Accor’s Fairmont and Sofitel among brands in new all-inclusive collection

Accor is strengthening its presence in the fast-growing all-inclusive market with the launch of a multi-brand All-Inclusive Collection.

Through this platform, Accor aims to capitalize on the renewed desire for post-COVID leisure stays by delivering memorable experiences around the world through its luxury and premium brands Fairmont, Sofitel, Pullman, Swissôtel and Mövenpick.

The new All-Inclusive collection will build on the success of the Rixos brand following Accor’s joint venture with founder Fettah Tamince in 2016.

“Accor’s strategic decision to double down on the all-inclusive segment, the fastest growing sector in this market, and to build on its success with Rixos, capitalizes on this opportunity,” said Gaurav Bhushan. , CEO of Accor Lifestyle and Entertainment and co-CEO of Ennismore. .

“The new luxury and upscale all-inclusive collection strengthens our business model while increasing our exposure and value proposition to hotel owners.”

Rixos has over 20 years of experience in the luxury all-inclusive market and is a leading global player in this segment. It is the current market leader in Turkey, the Middle East and Central Asia with 24 hotels and over 10,000 rooms in operation and another 26 hotels with over 14,000 rooms in the pipeline.

Since its partnership with Accor, Rixos has tripled its network.

“I am incredibly proud of the success Rixos has achieved over the past five years within the Accor portfolio,” Tamince said.

“Together, Accor and Rixos complement their market-leading expertise, and the All-Inclusive Collection is the next step in accelerating their positions in the sector.

“This new initiative comes at a time when the demand for all-inclusive resorts could not be higher and now is the right time to build on this positive trajectory. I am delighted and delighted to continue my partnership with Accor with this expanded brand portfolio.”

The Collection aims to more than double Rixos’ footprint from 50 properties to over 100 all-inclusive resorts over the next five years. The international expansion of the all-inclusive business will focus on areas with promising growth potential for this segment, including Europe, Middle East, Africa, Turkey, Asia, Central America and the Caribbean.

Openings will include Rixos Gulf Hotel Doha and Rixos Qetaifan Doha – both of which will open ahead of the FIFA World Cup in Qatar in November. Meanwhile, Swissôtel Sharm el Sheikh, the first non-Rixos property in the collection, will open later this year. It will include 1,350 rooms, a water park, several restaurants, a beach club and entertainment facilities.

The all-inclusive platform will offer organized entertainment programs, sports activities including water sports, kids’ clubs, fitness activities as well as outdoor and MICE activities. The program will be inspired and led by Carte Blanched, Ennismore’s F&B Concept Lab, with each venue offering diverse and culturally relevant cuisines and dining experiences. Ennismore is the main lifestyle platform created by Accor in joint venture with Sharan Pasricha.

Exclusive to AHICE

Speaking via video call to AHICE last week, Accor’s global CEO Sebastien Bazin described him as a “fabulous role model”.

“It’s probably the highest market of any hotel space,” he said.

Speaking of customer retention, Bazin said it was essential that the experience extend beyond the hotel.

“Of course people want to have an upgrade…but you have to help people when they leave the hotel, before they enter and during their stay,” he said.

“Make sure they understand the local economy, the local architecture, the local culture, go to the museum, go to the cinema, go to the stadium… During the seven days that they are going to stay with you, only one third will be experienced in the hotel, the other two thirds will be outside the hotel.

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Bazin also spoke about the challenges the hotel group has faced in various markets coming out of the pandemic.

“We’ve had our necks above water for the past three months,” he said.

“It’s definitely getting better in America, better and better in the Western world, in Europe, certainly very strong in the Middle East; it is always very difficult in Eastern Europe and difficult in Africa. And of course we have a lot of questions about the Pacific and Southeast Asia.

While he said the future was uncertain at the end of last year, in his last chat with HM’s James Wilkinson, he is now more confident about recovery.

“Accor will get better and better every month,” he said.

At the end of last year, Accor saw a trend towards late bookings, around 72 hours before arrival, but Bazin said the group is now seeing bookings arrive earlier due to “fear of missing out” on arrivals. best rooms and offers.

“Now more than 50% of our bookings are [made] one to nine days [out],” he said.

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