MULTIPLE PROJECTS SIGNED, FURTHER EXPANDING ACCOR’S LUXURY FOOTPRINT IN CHINA
• China Growth: Accor's inbound tourism activity in mainland China has achieved 46% year-on-year growth since the beginning of this year.
• Current Presence: Accor currently operates more than 830 hotels across Greater China, spanning over 50 cities, 17 brands, and more than 140,000 rooms.
• Development Target: Accor aims to reach a development target of 1,600 hotels over the next five to six years.
• Strategic Partnerships: Strengthening collaborations with Jin Jiang International Group, H World Group, and Sunmei Hotels Group.
• Luxury Expansion: Signing of multiple new luxury hotel projects (Fairmont Hangzhou Huagang, Sofitel Xi'an Chanba, MGallery Collection Hangzhou Jianghehui, MGallery Collection Pujiang, and Swissôtel Hangzhou Westlake).
• Luxury Portfolio: Over 50 luxury hotels operated across Greater China, with more than 40 luxury projects currently under active development.Shanghai, July 7, 2026 – Accor, a world-leading hospitality group, reaffirms its strategic commitment and ambitious growth prospects in the Chinese market. During a press conference in Shanghai, the group detailed its development strategy, marked by the announcement of new luxury hotel projects and the strengthening of key partnerships.
These initiatives underscore China's pivotal role in Accor's global growth and innovation roadmap.
China, a Dynamic Market and Essential Growth Engine
The global tourism industry has entered a new era, characterized by experience-driven demand and lifestyle-led consumption. Within this landscape, luxury tourism is exhibiting robust growth, while consumers are fundamentally redefining "luxury" – shifting toward a profound pursuit of authentic experiences, emotional connections, and shared values. Concurrently, pioneering technologies like AI are rapidly permeating hotel management, operations, and the entire guest service ecosystem, driving the industry toward smarter, more sustainable transformation. Accor is actively embracing these dynamics, particularly in China. The resilience, innovation capability, and continuously upgrading consumer demands displayed by China's tourism industry have captured global attention.
Sébastien Bazin, Chairman and CEO of Accor stated: " Today, China is not only one of the world's largest outbound source markets but also a premier destination dreamed of by global travelers. Since the beginning of this year, Accor's inbound tourism activity in mainland China has achieved 46% year-on-year growth, with outstanding performance particularly from three major source markets: Asia-Pacific, the Middle East, and Europe. This remarkable progress is made possible through our talented teams and the invaluable collaboration and trust of our strong Chinese partners. We remain highly confident in the long-term outlook of China's tourism industry, which we believe will continue to serve as a key engine of global tourism growth while helping shape the future of travel."
“We will promote China to the world, and entice more Chinese tourists to see the world”, said Sébastien Bazin, Chairman and CEO of Accor
Strengthening Strategic Positioning and Local Partnerships
Local partners have always been the bedrock of Accor's deep integration into the Chinese market. Accor has engaged in in-depth exchanges with key partners, including Jin Jiang International Group, H World Group, and Sunmei Digital Intelligence, to explore future trends and collaborative opportunities,further cementing their long-term strategic relationships:
• Accor and Jin Jiang International Group have built a solid ten-year partnership, anchored by the iconic Peace Hotel, while continuously setting industry benchmarks in ESG initiatives and Shanghai community co-development.
• Furthermore, Accor and H World Group pioneered a groundbreaking strategic partnership over a decade ago to drive international brand development in China. This alliance, of which the successful rollout of Mercure 2.0 end of 2025 stands as another iconic testament, illustrates a shared commitment to innovation.
• Accor has also joined forces with Sunmei Hotels Group twice within three years, pushing collaborative boundaries from Mövenpick by Accor to The Sebel.
This succession of milestones vividly mirrors Accor’s corporate strategy of rooting itself in China and co-creating value with local partners.
Development Strategy and Luxury Portfolio Expansion
Accor currently operates more than 830 hotels across Greater China, spanning over 50 cities, 17 brands, and more than 140,000 rooms. Looking ahead over the next five to six years, Accor aims to reach a development target of 1,600 hotels.
Kent Zhu, CEO of Accor Greater China, outlined the group's latest development strategy for the Chinese market: "Accor continues to maintain strong growth momentum in China. In the luxury segment alone, our performance has continued to see a rising trend this year, resonating perfectly with the broader growth momentum of China's luxury hospitality sector. This fully validates the resilience and immense potential of China's high-end tourism market.” He further emphasized, "We are not merely chasing scale, but creating greater experiential value and building a stronger brand ecosystem.
Accor looks forward to continuing our close collaboration with owners and partners to deeply blend our global brand strengths with rich local cultural characteristics, crafting more hospitality destinations that offer both a global perspective and local authenticity for the Chinese market."
Aligning with China's accelerated efforts to build a leading tourism nation and continuously upgrade cultural and tourism consumption, Accor will adhere to its strategic roadmap: "Refining the High-End, Deepening the Mid-Scale, Solidifying Partnerships, and Energizing Brands."
