The hotel group is launching a top-of-the-range all-inclusive offer that will offer stays under several brands, all over the world.
Accor’s all-inclusive ambitions are confirmed. The hotel group has just announced the launch of a global collection, which will capitalize on the experience of the Rixos brand in this area.
The project began to germinate in 2016. Accor then entered into a joint venture with Fettah Tamince, the founder of Rixos Hotels , an all-inclusive resort operator established in Turkey, the Middle East and Central Asia. The objective for the group was “to become one of the main operators of resorts in a booming market and to complete [the] offer with attractive leisure destinations”, in the words of Sébastien Bazin, CEO of ‘Accor. An operation which opened up to the group “new perspectives, both in terms of customer experience and development strategy”.
New perspectives which are now embodied in this new collection. But since then, the pandemic has been there. Shaken like all tourism players by the Covid-19, the hotel group must more than ever attract a leisure clientele with high purchasing power, in particular to compensate for the absence of some of the business clientele that the Covid will have caused. disappear from the radar.
The hotel group is therefore betting on an all-inclusive segment “which is experiencing the fastest growth on the market”, according to him, by integrating its luxury and high-end brands into the All-inclusive collection: Fairmont, Swissôtel ( acquired at the same Raffles in 2015, the group then expanding its activity to the luxury segment ), Movenpïck, Sofitel and Pullman.
New addresses this year
This range will include all of the establishments’ services: children’s clubs, fitness, sports and well-being activities, as well as entertainment and shows. A MICE offer will also be available. Meals will logically be an important component of this all-inclusive offer. The programming of the collection will be inspired by “Carte Blanched”, Ennismore’s Food & Beverage concept lab, a platform bringing together the group’s lifestyle establishments (Mama Shelter, Hoxton, Delano, etc.).
The international development of the all-inclusive activity will focus on Europe, the Middle East, Africa, Turkey, Asia, Central America and the Caribbean, the hotel group said. Initially, the group will focus on developing 50 Rixos hotels in these regions, before expanding as part of a multi-brand strategy to open more than 100 all-inclusive resorts over the next five years. years.
The collection will expand this year with new addresses. The opening of the Rixos Gulf Hotel Doha and the Rixos Qetaifan Doha, which has one of the largest water parks in the world, according to the hotel group, are thus expected. Both resorts are due to open in time for the 2022 World Cup in Qatar. The Swissôtel Sharm el Sheikh (Egypt) will also open later this year. It will be the first resort in the All-Inclusive collection under a brand other than Rixos. It will include 1350 rooms, a water park, several restaurants, a beach club and leisure facilities.
With this new all-inclusive luxury and high-end offer, Accor is in any case hunting down the land of Club Med, which has made a significant move upmarket in its services in recent years. For example, for a stay from May 14 to 21 at the Rixos Premium Bodrum, in Turkey, rates start at 2800 euros (excluding transport) for a Deluxe room with sea view for two adults. The Club Med Bodrum Palmiye is displayed for its part at 2062 euros (on promotion, also excluding transport, instead of 2418 euros) on the same dates. The hotel group will also find itself in competition with high-end cruises, which also attract traditional operators, like MSC which is developing Explora Journeys, its new brand of luxury cruises. While the pandemic has partly reshuffled the travel cards, the luxury segment does indeed seem to be on the rise…
