Accor taps into luxury resurgence
French hotel giant Accor has pointed to a resurgence in the luxury travel segment in Australia, as it revealed a number of ways it is tapping into the trend.
Speaking to media at the annual World of Accor event in Sydney, chief operating officer Simon McGrath pointed to rising interest in the luxury end of the hotel market as room rates and revpar continue to rise, with further growth expected over the coming years.
“We’re all enjoying that resurgence of uber luxury and we’re taking part in that,” McGrath said.
In addition to its handful of Sofitel properties in the region, Accor now has 12 Pullman hotels.
“It’s the fastest growing large upscale brand in region from a standing start 24 months ago,” he said, adding the growing MGallery portfolio also sits at that end of the market.
“So, you can see the luxury investment that Accor continues to make.”
Its emphasis on food and beverage is also an important part of the luxury trend, seen most recently with the appointment of celebrity chef Justin North as the culinary ambassador for the Pullman portfolio.
Meanwhile, the upward trajectory of low cost carriers in the region is also driving the importance of the economy hotel sector, with Accor continuing to grow its Ibis collection, most recently with the launch of Ibis Adelaide and the announcement of a new Ibis at Brisbane Airport.
McGrath also revealed that the coming weeks will see the hotel firm announce the largest Ibis in Australasia.
All of these developments are signs of Accor’s commitment to continue expanding its hotel network in Australia, he continued.
Accor is “pleased” with its current local network which places the market at fourth or fifth in the world, McGrath confirmed.
“But are we finished? Absolutely not,” he said. “The strategy is to continue and to in fact go further. Our interest remains as keen as ever, in fact keener.”
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