Lifestyle Hotels: Next Frontier for Accor

Lifestyle hotels saw in brand residence communities represent the next big frontier in the global hospitality industry. For Accor, a worldwide leading hospitality group, lifestyle hotels are set to triple within its portfolio and  make Accor the second largest developer and operator of brand residences globally. 

Currently, Accor is operating some 40 brand residence communities around the world, with another 100+ projects under development, across 20 distinct brand collections. By 2027, the company expects to have more than 150 lifestyle hotels and brands residences in operation, an increase of more than 300%. These properties are supports by Accor One Living, the company’s industry-first platform focuses on the development, design and operation of mixed-use projects and brands living communities. 

Lifestyle hotels

“The intersection of private residences and lifestyle brands is one of our most compelling areas of growth right now – two areas in which Accor leads the global hospitality industry and is continuing to push forward,” said Jeff Tisdall, Chief Business Officer, Accor One Living. “Around the world, we are seeing strong demand for homes that are anchored by the comforts and promises of a belove brand experience, providing a sense of belonging and community. This is particularly true for our lifestyle brands, where we see an important and growing segment of residential buyers who are seeking design-led brands, with unique personalities that celebrate modernity, creativity, compelling food and drink, and extraordinary experiences.” 

Lifestyle hotels are part of the branding residential space that is one of the fastest growing sectors in real estate and hospitality, appealing to a new generation of homeowners and discerning travelers who appreciate a modern and casual sense of luxury. Ennismore, in which Accor holds a majority shareholding, has 11 brands residences open and 26 under development, including Mondrian Residences Burleigh Heads in Gold Coast, Australia; and Maison Delano Residences, Seoul.

One of the strongest markets in the world for Ennismore brands residences and lifestyle hotels right now is Dubai, where the lifestyle collective currently offers three unique projects, all of which have been extremely well-receive by homebuyers. These include:

+ SLS Residences The Palm Dubai 

– The first standalone residence in the Ennismore collective outside of The Americas is set to open in 2026, featuring panoramic views of Palm Jumeirah and the Dubai skyline. Highlights include a Small Little Secret Club, an exclusive clubhouse for homeowners with private F&B concept, chef’s table, entertainment lounge, infinity pool and a boutique fitness studio with treatment rooms. These 113 prestigious homes were 100% reserves within 30-days of their release.

+ Mama Shelter Residences, Dubai 

– The first Mama Shelter residence in the world will add trendsetting energy to the Business Bay area when it opens in Q1 2024. Announces earlier this year, only a few of the 204 homes remain available.

+ SO/ Uptown Dubai Residences 

– Opening later this year, this 227-residence property offers some of the most extensive residential amenities in Dubai, bringing playful, energetic style to a fashion-forward generation of homeowners.

Meanwhile, in the luxury segment, Accor continues to draw strength from its classic brands such as Raffles and Fairmont, with the latter a pioneering force that has led the market in creating luxury private residences for more than 20 years. Flagship developments include The OWO Residences by Raffles in London — a magnificent historical renovation project underway; Raffles Residences Boston Back Bay; Fairmont Residences Century Plaza in Los Angeles; and Fairmont Residences Royal Palm Marrakech.

Accor One Living supports the integration of  innovative lifestyle hospitality products into mixes-use developments anchore by its hotels and resorts, including private clubs, coworking and flexible office space solutions. Specializes expertise is requires to support each phase in the life cycle with tailored, 360 degree solutions to enrich the experiences of guests and stakeholders through the thoughtful sharing of amenities, facilities and infrastructure.

Conclusion: Lifestyle hotels

According to Savills International Development Consultancy, the brands residential sector has grown 150% over the past decade, with an expectation to exceed 1,100 projects by 2027, nearly doubling the current supply levels.

“Global demand for brands residences is driving by a number of societal and demographic trends,” adds Tisdall. “Growth drivers include a post-pandemic surge in demand for a second or even third home-away-from-home; the desire for seamless, turnkey recreational homes that can care for and even rents out while homeowners are away; and generational wealth transfer among high net worth and ultra-high net worth buyers who see real estate as an important element of their wealth management strategies and family legacies.”

Accor is a world leading hospitality group operating in 110 countries with 5 400 properties, 10 000 food & beverage venues, wellness facilities or flexible workspaces. The Group has one of the industry’s most diverse hospitality ecosystems, encompassing more than 40 hotel brands from luxury to economy, as well as lifestyle hotels with Ennismore.