Accor to launch All-Inclusive Collection

Accor has announced that it is accelerating its expansion in the all-inclusive market with the launch of its multi-branded All-Inclusive Collection, which is set to build upon its Rixos brand. The platform will reportedly incorporate the key strengths of Accor’s brands and leverage the group’s market position in the luxury and premium segments. Accor previously entered into a joint venture with Fettah Tamince, founder of Rixos Hotels, in 2016 to develop the All-Inclusive segment. The partnership saw Rixos triple its network (including committed pipeline) over the last five years. Rixos is described as a “global player” in the luxury all-inclusive segment, with 24 hotels and over 10,000 rooms in operation and a further 26 hotels with over 14,000 rooms in the pipeline. Following the new partnership between the groups, Accor will be “significantly expanding” its all-inclusive offering by including its luxury and premium brands with Fairmont, Sofitel, Pullman, Swissôtel and Mövenpick in the collection. It said the objective is to “leverage the strength and visibility of these brands in the key target markets for expansion for the All-Inclusive Collection”. The move will see entertainment programmes added that are built on Rixos’ expertise in children’s clubs, fitness, watersports as well as in programming for outdoor activities and MICE. This will reportedly be complemented by restaurant, bar, beach club and nightlife concepts led by Carte Blanched, Ennismore’s F&B Concept Lab. International expansion of the collection will be centred in Europe, Middle East Africa, Turkey, Asia and Central America and the Caribbean. It will initially focus on the further expansion of Rixos’ footprint of 50 properties in the network and pipeline. Fettah Tamince, chairman of the board of Rixos Hotels, 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.” Gaurav Bhushan, CEO Accor Lifestyle and Entertainment, co-CEO 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. “The new luxury and premium All-Inclusive Collection, reinforces our business model while increasing our exposure and value proposition for hotel owners.”