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Accor to surpass highest ever segment signing total in Asia

Pictured: rendering of Grand Mercure Bangkok Sukhumvit 68.

Accor is gearing towards a record-breaking year in signings in its premium, midscale and economy division across Asia.

As of September, Accor has already inked management agreements for a total of 42 properties, adding over 11,000 keys to its regional portfolio.

Signings prediction

The outlook for the remainder of 2023 includes plans to sign an additional 20 projects, bringing over 15,000 new keys to the region.

As part of this significant growth, the group is actively focusing on elevating its presence in the premium segment with its Pullman, Swissôtel, Mövenpick, and Grand Mercure brands, with a substantial 17 hotels signed so far. Simultaneously, Accor wants to maintain its leadership in the midscale and economy market, primarily represented by the Novotel, Mercure, and ibis brands.

Bangkok boost

New signings include Grand Mercure Bangkok Sukhumvit 68, arriving in the Thai capital in Q1 2026.

Its amenities will include two restaurants, a bar, a spa, a swimming pool, a fully equipped fitness centre, and five versatile meeting and conference rooms.

Indian double

Another recently inked deal was for two sites in Amritsar, India. One is Grand Mercure Amritsar Airport Road will house 100 spacious rooms, including five suites. Two dining options, as well as an expansive banquet hall, a top-notch spa and fitness centre, and a swimming pool complete the guest experience.

The other Indian addition is the second Pullman property in the country. Targeting the new generation of business and leisure travellers. Pullman Amritsar will open its doors in 2027, located on a sprawling 9,642 sq m site in the heart of Amritsar. The hotel will offer 200 rooms, three food and beverage outlets and a 1,200 sq m banqueting facility. Additionally, guests will have access to a state-of-the-art fitness centre and spa, alongside a swimming pool.

Hanoi happenings

In Vietnam, Mövenpick Living West Hanoi will take over a 196-room property situated in the heart of Hanoi’s new central business district. This strategic location offers convenient access to numerous office buildings, making it suitable for business travellers seeking a comfortable and accessible stay.

The hotel will open in Q4 2024, aiming to deliver a premium experience that aligns with the long-stay trend, offering spacious rooms and a range of amenities designed to make guests feel at home during their extended visits.

More in Malaysia

Scheduled to open in the fourth quarter of 2031, Novotel Genting Highlands will be a new addition to one of Malaysia’s key tourist destinations. The 300-room hotel will be located within the King’s Park mixed-use development project in the heart of Genting Highlands, which encompasses over 2 km of street shops, an entertainment hub, an event hall, three hotels and upscale residences.

The hotel will offer amenities including an all-day dining restaurant, a lobby bar, an executive lounge, a swimming pool, spa, fitness centre, ballroom, multiple state-of-the-art meeting rooms and a kid’s club.

Shaping Asian hospitality

Garth Simmons, CEO, premium, midscale and economy division for Accor in Asia, said: “Our commitment to the region is evident through our comprehensive growth strategies, setting new benchmarks in terms of both the number of properties and keys signed, alongside the introduction of innovative brands that cater to the diverse needs of the ever-evolving Asian hospitality market.

“As we continue to ride on this momentum, Accor is undeniably at the forefront of shaping the future of hospitality across the Asia region.”

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