Accor targets living sector

Rendering of Raffles Residences Boston Back Bay [Credit: Accor]

As one of the more active hotel chains, Accor has catapulted into 2023 with a series of launches. Having recently unveiled the “world’s largest sailing ship” the company has since announced its focus on the living sector with the introduction of a development and operating platform Accor One Living.

According to Savills, Accor has climbed the ranks in 2022 to become the third largest parent company of branded residences (by number of completed projects that year). Under Accor One Living, the group could close in behind Marriott which currently holds the number one spot.

What’s more, I suspect Accor will shake up the branded resi product which has historically belonged to the luxury segment. Ennismore, Accor’s lifestyle division, has recently revealed Mama Shelter will open its first branded residences in Dubai. COO, Cedric Gobilliard, described the move as “bringing the Mama Shelter sassy and flamboyant style to the world of branded residences – offering something completely new for the market.”

• If you’re interested in learning more about branded residences, join me in the next BHN webinar on 13th February. Recent activity is an early sign that the market is hot for investment and development, and I’m looking forward to discovering more.

Sign up for the no-cost session here.

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