The Accor Group reports record growth in 2024, with close to 90 hotels signed in the pipeline and 32 new hotels to be opened in the coming years.
As Sofitel concludes its 60th-anniversary celebrations in 2024, which included the opening of the Sofitel Sydney Wentworth, the brand’s rebirth translates into a reignited pipeline, with 32 new hotels to be opened over the coming years.
After the latest opening of Sofitel Cotonou Marina Hotel & Spa in Benin, Sofitel will keep expanding into key destinations such as Egypt, Vietnam, Portugal, Ireland, Mexico and India.
Sofitel Sydney Wentworth unveils $70m refurb set to be opened next month
Sofitel Legend also experienced a growth milestone in 2024, with the signature of three new flagships to be opened in Prague, India and in front of the iconic Giza Pyramids in Egypt.
MGallery, the storied boutique-hotel brand, is unfolding a new chapter with 48 hotels in the pipeline, expanding into new territories such as Japan, the Caribbean and Mexico.
Emblems, Accor’s new high-end collection brand, made its debut with seven iconic flagship hotels signed in Europe, Southeast Asia and North America.
“2024 has been a milestone year for our brands, marking unprecedented development momentum,” Sofitel, Sofitel Legend, MGallery, and Emblems CEO, Maud Bailly, said. “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 organization 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.”
Luxury is all about consistency
Two years after reuniting Sofitel, Sofitel Legend, MGallery and Emblems under the leadership of Bailly, the flagship brands of Accor’s luxury and lifestyle division are reaping the rewards of a comprehensive transformation.
With major refurbishments underway like Sofitel New York and Sofitel Montreal Golden Mile, set for completion by northern autumn 2025, 26 per cent of the Sofitel network is currently being renovated. Notable renovations, such as Sofitel Athens, Sofitel Bangkok Sukhumvit and the iconic Sofitel Sydney Wentworth have already been met with success.
Meanwhile, 8 per cent of the MGallery Collection portfolio is under renovation, with projects like Manly Pacific in Sydney, which won the 2024 Prix de Versailles global architecture and design committee award, or Grand Hotel Roi Renee Aix-en-Provence in France leading the way.
At the same time, each of the nine openings this year has been a unique moment, including the inauguration of Sofitel Cotonou Marina Hotel & Spa in the presence of Benin Government last December.
More than 20 hotels were signed in 2024, with a focus on high-potential markets such as Europe, Southeast Asia, the Middle East, and Egypt, as well as resort destinations in the Caribbean and Mediterranean. Emerging markets such as Mexico and India are also seeing significant investment, driven by the brands’ increasing desirability.
“We’ve seen leads triple since 2023, reflecting a strong investment trend in our hard and collection luxury brands,” Sofitel, Sofitel Legend, MGallery, and Emblems chief development officer, Xavier Grange, said. “By enhancing brand desirability, we’ve bolstered our existing Sofitel and MGallery portfolios and expanded into key markets and resort destinations.”
The rise of branded residences further highlights the brands’ recognition. Landmark projects include Sofitel Residences Downtown Dubai, set to open in 2026, and Sofitel Sapa Hotel & Branded Residences in Vietnam, featuring over 400 units. This model also resonates with collection brands, as seen in the Abraj Omar Hotel & Residences Makkah, MGallery Collection in Saudi Arabia.
A record year for Sofitel: Celebrating a new era and 60 years of French luxury hospitality
Sofitel celebrated its Diamond Jubilee in 2024 and witnessed Sofitel’s strongest development momentum to date, with 32 hotels in the pipeline, including 12 signed in 2024 alone. Notable additions include three new Sofitel Legend properties in Prague with Sofitel Legend the Mozart, celebrating the legacy of Wolfgang Amadeus Mozart, Sofitel Legend in India, but also Sofitel Legend Pyramids Giza, offering more than 60 per cent of its rooms with stunning views of the ancient pyramids.
These properties joined Sofitel Legend Metropole Hanoi, which renovated its famous heritage wing including the Charlie Chaplin Suite, Sofitel Legend the Grand Amsterdam and Sofitel Legend Casco Viejo in Panama opened in March 2023.
The rise of collection brands: MGallery and Emblems on the fast track to expansion
Luxury collection brands MGallery and Emblems are seeing a surge in development, with more than 55 hotels combined in the pipeline. This year, MGallery entered Japan with the opening of Hotel Sosei Sapporo MGallery Collection and unveiled the historic Domaine du Liziec Vannes MGallery Collection in the West of France.
New signings are expanding MGallery’s global footprint, including its debut in the Caribbean with the signing of The Whimsy Hotel MGallery Collection in Saint-Martin and Marival Armony Punta Mita MGallery Collection in Mexico.
MGallery is also strengthening its significant traction in Europe, with 67 hotels already open and more than 19 in the pipeline. The brand is expanding rapidly across Southern Europe (Portugal, Italy, Greece) as well as Eastern and Central Europe. France remains a dynamic market for the brand, with three resort signings this year.
In the Middle East and Southeast Asia, MGallery has a portfolio of 27 hotels and 17 in the pipeline, with expansion continuing at pace. Notably, two hotels are set to open in Phuket Thailand in 2025, and further projects are in development across the region, including Makkah in Saudi Arabia.
Meanwhile, Emblems Collection, the high-end collection brand, is on a strong trajectory with its debut 7 properties signed in all continents and 9 under final negotiations for hotels in North America, China, Vietnam, and Europe, including Italy, the UK, and Greece.
“We are proud to already have 7 Emblems flagships signed with openings planned as of 2025,” Maud Bailly added. “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.”
