Accor accelerates expansion of “All Inclusive” with multiple brands

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Accor accelerates expansion of

Accor is accelerating its expansion into the All Inclusive market with a multi-brand collection, doubling down on this fast-growing segment and building on the success of the Rixos brand, with more than 100 resorts in the next 5 years.

Accor is part of a joint venture with Fettah Tamince, founder of Rixos Hotels, since 2016 to develop the All Inclusive segment. An alliance that has proven to be successful with the tripling of the Rixos network, including the signed projects, in the last 5 years. Rixos is a leading global player in the luxury All Inclusive segment and a dominant market player in Turkey, the Middle East and Central Asia with 24 hotels and more than 10,000 rooms in operation, in addition to another 26 properties with more than 14,000 rooms in draft.

Building on Rixos, Accor is significantly expanding its All Inclusive offer by incorporating its luxury and premium brands with Fairmont, Sofitel, Pullman, Swissôtel and Mövenpick in the collection. The objective is to take advantage of its strength and visibility in target markets, which are key to its expansion.

The international expansion of the All Inclusive business will focus on Europe, the Middle East, Africa, Turkey, Asia, Central America and the Caribbean. These locations have been selected for their promising growth potential in that segment and the strength of these brands in the target markets. The collection will initially focus on further expanding Rixos’ footprint of 50 properties in the network and in the pipeline, to rapidly scale and diversify, as part of a longer-term multi-brand strategy with the goal of having more than 100 resorts All Even in the next 5 years.

Carefully selected entertainment programs for both daytime and evening activities will play a central role and will draw on Rixos’ experience in kids’ clubs, fitness, water sports, and outdoors and MICE. Guests will have great shows with performances by artists and multiple sports options at each resort, accompanied by world-class spa and wellness facilities.

Fettah Tamince, Chairman of the Board of Rixos Hotels, comments “I am incredibly proud of the success that Rixos has achieved in these five years as part of the Accor portfolio. Together, Accor and Rixos complement each other’s market-leading expertise, and the All-Inclusive Collection is the next step in accelerating their positions in the industry. This new initiative comes at a time when the demand for all inclusive stays could not be stronger and now is the right time to build on this positive trajectory. I am excited to continue my partnership with Accor with this expanded brand portfolio.”

This will be complemented by quality restaurant, bar, beach club and nightlife concepts, creating unforgettable experiences for guests. Programming for this collection will be inspired and directed by Carte Blanched of Ennismore’s F&B Concept Lab, with each location offering diverse and culturally relevant culinary experiences. Ennismore is the leading lifestyle platform established by Accor jointly with Sharan Pasricha.

Gaurav Bhushan, CEO Accor Lifestyle & Entertainment, Co-CEO Ennismore, adds: “The post-Covid travel market is seeing a renewed desire for leisure stays. Accor’s strategic decision to double down on the All Inclusive segment, the fastest growing sector in this market, and build on its success with Rixos, capitalizes on this opportunity. The new luxury and premium All Inclusive collection reinforces our business model while increasing our exposure and value proposition to hotel owners.”

The collection is set for a strong year of openings which will include: Rixos Gulf Hotel Doha, Rixos Qetaifan Doha which will feature one of the world’s largest water parks. Both resorts will open in time for the FIFA World Cup in Qatar. Swissôtel Sharm el Sheik will do the same later this year, the first property without the Rixos brand in the All Inclusive Collection with 1,350 rooms, a water park, multiple restaurants, beach club and entertainment facilities. (Accor launches new ‘coworking’ brand in Colombia).

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