Accor’s Blueprint for High-Value Hotel Assets: Brand, Solutions, Partnership

October 08, 2026

As hospitality attracts growing interest from real estate investors, Accor’s Chief Development Officer for Premium, Midscale & Economy brands, Camil Yazbeck, decodes the sector for first-time investors, exploring how the right brand, integrated solutions, and strong partnership help owners turn market opportunity into sustained performance.

Hospitality has moved into the investment mainstream, its appeal strengthened by proven resilience and sustained consumer demand for experiences. As an asset class, hotels bring a distinctive advantage: they combine real estate with an operating business, creating opportunities to grow revenue and asset value every day – through sharper positioning, stronger operations, and experiences that attract travelers and local communities.

Our development teams bring an owner mindset, backed by Accor’s powerful brand portfolio and integrated support platform, to help every owner transform their hotel investment into a high-performing asset.

Hospitality’s Growing Appeal as an Asset Class

Hospitality has outstripped retail and office to become one of the world’s most attractive real estate asset classes. Hotels accounted for 8% of global real estate capital allocation in 2025; in Europe, 90% of investors plan to maintain or increase their hotel investments in 2026.

Accor’s development momentum reflects that confidence, with more than 500 hotels and 86,000 rooms signed globally in 2025 – more than one hotel signed every day.

Camil Yazbeck’s decades of development and operations experience give him a clear perspective on this trend. He identifies three strengths behind the sector’s appeal.

First, demand: consumers continue to prioritize travel and experiences, supported by an expanding global middle class and rising international travel.

Second, flexibility. Hotels are operating businesses, not passive investments. Owners can adjust room rates daily in line with demand, allowing them to hedge against inflation while optimizing revenue and profitability.

Third, multiple revenue streams. Restaurants, wellness centers, workspaces, branded residences – hotels provide diverse opportunities to generate income from the same asset by attracting both travelers and local communities.

The right partner does more than provide a brand. They help optimize your investment by driving performance, adapting to changing market conditions, and protecting long-term asset value.

CAMIL YAZBECK

Chief Development Officer, Premium, Midscale & Economy, Accor

The Value Blueprint: Brand, Solutions, Partnership

Every investment has its own return objectives. Camil Yazbeck outlines how Accor helps owners succeed: through a market-aligned brand, solutions that strengthen profitability, and a partnership committed to the asset’s future.

Brand: Positioning Each Asset for Success

Brand selection is a strategic decision, shaping demand, room rates, and guest loyalty.

Accor’s development teams match the right brand to the location, market demand, and owners’ investment goals to optimize revenue performance and long-term asset value.

The breadth of our portfolio gives owners flexible pathways to growth.

Conversion-friendly brands like Mercure or ibis Styles help owners manage construction costs and accelerate returns – 50% of Accor’s new projects are conversions – while collection brands such as Handwritten Collection and greet allow hotels to preserve their individual character while accessing our global commercial platform.

Each choice combines distinctive positioning with the power of the Accor network.

ibis Styles Ambassador Seoul Myeongdong, South Korea

Solutions: Diversifying Revenue with Hospitality

Accor’s vision of hospitality unlocks value beyond rooms. Our multi-local mindset means tailored design of locally relevant spaces and experiences – dining, wellness, entertainment – to diversify revenue streams and increase asset utilization.

The model is exemplified by TRIBE Düsseldorf in Germany, where a social hub, and destination dining attract both guests and locals, generating revenue throughout the day.

Accor 360° Solutions delivers the expertise to turn that potential into performance, combining commercial, revenue management, procurement, technology and sustainability expertise to increase revenue and optimize costs across the lifecycle.

Our scale amplifies the value, giving owners access to our global distribution platform and ALL Accor’s 120 million loyalty members.

Partnership: Working Together for Lasting Value

Unlike other real estate investments, hotel asset value is created every day through operational excellence.

Our development teams think like owners – supporting them to choose the right positioning, operating model, and growth strategy to optimize returns whatever their criteria, with franchise and management agreements offering different routes.

With the right partner, sustainability is another value lever – certified hotels can command a 10–15% valuation premium while reducing utility costs by around 20%.

Accor’s environmental, social and governance (ESG) expertise equips owners to improve efficiency, anticipate regulatory requirements, and protect long-term asset value through practical tools and ongoing guidance.