Accor is accelerating its luxury expansion in China with a target to double its hotel count to 1,600 properties over the next five to six years. The announcement, made at a press conference in Shanghai, underscores China's growing importance as both a source market and a destination for global travel. Inbound tourism to the country has surged 46% year-on-year, reinforcing the group's confidence in the region.
Currently operating more than 830 hotels across Greater China—including over 50 luxury establishments—Accor is deepening its collaboration with key local partners. The group has strengthened ties with Jin Jiang International Group, H World Group, and Sunmei Digital Intelligence. These alliances are central to Accor's strategy to set industry benchmarks and expand its direct booking and loyalty platforms in the Chinese market.
New Luxury Projects in the Pipeline
Accor has signed agreements for several new luxury properties, including Fairmont Hangzhou Huagang and Sofitel Xi'an Chanba. These projects are part of a broader effort to refine high-end offerings while also deepening the group's midscale market presence. Landmark openings scheduled for 2026 include Fairmont Dalian and MGallery Chengdu Financial City.
Sébastien Bazin, Accor's CEO, expressed strong optimism about China's tourism prospects. "China is not only one of the world's largest outbound source markets but also a premier destination dreamed of by global travellers," he said during the Shanghai event.
The expansion aligns with China's broader push to enhance its tourism sector, which has seen increased investment in infrastructure and visa facilitation. For travel professionals, Accor's move signals a growing opportunity to cater to both domestic and international luxury travellers in key Chinese cities. The group's focus on partnerships with local giants like Jin Jiang and H World also highlights the importance of local market knowledge and distribution networks.
Accor's luxury portfolio in China already includes brands such as Raffles, Fairmont, Sofitel, and MGallery. The new projects will add to this roster, targeting cities like Hangzhou, Xi'an, Dalian, and Chengdu—all of which are seeing rising demand for high-end accommodation. The group's strategy also involves leveraging its ALL loyalty program to drive direct bookings and repeat stays.
For hoteliers and travel agents, Accor's expansion in China represents a significant shift in the luxury landscape. As the country continues to recover and grow its inbound tourism, properties like Fairmont Hangzhou Huagang and Sofitel Xi'an Chanba will become key inventory for luxury travel advisors. The group's emphasis on partnerships with local operators also suggests a model for other international chains looking to scale in China.
Accor's announcement comes amid a broader trend of luxury travel growth in Asia. Recent reports, such as Fluxury Travel Gains Traction as Overtourism Backlash Drives Demand for Deeper Experiences, indicate that travellers are seeking more meaningful experiences, which aligns with Accor's focus on high-end, culturally immersive properties. Additionally, the group's expansion in China complements other luxury travel developments in the region, including Ponant's new Asia expedition program and the global rail renaissance that is reshaping travel connectivity.
With a clear roadmap and strong local partnerships, Accor is positioning itself to capture a larger share of China's luxury hospitality market. The group's commitment to maximising asset value and exploring the vast potential of China's tourism market is evident in its ambitious pipeline and strategic alliances.
