Accor is accelerating the expansion of four of its luxury brands across South-east Asia, where they operate 28 hotels, with 20 more already signed, representing approximately 3,750 rooms. The group is sharpening its brand positioning to capture demand for culturally rooted, experience-led stays.
Xavier Grange, global chief development officer for Sofitel, Emblems, MGallery and all luxury brands Europe-North Africa at Accor, said the regional pipeline sits within a global network of 256 hotels spanning Sofitel, Sofitel Legend, MGallery Collection and Emblems Collection.
“We have nearly 105 hotels in the pipeline worldwide across our four brands, including iconic projects in Vietnam, where we will double our footprint with three new hotel openings in 2027,” Grange said.
The Vietnam pipeline comprises six new MGallery Collection properties, four Sofitel hotels and two Emblems Collection projects. Recent signings include Sofitel Sapa Hotel & Residences and Sofitel Diamond Crown Hai Phong.
“Vietnam stands out as a leading growth market,” Grange said, adding that the company is “seeing significant momentum for our collection brands, driven by increasing demand for unique and immersive experiences”.
Sofitel continues to grow following its recent repositioning around a refined French identity, adding two properties in the Philippines and entering a new phase of development in Malaysia.
Thailand is also seeing strong development momentum, particularly for MGallery Collection, with three projects underway.
Two Phuket properties are scheduled to open this year: Navera Phuket, MGallery Collection, and Hotel Montazure Lakeside Phuket, MGallery Collection.
Recent openings under MGallery Collection include South Palms Resort and Spa Panglao in the Philippines and V Villas Maldives at Mirihi, alongside Hotel Sosei Sapporo in Japan. The signings of Madarao Kogen Hotel and Lime Resort Myoko have since extended the pipeline.
Emblems Collection, launched in November 2025 with Lucknam Park Hotel & Spa in the UK, has 15 projects signed globally and expects to reach seven operating hotels by 2027, including developments in the Philippines and Thailand.
“This momentum marks just the beginning of our next phase of growth, with upcoming flagship signings ahead. Our ambition is clear: to lead a new era of committed, elegant hospitality in the region,” Grange concluded.
