AccorHotels is to launch a joint venture management company with luxury resort group Rixos Hotels.
The new partnership will enable the French global hotel company to extend its reach within the resort segment.
Five of the city centre hotels within the 20-strong Rixos portfolio will be reflagged under AccorHotels brands and will be managed by AccorHotels.
The other 15 resort hotels in Turkey, Untied Arab Emirates, Egypt, Russia and Croatia will be integrated within the AccorHotels network.
Fettah Tamince, founder and chairman of Rixos, which was founded in 2000, said the collaboration with AccorHotels will speed up the global expansion of the brand.
“Combined with our partner’s strong brand portfolio, reservation and sales network, supported by a wide range of digital marketing activities, Rixos will expand its current geographic footprint and customer base.
“It is also a great opportunity for our customers to benefit from our participation in Le Club AccorHotels, which is recognised as one of the most powerful loyalty programmes in the industry with over 100 million members.”
Sébastien Bazin, chief executive and chairman of AccorHotels, added that the new partnership will create many benefits for the company: “It enables us to become a leading resort operator in a growing market and to complement our offer with attractive leisure destinations to our guests and loyalty members,” he said.
“Moreover, we are going a step further in our ambition to be the best provider of multi-nature services to guests by operating hotels in major entertainment complexes, which offers new opportunities both in terms of customer experience and of development strategy.”
The Rixos deal is the first major deal to be signed by AccorHotels this year, following a busy 2016. As well as expanding within the traditional hotel space through its acquisition of FRHI Holdings, the parent company of 155 hotels across the Fairmont, Raffles and Swissôtel brands, and a 5% share of Singapore-based luxury hotel brand Banyan Tree, it also bought luxury home share business Onefinestay for £117m, and acquired 80% of global concierge company John Paul for £115m.
AccorHotels has also announced plans to launch Jo&Joe, a new economy brand to appeal to millennials. Fifty sites are expected to open in cities worldwide, including London, Paris and Rio de Janeiro.
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