Accor Adopts Tailored Growth Strategies Across Asian Markets
Accor is expanding across Asia with tailored market strategies, aiming for 1,600 hotels in China and surging development with partners in Vietnam.
Stock photo for illustration only, not from the actual event
- Accor is implementing distinct growth playbooks across various Asian markets.
- The hotel giant aims to double its China footprint to 1,600 hotels with H World.
- Vietnam growth surges through major developers like Sun Group.
- Asia Pacific accounted for 49% of Accor's gross room openings in 2025.
Global hotel heavyweight Accor is aggressively expanding its presence across Asia, deliberately avoiding a one-size-fits-all regional formula. Instead, the company is tailoring its development playbooks to match the unique dynamics of each local market, guided by Duncan O'Rourke, CEO for Middle East, Africa and Asia Pacific.
In China, Accor's largest Asian bet, the group is heavily relying on strategic partnerships. The hotelier plans to double its footprint from roughly 800 to 1,600 hotels over a six-year span, with about half of that expansion driven by its collaboration with local operator H World. Beyond physical scale, the partnership bridges two loyalty programs encompassing more than 400 million combined members, a synergy Accor expects will boost Chinese traveler bookings into its global network by 15% to 20%.
Stock photo for illustration only, not from the actual event
Meanwhile, Vietnam presents an entirely different growth driver, powered largely by prominent domestic real estate developers. Accor has signed nearly 6,000 rooms in the country alongside Sun Group, spanning destinations such as Phu Quoc and Da Nang under brands ranging from Sofitel to TRIBE. At the same time, the company continues scanning for new partners in India while leveraging conversions and franchising models to capture existing hotel supply across the wider region.
Deploying a multi-local strategy is becoming essential for international hotel brands navigating Asia's diverse economic landscapes. By aligning with entrenched domestic partners like H World in China or Sun Group in Vietnam, Accor can mitigate heavy capital expenditures while accelerating market penetration much faster than traditional organic expansion would allow.
Reflecting its regional momentum, Accor signed nearly 11,000 rooms in Asia last year, with approximately 70% concentrated in the midscale and economy segments. Asia Pacific represented 49% of the company's gross room openings in 2025. Furthermore, the base trademark incentive fee per room on newly executed managed contracts experienced a 15% to 20% increase.
"China, India, Vietnam are very big for us."
Duncan O'Rourke, CEO for Middle East, Africa and Asia Pacific
While O'Rourke acknowledged the concentration risk of depending on a select few massive partners, he noted that the next phase of expansion will pivot toward business travel, secondary cities, and luxury properties. He also maintained that the push into franchising and conversions has not diluted Accor's focus on the premium and luxury tiers within Asia.
Source: Skift
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