Accor has reaffirmed its strategic commitment to China, setting out ambitious growth plans for the market during a press conference in Shanghai.
The hospitality group detailed its development strategy, including the announcement of new luxury hotel projects and the strengthening of key partnerships.
The initiatives underline China’s role in Accor’s global growth and innovation roadmap.
Sébastien Bazin, Chairman and CEO of Accor, said: “Today, China is not only one of the world’s largest outbound source markets but also a premier destination dreamed of by global travelers.
“Since the beginning of this year, Accor’s inbound tourism activity in mainland China has achieved 46% year-on-year growth, with outstanding performance particularly from three major source markets: Asia-Pacific, the Middle East, and Europe.
“This remarkable progress is made possible through our talented teams and the invaluable collaboration and trust of our strong Chinese partners.
“We remain highly confident in the long-term outlook of China’s tourism industry, which we believe will continue to serve as a key engine of global tourism growth while helping shape the future of travel.”
Local partnerships remain central to Accor’s growth in China.
The group has held discussions with key partners including Jin Jiang International Group, H World Group and Sunmei Digital Intelligence to explore future trends and collaborative opportunities.
Accor and Jin Jiang International Group have built a ten-year partnership anchored by the Peace Hotel, while also working together on ESG initiatives and Shanghai community co-development.
Accor and H World Group established a strategic partnership more than a decade ago to support international brand development in China, and recently announced the expansion of their partnership across direct booking and loyalty platforms.
Accor has also partnered with Sunmei Hotels Group twice within three years, expanding collaboration from Mövenpick by Accor to The Sebel.
Accor said these milestones reflect its strategy of rooting itself in China and co-creating value with local partners.
The group currently operates more than 830 hotels across Greater China, spanning more than 50 cities, 17 brands and over 140,000 rooms.
Over the next five to six years, Accor aims to reach 1,600 hotels in the market.
Its strategic roadmap in China is centred on “Refining the High-End, Deepening the Midscale, Solidifying Partnerships, and Energizing Brands.”
During the press conference, Accor and Jin Jiang International signed a Framework Cooperation Agreement for a luxury hotel project in Shanghai.
Multiple luxury hotel projects were also signed across Northern China, the Yangtze River Delta and key western markets.
The signed properties include Fairmont Hangzhou Huagang, Sofitel Xi’an Chanba, MGallery Collection Hangzhou Jianghehui, MGallery Collection Pujiang, Swissôtel Hangzhou Westlake and Pullman Shanghai Qilu.
There is also an additional intention to collaborate on a new project in Sichuan Wolong.
Accor’s luxury brand portfolio in China includes Raffles, Fairmont, Sofitel Legend, Sofitel, MGallery and Swissôtel.
The group currently operates more than 50 luxury hotels across Greater China, with Raffles present in destinations including Hainan, Shenzhen and Macau.
Sofitel Legend People’s Grand Hotel Xian is one of only six Sofitel Legend properties worldwide.
Sofitel Legend Wuxi, signed in 2025, will become the second Sofitel Legend in China.
The Sofitel brand has also continued to expand with recent openings in Changzhou and Anji.
Accor said more than 40 luxury hotel projects are currently under active development.
In 2026, several landmark projects are set to open, including Fairmont Dalian and MGallery Chengdu Financial City, following the recent debut of Sofitel Anji.
The announcements build on Accor’s more than 40 years of operating in China.
The group said it is accelerating its long-term strategic commitment to the market, while working to maximise asset value for owners and unlock further opportunities in China’s tourism sector.
Bazin added: “Every time I visit China, the dizzying speed of urban development and the profound transformation of the industry leave me incredibly inspired and energized.
“The story of Accor and China has already turned a new page. We look forward to joining forces with more partners to pen even more beautiful chapters of travel across this remarkable innovative country.”
Accor’s latest announcements underline the group’s confidence in China’s tourism market, combining luxury hotel development, local partnerships, brand growth and owner-focused strategy as it targets significant portfolio expansion.
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