ACCOR hotels, the leading augmented hospitality group that acquired Movenpick last year, is fast-tracking its development plans in Africa.
With its wide portfolio of brands covering different segments of the hotel market from economy to luxury, Accor is consolidating its leadership position in North and West Africa and achieving rapid growth in Sub Saharan and East Africa.
The Group is on track to open 35 hotels in Africa by 2020, and has set a target of signing between 15 to 20 projects each year between now and 2025. This strategy is bolstered by the recent Mövenpick Hotels & Resorts acquisition, a 50% stake in South Africa’s Mantis Group, plus its creation of a joint US$1 billion investment fund with Katara Hospitality, based in Qatar, dedicated to hospitality projects in select Sub-Saharan African countries.
Chief Executive Officer, Middle East & Africa for Accor, Mark Willis said on investing in Africa, “Our expanded portfolio of more than 30 brands across the entire market spectrum – economy, midscale, upscale, luxury and high-end luxury – is a catalyst for growth in Africa; it means we have a range of hospitality options for every project in every destination across the continent,”
“Our brand offering, combined with our unparalleled market expertise, puts us in a strong position to meet our key development goals, namely consolidating our leadership position in North Africa and accelerating development in East and Sub-Saharan Africa”.
He further said that “This will be achieved by maximizing opportunities for recent brand additions, including lifestyle concepts; identifying markets for branded residences and extended-stay projects – a segment in its relative infancy in Africa; and capitalizing on the success of existing brands such as ibis, Novotel, Pullman, Sofitel and Fairmont, to name a few.”
Target growth markets include Kenya and Tanzania in East Africa; Ghana and Nigeria in West Africa; and Johannesburg and Cape Town in South Africa, with a view to operating both stand-alone and multiple properties in one location such as mixed-use projects – the current focus of infrastructure development plans in many African locations.
Accor Hotels has begun development of its first Pullman Living property in Ghana, set to be completed in 2021. Pullman Accra will be a dual hospitality offering in the premium segment, with 149 serviced apartments under the Pullman Living brand and a hotel with 214 rooms and suites. It will be the only Green-Rated hotel in Africa.