Joining the likes of other global hotel companies, Accor this month announced that it is accelerating its expansion in the all-inclusive market with the launch of its multi-branded “All-Inclusive Collection.” The move will first build upon its Rixos brand but will also see the company’s luxury and premium brands—including Fairmont, Sofitel, Pullman, Swissôtel and Mövenpick—enter the all-inclusive space.
Accor entered into a joint venture with Fettah Tamince, founder of Rixos Hotels, in 2016 to develop the all-inclusive segment. In that time, Rixos—a market leader in Turkey, the Middle East and Central Asia—tripled its network (including committed pipeline). In all, it comprises 24 hotels and over 10,000 rooms in operation with a further 26 hotels totaling over 14,000 rooms in the pipeline.
“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,” said Tamince in a press statement.
Gaurav Bhushan, CEO of Accor Lifestyle & Entertainment and co-CEO of Ennismore, 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, capitalizes on this opportunity.”
Guests of Rixos, according to Accor, can expect shows with performances delivered by entertainers and multiple sporting activities per resort, accompanied by world-class spa and wellness facilities. This will be complemented by a wide breadth of restaurant, bar, beach club and nightlife concepts.
International expansion of the all-inclusive business will be centered in Europe, Middle East, Africa, Turkey, Asia, Central America and the Caribbean. The Collection will initially focus on the further expansion of Rixos’ footprint to 50 properties in the network and pipeline and will 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 Gulf Hotel Doha and Rixos Qetaifan Doha—which includes one of the world’s largest waterparks—will both open in time for the FIFA World Cup in Qatar. Swissôtel Sharm el Sheikh will open later this year as the first non-Rixos branded property in the All-Inclusive Collection; it will have 1,350 rooms, a water park, multiple dining, beach club and entertainment facilities.
This story originally appeared on www.travelagentcentral.com.
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