Accor Reports Unprecedented Growth for Sofitel, MGallery, and Emblems Brands in 2024
Accor Group reveals robust expansion and significant milestones for its luxury hotel brands, emphasizing consistent luxury hospitality worldwide.
Accor Reports Unprecedented Growth for Sofitel, MGallery, and Emblems Brands in 2024
Accor Group reported record growth in 2024 for its brands Emblems, MGallery, and Sofitel. There are currently 120 Sofitel properties, more than 120 boutique hotels under MGallery, and a growing portfolio of Emblems’ bespoke destinations, as well as close to 90 hotels signed in the pipeline to be opened in the coming years.
Sofitel, Sofitel Legend, MGallery, and Emblems chief executive Maud Bailly remarked: “2024 has been a milestone year for our brands, marking unprecedented development momentum. This accelerated pipeline reflects the dedication and hard work of our exceptional teams worldwide, strengthening our network’s consistency, redefining our brand identity, and elevating our brand promise. Two years ago, this new era was just a vision as we laid the foundations of our new organization and shaped our strategic roadmap. Today, it has become a reality. There is nothing more rewarding than restoring clarity and pride to the brands and its talented people.”
The unparalleled growth of Sofitel, Sofitel Legend, MGallery, and Emblems underscores the strength of Accor’s strategic vision and brand-driven organization.
With a reinforced pipeline, iconic openings, and transformative refurbishments, these four brands are redefining committed luxury hospitality across continents. As they continue to expand into emerging and established markets, their enduring appeal reflects a bold commitment to blending heritage, modernity, and cultural authenticity.
Key highlights from 2024
- As Sofitel concludes its 60th-anniversary celebrations in 2024, the brand’s rebirth translates into a reignited pipeline, with 32 new hotels to be opened over the coming years. After the latest successful opening of Sofitel Cotonou Marina Hotel & Spa in Benin, Sofitel will keep expanding into key destinations such as Egypt, Vietnam, Portugal, Ireland, Mexico, and India.
- Sofitel Legend also sees a growth milestone in 2024, with the signature – in only twelve months – of three new flagships to be opened in Prague, India, and in Egypt, in front of the iconic Giza Pyramids.
The same fast-paced dynamic is underway among the collection brands:
- MGallery, the storied boutique-hotel brand, is unfolding a new chapter with 48 hotels in the pipeline, expanding into new territories such as Japan, the Caribbean, and Mexico.
- Emblems, Accor’s new high-end collection brand, makes a remarkable debut with already seven iconic flagship hotels signed in Europe, South-East Asia, and North America.
Luxury through consistency
Two years after reuniting Sofitel, Sofitel Legend, MGallery, and Emblems under the leadership of Maud Bailly, these flagship brands of Accor’s luxury and lifestyle division are reaping the rewards of a comprehensive transformation. This journey has consisted into restoring clarity and consistency to each brand identity and rejuvenating the existing hotel network.
With major refurbishments underway, like Sofitel New York and Sofitel Montreal Golden Mile set for completion by fall 2025, 26 percent of the Sofitel network is currently being renovated.
Notable renovations, such as Sofitel Athens, Sofitel Bangkok Sukhumvit, and the iconic Sofitel Sydney Wentworth, have already met with success. Meanwhile, eight percent of the MGallery Collection portfolio is under renovation, with projects like Manly Pacific in Australia, which just won Prix de Versailles, or Grand Hôtel Roi Renée Aix-en-Provence in France leading the way. The global scale of transformation has enabled to launch a virtuous dynamic of renovation.
Grand openings
At the same time, each of the nine openings in 2024 has been a unique moment, tailor-made to reflect the local culture and the hotels’ aspirations. These magical experiences are constantly raising the standards and impact, such as the inauguration of Sofitel Cotonou Marina Hotel & Spa in the presence of the Benin Government last December.
This momentum is matched by a surge in development, with over 20 hotels signed in 2024, confirming the unprecedented traction of development of the four brands. Efforts are focused on high-potential markets like Europe, Southeast Asia, the Middle East, and Egypt, as well as resort destinations in the Caribbean and Mediterranean.
Emerging markets such as Mexico and India are also seeing significant investment, driven by the brands’ increasing desirability. According to Xavier Grange, chief development officer for Sofitel, Sofitel Legend, MGallery, and Emblems: “We’ve seen leads triple since 2023, reflecting a strong investment trend in our hard and collection luxury brands. By enhancing brand desirability, we’ve bolstered our existing Sofitel and MGallery portfolios and expanded into key markets and resort destinations.”
The rise of branded residences further highlights the brands’ recognition. Landmark projects include Sofitel Residences Downtown Dubai, set to open in 2026, and Sofitel Sapa Hotel & Branded Residences in Vietnam, featuring over 400 units. This model also resonates with collection brands, as seen in the Abraj Omar Hotel & Residences Makkah – MGallery Collection in Saudi Arabia.
