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972 Accor’s Shift to Premium Hotels Now Drives Half of All New Signings

Skift
Sean O'Neill @ Skift · 07/07/2025 10:36 EDT

Accor’s Shift to Premium Hotels Now Drives Half of All New Signings

Accor has doubled its premium hotel volume since 2019 and premium now accounts for half its fees from new signings. Yet to grow further in developing markets, it may need to get creative by adding local brands and training local talent.

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