Accor Accelerates Ambitions in China: A Key Engine for Growth and Travel Innovation

Sébastien Bazin, Chairman and CEO of Accor stated: "Today, China is not only one of the world's largest outbound source markets but also a premier destination dreamed of by global travelers. Since the beginning of this year,

Accor reaffirms its strategic commitment and ambitious growth prospects in the Chinese market. During a press conference organized in Shanghai today, the Group detailed its development strategy, marked by the announcement of new luxury hotel projects and the strengthening of key partnerships. These initiatives underscore China's pivotal role in Accor's global growth and innovation roadmap. 

Sébastien Bazin, Chairman and CEO of Accor stated: "Today, China is not only one of the world's largest outbound source markets but also a premier destination dreamed of by global travelers. Since the beginning of this year, Accor's inbound tourism activity in mainland China has achieved 46% year-on-year growth, with outstanding performance particularly from three major source markets: Asia-Pacific, the Middle East, and Europe. This remarkable progress is made possible through our talented teams and the invaluable collaboration and trust of our strong Chinese partners. We remain highly confident in the long-term outlook of China's tourism industry, which we believe will continue to serve as a key engine of global tourism growth while helping shape the future of travel." 

Strengthening Strategic Positioning and Local Partnerships 

Local partners have always been the bedrock of Accor's deep integration into the Chinese market. Accor has engaged in in-depth exchanges with key partners, including Jin Jiang International Group, H World Group, and Sunmei Digital Intelligence, to explore future trends and collaborative opportunities, further cementing their long-term strategic relationships: 

• Accor and Jin Jiang International Group have built a solid ten-year partnership, anchored by the iconic Peace Hotel, while continuously setting industry benchmarks in ESG initiatives and Shanghai community co-development.  

• Furthermore, Accor and H World Group pioneered a groundbreaking strategic partnership over a decade ago to drive international brand development in China and announced last week the expansion of their partnership across direct booking and loyalty platforms.  

• Accor has also joined forces with Sunmei Hotels Group twice within three years, pushing collaborative boundaries from Mövenpick by Accor to The Sebel. 

This succession of milestones vividly mirrors Accor's corporate strategy of rooting itself in China and co-creating value with local partners. 

Development Strategy and Luxury Portfolio Expansion 

Accor currently operates more than 830 hotels across Greater China, spanning over 50 cities, 17 brands, and more than 140,000 rooms. Looking ahead over the next five to six years, Accor aims to reach a development target of 1,600 hotels. 

Aligning with China's accelerated efforts to build a leading tourism nation and continuously upgrade cultural and tourism consumption, Accor will adhere to its strategic roadmap: "Refining the High-End, Deepening the Midscale, Solidifying Partnerships, and Energizing Brands." 

During the press conference, Accor and Jin Jiang International signed a Framework Cooperation Agreement for a Luxury Hotel Project in Shanghai. Meanwhile, multiple luxury hotel projects were collectively signed, spanning Northern China, the Yangtze River Delta, and key western markets. The signed properties include Fairmont Hangzhou Huagang, Sofitel Xi'an Chanba, MGallery Collection Hangzhou Jianghehui, MGallery Collection Pujiang, Swissôtel Hangzhou Westlake, and Pullman Shanghai Qilu, alongside an additional intention to collaborate on a new project in Sichuan Wolong. 

Accor has built a highly diversified and robust luxury brand matrix in the Chinese market, featuring world-class names such as Raffles, Fairmont, Sofitel Legend, Sofitel, MGallery, and Swissôtel. The Group currently operates over 50 luxury hotels across Greater China. Notably, Raffles has established its presence in key destinations including Hainan, Shenzhen, and Macau, with each property reinforcing Accor's position at the pinnacle of luxury hospitality. Sofitel Legend People's Grand Hotel Xian stands proud as one of only six Sofitel Legend properties worldwide. The Sofitel Legend Wuxi, signed in 2025, will debut as the second Sofitel Legend in China. Sofitel, beloved by Chinese travelers for its authentic French art de vivre, continues to grow with recent openings in Changzhou and Anji, further expanding its footprint across the country. Additionally, more than 40 luxury hotel projects are currently under active development. 

In 2026, multiple landmark projects will celebrate their grand openings. Sofitel Anji recently made its grand debut, while projects such as Fairmont Dalian and MGallery Chengdu Financial City are slated to open sequentially. 

First row from left: Fairmont Hangzhou Huagang, Pullman Shanghai Qilu, Swissôtel Hangzhou WestlakeSecond row from left: MGallery Collection Pujiang, Sofitel Xi'an Chanba, MGallery Collection Hangzhou Jianghehui

Accelerating Ambitions in China 

Grounded in over 40 years of operating in the Chinese market, Accor is sending a clear signal. From deepening strategic alliances to scaling up its luxury hospitality pipeline, Accor is accelerating its long-term strategic commitment and development in China, continuously maximizing asset value for owners and unlocking the endless possibilities of China's tourism market.  

"Every time I visit China, the dizzying speed of urban development and the profound transformation of the industry leave me incredibly inspired and energized," added Sébastien Bazin. "The story of Accor and China has already turned a new page. We look forward to joining forces with more partners to pen even more beautiful chapters of travel across this remarkable innovative country."... Continue reading (Members Only) - Unlock Advantages with a LHN Membership - Read more here

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