Accor accelerates growth of Premium, Midscale and Economy brands in Europe

A STRONG LINE-UP OF HOTEL OPENINGS AND BRAND LAUNCHES EXPECTED FROM THE GROUP IN THE FIRST PART OF 2024

Accor, a leading global hospitality group, continues to expand its portfolio of premium, midscale and economy brands across Europe with a series of new hotels and a strong line-up of openings planned for the first part of 2024. At the divisional Premium, Midscale & Economy (PM&E) level, the growth plan builds on Accor's strong position in the region, which includes around 3,000 PM&E hotels in more than 40 countries.

In the first months of 2024, Accor has already welcomed a large number of new hotels, including TRIBE Milano Malpensa, the design brand's first site in Italy, and Mercure Tirana, the brand's first site in Albania, while the ibis family of brands will be further expanded with new economy hotels in France, the UK and Romania. Within the Group's premium network, Swissôtel recently launched in Montenegro and Georgia.

The growth trajectory of Accor's Premium, Midscale and Economy divisions will continue with additional openings expected in the first part of 2024, across brands and destinations in the region.

Accor has introduced a new divisional structure in 2023, including a dedicated Premium, Midscale and Economy division, to provide more focused expertise, accelerate growth, further improve performance and provide the highest possible level of service to owners and guests. The growth plan focuses on strengthening the leading position in key countries, expansion in leisure and Mediterranean destinations and increasing presence in the premium segment. After a record number of signings last year, the PM&E division has a development pipeline of more than €3 million as of December 2023.

Patrick Mendes, CEO Premium, Midscale & Economy, Accor Europe & North Africa, said:"Europe is Accor's historic home and continues to offer exciting opportunities for the hospitality sector, and our growth strategy is fully aligned to meet the evolving markets and expectations of travellers. 2023 was a record year for growth, demonstrating the appeal of our diverse brand portfolio. 2024 marks the first full year for Accor's Premium, Midscale and Economy organisation, and we look forward to unlocking the full potential of this incredibly diverse region this year and well into the future." 

In the Mediterranean, a key growth area for Accor, the Group will expand its presence with new openings in Italy (Rome and Sondrio) and Cyprus (Larnaca) under the Mercure and Handwritten Collection brands, in addition to strong growth in France, with more than 30 new openings expected in the first part of 2024. Some other key European growth highlights include the upcoming opening of a Novotel hotel in Hamburg (Germany) and Bruges (Belgium), ibis Styles' debut in Iceland (Reykjavik) and greet in Brussels (Belgium), as well as the opening of the first TRIBE hotel in Latvia (Riga). In the UK, Accor will expand the TRIBE brand with a new hotel in Manchester and a new ibis Styles at Gatwick airport.

The Group has robust development plans for its premium hotel portfolio, with the expected opening of Mövenpick Resort & Spa Karpacz and Mövenpick Wrocław, both marking the brand's launch in Poland, and the debut of the Pullman brand in Montenegro and Hungary, in addition to a new Swissôtel in Romania. 

In the New East, Accor continues to expand in popular destinations in Georgia, with the upcoming opening of Novotel Tbilisi Center and ibis Styles Batumi, as well as the addition of Mövenpick Winter Park Baku in Azerbaijan.  

Philippe Bijaoui, chief development officer Europe & North Africa for Accor's Premium, Midscale and Economy, adding: "The growth of our Premium, Midscale and Economy portfolio is testament to the recognition and trust consistently shown by our guests and hotel partners in the region. This is just the beginning and we remain committed to our expansion strategy with a clear roadmap to not only consolidate our presence, but also explore more high-potential destinations where we know travellers want to be.“

In the first few months of 2024, Accor has completed several new development projects, including the launch of the first Pullman hotel in Hungary with a flagship in Budapest and the launch of the Handwritten Collection brand in Bucharest. Some of the upcoming premium, midscale and economy openings expected in the first half of 2024 include:

Maison Hamelin Hotel
- Handwritten Collection (France) - The first hotel under the Handwritten Collection brand to open in Paris is located in the capital's chic 16th arrondissement, between the world-famous Champs-Elysées and the Galliera Museum. The hotel welcomes

its first guests in early June and showcases French savoir-faire in its cosy 65 rooms, lively bar and spa. 

 Mercure Roma Cinecittà (Italy)
- The hotel is designed in an industrial style with a cinematic theme. Scheduled to open in June 2024, it will offer 126 rooms, a lounge bar, a restaurant, a gym and four meeting rooms. The hotel is just 300 metres

distance from the Cinecittà Studios with convenient transport links to the centre of Rome and popular attractions and monuments.

Mövenpick Wroclaw (Poland)
- Set in a 100-year-old building in the heart of Wroclaw, the hotel offers 179 comfortable rooms, a large restaurant and a sky bar in a thoroughly designed interior combining modern and elegant features. It features a modern and functional conference room and is expected to open in summer. 

Novotel Tbilisi Center (Georgia)
- The new 176-room building is located in Avlabari, a historic district in Tbilisi's Old Town. Scheduled to open in spring 2024, it will feature modern design, a rooftop pool and bar and other amenities, as well as a versatile conference centre for up to 600 guests.

ibis Styles Batumi (Georgia)
- This is Accor's first opening on the Black Sea coast. Scheduled to open in summer 2024, the hotel will feature different sports themes, comfortable rooms with ibis' signature Sweet Bed™, as well as space for events and entertainment with a special focus on families with children

Swissôtel Poiana Brasov (Romania)
- Located in the Transylvania region of Romania, the hotel offers 64 well-appointed rooms. It is the perfect base for skiers, hikers and cyclists who can get to the nearby slopes on foot. After a day in nature, guests can

enjoy the relaxing spa or on-site restaurant. The hotel is expected to open in May 2024 and offers conference and event facilities for business travellers.

TRIBE Manchester Airport (UK)
- The UK's second TRIBE hotel is scheduled to open in spring 2024. Located within walking distance of the terminals at one of the UK's most popular airports, the nine-storey, 12,300 sq m hotel will offer 412 rooms and suites, a restaurant and bar, a fitness centre and even a crew lounge for airline staff.

greet Brussels Airport Zaventem (Belgium)
- This is the first greet hotel in the Benelux and will be located at one of Belgium's busiest airports. The new hotel is expected to open in spring 2024 and will offer 68 comfortable rooms. It is just minutes from the terminal with equally good connections to the centre of Brussels. 

Novotel Hamburg Central Station (Germany)
- Expected to open at the end of March 2024, the hotel features 227 beautifully designed rooms and suites, a Scandinavian-inspired restaurant concept, a bar and lounge, a fitness centre and spaces for meetings and events, with a prime location next to the city's main train station and the Mönckebergstrasse shopping area.

TRIBE Riga City Centre (Latvia)
- This hotel, due to open in April 2024, is the first TRIBE hotel in the Baltic states and is located in the art nouveau district of central Riga. It will offer 81 rooms, a bar and restaurant, a gym, steam sauna and jacuzzi and conference facilities.  

 ibis Styles Reykjavik (Iceland)
- Located in Iceland's capital, the new hotel has excellent links to the city centre and the international airport. It will have 57 rooms and open in May, following an extensive renovation project as part of the refurbishment.

In addition to the premium, midscale and economy segments, Accor's Luxury & Lifestyle division is also preparing for an exciting period of growth in 2024. With a global portfolio of 370+ luxury hotels and 150+ lifestyle hotels - the latter represented by Ennismore - and an extensive development pipeline, Accor is strongly positioned to meet the demand for premium and culturally relevant travel experiences. Some significant European openings in these categories are expected in 2024. From Ennismore, lifestyle hotels such as Hyde London City (UK), SLS Barcelona (Spain), The Hoxton Vienna (Austria) and 25hours Hotel Paper Island, Copenhagen (Denmark) will open this year. It will also add a number of other high-profile luxury hotels later this year, such as Fairmont Golden Prague in the Czech Republic and Fairmont La Hacienda, Costa Del Sol, Spain.