Thomas Dubaere, CEO of Accor - Americas, leads global records and delivers the largest hotel in the portfolio in Las Vegas

Right at the opening, Thomas Dubaere, CEO of Accor Americas – Premium, Midscale & Economy Division, marked a symbolic moment. “Today is my fifth anniversary here in this vibrant region, five years in Brazil,” he stated. The executive also revealed the renewal of his contract for another two years. “You can count on me and the support of my team. We will continue with all our passion to develop our brands, our hotels, our employees, and to provide the best experiences for our guests,” declared Dubaere.

Strategic plan moves forward with goals exceeded.

Even in the face of global political, geopolitical, and macroeconomic instability, Accor ended 2025 with results exceeding the targets set in the strategic plan presented in 2023.

“We achieved our results in 2023, 2024, and 2025. We are on track to achieve all our ambitions by 2027,” the CEO emphasized.

The tourism sector has confirmed its resilience. In 2019, the world recorded 1.4 billion international travelers. During the pandemic, this number dropped drastically. By 2025, it reached 1.6 billion — a historic record — with projections to reach between 1.7 and 1.8 billion in the coming years. “We are a blessed industry,” said Dubaere.

Accor closed 2025 with revenue of 5.6 billion euros, a growth of 4.5% compared to 2024. Global RevPAR advanced 4.2%, while recurring EBITDA reached 1.2 billion euros, a 13% increase in constant currency.

The group has more than 5,820 hotels, 880,000 rooms, a presence in more than 180 countries and more than 45 brands. The global pipeline reached a historic record, with 1,527 hotels and more than 257,000 rooms, equivalent to 27% of the current portfolio.

Americas register record growth

The Americas region was one of the main drivers of performance. The Premium, Midscale & Economy division showed 11.7% growth in RevPAR compared to 2024.

“It was a record year for RevPAR in the Americas,” Dubaere highlighted. For the first time since the pandemic, a significant portion of this growth came from increased occupancy, not just average daily rates.

In 2025, Accor opened 23 hotels in the region, totaling more than 5,200 rooms. Approximately 4,000 rooms were opened outside of Brazil, in markets such as Mexico, the United States, Argentina, and Puerto Rico, while approximately 1,000 rooms were added in the Brazilian market. This strategy reinforces its leading position in Brazil and accelerates its expansion in other countries on the continent.

Today, Accor Americas comprises 569 hotels, more than 107,000 rooms, a presence in 17 countries, and 31 brands.

Luxury and lifestyle gain momentum with iconic projects.

The Luxury & Lifestyle division has surpassed 114 hotels and 32,000 rooms in the Americas, distributed across 14 countries and 21 brands. Compared to five years ago, this growth is significant.

Among the highlights are the renovation of the Sofitel New York, the confirmation of the Sofitel Rio de Janeiro Ipanema — scheduled to open at the end of 2026 — and the launch of the Sel d'Ipanema Beach Club kiosk, which offers a preview of the hotel experience.

"It's going to be a fabulous hotel, with two or three restaurants, a rooftop bar, a swimming pool, and a view of Ipanema," the CEO stated.

Another flagship project is Faena São Paulo, scheduled for 2029, which will combine a hotel, residences, and a cultural center. The acquisition of the Royal Holiday Group portfolio added 17 hotels to the regional operation, including four Rixos brand units in Mexico, strengthening the high-end all-inclusive segment.

Las Vegas is home to the largest hotel in the global portfolio.

One of the moments most emphasized by Dubaere was the inauguration of Treasure Island – TI Las Vegas Hotel & Casino, Handwritten Collection, with 2,884 rooms, a venture that became part of Accor's portfolio and became the largest hotel in the chain worldwide.

“Our region opened the largest Accor hotel in the world,” the executive stated. The complex, a hotel-casino with over 2,850 rooms, was developed by the Americas team and symbolizes the region's execution capacity and operational strength within the global group.

According to Dubaere, the dedication of the teams was crucial to the project's success. "The resilience and dedication of all the teams showed that we were able to open this hotel," he stated.

Record pipeline and focus on franchises.

The Premium, Midscale & Economy division in the Americas ended the year with 455 hotels, 74,000 rooms, 14 countries and 10 brands. The regional pipeline exceeds 100 hotels, representing approximately 23% of the current portfolio.

“70% of our future hotels in the pipeline will be franchises,” explained Dubaere. The strategy aims to accelerate expansion, especially in the economy and midscale segments, while maintaining management contracts in strategic markets.

Loyalty and technology drive revenue.

The All Accor program has over 100 million members worldwide. In the Americas, there are 17 million, representing more than 10% of the global membership base. Currently, 40% of room nights booked in the region come from loyalty and subscription programs.

"40% of our bookings come from loyalty programs. We want to grow to 45%, 50%," the executive stated.

On the technology front, 100% of the managed hotels use the IDeaS system, described by Dubaere as the "Rolls-Royce of revenue management." The company also invests heavily in artificial intelligence to enhance the guest journey and optimize internal processes.

"AI is not a thing of tomorrow. It's a thing of today," he emphasized.

Operational efficiency and ESG targets exceeded.

The Astore platform generated savings of 4 million by 2025 for hotels in the region, contributing to improved margins. In the environmental field, the target for reducing water consumption was 3%, but the result reached 6.8%.

"For me, the economy is important, but working to reduce water consumption is even more so," said Dubaere.

The participation of women in leadership positions reached 31%, with a goal of reaching 40% in the coming years.

Consistent expansion until 2027

With three years of the strategic plan completed and goals surpassed, Accor is focusing its efforts on 2026 and 2027, accelerating development in the region and expanding partnerships in Brazil and strategic markets such as Mexico and the United States.

“Our business is always growing and never ends,” Dubaere concluded, reaffirming his confidence in the performance of the Americas and in his team's ability to execute.

Reporting by: Mary de Aquino.
Photo: Divulgação Accor.