Hotel Morris, part of Accor's Handwritten Collection, opened in June 2023

In HM‘s 2024-2025 Hotel Development Outlook, Accor Chief Development Officer, Pacific, Lindsay Leeser, discusses traveller appetite for unique and authentic stays as boutique boom continues.

As we approach the mid-point of 2024, the hotel development landscape is brimming with opportunities. With a growing demand for accommodation, increasing tourism, and evolving traveller preferences, developers have a unique opportunity to create properties that cater to the needs of modern travellers.

Accor Chief Development Officer, Pacific, Lindsay Leeser

We’re seeing rapidly increasing popularity and demand in the boutique accommodation market, and our new Handwritten Collection brand is well placed to capture this growth. Handwritten Collection is a global portfolio of one-of-a-kind hotels enriching Accor’s offering in the collection brands segment.

Since launching just last year, we’ve opened three Handwritten Collection hotels in Australia – Hotel Morris Sydney, Hotel Woolstore 1888 Sydney, and Wonil Hotel Perth.

We’re also seeing a shift towards more meaningful experiences in hotels. As travellers seek greater connection to local people, cultures, food and music, hotels are increasingly incorporating educational, emotional and sustainable elements into the guest experience.

In terms of upcoming hotel projects, Accor has several in the pipeline that will make a big impact in the industry throughout 2024 and 2025. We are building our pipeline rapidly with a focus on strategic locations in major cities, airports and holiday destinations.

Ennismore, the fastest-growing lifestyle hospitality company in which Accor holds a majority shareholding, will open three of Australia’s most anticipated hotels over the next 12 months – 25hours Hotel The Olympia in Sydney, Mondrian Gold Coast, and Hyde Perth, marking the debut of all three brands in Australia. In New Zealand, Ennismore will open an additional two new hotels in 2025, including Jo&Joe Auckland and Hyde Queenstown.

A new 139-room Pullman is set to open in Launceston in 2027

Additional new hotels opening later this year include the dual-branded Novotel and ibis Styles Melbourne Airport – Victoria’s largest hotel development this year; Central Queensland’s first five-star hotel – Peppers Gladstone; and the bold, design-led Tribe Auckland Fort Street.

We’re also seeing continued high demand for Pullman, which is the largest five-star premium brand in the Pacific. We recently announced that we’re bringing a new 139-room Pullman to Launceston in 2027, and we opened two new flagship Pullman hotels – Pullman Sydney Penrith and Te Arikinui Pullman Auckland Airport – in the region last year.

With these new developments, there is plenty of excitement on the horizon for Accor and the industry at large.

Read HM’s full 2024-2024 Hotel Development Outlook here.