Last year, Accor opened 20 hotels in Asia. Tatler caught up with CEO Garth Simmons to find out how they're ensuring a sustainable, ethical and meaningful expansion in the region and beyond
With leading hotel brands like Raffles, Banyan Tree, Pullman and SO/ under its belt, Accor’s influence in the hotel industry is undeniable—and it’s only getting bigger.
In 2023 alone, Accor opened over 20 hotels across Asia, including the opening of the world’s largest Mercure hotel, Mercure ICON Singapore City Centre, and the debut of the first Tribe in Thailand, Tribe Living Bangkok Sukhumvit 39.
“We see substantial potential in several key countries within the Asia region, each offering unique growth opportunities for our diverse range of brands,” says Garth Simmons, CEO of Accor. “India's rapidly growing economy makes it a critical market for us. Indonesia’s rich cultural heritage and natural beauty make it ideal for both our premium resorts and value offerings. Japan also holds a special place in our strategic planning, with its blend of rich tradition and cutting-edge modernity.”
But Accor isn’t sacrificing quality in the name of quantity.
See also: 9 luxury resorts in China with breathtaking natural surroundings
Accor’s expansion in Asia includes properties in exciting, off-the-beaten-track destinations. What, in your opinion, are some of the region’s most underrated destinations?
Since [living in] Asia, I have had the privilege of discovering a host of destinations that each tell a unique story of cultural richness and natural beauty.
In Japan, Yatsugatake offers a serene escape, where the air is crisp, and the mountain scenery is simply stunning. It's a place for those who love the outdoors, offering endless hiking trails and hot springs, all under the watchful presence of the beautiful mountain range that gives the area its name.
Bandung in Indonesia captivates with its cool climate and scenic volcanic landscapes. It’s a hub of creativity with a vibrant arts scene, delectable culinary offerings, and historical significance, which our hotels in the area perfectly echo, offering guests a deep dive into Sundanese culture and the laid-back yet lively spirit of this wonderful city.
These destinations, though lesser known, offer deeply authentic experiences and showcase the diversity of Asia's landscapes and cultures, making them truly special places for adventurous travellers and locals alike.
To celebrate these destinations, Accor has implemented some authentic and immersive cultural offerings. Can you tell us more about this?
Our commitment to enriching guest experiences through authentic local immersion is at the core of our operations across Asia. For instance, at Pullman Luang Prabang, we offer an immersive rice cultivation experience that allows guests to step into the lives of local farmers. This unique activity not only connects guests with the traditional agricultural practices of Laos, but also emphasises our dedication to sustainability and cultural education. Guests participate directly in either planting or harvesting rice, learn about sustainable farming techniques and gain insight into the importance of rice in Laotian culture.
Similarly, our Mercure hotels across Asia have embraced the concept of the 'local bucket list'—a curated selection of must-do experiences that encourage guests to explore the local surroundings in a meaningful way. Each Mercure hotel creates a list tailored to its location, offering activities that range from culinary tours to cultural explorations and [outdoor] adventures. This initiative not only enhances the guest experience by providing unique local insights and activities but also promotes a deeper connection with the community and its heritage.
These examples reflect our broader strategy at Accor to go beyond traditional hospitality by offering deep cultural immersion and genuine interactions. By focusing on these authentic experiences, we aim to support and celebrate local communities while providing our guests with enriching stays.