums, achieve high sales velocity, and create operating cost efficiencies between hotel and residence. Demand is so strong that Accor is increasingly developing standalone branded residences with no co-located hotel – an emerging trend we call “the hotelization of real estate.”
From Seaside Villas to Urban Towers
Branded residential represents a range of opportunity. Fairmont Residences La Hacienda on Spain's Costa del Sol sits at the ultra-luxury end: prestige villas with private pools and panoramic Mediterranean views, set within a five-star resort.
Mama Residences in Dubai's Business Bay is a bold, standalone lifestyle tower bringing Mama Shelter's eclectic energy to urban residential living with no co-located hotel. Two very different offerings; one fast-growing asset class.
Food As the Reason to Travel
The restaurant is no longer an amenity – it is a draw in its own right. Travelers plan entire trips around a famous Chef's menu, a rooftop with a view, or the chance to taste a culture through its cuisine. Culinary tourism is a key travel driver for younger travelers, with 71% of Gen Z and 74% of Millennials agreeing that dining is a critical part of their trip planning process.
Across Accor's Luxury & Lifestyle portfolio, Food & Beverage represents on average 30% of hotel revenue – up to 50% for certain brands such as Mama Shelter. That makes integrating F&B as part of the property’s core offer a clear investment priority.
Bonnie at SO/ Paris, France
With its destination Seine-side rooftop and breathtaking city panorama – the Eiffel Tower, Notre-Dame Cathedral, the Panthéon – Bonnie is a restaurant, bar and club that Parisians seek out for its spectacular views and atmosphere.
This vibrant mix of hotel guests and local scene-setters turns the property into a cultural destination – and every evening into a revenue opportunity.
Wellbeing: From Amenity to Asset
Wellness has moved from the margins of the guest experience to its very heart. When 80% of our guests cite it as a priority, they are not talking about a simple spa or fitness center: wellness has evolved into a holistic philosophy that touches every part of the guest journey – care, movement, nutrition, sleep – as they seek an experience that helps them find balance.
Embedding wellness meaningfully into a property is a sound commercial decision. At Accor, we see properties with a strong wellness offer reaching almost 40% higher guest satisfaction scores and 15% higher return rates.
Fairmont Chateau Lake Louise, Canada
The opening of BASIN Glacial Waters in 2025 set a new standard for luxury wellness – a reimagination of the traditional bathhouse, set within the majestic landscape of Banff National Park.
Designed by acclaimed architect Matteo Thun, the indoor-outdoor facility invites immersion: thermal pools, Nordic saunas, cold plunges, stone-heated beds – all framed by unbroken views across the lake. Since BASIN’s opening, the hotel has seen its wellness revenue almost double.
Unique Experiences, Predictable Profits
All-inclusive resorts and hotels are expanding four times faster than other leisure segments in the industry’s development pipeline. In properties under Accor brands, with the expertise of Rixos, we aim to surprise guests with unexpected experiences: varied dining concepts, destination activities for all ages, and especially, immersive entertainment – a major factor in the segment’s success.
For investors, the case is compelling: high tour operator volumes and controlled F&B costs create an inherently predictable business. Strong, reliable profits are driving demand – with Rixos leading by example, Accor holds the global #2 position in this segment.
Rixos: All-Inclusive, All-Exclusive
A pioneer of immersive, all-ages hospitality, Rixos delivers world-class dining, premium beverages, live entertainment, sports and wellness – everything included without compromising quality.
From Rixos Premium Belek on the Turkish Mediterranean, with its access to the Land of Legends Theme Park, to Rixos Radamis in Sharm El Sheikh,Egypt, renowned for dynamic live performances, broad appeal and depth of programming translate into strong ancillary spend and a business that is both profitable and predictable.
Where Luxury Lives
With a compound annual growth rate approaching 20%, branded residential is the most exciting development opportunity for investors today. The concept sits at the intersection of real estate and hospitality: private homes affiliated with a hotel brand, offering residents services from concierge to spa and access to the brand lifestyle. This creates a sense of exclusivity unlike anything conventional real estate can offer.
For investors, branded residences command significant price premiums, achieve high sales velocity, and create operating cost efficiencies between hotel and residence. Demand is so strong that Accor is increasingly developing standalone branded residences with no co-located hotel – an emerging trend we call “the hotelization of real estate.”
From Seaside Villas to Urban Towers
Branded residential represents a range of opportunity. Fairmont Residences La Hacienda on Spain's Costa del Sol sits at the ultra-luxury end: prestige villas with private pools and panoramic Mediterranean views, set within a five-star resort.
Mama Residences in Dubai's Business Bay is a bold, standalone lifestyle tower bringing Mama Shelter's eclectic energy to urban residential living with no co-located hotel. Two very different offerings; one fast-growing asset class.
How Accor is Leading in Experiential Development
These four levers are not standalone initiatives – they form a comprehensive, revenue-generating ecosystem that ensures every square meter performs optimally. Powered by Accor's unmatched Luxury & Lifestyle portfolio – brands built around unique identities, atmospheres, curated experiences, and communities rather than simply accommodation – owners gain access to concepts that suit any location, customer profile or asset strategy.
Behind the brands is Accor’s commercial power. The loyalty program and booking platform ALL Accor drives visibility, repeat engagement, and cross-market traffic, and connects guests to money-can’t-buy experiences – from Roland Garros to VIP concert access – while the Group’s global footprint delivers instant access to source markets all over the world.
Accor's ambition extends beyond the hotel stay as we expand our expertise across multiple formats and touchpoints. As our Orient Express brand launches a sailing yacht, revives its legendary train voyage, and even enters museums as a showcase of art and travel, the Group pushes the boundaries of how far experiential hospitality can successfully reach.
Sustainable development underpins it all. With over 57% of the Group’s hotels eco-certified, including over 75% of our Luxury & Lifestyle properties, we continuously strengthen our standards to future-proof our properties and support owners with technical expertise to reduce environmental impact and enhance building performance. This is not only a matter of compliance: sustainable renovation can increase an asset’s market value by 10% to 15%.
Unforgettable Accor moments like sleeping beneath the stars at Our Habitas in the Atacama Desert in Chile or exploring Tuscany aboard the Orient Express La Dolce Vita embody the shift from accommodation to experience – the defining opportunity of this era in hospitality. Accor has the brands, the ecosystem, and the vision to accelerate our momentum in translating that opportunity into profitable, scalable development.
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