Accor has announced it’s accelerating its expansion in the all-inclusive market, with the launch of its multi-branded All-Inclusive Collection.
Accor is significantly expanding its all-inclusive offering by including its luxury and premium brands with Fairmont, Sofitel, Pullman, Swissôtel and Mövenpick in the Collection. The company plans to leverage the strength and visibility of these brands to support expansion of its All-Inclusive Collection.
The Group aims to build on the success of its all-inclusive Rixos joint venture, which tripled its network (including committed pipeline) over the past 5 years. According to Accor, Rixos is a leading global player in the luxury all-inclusive segment and the dominant market leader in Turkey, the Middle East and Central Asia, with 24 hotels and over 10,000 rooms in operation and a further 26 hotels with over 14,000 rooms in development.
“Fastest Growing Sector”
“The post-Covid travel market is witnessing a renewed desire for leisure stays,” said Gaurav Bhushan, CEO Accor Lifestyle & Entertainment, Co-CEO Ennismore.
“Accor’s strategic decision to double down on the all-inclusive segment, the fastest growing sector in this market and build upon its success with Rixos, capitalizes on this opportunity. The new luxury and premium All-Inclusive Collection, reinforces our business model while increasing our exposure and value proposition for hotel owners.”
Curated entertainment programs, for both day and evening activities, will play a central role in Accor’s new All-Inclusive collection and will build on Rixos’ expertise in children’s clubs, fitness, watersports as well as in programming for outdoor activities and MICE. Guests can look forward to shows with performances delivered by entertainers and multiple sporting activities per resort accompanied by spa and wellness facilities.
This will be complemented by the breadth of restaurant, bar, beach club and nightlife concepts. The Collection’s programming in this space will be inspired and led by Carte Blanched, Ennismore’s F&B Concept Lab with each venue providing diverse cuisines and culinary experiences. Ennismore is a lifestyle platform established by Accor in a joint venture with Sharan Pasricha.
100 All-Inclusive Resorts in the Next 5 Years
International expansion of the all-inclusive business will be centered in Europe, Middle East Africa, Turkey, Asia and Central America and the Caribbean. Accor chose the regions for their “promising growth potential” in the all-inclusive segment and the strength of these brands in the target markets.
The Collection will initially focus on the further expansion of Rixos’ footprint of 50 properties in the network and pipeline and will scale and diversify as part of Accor’s longer term multi-branded strategy of having over 100 all-inclusive resorts in the next 5 years.