The group will double down on the segment by building on the success of the Rixos brand
Accor plans to accelerate its expansion in the all-inclusive market with the launch of its multi-branded All-Inclusive Collection.
The new platform aims to incorporate the strengths of Accor’s brands and leverage the group’s market position in the luxury and premium segments. Building on Rixos’ two decades of experience in the luxury-all-inclusive market, the offering will look to provide “memorable experiences to guests across the globe”.
Accor entered into a joint venture with Fettah Tamince, founder of Rixos Hotels, in 2016 to develop the all-inclusive segment. Since then, Rixos has tripled its network and is the dominant all-inclusive market leader in Turkey, the Middle East and Central Asia with 24 hotels and more than 10,000 rooms in operation and a further 26 hotels with over 14,000 rooms in the pipeline.
Building on Rixos’ success, Accor is significantly expanding its all-inclusive offering by including its luxury and premium brands, including Fairmont, Sofitel, Pullman, Swissôtel and Mövenpick, in the All-Inclusive Collection.
Entertainment programmes for both day and evening activities will play a central role and will build on Rixos’ expertise in children’s clubs, fitness and water sports as well as in programming for outdoor activities and MICE.
This will be complemented by a wide variety of restaurant, bar, beach club and nightlife concepts. The Collection’s programming in this space will be led by Carte Blanched, Ennismore’s F&B Concept Lab with each venue providing diverse and culturally relevant cuisines and culinary experiences.
International expansion of the all-inclusive business will be centred in Europe, Middle East Africa, Turkey, Asia and Central America and the Caribbean, selected for their promising growth potential in the all-inclusive segment and the strength of the brands in the markets.
The Collection will initially focus on the further expansion of Rixos’ footprint of 50 properties in the network and pipeline and will quickly scale and diversify as part of a longer term multi-branded strategy of having over 100 all-inclusive resorts in the next five years.
Rixos Hotels chairman Fettah Tamince said: “I am incredibly proud of the success Rixos has achieved in the five years as part of the Accor portfolio. Together, Accor and Rixos complement each other’s market-leading expertise, and the All-Inclusive Collection is the next step in accelerating their positions in the sector. This new initiative comes at a time when the demand for all-inclusive stays could not be stronger and now is the right time to leverage this positive trajectory. I am excited and pleased to continue my partnership with Accor with this expanded brand portfolio.”
Accor Lifestyle & Entertainment CEO and Ennismore Co-CEO Gaurav Bhushan added: “The post-Covid travel market is witnessing a renewed desire for leisure stays. Accor’s strategic decision to double down on the all-inclusive segment, the fastest growing sector in this market and build upon its success with Rixos, capitalises on this opportunity. The new luxury and premium All-Inclusive Collection reinforces our business model while increasing our exposure and value proposition for hotel owners.”
The Collection properties in the pipeline for the coming year include Rixos Gulf Hotel Doha and Rixos Qetaifan Doha, which includes one of the world’s largest water parks. Both resorts will open in time for the FIFA World Cup in Qatar. Also opening later this year is the Swissôtel Sharm el Sheikh, the first non-Rixos branded property in the All-Inclusive Collection with 1,350 rooms, a water park, multiple dining, beach club and entertainment facilities.
For more information, visit www.group.accor.com/en