Hotel Brands

Accor northern Europe sees signings surge

The UK ended the year with 13 signings with ‘notable growth’ across Accor’s economy, midscale and lifestyle segment and adding a further 500+ rooms to the group’s London portfolio

Accor has revealed it signed 25 hotels in Northern Europe in December alone, bringing Northern Europe’s total hotel signings to 89 (13,000 rooms) in 2021.

It said 2021 saw strong development across Accor’s Northern European region, which today consists of more than 1,100 hotels across a portfolio of more than 20 brands spanning 31 countries from Ireland to Russia.

The UK ended the year with 13 signings with “notable growth” across Accor’s economy, midscale and lifestyle segment and adding a further 500+ rooms to the group’s London portfolio.

The year closed with the signing of Hyde Paradox Hotel London City, which will be coming soon to the historic location by the Old Bailey in the heart of London. The 110-room property will occupy the 15 Old Bailey, originally known as the ‘Spiers and Pond Hotel’. It was built in 1874 by architect Evans Cronk and converted to office use in the early 1900’s.

The latest re-conversion by Hyde London City owners, OB Capital seeks to return the asset “back to the iconic hotel that it once was”. The property is expected to open in 2023. Hyde Hotels, Resorts and Residences is part of Ennismore, a joint venture with Accor, formed in 2021.

Germany, Poland, Russia and the Benelux also “continued to dominate” with strong signings in each region. Eastern Europe remains a strong pipeline for the group with multiple signings in countries including Albania, Croatia, Georgia, Hungary, Moldova, Montenegro and Romania.

Duncan O’Rourke, CEO Accor Northern Europe, said: “The pace of development has accelerated throughout 2021 reflecting both our and our partner’s confidence in the market’s return. The geographical growth of our region and brand portfolio in recent years has prepared the business for expansion at pace as the world moves firmly towards recovery.

“Our ambition and pipeline for 2022 and beyond remains strong, as do our brands and hotel talents. The covid-years have been a split focus – managing the impact of the crisis today and planning for the recovery tomorrow. Tomorrow is here and our recovery is strong, as is our future.”

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