Accor, a global leader in luxury hospitality, has announced an unprecedented year of growth and expansion for its premium brands, including Sofitel, Sofitel Legend, MGallery, and Emblems. With nearly 90 new hotels in the pipeline, the group’s 2024 performance signals a transformative era for its portfolio, redefining the global landscape of luxury travel and accommodation.

A Pioneering Year for Accor’s Premium Brands

As Sofitel celebrates its 60th anniversary, its rejuvenation aligns seamlessly with Accor’s broader strategy of bolstering its flagship offerings. The milestone year has witnessed a significant expansion pipeline for Sofitel, Sofitel Legend, MGallery, and Emblems, each capturing the evolving preferences of luxury travellers worldwide.

• Sofitel: The iconic French luxury brand is slated to add 32 new hotels globally, with key openings in Egypt, Vietnam, Portugal, Ireland, Mexico, and India. Recent achievements include the successful debut of the Sofitel Cotonou Marina Hotel & Spa in Benin.
• Sofitel Legend: The ultra-luxury arm has signed three flagship properties in Prague, India, and Egypt, offering breathtaking views of the Giza Pyramids.
• MGallery Collection: With 48 boutique hotels in development, MGallery is poised to enter markets like Japan, the Caribbean, and Mexico, further cementing its status as a cultural and experiential brand.
• Emblems: Accor’s newest luxury collection brand has secured seven iconic hotels across Europe, Southeast Asia, and North America, signalling rapid global traction.

Maud Bailly, CEO of Sofitel, Sofitel Legend, MGallery, and Emblems, remarked, “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.”

Luxury Through Consistency and Innovation

Under the leadership of Maud Bailly, Accor has consolidated its luxury and lifestyle division, driving a comprehensive transformation across its flagship brands. Central to this initiative is restoring clarity and consistency in brand identities alongside rejuvenating existing properties.

Major Renovations Across the Portfolio

• Sofitel: Over 26% of the brand’s global network is undergoing refurbishments, including high-profile projects like Sofitel New York and Sofitel Montreal Golden Mile, both set for completion by fall 2025. Notable completed renovations include Sofitel Athens, Sofitel Bangkok Sukhumvit, and Sofitel Sydney Wentworth.
• MGallery: Approximately 8% of MGallery’s portfolio is under transformation, with highlights like Manly Pacific in Australia—recipient of the Prix de Versailles—and Grand Hôtel Roi Renée Aix-en-Provence in France leading the way.

Tailored Experiences in Every Opening

In 2024 alone, nine new properties have opened under Sofitel and MGallery, each designed to celebrate local culture and elevate guest experiences. The Sofitel Cotonou Marina Hotel & Spa’s grand inauguration, attended by Benin’s government officials, epitomized this commitment to impactful hospitality.

Driving Growth in High-Potential Markets

Accor’s development efforts have strategically targeted high-growth regions, including Europe, Southeast Asia, the Middle East, and Egypt. Emerging markets such as Mexico and India also receive substantial investment, highlighting the brands’ increasing desirability among global travellers.

Xavier Grange, Chief Development Officer of Sofitel, Sofitel Legend, MGallery, and Emblems, noted, “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 portfolios and expanded into key markets and resort destinations.”

Expanding Branded Residences

Accor’s branded residences have become a cornerstone of its luxury growth strategy, offering guests an immersive living experience. Notable projects include:

• Sofitel Residences Downtown Dubai: Opening in 2026, this development redefines urban luxury living.
• Sofitel Sapa Hotel & Residences (Vietnam): Featuring over 400 units, this property highlights the growing demand for residential hospitality.
• Abraj Omar Hotel & Residences Makkah – MGallery Collection: Located in Saudi Arabia, this project underscores the appeal of collection brands in the Middle East.

Sofitel: A Legacy of French Luxury

Marking six decades of heritage, Sofitel remains a symbol of French luxury. Its 2024 rebranding includes a refreshed identity and a global campaign featuring ambassadors Gillian Anderson and Dali Benssalah, emphasizing Sofitel’s unique fusion of elegance and cultural encounters.

The brand’s growth trajectory includes:

• Pipeline Expansion: 32 new properties, including Sofitel Legend Pyramids Giza in Egypt and Sofitel Sapa Hotel & Residences in Vietnam.
• Geographic Leadership: Strengthened presence in Europe, North Africa, and Southeast Asia, with notable projects in Dublin, Jaipur, and Riyadh.
• Category Diversification: Expanding into urban, resort, and airport categories, ensuring tailored luxury for diverse guest needs.

MGallery and Emblems: Intimate Luxury at Its Best

MGallery Collection

With over 67 existing hotels and 19 in the pipeline, MGallery continues its global ascent. Landmark openings include:

• Hotel Sosei Sapporo – MGallery Collection (Japan): A debut in Japan, blending tradition with modern luxury.
• The Whimsy Hotel – MGallery Collection (Saint-Martin): First Caribbean property exemplifying the brand’s adaptability.
• Marival Armony Punta Mita – MGallery Collection (Mexico): Expanding MGallery’s footprint in the Americas.

Emblems Collection

Emblems’ bespoke luxury offerings are rapidly gaining traction, with seven flagship properties signed and nine more under negotiation. Upcoming projects include:

• North America: Key locations include New York and Toronto.
• Europe: Expansions in Italy, Greece, and the UK.
• Asia: Emerging destinations in China and Vietnam.

Maud Bailly shared, “We are proud to already have seven Emblems flagships signed with openings planned as of 2025. Though details remain confidential, the demand for this emblematic brand is growing rapidly.”

A Vision for the Future

Accor’s extraordinary growth reflects its strategic commitment to blending heritage, innovation, and cultural authenticity. By focusing on market-specific expansion, transformative renovations, and bespoke guest experiences, the group is setting new benchmarks for luxury hospitality worldwide.

With a reinforced pipeline, iconic openings, and a visionary leadership team, Accor’s Sofitel, Sofitel Legend, MGallery, and Emblems brands are poised to redefine luxury travel in the years ahead.

 

 

 

Written by: Michelle Warner

 

 

 

 

 

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