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Accor Announces Unprecedented Growth and Strategic Expansion for Sofitel, Sofitel Legend, MGallery, and Emblems

Paris, France – With approximately 120 Sofitel hotels, more than 120 boutique hotels under the MGallery brand, and a growing portfolio of Emblems addresses, the Group is recording an exceptional year in 2024, with nearly 90 hotels signed that will open in the coming years under these prestigious brands.

  • As Sofitel closes its 60th anniversary celebrations in 2024, the brand is entering a new era of dynamism with an enriched pipeline of 32 new hotels planned in the coming years. Following the successful opening of the Sofitel Cotonou Marina Hôtel & Spa in Benin, Sofitel continues its expansion in strategic destinations such as Egypt, Vietnam, Portugal, Ireland, Mexico and India.
  • In 2024, Sofitel Legend will reach a major milestone in its development with the signing of 3 new iconic addresses in just twelve months, in Prague, India, and Egypt, opposite the famous Pyramids of Giza.
  • A similar dynamic drives collectible brands :
    • MGallery , the curated boutique hotel brand, is expanding with 48 hotels in the pipeline , exploring new territories such as Japan, the Caribbean and Mexico.
    • Emblems , the Group’s new exceptional collection brand, is making a remarkable entrance with already 7 emblematic hotels signed in Europe, South-East Asia and North America.

“2024 marked a turning point for our brands, reflecting unprecedented growth momentum. This accelerated pipeline is the result of the dedication and hard work of our exceptional teams around the world. Thanks to them and our partners, we have strengthened the coherence of our network, redefined our brand identities, and elevated our brand promises. Two years ago, this new era was just a vision as we laid the foundations of our new organization and mapped out our strategic roadmap. Today, it is a reality. It is deeply rewarding to restore clarity and pride to the brands and their talent.”

Accor announces record growth for Sofitel, Sofitel Legend, MGallery, and Emblems, with 90 new hotels signed in 2024, expanding in key markets with transformative renovations.
Accor Announces Unprecedented Growth and Strategic Expansion for Sofitel, Sofitel Legend, MGallery, and Emblems.

— Maud Bailly, General Manager of Sofitel, Sofitel Legend, MGallery and Emblems.

Luxury  is all about consistency

Two years after bringing together Sofitel, Sofitel Legend, MGallery and Emblems under the leadership of Maud Bailly, these flagship brands of Accor’s Luxury and Lifestyle division are reaping the benefits of a profound transformation.
This transformation has involved restoring clarity and coherence to each brand identity while rejuvenating the existing hotel network. With major renovation projects underway, such as Sofitel New York and Sofitel Montréal Le Carré Doré – scheduled for completion in fall 2025, 26% of the Sofitel network is currently under renovation . Notable renovations have already met with great success, such as those of Sofitel Athens, Sofitel Bangkok Sukhumvit and Sofitel Sydney Wentworth.

At the same time, 8% of the MGallery portfolio is currently undergoing renovation , with projects leading the way such as the Manly Pacific in Australia, recently awarded the Prix de Versailles, or the Grand Hôtel Roi René Aix-en-Provence in France. The global scale of this transformation has helped to launch a virtuous dynamic of renovations.

At the same time, each of the 9 openings this year was a unique, tailor-made moment, reflecting the local culture and the aspirations of the hotels. These magical experiences continue to raise standards, such as the inauguration of the Sofitel Cotonou Marina Hotel & Spa in the presence of the Beninese government on December 12, 2024.

This momentum is accompanied by strong development, with more than 20 hotels signed in 2024 , confirming the unprecedented attractiveness of the four brands. Efforts are focused on high-potential markets such as Europe, Southeast Asia, the Middle East and Egypt, as well as resort destinations in the Caribbean and the Mediterranean. Emerging markets such as Mexico and India are also benefiting from significant investments, driven by the growing desirability of the brands.

“We have tripled our leads since 2023, reflecting a strong investment trend in our luxury brands. By strengthening the attractiveness of our brands, we have consolidated the existing portfolios of Sofitel and MGallery while penetrating new strategic markets.”

Accor announces record growth for Sofitel, Sofitel Legend, MGallery, and Emblems, with 90 new hotels signed in 2024, expanding in key markets with transformative renovations.
Accor Announces Unprecedented Growth and Strategic Expansion for Sofitel, Sofitel Legend, MGallery, and Emblems.

— Xavier Grange, Chief Development Officer Sofitel, Sofitel Legend, MGallery and Emblems

The rise of branded residences further highlights brand recognition. Iconic projects include Sofitel Residences Downtown Dubai, set to open in 2026, and Sofitel Sapa Hotel & Branded Residences in Vietnam, which will feature over 400 units. The model is also resonating with collectible brands, as seen with Abraj Omar Hotel & Residences Makkah – MGallery Collection in Saudi Arabia.

Africa: A continent of growing opportunities

Over the past year, Sofitel and MGallery have achieved remarkable milestones in Africa, driven by strong local partnerships and strategic openings.

The Sofitel Cotonou Marina Hotel & Spa in Benin’s economic capital combines French zest and local culture, offering luxury accommodation, a varied culinary offering, a KOS Paris spa and a convention center.

Gem Forest Hotel Nairobi – MGallery Collection , the first MGallery in sub-Saharan Africa, opened in September. Located near the Karura Forest, this 105-room boutique hotel combines elegance and serenity.

Sofitel and MGallery remain committed to exploring Africa’s potential with expansion plans into new markets such as Comoros, Madagascar and Egypt, while renovating iconic properties such as the Sofitel Abidjan Hôtel Ivoire .

Accor announces record growth for Sofitel, Sofitel Legend, MGallery, and Emblems, with 90 new hotels signed in 2024, expanding in key markets with transformative renovations.
Accor Announces Unprecedented Growth and Strategic Expansion for Sofitel, Sofitel Legend, MGallery, and Emblems.

A record year for Sofitel: celebrating a new era and 60 years of French luxury hospitality

Sofitel, the world’s leading French-born luxury hotel brand, celebrated its Diamond Jubilee in 2024, marking 60 years of sincere, committed luxury blended with French elegance. This milestone year saw the introduction of a refreshed brand platform, a new identity and a global campaign featuring ambassadors Gillian Anderson and Dali Benssalah, illustrating Sofitel’s unique signature of cultural encounters.

The year also saw Sofitel’s strongest development momentum ever, with 32 hotels in the pipeline , including 12 signed in 2024 alone. Notable additions include 3 new Sofitel Legend properties: Sofitel Legend The Mozart in Prague , paying tribute to Wolfgang Amadeus Mozart, a Sofitel Legend in India, and Sofitel Legend Pyramids Giza , offering over 60% of its rooms with breathtaking views of the ancient pyramids. These properties join an exclusive network of six legendary hotels such as Sofitel Legend Metropole Hanoi , which recently renovated its heritage wing including the Charlie Chaplin Suite, Sofitel Legend The Grand Amsterdam and Sofitel Legend Casco Viejo in Panama, opening in March 2023, all renowned for their fascinating history and timeless elegance.

The expanding portfolio reflects Sofitel’s ambition to strengthen its leadership in Europe and North Africa, with 34 hotels already in operation and 6 more in the pipeline, while accelerating its growth in key markets such as the Middle East, South-East Asia and India. In Vietnam, Sofitel doubled its presence with Sofitel Sapa Hotel & Residences and Sofitel Diamond Crown Hai Phong , enriching an already impressive portfolio. Recent milestones include the groundbreaking ceremony of Sofitel Dublin Airport , the opening of the world’s largest Sofitel (615 rooms) with Sofitel Cairo Downtown Nile in Egypt, the signing of Sofitel Jaipur Jawar Circle in India and the imminent launch of Sofitel Riyadh , highlighting Sofitel’s growth in leisure destinations while consolidating its presence in business markets.

Sofitel’s renewal spans all categories: Sofitel Legend, Urban, Resort, Residences and Airport, tailored to the needs and desires of its guests. With approximately 120 hotels in 49 countries, Sofitel is one of the largest luxury portfolios in the world. Through this renewed vision and dynamic growth, Sofitel continues to redefine French luxury hospitality, embracing its rich past while boldly moving into the future.

The rise of collectible brands: MGallery and Emblems accelerate their expansion

MGallery Collection and Emblems Collection, complementary and essential brands, meet a demand for intimate luxury where exclusivity prevails and where accommodations are carefully designed to preserve a refined atmosphere.

Luxury collection brands MGallery and Emblems are experiencing strong growth momentum, with over 55 combined hotels in the pipeline. MGallery continues to deliver memorable and meaningful moments in a growing number of destinations. This year, the brand entered Japan with the opening of Hotel Sosei Sapporo – MGallery Collection and unveiled Domaine du Liziec Vannes – MGallery Collection in Western France.

New signings expand MGallery’s global footprint, including its launch in the Caribbean with the signing of Whimsy Hotel – MGallery Collection in St. Maarten and Marival Armony Punta Mita – MGallery Collection in Mexico. The brand is also strengthening its significant development in Europe, with 67 hotels already open and more than 19 in the pipeline, particularly in Southern Europe (Portugal, Italy, Greece) as well as in Central and Eastern Europe. France remains a dynamic market for MGallery, with three new resorts signed this year.

In the Middle East and Southeast Asia, MGallery has a portfolio of 27 hotels with 17 more in the pipeline, with continued expansion. Two hotels are scheduled to open in Phuket, Thailand in 2025, and other projects are in development across the Middle East region, including Mecca, Saudi Arabia.

Meanwhile, Emblems Collection , the premium collectible brand, is on a promising trajectory with its first 7 properties signed across all continents and 9 more in final negotiations, including in North America, China, Vietnam and Europe, including Italy, the UK and Greece.

“We are proud to have already signed 7 flagship hotels under the Emblems banner, with openings planned as early as 2025. While details remain confidential, demand for this iconic brand is growing rapidly, and we look forward to bringing Emblems to life in the coming months, with the first opening in a stunning location in Europe.”

— Maud Bailly, General Manager of Sofitel, Sofitel Legend, MGallery and Emblems

The exceptional growth of Sofitel, Sofitel Legend, MGallery and Emblems illustrates the strength of Accor’s strategic vision and brand-driven organization. With a strengthened portfolio, iconic openings and transformative renovations, these four brands are redefining committed luxury hospitality across continents. Expanding into emerging and established markets, their enduring appeal reflects a bold commitment to blending heritage, modernity and cultural authenticity.

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