Accor is investing in leadership within its luxury and lifestyle division, with the appointment of experienced hotelier and asset manager David Fraser as the Vice President Operations for Sofitel, Sofitel Legend, MGallery, and Emblems in the Pacific.
Fraser brings over 25 years of industry experience, including from his most recent position as Head of Asset Management at Axsia HTL and senior roles with Marriott International, Starwood and Hyatt.
This appointment marks Fraser’s return to Accor after 30 years, having served in operations roles within the company in both New Zealand and the UK from 1995 to 2005.
“I am excited to return to the Accor family and work with these much-loved brands,” said Fraser.
“I’ve always been passionate about collaborating with owners and teams to reposition and elevate hotels, optimize performance, and enhance guest experiences.
“Joining the Sofitel, Sofitel Legend, MGallery, and Emblems brands gives me the opportunity to bring this experience to some of the Pacific’s most iconic luxury properties.”
Sofitel, Sofitel Legend, MGallery, and Emblems CEO, Maud Bailly, said Fraser’s appointment comes at a pivotal time for the business in this region.
“Australia has always been a key market for our Sofitel and MGallery brands, home to several flagship properties such as Sofitel Darling Harbour and MGallery Manly Pacific, winner of the Prix de Versailles,” said Bailly.
“2024 has been a record-breaking year for our luxury brands globally, marked by a new dynamic with 90 new hotels signed in the pipeline and major renovations, including Sofitel Sydney Wentworth.
“In this exciting new chapter, I am delighted to count on David’s talent and strong expertise to continue expanding in the Pacific, a region that is especially dear to us. It is also one of the most advanced regions in terms of sustainability and responsible luxury, perfectly aligning with our brand ambitions.
“Together, we look forward to reaching new heights with an unprecedented development pipeline over the next three years.”
In welcoming Fraser’s appointment, Chief Operating Officer for Sofitel, Sofitel Legend, MGallery and Emblems, Markus Keller, expressed his confidence in Fraser’s leadership abilities.
“We are confident that David’s expertise in hotel operations and asset management will ensure that we continue the renewal of the Sofitel brand and the reinforcement of the MGallery brand in the Pacific, which is one of our most important markets globally,” said Keller.
“With significant investments, new openings, and renovations, the Sofitel and MGallery global portfolios are reaching unprecedented heights, and David’s leadership will further strengthen their success.”
In this role, Fraser will oversee 21 luxury hotels across Australia, New Zealand, and Fiji, including Sofitel Sydney Darling Harbour, Sofitel Adelaide, Sofitel Wellington, Sofitel Fiji Resort and Spa, and Sofitel Sydney Wentworth, which recently relaunched after a $70 million renovation, and MGallery Collection properties including Manly Pacific Hotel Sydney, The Porter House Hotel Sydney, Hotel Chadstone Melbourne, and Hotel St Moritz Queenstown.
Accor is also eyeing the Pacific as a strategic market for developing Emblems, a collection of “emblematic luxury hotels serving as flagships for their destinations”, which aims to expand by 60 properties globally by 2030.
“Here in the Pacific, my goal is to make Sofitel the luxury brand of choice with its French zest and to grow MGallery into the region’s fastest-growing boutique luxury brand, offering meaningful and memorable moments to its guests,” Fraser said.
“I’m also eager to explore opportunities to bring the prestigious Emblems brand to the Pacific.”