The luxury hospitality landscape underwent a remarkable transformation in 2024, with Accor spearheading the shift through dynamic growth and innovation in its premium brands: Sofitel, MGallery, and the newly launched Emblems Collection. Through bold expansions, strategic collaborations, and trailblazing developments, Accor cemented its place as a global leader in upscale hospitality. This pivotal year not only shaped the evolution of Accor’s luxury portfolio but also redefined what discerning travelers can expect from high-end experiences.

A Year of Unprecedented Growth

In 2024, Accor’s luxury brands saw record-setting momentum, with 90 new hotel projects signed across continents. The flagship brand, Sofitel, celebrated 60 years of French elegance, capitalizing on this milestone with cutting-edge global campaigns featuring Hollywood’s Gillian Anderson and rising star Dali Benssalah. Meanwhile, boutique powerhouse MGallery thrived in burgeoning markets like Japan, Mexico, and Southern Europe, and Accor’s newest ultra-luxury offering, the Emblems Collection, made a strong debut.

This ambitious expansion underscores Accor’s commitment to delivering world-class experiences to both established and emerging markets. From Egypt’s Nile River to the cultural allure of Prague and Jaipur, each property is designed to celebrate its destination’s unique story.

Sofitel: A Diamond Year for French Elegance

Sofitel’s 60th anniversary, dubbed the “Diamond Year,” marked a turning point for the brand. Core enhancements included a revitalized brand identity, extensive property renovations, and the opening of standout developments. Among the milestones were:

– Sofitel Legend properties in destinations like Prague, Jaipur, and Giza, each rich in cultural and historical inspiration.

– The debut of Sofitel Cairo Downtown Nile, now its largest property, offering a blend of modern luxury and stunning views of the Nile River.

– Ongoing renovations at flagship properties such as Sofitel New York, Sofitel Montreal Golden Mile, and Sofitel Athens, ensuring elevated, timelessly elegant experiences.

CEO Maud Bailly described the 60th-anniversary celebrations as a “transformational milestone,” with the focus firmly on honoring Sofitel’s French heritage while embracing the future under the tagline: “Live the French Way.”

MGallery: Boutique Charm Across Borders

While Sofitel dazzled with its grandeur, MGallery carved its niche with distinctive, story-driven boutique experiences. The brand now boasts 67 operating properties, with 55 more in development**, including its first foray into Japan with Hotel Sosei Sapporo, combining cultural authenticity with localized luxury.

This year, travelers were introduced to enchanting properties such as Domaine du Liziec Vannes in France, celebrated for its heritage-inspired design. Further expansions are slated for tropical destinations like Phuket, Thailand, making MGallery a significant player in Southeast Asia’s growing luxury segment.

Leveraging its intuitive connection with travelers, MGallery has set an ambitious trajectory—one that promises increasingly personalized and immersive stays for those who seek something truly special.

Emblems Collection: The Future of Ultra-Luxury

Launched in 2024, the Emblems Collection represents Accor’s most ambitious foray into the ultra-high-end space, offering curated, personalized experiences tailored to local markets. Seven flagship properties were unveiled in key regions, including North America, China, Vietnam, and Europe, with the first European property scheduled to open in 2025.

CEO Maud Bailly described Emblems as “shaping the future of luxury hospitality.” Destinations under development include Italy, Greece, and the UK, signaling Accor’s growing influence over Europe’s premium hospitality market. This new collection promises to reimagine opulence for globe-trotting luxury enthusiasts, catering to their appetite for curated, one-of-a-kind moments.

Revolutionizing Luxury Living and Experiences

In addition to its hospitality ventures, Accor strengthened its presence in the lucrative branded residences sector, offering luxury living solutions in prime urban hubs. Notable projects, such as Sofitel Residences Downtown Dubai, will elevate urban living by 2026, while similar developments in Vietnam and Saudi Arabia showcase Accor’s growing regional footprint.

Beyond bricks and mortar, Accor continues to innovate, with creative collaborations and campaigns designed to resonate with modern travelers. From celebrating the charm of boutique hospitality with MGallery to embarking on bold new fronts with Emblems, Accor’s focus lies in creating custom-tailored experiences that inspire and delight guests.

Transforming the Way the World Travels

As Accor expands its footprint into India, Mexico, Southeast Asia, Egypt, and other emerging markets, its focus on transformative luxury remains steadfast. Whether through MGallery’s elevated boutique charm, Sofitel’s timeless French elegance, or Emblems’ curated opulence, one thing is clear—Accor is rewriting the rules of luxury hospitality.

For today’s travelers, who increasingly demand unique, human-centric experiences, 2024 signaled the dawn of a bold new chapter. Accor’s unwavering dedication to innovation, authenticity, and excellence proves that luxury is no longer just a destination—it’s a way of life.

Here’s to redefining journeys, celebrating milestones, and shaping the future of high-end hospitality.