With a refreshed name, a broadened distribution platform, a strategic digital acquisition and a redesigned consumer app, the company now known as AccorHotels is undergoing substantial change.
Business travelers remain a central audience as the company evolves, says Jean-Luc Chretien, executive vice president of digital services development at AccorHotels and co-CEO of Fastbooking, the digital firm AccorHotels acquired to strengthen its online capabilities.
“Business travelers already represent more than half of our customers,” Chretien explains, noting that the rebrand from Accor to AccorHotels highlights the company’s identity and expertise. “With our new name we emphasize that we are hoteliers first, and proud of it. The competitive landscape is shifting deeper into the digital realm and can feel impersonal, so our strengths are our hotel operating expertise and the 180,000 people who meet customers every day.”
The new name was introduced in June alongside a new slogan, “Feel Welcome,” which Chretien describes as a unifying message across the company’s brands.
In June AccorHotels also announced the transformation of its distribution platform into a more open marketplace that will include independent hotels not owned or managed by AccorHotels. “We have received a strong response from independent hoteliers in many countries and many requests to join our platform, even before the platform’s commercial launch,” Chretien said prior to the platform’s rollout in July.
The expanded platform will give travelers more choices, he adds. “It will reinforce AccorHotels.com’s position online by offering a much broader selection of destinations and hotels — ultimately up to 10,000 properties.”
Independent hotels joining the platform are expected to attract business travelers. “We will focus mainly on midscale, upscale and luxury properties, since AccorHotels already has an extensive economy portfolio. We will also ensure quality: we will review a hotel’s TripAdvisor rating and expect it to match the average score of AccorHotels properties in the same category. Properties will also be visited to verify the accuracy of their descriptions and the services offered.”
To improve the guest experience across touchpoints, Accor launched a new version of its consumer app that will eventually replace the company’s other branded applications. The new app has been downloaded 3.4 million times, Chretien reports, and is being treated as an evolving product. “With updates every three weeks, the AccorHotels app will be constantly improved and enriched,” he says. “We will add content about services and activities in and around the hotels. The AccorHotels app is intended to be a true travel companion used before, during and after stays.” Recent additions include a wallet feature that lets users store credit card details for faster booking and payment.
AccorHotels’ growth extends beyond digital improvements; the company is also expanding its hotel inventory, particularly in the Asia Pacific region. “More than 40 percent of our expansion last year took place in that region, and growth will continue,” Chretien states, noting the company’s five-year objective to build a connected organization offering modern services with a forward-looking development strategy.
ADAGIO / ADAGIO ACCESS
Demographic: Midscale and budget travelers seeking apartment-style accommodations for extended stays
Offerings: Adagio and Adagio Access include 96 aparthotels across 11 European countries, plus locations in Brazil and the United Arab Emirates. Apartments feature full kitchens, hotel services and complimentary WiFi or broadband. Adagio targets the midscale segment while Adagio Access offers a more economical option.
Highlight: Adagio Paris Opéra offers 99 apartments ranging from two-person studios to two-room units for four guests. Guests staying longer than a month receive a welcome pack with local organic products.
GRAND MERCURE
Demographic: Business and leisure travelers in Asia Pacific
Offerings: Operating in the region for more than two decades, Grand Mercure includes 14 Mei Jue properties (a Chinese market adaptation) and Grand Mercure Apartments, providing luxury accommodations in Australia and New Zealand.
Highlight: Grand Mercure Shanghai Central features 288 rooms, two restaurants, a bar, a spa and five meeting rooms within walking distance of the main railway station.
HOTELF1
Demographic: Budget travelers in France
Offerings: Formerly Formule1, hotelF1 offers basic, value-priced lodging for cost-conscious travelers and operates 238 hotels across France.
Highlight: hotelF1 Marseille Valentine, located in a business district, provides budget-friendly rooms with free WiFi and indoor parking.
ibis Adelaide check-in lounge © Accorhotels
IBIS / IBIS STYLES / IBIS BUDGET
Demographic: Budget-conscious travelers
Offerings: The ibis brand operates 1,031 hotels in 59 countries. Ibis Styles, with 277 hotels in 24 countries, includes breakfast and Internet in its rates, while ibis Budget provides no-frills economy options at 537 hotels in 17 countries.
Highlight: Ibis Styles Amsterdam Central Station, a short walk from Central Station, offers 77 rooms with complimentary WiFi and breakfast.
MAMA SHELTER
Demographic: Travelers seeking a trendy, stylish atmosphere
Offerings: Mama Shelter’s six hotels in France, Turkey and the United States feature guestrooms with 27-inch iMacs, free movies and WiFi, and organic skincare products developed with Absolution.
Highlight: Mama Shelter Los Angeles in West Hollywood offers rooms in three playfully named sizes (Medium Mama, Large Mama and XXL Mama), plus a restaurant, bar, coffee shop and a gift shop with travel essentials and offbeat items.
MERCURE
Demographic: Midscale business and leisure travelers seeking city-center or scenic accommodations
Offerings: Mercure operates 711 hotels in 54 countries, each featuring contemporary décor that reflects local design influences.
Highlight: Mercure London Bridge, with 144 rooms, is within walking distance of many attractions and provides free WiFi, a bar and restaurant, and four meeting rooms.
Hotel Muse Bangkok – MGallery Collection © Accorhotels
MGALLERY
Demographic: Travelers seeking an upscale, distinctive hotel experience
Offerings: MGallery comprises 71 hotels in 22 countries, each delivering unique architecture, interior design and service tailored to the destination. Properties fall into three categories: Heritage, Signature and Serenity.
Highlight: Hotel Francés in Santo Domingo, with 19 rooms, offers guests the chance to explore the city’s historic colonial core by horse-drawn carriage, followed by a candlelit dinner at the hotel.
NOVOTEL
Demographic: Midscale business and leisure travelers who prefer central locations
Offerings: Novotel operates 414 hotels in 61 countries with contemporary design, eco-friendly materials, complimentary WiFi, on-site dining, meeting spaces and leisure facilities such as fitness areas and pools. Suite Novotel provides all-suite accommodations at 31 hotels in 10 countries.
Highlight: Novotel Panama City, one of the brand’s newest properties in Latin America, features a fitness center, two meeting rooms and a restaurant that showcases local artists’ work.
Pullman Phuket Arcadia Naithon Beach infinity pool © Accorhotels
PULLMAN
Demographic: Business and leisure travelers seeking a sophisticated, tech-forward stay
Offerings: Pullman includes 93 hotels in 26 countries that emphasize high-tech connectivity throughout public spaces and guestrooms. Restaurants feature open kitchens and the Co-Meeting concept offers full-service support for groups.
Highlight: Pullman Hanoi, with 240 rooms in a major business district, offers a large pool and panoramic city views from higher floors.
The Sebel Melbourne Flinders Lane, Executive Suite © Accorhotels
THE SEBEL
Demographic: Travelers seeking apartment-style accommodations in Australia and New Zealand
Offerings: The Sebel operates across 21 locations in Australia and New Zealand. Each apartment features a separate living area, dining table and access to the Sebel Lounge.
Highlight: The Sebel Sydney Manly Beach, under 20 minutes from Sydney’s central business district, offers two outdoor pools and six meeting rooms.
SOFITEL
Demographic: Upscale business and leisure travelers
Offerings: Described as the leading French luxury hotel brand with a global footprint, Sofitel operates more than 30,000 rooms across nearly 40 countries. Sofitel Legend properties occupy historic buildings, while Sofitel So blends French luxury with local culture.
Highlight: Sofitel Agadir Thalassa Sea & Spa, with 173 rooms on a private beach in Morocco, features a spa and three restaurants.
THALASSA SEA & SPA
Demographic: Travelers focused on health, beauty and spa experiences
Offerings: Thalassa operates 18 spa locations in France, Italy, Morocco and Bahrain, pairing scenic settings with contemporary wellness treatments and collaborating with AccorHotels brands.
Highlight: Sofitel Bahrain Zallaq Thalassa Sea & Spa sits on a waterfront in Bahrain and offers 14 treatment rooms, a sauna, hammam, freshwater pool and a studio for yoga and Pilates.