Accor Wants to Push Economy Hotels in Middle East: 'Mass-Market is Not a Rude Word'

Accor CEO Sébastien Bazin has increasingly focused on expanding the group's luxury brands to compete at the top tier. However, the reality remains that for every luxury hotel in Accor’s network, there are 10 non-luxury properties. The group operates around 550 luxury and lifestyle hotels compared to over 5,000 in the premium, midscale, and economy segments.

These non-luxury brands—from Pullman to Ibis and Novotel—are currently experiencing promising growth in the Middle East, a region traditionally associated with luxury.

With Saudi Arabia targeting 150 million tourists by 2030, the UAE aiming for 40 million guests by 2031, and Dubai’s new airport projected to handle 230 million passengers, the region is shifting toward mass-market tourism.

Accor’s regional chief operating officer, Paul Ste