Accor has reported a record growth in 2024, with nearly 90 hotels signed in the pipeline under the brands Sofitel and Sofitel Legend.  As Sofitel celebrates its 60th anniversary in 2024, the brand plans to open 32 new hotels in key destinations such as Egypt, Vietnam, Portugal, Ireland, Mexico, and India.

 

Sofitel Legend also sees growth with the opening of three new flagships in Prague, India, and Egypt, in front of the Giza Pyramids.

 

 The same dynamic is underway among the collection brands, with 48 hotels under MGallery expanding into new territories such as Japan, the Caribbean, and Mexico.

 

Accor's new high-end collection brand, Emblems, has already signed seven iconic flagship hotels in Europe, South-East Asia, and North America.

 

Maud Bailly, CEO of Sofitel, Sofitel Legend, MGallery and Emblems, said: “2024 has been a milestone year for our brands, marking unprecedented development momentum. This accelerated pipeline reflects the dedication and hard work of our exceptional teams worldwide, strengthening our network’s consistency, redefining our brand identity, and elevating our brand promise. Two years ago, this new era was just a vision as we laid the foundations of our new organisation and shaped our strategic roadmap. Today, it has become a reality. There is nothing more rewarding than restoring clarity and pride to the brands and its talented people.”

 

LUXURY IS ALL ABOUT CONSISTENCY

 

Two years after reuniting Sofitel, Sofitel Legend, MGallery and Emblems under the leadership of Maud Bailly, these flagship brands of Accor’s luxury and lifestyle division are reaping the rewards of a comprehensive transformation

 

This journey has consisted into restoring clarity and consistency to each brand identity and rejuvenating the existing hotel network. With major refurbishments underway like Sofitel New York and Sofitel Montreal Golden Mile - set for completion by fall 2025, 26 per cent of the Sofitel network is currently being renovated. Notable renovations, such as Sofitel Athens, Sofitel Bangkok Sukhumvit and the iconic Sofitel Sydney Wentworth have already been met with success.

 

Meanwhile, 8 per cent of the MGallery Collection portfolio is under renovation, with projects like Manly Pacific in Australia, which just won Prix de Versailles, or Grand Hôtel Roi Renée Aix-en-Provence in France leading the way. The global scale of transformation has enabled to launch a virtuous dynamic of renovation.

 

At the same time, each of the 9 openings this year has been a unique moment, tailor-made to reflect the local culture and the hotels’ aspirations. These magical experiences are constantly raising the standards and impact, such as the inauguration of Sofitel Cotonou Marina Hotel & Spa in the presence of Benin Government last December 12th.

 

This momentum is matched by a surge in development, with over 20 hotels signed in 2024 — confirming the unprecedented traction of development of the four brands. Efforts are focused on high-potential markets like Europe, Southeast Asia, the Middle East, and Egypt, as well as resort destinations in the Caribbean and Mediterranean. Emerging markets such as Mexico and India are also seeing significant investment, driven by the brands’ increasing desirability.

 

Xavier Grange, Chief Development Officer Sofitel, Sofitel Legend, MGallery and Emblems, said: “We’ve seen leads triple since 2023, reflecting a strong investment trend in our hard and collection luxury brands. By enhancing brand desirability, we’ve bolstered our existing Sofitel and MGallery portfolios and expanded into key markets and resort destinations.”

 

The rise of branded residences further highlights the brands’ recognition. Landmark projects include Sofitel Residences Downtown Dubai, set to open in 2026, and Sofitel Sapa Hotel & Branded Residences in Vietnam, featuring over 400 units. This model also resonates with collection brands, as seen in the Abraj Omar Hotel & Residences Makkah – MGallery Collection in Saudi Arabia.

 

AFRICA: A CONTINENT OF GROWING OPPORTUNITIES

 

Over the past year, Sofitel and MGallery have achieved remarkable milestones in Africa, driven by strong local partnerships and strategic openings.

 

Sofitel Cotonou Marina Hotel & Spa in Benin’s economic capital combines French sophistication with local culture, offering luxurious accommodations, diverse dining options, and state-of-the-art amenities like a KOS Paris spa and a premier convention center.

 

Gem Forest Hotel Nairobi – MGallery Collection, the first MGallery in Sub-Saharan Africa, debuted in September. Nestled near Karura Forest, this boutique property features 105 rooms, vibrant dining venues, and a tranquil spa, setting a new standard of elegance in Kenya.

 

Sofitel and MGallery remain committed to unlocking Africa's vast potential with plans to expand into new markets. After Nairobi, expansion continues in the Comoros with Sofitel Moroni and new openings are expected in Madagascar and Egypt. Projects such as the renovation of the Sofitel Abidjan Hôtel Ivoire are also underway.

 

A RECORD YEAR FOR SOFITEL: CELEBRATING A NEW ERA AND 60 YEARS OF FRENCH LUXURY HOSPITALITY

 

Sofitel, the first luxury hotel brand of French origin, celebrated its Diamond Jubilee in 2024, marking 60 years of blending heartfelt and committed luxury with French zest. This milestone year introduced a rejuvenated brand platform, a new identity, and a global campaign featuring ambassadors Gillian Anderson and Dali Benssalah, reflecting Sofitel's distinctive signature of cultural encounters.

 

The year also witnessed Sofitel’s strongest development momentum to date, with 32 hotels in the pipeline, including 12 signed in 2024 alone. Notable additions include 3 new Sofitel Legend properties in Prague with Sofitel Legend The Mozart, celebrating the legacy of Wolfgang Amadeus Mozart, Sofitel Legend in India, but also Sofitel Legend Pyramids Giza, offering more than 60 per cent of its rooms with stunning views of the ancient pyramids. These properties join an exclusive network of six legendary hotels such as Sofitel Legend Metropole Hanoi which renovated its famous heritage wing including the Charlie Chaplin Suite, Sofitel Legend The Grand Amsterdam and Sofitel Legend Casco Viejo in Panama opened in March 2023, all renowned for their awe-inspiring history and timeless elegance.

 

The brand's pipeline reinforces its ambition to strengthen leadership in Europe & North Africa, with 34 hotels in the portfolio and 6 more on the way, while accelerating growth in key markets such as the Middle East, Southeast Asia, and India. Sofitel has doubled its footprint in Vietnam, adding Sofitel Sapa Hotel & Residences and Sofitel Diamond Crown Hai Phong to an already impressive portfolio. Recent landmark events include the groundbreaking ceremony for Sofitel Dublin Airport, the signing of Sofitel Jaipur Jawar Circle in India, the opening of the biggest Sofitel in the world (615 rooms) with Sofitel Cairo Downtown Nile in Egypt and the upcoming launch of Sofitel Riyadh, signaling Sofitel's growth in leisure destinations alongside its stronghold in business markets.

 

The Sofitel renewal touches all its categories: Legend, Urban, Resort, Residences and Airport - tailored to the needs and desires of guests has thus cemented its position as one of the largest luxury portfolios globally, with about 120 hotels in 49 countries. Through its renewed vision and dynamic growth, Sofitel continues to redefine French luxury hospitality, embracing its storied past while boldly stepping into the future.

 

THE RISE OF COLLECTION BRANDS: MGALLERY AND EMBLEMS ON THE FAST TRACK TO EXPANSION

 

MGallery Collection and Emblems Collection are complementary and essential brands that cater for an intimate luxury, where exclusivity is paramount and accommodations are thoughtfully curated to maintain a refined atmosphere.

 

Luxury collection brands MGallery and Emblems are seeing a surge in development, with more than 55 hotels combined in the pipeline. MGallery continues to bring meaningful and memorable moments to an ever-growing number of destinations. This year, the brand entered Japan with the opening of Hotel Sosei Sapporo – MGallery Collection and unveils the historic Domaine du Liziec Vannes – MGallery Collection in the West of France.

 

New signings are expanding MGallery’s global footprint, including its debut in the Caribbean with the signing of The Whimsy Hotel – MGallery Collection in Saint-Martin and Marival Armony Punta Mita – MGallery Collection in Mexico. MGallery is also strengthening its significant traction in Europe, with 67 hotels already open and more than 19 in the pipeline. The brand is expanding rapidly across Southern Europe (Portugal, Italy, Greece) as well as Eastern and Central Europe. France remains a dynamic market for the brand, with three resort signings this year.

 

In the Middle East and Southeast Asia, MGallery has a portfolio of 27 hotels and 17 in the pipeline, with expansion continuing at pace. Notably, two hotels are set to open in Phuket Thailand in 2025, and further projects are in development across the region, including Makkah in Saudi Arabia.

 

Meanwhile, Emblems Collection, the high-end collection brand, is on a strong trajectory with its debut 7 properties signed in all continents and 9 under final negotiations for hotels in North America, China, Vietnam, and Europe, including Italy, the UK, and Greece.

 

Bailly, added: "We are proud to already have 7 Emblems flagships signed with openings planned as of 2025. Though details remain confidential, the demand for this emblematic brand is growing rapidly, and we are excited to bring Emblems to life in the coming months, with its first opening in an exceptional location in Europe." -TradeArabia News Service