Accor accelerates its expansion in the Americas and strengthens its presence in key markets

Marcus Simões, Vice President of Sales PM&E Americas at Accor, shared the company's main news and objectives, highlighting the strong pace of expansion, the focus on strategic markets and the sustained growth of the loyalty program.

What are Accor's objectives and expectations at WTM Latin America?
To ensure we're in contact with key players in the markets, not only in Brazil but throughout the region. We also want to discuss strategy and expectations for the year with clients and partners.

What's new at this year's event?
Accor continues its strong expansion. Last year, we opened 23 new properties, adding more than 5,000 rooms in the region. Ten of these were in Brazil. We also acquired the Park Royal chain's operations in Mexico, with 17 hotels across our divisions.
One of our most significant milestones was acquiring the Treasure Island franchise in Las Vegas, which is now Accor's largest property globally, with 2,884 rooms.
This year, we plan to open 11 new hotels in the region, several in Brazil and some in Argentina. We also launched a new brand, Tribe, with locations in Belo Horizonte and Medellín, focused on the mid-scale lifestyle segment.

What is your presence at the fair, and which markets are you representing?
We have representatives from all regions of Brazil, as well as teams from Argentina, Chile, Colombia, and Peru. This year, we are also expanding our presence at other fairs, such as Tianguis in Mexico, where we will have our own stand as a chain.

What is your strategy for participating in trade shows and events?
We plan from the end of each year where we want to maintain and expand our presence. This year we are strengthening our participation not only in trade shows, but also in our own events and roadshows in key markets, especially in Spanish-speaking countries.

Which markets are showing the most growth, and what are the challenges?
Brazil remains our main market, with 61% of the division's 450 hotels in the region.
As for challenges, Mexico is a strategic market where we are looking to expand. We currently have more than 40 hotels there, but we are still working on strengthening the brand's positioning.

How do you see the US market?
It's a very competitive market, but we have the ambition to grow strategically with properties in iconic destinations. One example is our hotel in Brickell, Miami, which offers a unique proposition.

What are your expectations in terms of occupancy and results for this year?
2025 was a very positive year. For 2026, we expect double-digit revenue growth. In Brazil, the first quarter was positive, and overall, the region maintains a year-over-year growth trend, in line with the budget.

Has the geopolitical situation impacted demand?
We haven't seen a negative impact. On the contrary, we continue to see positive performance. Latin America remains a safe and secure destination for travel.

What role does the loyalty program play in Accor's strategy?
It's key. Our ALL Signature program celebrated its third anniversary and has grown 70% year-over-year in both membership and revenue. Globally, we have surpassed 100 million members, with 17 million in the region, 50% of whom are in Brazil.
We continue to strengthen both the B2C and B2B channels, especially in the corporate segment.

Is this growth due to advertising strategies?
Undoubtedly, and we will continue to expand these efforts.