Accor will reorganize its hotel brands

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The Fairmont brand will be in Accor's Luxury & Lifestyle division. Pictured, the lobby of the Fairmont Century Plaza in Los Angeles.
The Fairmont brand will be in Accor's Luxury & Lifestyle division. Pictured, the lobby of the Fairmont Century Plaza in Los Angeles. Photo Credit: Rebecca Tobin

Accor on Oct. 1 will change its organizational structure, grouping hotel brands under two business divisions: Economy, Midscale & Premium and Luxury & Lifestyle.

The company says it aims to offer a "clear and transparent model for each of its business lines."

Economy, Midscale & Premium will comprise Ibis, Novotel, Mercure, Swissôtel, Mövenpick and Pullman, covering 4,816 hotels worldwide. The division will incorporate leadership positions in Europe, Latin America, Asia-Pacific and the Middle East, and will be structured around four regional headquarters in Paris, Sao Paulo, Singapore and Shanghai. 

Accor said the division will focus its strategy on accelerating development through franchising, the "rejuvenation of its brands" and the "industrialization" of its operating model.

Luxury & Lifestyle will bring together Raffles & Orient Express, Fairmont, Sofitel & MGallery, and Ennismore. The division, which has 488 hotels worldwide, aims to "strengthen the identities of iconic brands, investing in top talents, selecting the best locations, and offering unique and innovative experiences," Accor said.

Accor's board has proposed the renewal of Sébastien Bazin's term as chairman and CEO to oversee the implementation of the new structure.

"By evolving from a generalist to a multi-specialist model, our aim is to further improve Accor's appeal in the eyes of talents, owners, partners and investors," Bazin said.

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