On
Travel Weekly:
Accor set for brand twist
Accor is preparing to unveil a major repositioning — understood to involve a number of brands — as the hotel chain seeks a new style of “next generation” property, Travel Today has learned.
Details are being kept under wraps but the company is thought to be about two months from a global launch of what is thought to be a twist on its existing portfolio.
Michael Issenberg, chairman and chief executive of Accor Asia Pacific, confirmed a plan was on the table but declined to comment further......
I wonder what this entails. There have been a number of brand changes recently, the move of Sofitel clearly into the luxury market and the introduction of the So and Legend sub brands. The introduction of all seasons and adagio at the lower end, the rebranding of Suitehotels to Novotel Suites.
What Accor do not have is a quality design and lifestyle led hotel brand, similar to IHG's Indigo, Hyatt's Andaz, Starwood's Aloft or Hilton's short-lived Denizen.
It strikes me as odd that the article mentions the Ibis King Street Wharf. Not a brand I could imagine being hip, no matter how much branding you throw at it.