Accor’s luxury and lifestyle brands Sofitel, Sofitel Legend, MGallery and Emblems achieved record growth in 2024 with close to 90 hotels signed collectively.
Under the leadership of Maud Bailly as CEO for the past two years, these flagship brands have undergone a comprehensive transformation prompting renewed interest from owners and investors.
“2024 has been a milestone year for our brands, marking unprecedented development momentum,” said Bailly.
“This accelerated pipeline reflects the dedication and hard work of our exceptional teams worldwide, strengthening our network’s consistency, redefining our brand identity, and elevating our brand promise.
“Two years ago, this new era was just a vision as we laid the foundations of our new organisation and shaped our strategic roadmap. Today, it has become a reality. There is nothing more rewarding than restoring clarity and pride to the brands and its talented people.”
As part of its 60th-anniversary celebrations last year, Sofitel ushered in a new era with 26% of its 120-strong global portfolio currently under renovation in line with the renewed brand.
Now with a reignited pipeline, 32 new Sofitel hotels are to be opened over the coming years, expanding into key destinations such as Egypt, Vietnam, Portugal, Ireland, Mexico and India.
For Sofitel Legend, three new flagships are set to open in Prague, India and in Egypt, in front of the iconic Giza Pyramids.
Boutique collection brand MGallery is enjoying strong momentum with 48 hotels in the pipeline, expanding into new territories such as Japan, the Caribbean, and Mexico. Now with more than 120 hotels globally, 8% of which is under renovation
Meanwhile, Accor’s new high-end collection brand, Emblems, has signed seven flagship hotels signed in Europe, South-East Asia and North America.
“We are proud to already have seven Emblems flagships signed with openings planned as of 2025,” said Bailly.
“Though details remain confidential, the demand for this emblematic brand is growing rapidly, and we are excited to bring Emblems to life in the coming months, with its first opening in an exceptional location in Europe.”
Accor’s Chief Development Officer Sofitel, Sofitel Legend, MGallery and Emblems, Xavier Grange, said interest in luxury brands continues to soar.
“We’ve seen leads triple since 2023, reflecting a strong investment trend in our hard and collection luxury brands,” he said.
“By enhancing brand desirability, we’ve bolstered our existing Sofitel and MGallery portfolios and expanded into key markets and resort destinations.”