Accor to highlight ambitious Middle East hotel growth plans at AHIC and ATM

May 3, 2014 2:23 pm

Accor Middle East, one of the leading hospitality groups in the region, will unveil its Middle East expansion plans which will bring the group’s regional portfolio to 100 hotels by 2017. The expanded portfolio will cover the economy, midscale, upscale and luxury sectors with Accor brands such as ibis Styles, Adagio, Novotel and Sofitel.

Details of Accor ME’s expansion plans will be revealed during its participation at the Arabian Hotel Investment Conferences (AHIC) which runs from 4-5 May, and the Arabian Travel Market 2014, which is held from 5-8 May. Top Accor executives from its head office in France will be present at both events.

“Accor has ambitious plans for the Middle East and our participation in this year’s AHIC and ATM will highlight how we continue to advance our regional network,” said Christophe Landais, Managing Director for Accor Middle East.

“Accor is well on target to reach our goal of having 100 hotels within the coming three years in the region. We have already opened six hotels this year in the UAE and Saudi Arabia, and intend to open eight more by the end of 2014 – an average of more than one per month.”

Arabian Hotel Investment Conference
At this year’s AHIC, Jean-Jacques Dessors, Chief Executive Officer for Mediterranean, Middle East and Africa at Accor and Olivier Granet, Director of Development, Middle East at Accor will take part in panel sessions on Monday May 5. On a panel titled “Defining the Growth Markets,” Mr. Dessors will share insights into the landscape for hotel brand growth in the Middle East and how brands can best support owners. On a panel on “Succeeding in the Economy & Mid-Market,” Mr. Granet will discuss the booming demand for more affordable and attractive hotel products.

During AHIC, at which Accor is an Emerald sponsor, Mr. Dessors and Mr. Granet will highlight the many recent milestones Accor has achieved in the region, including:
· The opening in 2014 of 14 new properties spanning from luxury to economy segments adding 3,173 rooms in the region, mainly in the Kingdom of Saudi Arabia and the United Arab Emirates (UAE)

· The rapid expansion of Accor’s midscale brand, Novotel, which, during 2014 so far, has celebrated the opening of its sixth and seventh hotels in the UAE – the Novotel Fujairah and the Novotel Al Bustan

· The introduction of new brand ibis Styles with ibis Styles Dragon Mart and the expansion of the ibis brand footprint in the Middle East. This includes the development of the region’s largest economy hotel – ibis World Trade Center 2 – with 588 rooms, and Accor’s strategic partnership with Alesayi to develop the ibis brand in Saudi Arabia

· The regional launch of the Accor’s Adagio apart hotel brand, which was kicked off this year with the Adagio Fujairah Town Centre in the UAE. Accor also has six additional Adagio apart hotels in development across the region

Arabian Travel Market
Jean-Luc Chretien, Accor’s EVP Worldwide of Marketing and Distribution, Carlo Olejniczak, Senior Vice President – Global Sales, and Philippe Seguin, VP of Sales, Distribution & Marketing – Middle East for Accor, will be present at Accor’s two-storey booth, which is one of the largest on the floor at 200 square meters. Here, they will showcase Accor’s growth plans for the Middle East – with 27 hotels currently in development across six countries – as well as its existing 65-hotel regional footprint.

Accor’s participation in ATM 2014 clearly reflects its strong ambitions for the region, with the Middle East being seen as a vital outbound market for Accor and a growing inbound tourism destination for international guests.

The booth will feature the full portfolio of Accor’s hotel brands, which span the upscale, midscale, and economy segments, including Sofitel, Pullman, MGallery, Novotel, Suite Novotel, Mercure, Adagio and ibis.

The exclusive second storey of the Accor booth will focus on its luxury brands, including the soft launch of the Sofitel Downtown Dubai, which will become the brand’s new Middle East flagship. The new Sofitel Downtown Dubai, which will formally launch in November 2014, has a prime location within close proximity to the Burj Khalifa, the Dubai Mall, and the Dubai International Conference Centre. The booth also will highlight the Sofitel Riyadh in development, to open in 2015.

The booth will also promote Accor’s new Arabic-language website, which launched in January 2014 as part of Accor’s effort to further its regional expansion and distribution among Arabic speakers.