Upfront

Accor primed to boost network to 5,000

French hotel chain has announced it will grow its network of hotels worldwide to 5,000 hotels, from its current levels of 4,000 hotels through a combination of divestments, rebrandings and refurbishing. Accor chief executive Gilles Pelisson said that the company planned to increase market share in the European mid-scale segment, which was helped by the recently-launched Adagio City Aparthotels, while the All Seasons budget hotel chain will enable the brand to increase market share in economy hotels in Europe and its Motel 6 in the US market. The brand will also focus on growing its emerging markets. A rate increase is on the anvil for its Sofitel and Pullman brands, and this will be supported by a three-year marketing drive at an investment of €35 million.