Editing Accor (section)

== History ==
[[File:Sequana Accorhotels.jpg|thumb|[[Tour Sequana]], the headquarters of Accor in [[Issy-les-Moulineaux]]]]
=== From Novotel to Accor ===
In 1967, [[Paul Dubrule]] and [[Gérard Pélisson]] founded the hospitality group Société d'investissement et d'exploitation hôteliers (SIEH) and opened the first [[Novotel]] hotel outside [[Lille]] in northern France.<ref name="berghahn 978184545911">{{cite book|title=Europe at the Seaside: The Economic History of Mass Tourism in the Mediterranean|publisher=Berghahn Books|date=1 April 2009|author1=Luciano Segreto|author2=Carles Manera|author3=Manfred Pohl|isbn=9781845459116}}</ref><ref>{{cite web|url=http://www.cd-hotel.ch/cgi-bin/hotelchains.pl?language=1&mode=2&hotel_id=|title=Hotel chains|website=Cd-hotel.ch|access-date=8 September 2019}}</ref>

In 1974, the first [[Ibis (hotel)|Ibis]] hotel was launched in [[Bordeaux]], France. Ibis was then considered a light version of Novotel.<ref>{{cite web|url= https://hospitality-on.com/en/contacts/gerard-pelisson|title=Gérard Pélisson|website=Hospitality-on.com|access-date=9 September 2019}}</ref> In 1975, Novotel-SIEH acquired the restaurant brand Courtepaille and the [[Mercure (hotel)|Mercure]] hotels. In 1980, Novotel-SIEH acquired the [[Sofitel]] hotels (43 hotels).<ref>{{cite web|url=http://www.britishtravelandhospitalityhalloffame.com/travelhalloffame2015/speaker/8003|archive-url=https://archive.today/20150926180628/http://www.britishtravelandhospitalityhalloffame.com/travelhalloffame2015/speaker/8003|url-status=dead|archive-date=26 September 2015|title=Hall of Fame Member|website=Britishtravelandhospitalityhalloffame.com|access-date=9 September 2019}}</ref> In 1981, Novotel-SIEH entered the Asian market with the opening of a Novotel in [[Singapore]].<ref>{{cite web|url=https://www.hotel-online.com/archive/archive-51019|title=Accor will manage Apollo Hotel Singapore|website=Hotel-online.com|date=1 October 1999|access-date=9 September 2019}}</ref>

===1983: Birth of Accor===
In 1983, Novotel-SIEH acquired and merged with the group Jacques Borel International to create the Accor group, which was introduced to the Paris stock exchange the same year.<ref name="berghahn 978184545911" /> Accor is based on the word "Accord" meaning "agreement" in French.<ref name="nytimes 1990/07/24">{{cite news |url=https://www.nytimes.com/1990/07/24/business/accor-is-gambling-on-us-motels.html|title=Accor is gambling on U.S. motels |website=The New York Times|author=Jacques Neher | date=24 July 1990}}</ref>

In 1984, Accor bought the Quiberon [[thalassotherapy]] center, which became the first of the Thalasso Sea & Spa brand,<ref>{{cite web | url=https://group.accor.com/en/group/who-we-are/our-history | title=Our history | website=Accor.com}}</ref> and acquired the fine catering company [[Alain Lenotre|Lenôtre]] the following year.<ref>{{cite web|url=https://www.france24.com/en/20090108-french-gourmet-pastry-chef-gaston-lenotre-dies-aged-88-|title=French gourmet pastry chef Gaston Lenôtre dies, aged 88|website=France24.com|date=1 August 2009|access-date=9 September 2019}}</ref> In 1985, the firm launched [[Hotel Formule 1|Formule 1]], a brand of low-cost hotels. The buildings themselves were modular blocks manufactured in factories and assembled onsite to minimise costs.<ref>{{cite web|url=http://www.nuffieldinternational.org/csc-conferences/2017/introduction/FYI-Value-Innovation-The-Strategic-Logic-of-High-Growth.pdf|title=Value innovation: The strategic logic of high growth|website=Nuffieldinternational.org|date=1996|author1=Chan Kim|author2=Renée Mauborgne|access-date=9 September 2019}}</ref>

In 1990, the firm acquired the economy lodging company [[Motel 6]] (536 motels in the United States).<ref name="nytimes 1990/07/24"/> In 1991, it acquired the [[Compagnie Internationale des Wagons-Lits]], which owned [[Pullman Hotels and Resorts]], Altea, and [[Europcar]].<ref>{{cite web|url=https://www.lexpress.fr/informations/accor-une-etoile-palit_600795.html|title=Accor: une étoile pâlit|website=Lexpress.fr|author=Delanglade Sabine|language=fr| date=24 November 1994}}</ref> Accor also launched another economy hotel,  Etap Hotel.<ref name="lesechos 441007">{{cite web|url=https://www.lesechos.fr/2010/06/saga-accor-un-geant-ne-en-1967-441007|title=SAGA Accor, un géant né en 1967|website=Lesechos.fr| first=Florence | last=Renard-Gourdon|language=fr|date=29 June 2010}}</ref> In 1994, it merged the Compagnie Internationale des Wagons-Lits with Carlson Travel Network to create Carlson Wagonlit Travel (now [[CWT (company)|CWT]]).<ref>{{cite news | url=https://www.travelweekly.com/Travel-News/Corporate-Travel/Carlson-to-take-full-ownership-of-Carlson-Wagonlit-Travel | title=Carlson to take full ownership of Carlson Wagonlit Travel | first=Danny | last=King | work=Travel Weekly | date=23 June 2014}}</ref><ref>{{cite press release | url=https://www.businesswire.com/news/home/20140622005056/en/Carlson-Announces-Full-Ownership-Carlson-Wagonlit-Travel | title=Carlson Announces It Will Take Full Ownership of Carlson Wagonlit Travel | publisher=[[Business Wire]] | date=22 June 2014}}</ref>

=== "Asset-light" realignment ===

In the mid-90s, Accor shifted its interest towards  luxury and premium brands, and moved towards an asset-light model to focus  on brand and product management, rather than property management. Economy and midscale brands remained the group's cash cow and enabled it to invest in less profitable but strategic upscale and luxury brands.<ref>{{cite web|url=https://www.hospitalitynet.org/news/4000575.html|title=French Accor Announces 1995 Results|website=Hospitalitynet.org|date=25 April 1996|access-date=8 September 2019}}</ref>

In 1997, the firm acquired the casino company SPIC, which became Accor Casino.<ref name="lesechos 441007"/> In 1999, it acquired the US-based economy lodging company [[Red Roof Inn]] (322 hotels), and announced the creation of Accor Economy Lodging to bring Motel 6 and Red Roof Inn under one roof.<ref>{{cite web|url=https://www.marketwatch.com/story/accor-to-acquire-red-roof-inns-199971214400|title=Accor to acquire Red Roof Inns|website=Marketwatch.com|date=12 July 1999|access-date=8 September 2019}}</ref> Along with [[Colony Capital]], it acquired the hotel brands Libertel and Demeure (40 properties in Europe).<ref>{{cite web|url=http://ec.europa.eu/competition/mergers/cases/decisions/m1596_en.pdf|title=Regultation n4064/89|website=Europa.eu|date=8 September 1999|access-date=9 September 2019}}</ref> Accor settled in the United Kingdom with the opening of a Sofitel in the previous Cox & Co bank in Central [[London]].<ref>{{cite web|url=https://www.independent.co.uk/news/business/bank-to-be-turned-into-luxury-hotel-1115402.html |archive-url=https://web.archive.org/web/20190503064550/https://www.independent.co.uk/news/business/bank-to-be-turned-into-luxury-hotel-1115402.html |archive-date=2019-05-03 |url-access=limited |url-status=live|title=Bank to be turned into luxury hotel|website=Independent.co.uk|date=26 August 1999|author=Lucy Baker|access-date=9 September 2019}}</ref>

Accor launched the 3-star hotel brand SuiteHotel in 1999.<ref>[https://www.hosteltur.com/01446_accor-lanza-marca-suitehotel-mercado-europeo-intencion-cubrir-demanda-sector-negocios.html Accor lanza la marca "Suitehotel" para el mercado europeo]</ref> In 2000, Accor took full control of Century International Hotels and Zenith Hotels International in Asia, bringing its number of hotels to 200 in the Asia-Pacific zone.<ref>{{cite web|url=https://eco.mdp.edu.ar/cendocu/repositorio/00033.pdf|title=Las adquisiciones y fusiones en las cadenas de hoteleras|website=Mdp.edu.ar|language=es|access-date=9 September 2019}}</ref> The Sofitel Philadelphia (former [[Philadelphia Stock Exchange]] Building) was inaugurated, the first Sofitel to open in the US in a decade.<ref>{{cite web|url=https://www.hospitalitynet.org/news/4004861.html|title=New Sofitel Philadelphia Makes Its Debut - first new Sofitel developed by Accor in North America in more than 10 years|website=Hospitalitynet.org|date=1 May 2000|access-date=9 September 2019}}</ref> Accor bought 20% of the Polish hotel company Orbis.<ref>{{cite web|url=https://www.thecaterer.com/articles/28382/accor-expands-in-poland|title=Accor expands in Poland|website=Thecaterer.com|date=28 July 2000|access-date=9 September 2019}}</ref> In 2002, Accor settled in Mexico.<ref>{{cite web|url=https://expansion.mx/negocios/2007/11/09/el-aliado-frances|title=Accor, el aliado francés de México|website=Expansion.mx|date=9 November 2007|language=es|access-date=9 September 2019}}</ref> In 2004, Accor bought a 28.9% stake in the French all-inclusive holidays' company [[Club Méditerranée]].<ref name="Clark">{{cite web|url=https://www.nytimes.com/2004/06/12/business/worldbusiness/deal-keeps-struggling-company-under-french-management.html|title=Deal keeps struggling company under French management : Accor buys stake in Club Med|website=The New York Times|author=Nicola Clark|date=12 June 2004|access-date=9 September 2019}}</ref>

In 2005, [[Gilles Pélisson]], nephew of Accor's co-founder [[Gérard Pélisson]], became chairman and CEO.<ref name="economist 2010/11/11">{{cite web|url=https://www.economist.com/business/2010/11/11/asset-light-or-asset-right|title=Asset-light or asset-right?|website=Economist.com|date=11 November 2010|access-date=8 September 2019}}</ref>  The investment firm [[Colony Capital]] invested 1 billion euros in Accor.<ref>{{Cite news|date=2005-03-09|title=Colony Capital invests ?1bn in Accor|work=Financial Times|url=https://www.ft.com/content/941f8882-907b-11d9-b009-00000e2511c8|access-date=2022-01-31}}</ref> The firm sold its shares of Club Med in 2006<ref>{{cite web|url=https://www.wsj.com/articles/SB114990324468176888|title=Accor to Sell Most of Club Med Stake As Part of Revamp|website=Wsj.com|date=10 June 2006|author1=Anita Likus|author2=Brian Lagrotteria|access-date=9 September 2019}}</ref> and Red Roof Inn in 2007.<ref>{{cite web|url=https://www.reuters.com/article/accor-redroof/update-1-accor-sells-red-roof-inn-unit-for-1-32-bln-idUSN2332959820070423|title=UPDATE 1-Accor sells Red Roof Inn unit for $1.32 bln|website=Reuters.com|date=23 April 2007|access-date=9 September 2019}}</ref>

=== New multi-brand strategy ===
In 2007, Accor launched the serviced-apartments brand [[Adagio (hotel)|Adagio]] in a 50/50 venture with [[Pierre & Vacances]],<ref name="hotelnewsnow 24253">{{cite web|url=http://www.hotelnewsnow.com/Articles/24253/Mama-Shelter-deal-new-territory-for-Accor|title=Mama Shelter deal new territory for Accor|website=Hotelnewsnow.com|date=30 October 2014|access-date=8 September 2019}}</ref> relaunched [[Pullman Hotels and Resorts|Pullman]] as a premium hotel brand,<ref>{{cite web|url=https://www.businesstraveller.com/news/2007/12/12/accor-launches-pullman-brand/|title=Accor launches Pullman brand|website=Businesstraveller.com|date=12 December 2007|author=Mark Caswell|access-date=9 September 2019}}</ref> and the Australian All Seasons as a global midscale hotel brand. In 2008, it launched the [[MGallery]] collection of upscale "personality" hotels.<ref>{{cite web|url=https://www.businesstraveller.com/accommodation/2011/03/16/accors-mgallery-brand-to-make-uk-debut/|title=Accor's MGallery brand to make UK debut|website=Businesstraveller.com|date=16 March 2011|access-date=9 September 2019}}</ref>

In November 2010, Gilles Pélisson was replaced by [[Denis Hennequin]] as the head of Accor.<ref name="economist 2010/11/11"/> Accor split its hotel activities from its voucher activities, Accor Services (which became [[Edenred]] and was listed on the stock exchange).<ref>{{cite web|url=http://www.breakingtravelnews.com/news/article/accor-demerger-approved-by-shareholders/|title=Accor demerger approved by shareholders|website=Breakingtravelnews.com|date=30 June 2010|access-date=9 September 2019}}</ref> Suitehotel was merged with Novotel.<ref>{{Cite web|date=2010-05-20|title=SuiteNovotel : Accor fusionne Suitehotel et Novotel|url=https://www.tourmag.com/SuiteNovotel-Accor-fusionne-Suitehotel-et-Novotel_a38744.html|access-date=2022-01-31|website=TourMaG.com, le média spécialiste du tourisme francophone|language=fr}}</ref>

In 2011, Accor revamped the Ibis brand by creating [[ibis Styles]] (formerly All Seasons) and [[ibis budget|ibis ''budget'']] (formerly Etap Hotel).<ref>{{cite web|url=https://www.businesstraveller.com/accommodation/2012/06/22/ibis-accelerates-megabrand-revamp/|title=Ibis accelerates 'megabrand' revamp|website=Businesstraveller.com|date=22 June 2012|author=Scott Carey|access-date=8 September 2019}}</ref> The group sold the fine catering group Lenôtre,<ref>{{cite web|url=https://www.reuters.com/article/accor/sodexo-seen-buying-lenotre-unit-from-accor-report-idUSLDE76K1GW20110721|title=Sodexo seen buying Lenotre unit from Accor -report|website=Reuters.com|date=21 July 2011|access-date=8 September 2019}}</ref> and the [[Compagnie Internationale des Wagons-Lits]]. In 2012, the group launched the regional premium brand Grand Mercure in China (MeiJue),<ref>{{cite web|url=https://www.hospitalitynet.org/news/4059759.html|title=Accor claims its strong ambition for the luxury/upscale segment and targets a network of 400 hotels by 2015|website=Hospitalitynet.org|date=7 March 2013|access-date=8 September 2019}}</ref> and sold [[Motel 6]].<ref>{{cite web|url=https://www.reuters.com/article/uk-accor-m6/accor-to-sell-motel-6-to-blackstone-for-1-9-bln-idUSLNE84L01520120522|title=Accor to sell Motel 6 to Blackstone for $1.9 bln|website=Reuters.com|date=22 May 2012|access-date=8 September 2019}}</ref> In 2013, Accor redefined its group business model on two core competencies: hotel operator and brand franchisor (HotelServices), and hotel owner and investor (HotelInvest).<ref>{{cite web|url=https://www.traveldailymedia.com/accor-splits-business-into-two/|title=Accor splits business into two|website=Traveldailymedia.com|date=28 November 2013|author=Mark Elliott|access-date=9 September 2019}}</ref> The group acquired the premier apartment hotel brand The Sebel.<ref>{{cite web|url=https://www.hotelmanagement.com.au/2013/09/13/accor-grows-sebel-brand/|title=Accor grows Sebel brand|website=Hotelmanagement.com.au|date=13 September 2013|access-date=9 September 2019}}</ref>

In August 2013, [[Sébastien Bazin]] became chairman and CEO of Accor.<ref name=":0">{{cite web|url=https://www.reuters.com/article/accor-ceo/update-3-accor-chooses-bazin-to-drive-asset-light-hotels-strategy-idUSL6N0GS0II20130827|title=UPDATE 3-Accor chooses Bazin to drive asset-light hotels strategy|website=Reuters.com|date=27 August 2013|access-date=8 September 2019}}</ref> He introduced a new economic model around two poles: HotelServices, which operates and franchises hotels, and HotelInvest, which owns hotels and leads investments.<ref>{{in lang|fr}} Jean-Bernard Litzler, [https://bourse.lefigaro.fr/indices-actions/actu-conseils/sebastien-bazin-divise-accor-en-deux-pour-mieux-le-reveiller-540532 Sébastien Bazin divise Accor en deux pour mieux le réveiller], ''Lefigaro.fr'', 27 November 2013</ref>

In 2014, Accor bought a 35% share in Mama Shelter (5 hotels) whose chief designer is [[Philippe Starck]],<ref name="hotelnewsnow 24253"/> and  signed a strategic alliance with the China Lodging Group ([[Huazhu Hotels Group]] - 1900 hotels) to develop its hotel brands in China.<ref>{{cite web|url=https://www.ft.com/content/a165f9bc-83c9-11e4-9a9a-00144feabdc0|title=Accor signs deal for China expansion|website=Financial Times|date=14 December 2014|access-date=8 September 2019}}</ref>

=== Lifestyle hospitality ===

In June 2015, Accor changed its name to AccorHotels and announced a new digital strategy to federate its brands.<ref>{{cite web|url=https://www.reuters.com/article/us-accor-digital/accor-steps-up-digital-push-and-changes-name-idUSKBN0OJ0CW20150603|title=Accor steps up digital push and changes name|website=Reuters.com|date=2 June 2015|access-date=8 September 2019}}</ref>

The firm acquired [[FRHI Hotels & Resorts]] in 2015, owner of the [[Fairmont Hotels and Resorts|Fairmont]], [[Raffles Hotels & Resorts|Raffles]], and [[Swissôtel]] luxury hotels.<ref>{{cite web|url=https://skift.com/2015/12/09/accor-buys-fairmont-raffles-and-swissotel-brands-for-2-9-billion/|title=Accor Buys Fairmont, Raffles and Swissotel Brands for $2.9 Billion|website=Skift.com|author=Jason Clampet|date=9 December 2015 |access-date=9 September 2019}}</ref> In 2016, AccorHotels acquired the concierge and loyalty service John Paul,<ref>{{cite web|url=https://skift.com/2016/11/17/accorhotels-acquires-majority-stake-in-concierge-and-loyalty-provider-john-paul/|title=AccorHotels Acquires Majority Stake in Concierge and Loyalty Provider John Paul|website=Skift.com|date=17 November 2016|author=Dan Peltier|access-date=9 September 2019}}</ref> the London-based short-term vacation rental company [[onefinestay]],<ref>{{cite web|url=https://www.nytimes.com/2016/04/05/business/dealbook/accorhotels-of-france-buys-onefinestay-for-169-million.html|title=AccorHotels of France Buys Onefinestay for $169 Million|website=The New York Times|date=5 April 2016|author=Mark Scott|access-date=9 September 2019}}</ref> 30% of the German 25hours Hotels, and 30% of the Miami-based accommodations provider Oasis.<ref>{{cite web|url=https://skift.com/2016/11/07/accorhotels-invests-in-boutique-brand-25hours-hotels/|title=AccorHotels Invests in Boutique Brand 25hours Hotels|website=Skift.com|date=7 November 2016|author=Deanna Ting|access-date=9 September 2019}}</ref> The firm also launched [[Jo&Joe]] in 2016, a new hotel brand aimed at millennials,<ref>{{cite web|url=https://www.bighospitality.co.uk/Article/2016/09/27/AccorHotels-launches-Jo-Joe-brand-to-appeal-to-Millennials|title=AccorHotels launches Jo&Joe brand to appeal to Millennials|website=Bighospitality.co.uk|date=27 September 2016|author=Hannah Thompson|access-date=9 September 2019}}</ref> and signed a strategic alliance with Singapore's [[Banyan Tree Holdings|Banyan Tree]].<ref>{{cite web|url=https://www.reuters.com/article/us-accorhotels-banyantree/accorhotels-strengthens-luxury-hotels-portfolio-with-banyan-tree-deal-idUSKBN13X124|title=AccorHotels strengthens luxury hotels portfolio with Banyan Tree deal|website=Reuters.com|date=8 December 2016|access-date=9 September 2019}}</ref> HotelInvest was spun off.<ref>{{cite web|url=https://www.hotelmanagement.net/own/accorhotels-to-spin-off-hotelinvest-unit|title=AccorHotels to spin off HotelInvest unit|website=Hotelmanagement.net|date=14 July 2016|access-date=9 September 2019}}</ref> 

In 2017, AccorHotels acquired the B2B hotel service provider Gekko,<ref>{{cite web|url=https://skift.com/2017/10/03/accorhotels-makes-acquisition-to-deliver-other-hotel-brands-to-travel-agencies/|title=AccorHotels Makes Acquisition to Deliver Other Hotel Brands to Travel Agencies|website=Skift.com|date=3 October 2017|author=Sean O'Neill|access-date=8 September 2019}}</ref> the private sales website for hotel deals VeryChic,<ref>{{cite news | url=https://www.phocuswire.com/AccorHotels-moves-into-private-sales-with-acquisition-of-VeryChic | title=AccorHotels moves into private sales with acquisition of VeryChic | first=Linda | last=Fox | work=Phocuswire | date=4 April 2017}}</ref> and merged Squarebreak and Travel Keys into onefinestay,<ref>{{cite web|url=https://www.hotelmanagement.net/own/accorhotels-combines-travel-keys-squarebreak-and-onefinestay-under-one-brand|title=AccorHotels combines Travel Keys, Squarebreak and Onefinestay under one brand|website=Hotelmanagement.net|date=26 July 2017|author=Jena Tesse Fox|access-date=9 September 2019}}</ref> and launched the MoodMatch app on its website through a partnership with Travelsify.<ref>{{cite web|url=https://skift.com/2017/04/04/accorhotels-was-in-the-mood-for-another-acquisition-and-to-personalize-hotel-booking/|title=AccorHotels Was in the Mood for Another Acquisition and to Personalize Hotel Booking|website=Skift.com|date=4 April 2017|access-date=9 September 2019}}</ref> On the same year, AccorHotels also acquired 50% of the Orient Express brand in a move to relaunch it as a luxury hotel brand.<ref name=":3">{{cite web|url=https://skift.com/2017/10/04/accorhotels-buys-into-orient-express-to-launch-new-luxury-brand/|title=AccorHotels Buys into Orient Express to Remake an Iconic Brand|website=Skift.com|date=4 October 2017|author=Patrick Whyte|access-date=9 September 2019}}</ref> the group announced its strategic intention (dubbed Accor Local) to broaden its marketing to locals, instead of targeting only visitors and travelers.<ref>{{cite web|url=https://skift.com/2017/02/23/accor-ceo-we-want-to-transform-the-way-you-use-hotels/|title=Accor CEO: We Want to Transform the Way Everyone Uses Hotels|website=Skift.com|date=23 February 2017|author=Deanna Ting|access-date=8 September 2019}}</ref> It also diversified its portfolio of assets with the acquisition of the fine catering company Potel & Chabot,<ref>{{cite web|url=https://www.c-mw.net/accorhotels-comes-acquisition-table-potel-chabot/|title=AccorHotels comes to the acquisition table for Potel & Chabot|website=C-mw.net|date=28 March 2017|author=Paul Colston|access-date=9 September 2019}}</ref> and the event and entertainment organization company Noctis (renamed Paris Society).<ref>{{cite web|url=https://www.reuters.com/article/press-release-accorhotels-in-talks-about-idUSFWN1IH13X|title=Accorhotels in talks about buying minority stake in Noctis|website=Reuters.com|date=15 May 2017|access-date=9 September 2019}}</ref> 

In 2018, AccorHotels sold 55% of HotelInvest for €4.4 billion and renaming it AccorInvest<ref>{{cite web|url=https://www.travelweekly.com/Travel-News/Hotel-News/Accor-selling-majority-stake-in-real-estate-business|title=Accor selling majority stake in real estate business|website=Travelweekly.com|date=27 February 2018|author=Danny King|access-date=8 September 2019}}</ref> and launched a tender offer to take full control of Orbis.<ref>{{cite web|url=https://emerging-europe.com/business/accor-to-buy-orbis-cees-largest-hotel-operator/|title=Accor to buy Orbis, CEE's largest hotel operator|website=Emerging-europe.com|date=27 November 2018|author=Shakhil Shah|access-date=9 September 2019}}</ref> It acquired the Mantra Group (134 hotels under the brands Mantra, Peppers, Breakfree, Art Series),<ref>{{cite web|url=https://www.smh.com.au/business/companies/accorhotels-expands-footprint-with-1-2b-mantra-deal-20180530-p4zidb.html|title=AccorHotels expands footprint with $1.2b Mantra deal|website=Sydney Morning Herald|date=31 May 2018|author=Carolyn Cummins|access-date=9 September 2019}}</ref> the [[Mövenpick Hotels & Resorts]] (84 hotels in 27 countries),<ref>{{cite web|url=https://www.businesstimes.com.sg/real-estate/accorhotels-agrees-to-buy-movenpick-hotels-for-560m-swiss-francs|title=AccorHotels agrees to buy Movenpick Hotels for 560m Swiss francs|website=Businesstimes.com.sg|date=30 April 2018|access-date=9 September 2019}}</ref> and the restaurant reservation and table management company ResDiary.<ref>{{cite web|url=https://www.hospitalitynet.org/news/4087846.html|title=AccorHotels acquires ResDiary, a leading platform for restaurant reservation & table management|website=Hospitalitynet.org|date=10 April 2018|access-date=9 September 2019}}</ref> AccorHotels partnered with [[Katara Hospitality]] to set up a $1-billion [[Africa]]-focused investment fund.<ref>{{cite web|url=https://www.reuters.com/article/accor-africa/accor-and-katara-hospitality-set-up-1-bln-africa-focused-investment-fund-idUSFWN1UJ02V|title=Accor and Katara Hospitality set up $1 bln Africa-focused investment fund|website=Reuters.com|date=22 July 2018|access-date=8 September 2019}}</ref> China Lodging Group bought 4.5% of AccorHotels.<ref>[https://www.chinatravelnews.com/article/122118 China Lodging buys 4.5% stake in AccorHotels, RevPAR up by 13.7% in Q1], ''Chinatravelnews.com'', 22 May 2018</ref>

In 2019, the 21c Museum Hotels that acquired in the previous year were added to the [[MGallery]] collection.<ref>{{cite web|url=https://www.hotelmanagement.net/own/uniting-brands-accor-brings-mgallery-to-north-america|title=Uniting brands, Accor brings MGallery to North America|website=Hotelmanagement.net|date=19 March 2019|author=Jena Tesse Fox|access-date=9 September 2019}}</ref> Its digital marketing companies for hotels (Availpro, Fastbooking) were merged into D-Edge Hospitality Solutions.<ref>{{cite web|url=https://insights.ehotelier.com/suppliers/2019/03/07/d-edge-hospitality-solutions-the-marriage-of-technology-marketing/|title=D-EDGE Hospitality Solutions: The Marriage of Technology & Marketing|website=Ehotelier.com|date=7 March 2019|access-date=9 September 2019}}</ref> The group took full control of Orbis (Its subsidiary AccorInvest acquired 98.6% shares of Orbis).<ref>{{cite web|url=https://www.hotelmanagement.net/transactions/accorhotels-updates-orbis-acquisition-plans|title=AccorHotels updates Orbis acquisition plans|website=Hotelmanagement.net|date=21 January 2019|author=Jena tesse Fox|access-date=9 September 2019}}</ref> Accor launched the new midscale hotel brand Tribe (born under the Mantra Group Management).<ref>{{cite web|url=https://www.hotelmanagement.net/development/accor-announces-new-lifestyle-brand-tribe|title=Accor announces new lifestyle brand Tribe|website=Hotelmanagement.net|date=4 May 2019|author=Jena Tesse Fox|access-date=8 September 2019}}</ref> After buying 50% of the [[SBE Entertainment Group]] (owner of [[Mondrian Hotel]]s) in October 2018, Accor and SBE jointly launched the luxury hotel brand The House of Originals,<ref>{{cite web|url=https://www.businesstraveller.com/business-travel/2019/03/06/accor-and-sbe-launch-luxury-hotel-brand-house-of-originals/|title=Accor and SBE launch luxury hotel brand House of Originals|website=Businesstraveller.com|date=6 March 2019|author=Jenni Reid|access-date=8 September 2019}}</ref> and the premium hotel brand Hyde in [[Australia]].<ref>{{cite web|url=https://www.businesstraveller.com/business-travel/2019/03/26/accor-and-sbe-to-introduce-hyde-brand-in-australia/|title=Accor and sbe to introduce Hyde brand in Australia|website=Businesstraveller.com|date=26 March 2019|access-date=9 September 2019}}</ref> In September 2019, Accor launched its first environment-conscious hotel brand, greet, with the first hotel opened in April that year in [[Beaune]].<ref>{{Cite web|title=Essentials that make sense|url=https://group.accor.com/en/Actualites/2019/09/greet|access-date=2020-12-10|website=group.accor.com|language=en}}</ref> On 3 December 2019, Accor repositioned its brand as ALL - Accor Live Limitless. The update merged Accor and its loyalty offering Le Club into one unified brand, ALL.<ref>{{cite web |author=Raini Hamdi |date=21 February 2019 |title=Accor Rebrands and Launches a New Loyalty Program |url=https://skift.com/2019/02/21/accor-rebrands-and-launches-a-new-loyalty-program/ |access-date=8 September 2019 |website=Skift.com}}</ref>

In the wake of the [[COVID-19 pandemic]], Accor created CEDA (Coronavirus Emergency Desk Accor), a platform centralizing needs and providing accommodation solutions in France for front-line medical staff and vulnerable populations.<ref>{{in lang|fr}} [https://www.tourmag.com/CEDA-Online-la-solution-HCorpo-d-Accor-pour-le-personnel-soignant_a103287.html CEDA Online : la solution HCorpo d'Accor pour le personnel soignant], ''Tourmag.com'', 17 April 2020</ref> The group allocated 70 million euros to launch the ALL Heartist Fund which was designed to assist employees and individual partners experiencing great financial difficulties.<ref>{{in lang|fr}} Mathilde Visseyrias, [https://www.lefigaro.fr/societes/coronavirus-accor-cree-un-fonds-de-soutien-avec-ses-dividendes-20200402 Coronavirus: Accor crée un fonds de soutien avec ses dividendes], ''Lefigaro.fr'', 2 February 2020</ref> Accor and the certification agency [[Bureau Veritas]] launched a label guaranteeing high safety and cleanliness measures in the group's hotels and restaurants,<ref>[https://www.hospitalitynet.org/news/4098733.html Accor launches the Cleanliness & Prevention ALLSAFE label], ''Hospitalitynet.org'', 18 May 2020</ref> and signed a strategic partnership with the insurance company [[Axa]] to provide medical assistance to the guests of its hotels worldwide.<ref>{{Cite web|date=2020-12-28|title=Accor's partnership with AXA provides free medical support for guests|url=https://globetrender.com/2020/12/28/accor-axa-free-medical-support-hotel-guests/|access-date=2021-09-16|website=Globetrender|language=en-GB}}</ref>

In 2020, Accor opened more than 200 new hotels including its flagship Raffles Bali.<ref>{{Cite web|title=Notable openings from the first half of the year|url=https://group.accor.com/en/Actualites/2020/09/openings-first-half-2020|access-date=2020-12-10|website=group.accor.com|language=en}}</ref> On 24 November 2020, it announced that it is taking full ownership of SBE's Hotel assets (except Hudson Hotel in New York and Delano in Miami) as part of its simplification and asset-light strategy.<ref>{{Cite web|title=Accor takes full ownership of sbe hotel brands|url=https://group.accor.com/en/Actualites/2020/11/sbe-group-ownership|access-date=2020-12-10|website=group.accor.com|language=en}}</ref> It  introduced [[Mövenpick Hotels & Resorts|Mövenpick Living]] as an extension of Mövenpick brand for extended stay segment.<ref>{{Cite web|title=Mövenpick adds more top locations|url=https://group.accor.com/en/Actualites/2020/11/movenpick-development|access-date=2020-12-10|website=group.accor.com|language=en}}</ref>  The company announced its strategic plan to focus on lifestyle hospitality.<ref>Cameron Sperance, [https://skift.com/2021/02/24/accors-european-hotel-exposure-drives-staggering-2-4-billion-2020-loss/ Accor’s European Hotel Exposure Drives Staggering $2.4 Billion 2020 Loss], ''Skift.com'', 24 February 2021</ref> In 2021, Accor introduced the [[Special-purpose acquisition company|SPAC]] Accor Acquisition Company (AAC) on the [[Paris stock exchange]], raising 300 million euros to lead investments in hotel-related businesses,<ref>[https://www.hospitalitynet.org/news/4104511.html Accor Announces Its Intention To Sponsor A Corporate SPAC Targeting Activities Adjacent To Its Core Hotel Business], ''Hospitalitynet.org'', 20 May 2021</ref> sold a 1.5% share in the Chinese hotel management company [[Huazhu Hotels Group|Huazhu]],<ref>[https://www.nasdaq.com/articles/hotels-group-accor-sells-1.5-stake-in-huazhu-group-for-239-mln-euros-2021-02-19 Hotels group Accor sells 1.5% stake in Huazhu Group for 239 mln euros], ''Nasdaq.com'', 19 February 2021</ref> and invested in the Indian tech hospitality company Treebo.<ref>{{Cite news|title=Treebo raises $16 million Series D funding from Accor and others|work=The Economic Times|url=https://economictimes.indiatimes.com/tech/funding/treebo-raises-16-million-series-d-funding-from-accor-and-others/articleshow/83986736.cms|access-date=2021-09-16}}</ref> 

In October 2021, Qatar's Supreme Committee for Delivery & Legacy had signed an agreement with Accor to manage World Cup fan accommodation during the [[2022 FIFA World Cup]]. According to the agreement Accor will provide staff to manage and operate more than 60,000 rooms in apartments and villas.<ref>{{Cite news|last=Mills|first=Andrew|date=2021-10-28|title=Qatar signs deal with Accor to manage World Cup fan accommodation|language=en|work=Reuters|url=https://www.reuters.com/lifestyle/sports/qatar-signs-deal-with-accor-manage-world-cup-fan-accommodation-2021-10-28/|access-date=2021-10-30}}</ref> The same month, Accor and Ennismore finalized their joint-venture of 14 hotel brands. Accor was the majority stakeholder (then sold 10.8% to a consortium of Qatari investors<ref>{{Cite web |last=Simon |first=Elaine Yetzer |date=2022-06-21 |title=Accor looks to sell 10.8% interest in Ennismore |website=Hospitality Investor |url=https://www.hospitalityinvestor.com/ma/accor-looks-sell-108-interest-ennismore |access-date=2024-02-23 |language=en}}</ref>), and the founder of Ennismore Sharan Pasricha held a minority stake.<ref name=":1">{{Cite web |last=Whyte |first=Patrick |date=2021-10-04 |title=Accor and Ennismore complete lifestyle merger |url=https://www.hospitalityinvestor.com/content/accor-and-ennismore-complete-lifestyle-merger |access-date=2023-11-10 |website=Hospitality Investor |language=en}}</ref> Accor and the Italian hotel group Arsenale announced the launch of the [[Orient Express La Dolce Vita]] luxury trains.<ref>{{Cite news|last=Haydock|first=David|date=2021-12-30|title=Accor and Arsenale launch luxury trains in Italy|language=en|work=International Railway Journal|url=https://www.railjournal.com/news/accor-and-arsenale-launch-luxury-trains-in-italy/|access-date=2023-10-22}}</ref> and the groups started to test urban autonomous cars with [[Citroën]] and [[JCDecaux]].<ref>Linda Fox, [https://www.phocuswire.com/autonomous-vehicles-accor-hotels-citroen Accor partners with Citroen on autonomous urban future], ''Phocuswire.com'', 29 September 2021</ref> Accor committed to decarbonize all its operations, aiming 46% emission reduction by 2030 and net zero by 2050, a plan validated by the [[Science Based Targets initiative|Science Based Targets Initiative]].<ref>{{Cite web |date=29 December 2022 |title=Accor Commits to Reaching Net Zero Emissions by 2050 |url=https://www.hotelnewsresource.com/article124189.html |access-date=2023-11-10 |website=www.hotelnewsresource.com}}</ref> The group then issued its first [[sustainability-linked bond]]s for an amount of 700 million euros.<ref>{{Cite web |date=2021-11-23 |title=Accor announces the success of its inaugural "Sustainability-Linked Bond" |url=https://insights.ehotelier.com/global-news/2021/11/24/accor-announces-the-success-of-its-inaugural-sustainability-linked-bond/ |access-date=2023-11-10 |website=Insights |language=en-AU}}</ref>

In 2022, Accor bought [[Cunard Line|Cunard's]] ''[[Queen Elizabeth 2]]'' from PCFC Hotels<ref>{{Cite news |last=Jelski |first=Christina |date=May 11, 2022 |title=Accor to operate QE2 hotel in Dubai |work=Travel Weekly |url=https://www.travelweekly.com/Travel-News/Hotel-News/Accor-manage-QE2-floating-hotel-in-Dubai |access-date=August 10, 2023}}</ref> and launched its All-Inclusive Collection.<ref>{{cite web |date=4 May 2022 |title=Accor announces global launch of its All-Inclusive Collection |url=https://group.accor.com/en/Actualites/2022/05/all-inclusive-collection |website=Accor Group}}</ref> In 2023, Accor restructured into two distinct business units: "Economy, Midscale & Premium" unit (Ibis, Novotel, Mercure, Swissôtel, Mövenpick, Pullman, TRIBE from October 2023) and the "Luxury & Lifestyle" organized in four brand collections (Raffles & Orient Express, Fairmont, Sofitel & MGallery, Ennismore).<ref>{{Cite web |last=Limone |first=Jerry |date=6 July 2022 |title=Accor will reorganize its hotel brands |url=https://www.travelweekly.com/Travel-News/Hotel-News/Accor-organizational-restructuring |access-date=2023-11-10 |website=www.travelweekly.com |language=en}}</ref> The group sold its remaining stake in H World Group Limited<ref>{{Cite web |date=19 January 2023 |title=Accor sells its shares in H World Group Limited |url=https://hospitality-on.com/en/hospitality/accor-sells-its-shares-h-world-group-limited |access-date=2023-11-10 |website=Hospitality ON |language=en}}</ref> and announced the launch of Orient Express Silenseas, a luxury cruise built with [[Chantiers de l'Atlantique]] and planned for delivery March 2026.<ref>{{Cite web |date=2023-12-01 |title=L'Orient Express Silenseas, le plus grand voilier du monde, sera construit à Saint-Nazaire |url=https://france3-regions.francetvinfo.fr/pays-de-la-loire/loire-atlantique/saint-nazaire/les-chantiers-de-l-atlantique-vont-construire-le-plus-grand-voilier-du-monde-le-orient-express-silenseas-2692082.html |access-date=2024-02-23 |website=France 3 Pays de la Loire |language=fr-FR}}</ref> The construction of the first ship started in March 2024.<ref>{{Cite web |title=Quadruple Evenement Ce Jeudi 28 Mars 2024 A Chantiers dde L'Atlantique |url=https://chantiers-atlantique.com/presse/quadruple-evenement-ce-jeudi-28-mars-2024-a-chantiers-de-latlantique/ |access-date=2024-08-17 |website=Chantiers de l'Atlantique |language=fr-FR}}</ref><ref>{{Cite web |date=2024-03-29 |title=Les Chantiers de l'Atlantique lancent la construction du paquebot à voiles d'Orient Express |website=Mer et Marine |url=https://www.meretmarine.com/fr/construction-navale/les-chantiers-de-l-atlantique-lancent-la-construction-du-paquebot-a-voiles-d-orient-express |access-date=2024-08-17 |language=fr}}</ref>