LAURE MORVAN, CDO OF ACCOR, DIVES INTO THE LATEST DESTINATION TRENDS

Laure Morvan, chief development officer for Accor India, Middle East, Africa and Turkey, has always been fascinated by the tourism industry. Here, she shares her market insights and expands on Accor’s role in the evolution of hospitality.

How would you describe the hospitality industry in the MENA region and which markets do you regard as most lucrative?

Egypt is currently seeing positive demand for projects, whether business properties based in Cairo New Administrative Capital — where we recently signed a Sofitel Cairo New Capital Hotel & Residences — or resorts located on coastal destinations. There is definitely an increase in opportunities being brought to Accor, which we are discussing and looking forward to signing in the coming months.

Saudi Arabia, with its giga projects and new destinations, such as Alula, is also proving to be an active market for us. We are seeing an increase in demand for luxury resorts in projects such as NEOM and the Red Sea, as well as city properties which offer extended-stay options in all brand segments, such as the recently signed Novotel Living Riyadh.

Dubai is a ripe market as we know. However, it is still very much an open market for new brands entering the region. 25Hours and SLS are two properties we recently opened there.

Moreover, we are seeing a greater number of conversion projects, where existing properties wish to change the management brand and independent hotels seek to join an international brand and distribution network.

What are the latest hotel trends and how is Accor keeping its brand relevant?

Lifestyle is definitely one of the shining stars among the latest hotel trends.

Branded residences are also trending. Furthermore, all-inclusive accommodations are growing in the region. Experiential stays that focus on nature and wellness, yet can be personalized, which we offer through Mantis and Banyan Tree, are becoming more popular.

What are Accor’s latest projects?

We just opened Rixos Marina Abu Dhabi, which is our second Rixos property in the Emirates’ capital.

In Saudi Arabia, we recently signed a management agreement to open the first Novotel Living in Riyadh, and we are soon to open the Swissotel Living in Jeddah.

Banyan Tree Alula, which opened in October, is the first outpost for the brand in Saudi Arabia.

The project is an all-villa resort, offering 79 luxurious tented villas in one of the world’s most mysterious and exciting new destinations.

Our third and fourth Fairmont properties in Morocco have also just opened: Fairmont Tazi Palace Tangier and Fairmont Rabat Sale Marina.

Finally, Fairmont Doha and Raffles Doha in the iconic Katara Towers are now also open, currently hosting FIFA delegates and VIP guests.

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