At this year’s TOURISE in Riyadh, Saudi Arabia, one of the world’s most ambitious tourism gatherings, Accor took center stage with a sweeping update on its global growth strategy. The French hospitality giant, already a dominant force across 110+ countries, is not just expanding—it’s redefining what growth in modern hospitality looks like.

At the end of September 2025, Accor’s portfolio reached an impressive 859,830 rooms across 5,760 hotels, with another 1,453 properties in the pipeline representing more than 250,000 rooms. But what’s particularly telling is where and how this growth is happening: Accor’s focus is shifting from sheer volume to value, emphasizing quality, sustainability, and cultural depth.

As Sébastien Bazin, Chairman and CEO of Accor, put it:

“We’re expanding our footprint with a strong presence in key growth markets. Our hotels are becoming multi-faceted places where people live every aspect of their lives. That’s how we generate value for guests, partners, and communities—while safeguarding the sustainability of travel for generations to come.”

A New Era for Legendary Luxury Brands

Few stories in travel are as romantic—or as culturally rich—as that of the Orient Express, and Accor has brought it spectacularly back to life. The La Dolce Vita Orient Express made its first journey earlier this year, while Orient Express La Minerva opened in Rome. Two more experiences are on the way: Orient Express Venice will open in April 2026, and the Orient Express Corinthian, the world’s largest sailing yacht, will begin voyages that same summer.

The revival isn’t about nostalgia; it’s about positioning Accor as the custodian of legendary travel icons, blending heritage with contemporary design and ultra-luxury service.

At the same time, Emblems Collection—Accor’s newest portfolio of high-end boutique hotels—made its debut with Lucknam Park Hotel & Spa in the Cotswolds, England. This elegant countryside retreat, home to a Michelin-star restaurant and equestrian center, marks just the beginning. Accor plans to grow Emblems Collection to 60 properties worldwide by 2032, redefining independent luxury hospitality in the process.

Expanding Horizons: From India to the Americas

Accor’s most ambitious regional plays are currently unfolding in India and Latin America. In India—where it’s already the third-largest international hotel group by room count—the company has partnered with InterGlobe to form a new hospitality enterprise aiming for 300 hotels by 2030. The move strengthens its hold in one of the fastest-growing travel markets in the world.

Luxury remains a strong focus, with new openings like Raffles Jaipur, Fairmont Mumbai, and Fairmont Udaipur Palace, plus developments underway for Fairmont Agra, Fairmont Shimla Fagu, and Fairmont Goa Shiroda. Each of these properties underscores Accor’s ability to merge global sophistication with regional character.

In Mexico, Accor’s acquisition of 17 management agreements from Royal Holiday Group marks another turning point. Six all-inclusive resorts will be managed by Ennismore, while others across Mexico, Argentina, Puerto Rico, and the U.S. will carry brands such as Swissôtel, Mercure, and ibis Styles. Notably, this move introduces Rixos—Accor’s flagship luxury all-inclusive brand—to the Americas for the first time, setting a new benchmark for experiential, upscale resort travel.

Mixed-Use, Residential, and Conversion Growth

Hospitality is no longer just about rooms—it’s about lifestyles. Accor’s One Living platform leads the way in mixed-use developments that blend hotels, branded residences, retail, and entertainment. Recent signings include Sofitel Residences Sapa (Vietnam) and SLS Residences The Palm Dubai, as well as standalone residences like Fairmont Residences Solara Tower Dubai and Sofitel Residences Puerto Madero in Argentina.

Conversions are another strong growth lever. More than half of Accor’s 2025 projects (55%) come from reflagging existing hotels under its diverse brand families—particularly Emblems Collection, MGallery, and Handwritten Collection. Conversion-friendly brands such as Mercure, Mövenpick, and TRIBE are fueling this wave, giving independent owners access to Accor’s distribution and design expertise.

Among the standout upcoming openings:

• The Whimsy Hotel & Spa – MGallery Collection (Saint-Martin, 2026)
• Elatos Resort – Emblems Collection (Greece, 2026)
• Creekside Hotel, Dubai – MGallery Collection (undergoing renovation)

Saudi Arabia: Where Vision Meets Scale

Saudi Arabia, host of TOURISE 2025, is where Accor’s long-term vision and the Kingdom’s Vision 2030 agenda align almost perfectly. The Group already operates 44 hotels in the country and plans to open 45+ more by 2030.

Upcoming luxury landmarks include:

• Sofitel Riyadh Hotel & Convention Centre – opening soon
• Raffles Jeddah (2026) – 142 rooms and 40 suites overlooking the Red Sea
• Sofitel Jabal Omar Makkah (2026) – the world’s largest Sofitel with 1,141 rooms
• Abraj Omar Hotel & Residences Makkah – MGallery Collection (2028)

These will join Accor’s giga-project properties like Raffles Trojena, Fairmont The Red Sea, Faena The Red Sea, and SLS The Red Sea, all designed to set sustainability benchmarks for luxury tourism.

Meanwhile, midscale and economy brands such as Novotel, Mövenpick, TRIBE, and ibis are also expanding, ensuring Accor has offerings across all traveler demographics. The Mövenpick Waad Al Shamal opening and a new master agreement with BinDawood Investment (adding 3,000 rooms) illustrate the Group’s broad commitment to the region.

Accor’s growing portfolio of branded residences in Riyadh and Madinah, such as Raffles Riyadh, Fairmont Rua Madinah, and Faena Diriyah Gate, represents another layer of this transformation—blending hospitality and homeownership into integrated, community-driven living.

The Power of ALL Accor and the Road Ahead

A major engine driving this global growth is ALL – Accor Live Limitless, the company’s loyalty ecosystem with over 100 million members worldwide. Beyond bookings, ALL acts as a digital lifestyle hub, integrating experiences from hotel stays to dining, wellness, and exclusive cultural events.

With more than 45 brands across every segment, Accor is uniquely equipped to navigate a hospitality landscape where flexibility, sustainability, and experience-driven travel are redefining success.

A Thoughtful Conclusion

Accor’s evolution is not about chasing Marriott’s scale or Hilton’s margins—it’s about depth, diversity, and design-led reinvention. While Marriott continues to dominate pipeline numbers (over 600,000 rooms under development globally), and Hilton strengthens its franchise-first strategy, Accor’s growth model stands out for its multi-brand agility, mixed-use investments, and lifestyle partnerships through Ennismore.

The Group’s emphasis on regenerative hospitality—visible in projects like Fairmont The Red Sea and Faena Diriyah Gate—also aligns with broader industry movements tracked by the World Travel & Tourism Council (WTTC), which notes that sustainability and cultural integration now drive more than 60% of traveler decision-making.

In essence, Accor isn’t just opening hotels—it’s building living ecosystems for a new era of travel. And in an industry racing to balance growth with responsibility, that might just be the most valuable form of expansion yet.