Accor Set to Double Expansion in Japan with JHRA Partnership, Rebranding of Daiwa Resorts

Accor's growth in Japan is set to surge as the hospitality giant announces a strategic partnership with JHRA and Daiwa Resorts. This agreement aims to revamp and rebrand Daiwa Resorts' portfolio into Grand Mercure and Mercure hotels, adding 23 properties and over 6,000 rooms to Accor's holdings and enhancing local travel experiences throughout 2024.

According to Jean-Jacques Morin, Group Deputy CEO and CEO of Premium, Midscale & Economy Division at Accor, their ambitions are fueled by the recovery of Asia, as they aim to provide travelers with a broader range of hospitality experiences across the region. Over the past decade, Accor has transformed into an agile, asset-light company, increasing its hotel portfolio by 50% and tripling its brands.

Koji Mayanagi, President & CEO of Daiwa Resort Co Ltd, highlighted that 23 scenic hotels across Japan, from Hokkaido to Okinawa, will be rebranded as Grand Mercure and Mercure hotels. With this rebranding, Accor aims to offer customers various allures and create memorable travel experiences. Accor promises that guests will have a comfortable stay with activities that showcase local cuisine, attractions, and relaxing hot springs while emphasizing the unique characteristics of each hotel.

In addition to the portfolio expansion in Japan, Accor will introduce several flagship properties in the region in the coming years, highlighting the diversity of the Group's network in Asia Pacific.

Thailand and Indonesia have historically been strong areas for Accor, where the company will continue to pursue new development opportunities. Accor has identified significant markets for future growth in Vietnam, the Philippines, and Japan. The Group will actively explore conversion opportunities to enhance existing hotels and strengthen its brand presence.

Accor is renowned for its adaptability, smooth transitions, and wide range of brands, including Pullman, Novotel, ibis, ibis Styles, Mercure, Grand Mercure, Mövenpick, and the Handwritten Collection.

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