Accor has shared insight into its 2024 development activity and growth prospects for 2025 and beyond. In 2024, Accor expanded its portfolio with the opening of 293 hotels and resorts, adding 50,000 rooms. The increase saw Accor’s global network now comprise over 5,680 hotels and 850,000 rooms in operation, with an additional 1,381 properties and 233,000 rooms in the pipeline.

Accor has appointed David Fraser as its Vice President Operations for the Sofitel, Sofitel Legent, MGallery and Emblems brands across the Pacific. Fraser’s appointment comes as Sofitel undergoes a transformative renewal phase and MGallery prepares for strategic expansion in the region.

Accor has launched its newly enhanced Travel Pros Leisure Groups Online platform, designed to streamline the booking process for leisure B2B clients.

Accor’s eighth Sofitel Legend property will open in Egypt’s Giza, near the pyramids and newly opened Grand Egyptian Museum, in late 2027.

The CEO of Accor’s French inspired luxury hotel brand, Sofitel, has spoken frankly about the need to create brand consistency and filter member properties that avoid investing in refurbishments.

Accor has unveiled a new worldwide loyalty and rewards program exclusively for travel agents called HERA, Accor Travel Advisor Program. This new program includes more brands, more features, and more capabilities as well as an enhanced digital experience with easy and efficient online tools for booking, tracking and reviewing activity.

Accor will take over management of The Mozart Prague hotel and position it within the Sofitel Legend brand following an extensive renovation.