2021 saw strong development across Accor’s Northern European region, which today consists of more than 1,100 hotels across a portfolio of more than 20 brands spanning 31 countries from Ireland to Russia.
The UK ended the year with 13 signings across, with notable growth across Accor’s strong economy, midscale and lifestyle segment and adding a further 500+ rooms to the group’s already strong London portfolio. The year closed with the signing of Hyde Paradox Hotel London City, which will be coming soon to the historic location by the Old Bailey in the heart of London.
The 110-room property will occupy the 15 Old Bailey, originally known as the ‘Spiers & Pond Hotel’. Built in 1874 by architect Evans Cronk and converted to office use in the early 1900’s. The latest re-conversion by Hyde London City owners, OB Capital seeks to return the asset back to the iconic hotel that it once was. This stylish property is expected to open in 2023. Hyde Hotels, Resorts & Residences is part of Ennismore, a joint venture with Accor, formed in 2021.
Germany, Poland, Russia and the Benelux continued to dominate with strong signings in each region. Eastern Europe remains a strong pipeline for the group with multiple signings in countries including Albania, Croatia, Georgia, Hungary, Moldova, Montenegro and Romania.
Duncan O’Rourke, CEO Accor Northern Europe, said: “The pace of development has accelerated throughout 2021 reflecting both our and our partner’s confidence in the market’s return. The geographical growth of our region and brand portfolio in recent years has prepared the business for expansion at pace as the world moves firmly towards recovery. Our ambition and pipeline for 2022 and beyond remains strong, as do our brands and hotel talents. The covid-years have been a split focus – managing the impact of the crisis today and planning for the recovery tomorrow. Tomorrow is here and our recovery is strong, as is our future.”
Signings span Accor’s strong spectrum of brands, from economy to luxury, with notable growth in key brands such as the ibis brand family - 27 signings across ibis, ibis budget and ibis Styles) and Mercure - 15 signings across the leading midscale brand, including one Mercure Living longer-stay brand. Novotel signed a further 7 properties, including two Novotel Living brands, all but one are new build developments. New economy and midscale conversion brands, greet and By Mercure, gathered momentum, with 10 signings across the two brands.
Premium brand growth remained strong with 20 hotels signed under Accor’s Mövenpick, Swissôtel and MGallery brands in 2021, of which 70% are classified as resort hotels. Resorts are a significant area of growth in Northern Europe, a region not previously dominated by this core leisure product.
Camil Yazbeck, Senior Vice President Development, Accor Northern Europe, added: “2021 was a phenomenal year for signings culminating in a strong year-end across the region. Accor has maintained its strong-hold on the region with a 39% branded hotel market share in signings. In 2020 development was resilient, in 2021 our signings returned to pre-pandemic levels. Development is future looking and our strong pipeline reflects our and our partners’ strong belief in market recovery.”
