Accor is clearly changing pace in its domestic market. According to the trade press, the group opened nearly 40 new hotels in France in the first half of 2026, compared to around 20 during the same period in 2025. Behind this volume, the real issue isn't just growth. It's the mechanism driving it: the conversion of existing hotels, which has become one of the most effective levers for accelerating development without waiting for the lead times of new construction.
For tourism professionals, this sequence deserves close attention. It demonstrates how Accor is expanding its network, strengthening its visibility across multiple segments, and more quickly acquiring existing assets. At the French market level, the message is clear: the group is not on the defensive. It is in a phase of expansion.
Summary
Accor relies on conversion to move faster
Katell Bourgeois, VP of Development for France and Benelux for Accor's premium, mid-range, and economy brands, attributes this momentum to regular signings and the success of the conversion strategy. In other words, the group isn't solely focused on new construction. It's also integrating existing hotels by bringing them a brand, stronger distribution, and a more targeted market positioning.
This approach is increasingly appealing to owners who want to join a large network while retaining part of their establishment's identity. This is precisely what explains the growing visibility of brands like Mercure, Handwritten Collection , and greet among the openings this semester.
The ibis family remains the driving force of volume
While conversion-focused brands are attracting attention, the cornerstone of development remains the ibis. According to figures published for the first half of the year, more than 20 new ibis, ibis Styles, and ibis budget hotels opened. This foundation allows Accor to consolidate its national network and strengthen its presence in markets where brand recognition remains a powerful selling point.
For travel agencies, corporate buyers and business travelers, this densification of the network means a more legible, more homogeneous offer and often better located in city centers, near train stations or on strategic routes.
Mercury, Handwritten, and greet serve the conversion strategy
Accor is leveraging several complementary brands to accelerate its growth. Mercure remains a reassuring brand for quickly repositioning urban or regional assets. greet is more suited to a cost-effective approach, offering flexibility and rapid deployment. As for Handwritten Collection, it plays an increasingly important role in the soft brand segment.
Launched in 2023, Handwritten Collection reached the milestone of 50 hotels open worldwide in June 2026, with more than 50 additional properties in development. This brand allows Accor to attract independent hoteliers who want to join a large group without completely losing the unique character of their establishment.
In France, this strategy translates into acquisitions such as the Château de Mazan, the Grand Hôtel l'Ermitage in Font-Romeu , and the You Hotel de France in Valence. These are very different products, but they all follow the same logic: quickly bringing existing assets back to market with a clearer promise and immediate access to Accor's distribution network.
The group combines volume, premiumization, and business applications
The trend observed in France is not solely based on expansion. Accor is also working on upgrading certain assets. The former Novotel on the Île d'Oléron, for example, has been redesigned to become the Bel Hôtel Oléron Thalasso & Spa – MGallery Collection. This evolution demonstrates that the group is not only seeking to open more hotels, but also to better leverage certain locations with strong leisure potential.
At the same time, several new hotels are opening that directly cater to the needs of business travel. The Mercure Paris Boulogne – Pont de Saint Cloud offers 75 rooms, a lounge bar with a terrace, and modular seminar rooms. The Mercure Quimper Kerlic highlights its 67 rooms, meeting rooms, and workspaces. In Valence and Font-Romeu, the new Handwritten Collection hotels are also targeting business travelers with meeting rooms and coworking spaces.
Why this sequence is impacting the entire market
The issue isn't just the number of openings. The issue is the speed at which Accor is able to rebrand existing properties with a new brand, new distribution channels, and improved commercial visibility.
For competitors, the pressure is mounting. For independent owners, conversion is increasingly appearing as a credible alternative to standalone operation. For distributors, the offering is becoming more comprehensive and easier to sell. And for corporate buyers, this acceleration reinforces the idea that Accor is continuing to structure its French network as a leading platform.
Finally, it's important to remember that Accor has not yet published its 2026 half-year results, which are expected on July 30, 2026.At this stage, the available information therefore relates to hotel development and not to a consolidated financial statement. But even without these results, one thing is already clear: in its domestic market, Accor is accelerating its growth faster than many other players in the sector.
The signal sent to the sector is very clear
This wave of openings shouldn't be seen as mere corporate news. It demonstrates that in France, the hotel battle is increasingly fought on conversion rates, speed of integration, and distribution power. In this area, Accor has a significant head start that the entire sector is now watching very closely.
Sources
- https://www.voyages-d-affaires.com/accor-dynamique-developpement-france
- https://press.accor.com/?p=64799
- https://group.accor.com/en/news-stories/handwritten-collection-50-hotels
- https://group.accor.com/en/finance
- https://www.voyages-d-affaires.com/en/handwritten-collection-openings-france
- https://www.lhotellerie-restauration.fr/actualite/vingt-hotels-ouverts-en-france-par-accor-au-premier-semestre
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