Hotelier Middle East - HotelierMiddleEast.com

AccorHotels and Rixos announce major partnership

Posted by: Jose
8 Mar 2017
Accor seems to be making moves at this point simply to make moves- I appreciate Sebastian's conquest to have the highest room inventory in the world, however, there seems to be no strategic outlook to the long-term effect of these moves. You now have a company with Raffles, Rixos, and Ibis all under the same flag (in addition to some odd 40 other brands). What do I expect as a customer? Rixos has struggled immensely in the region to drive average rate though the product is ok, so why partner with a brand that has no identity globally and poor leadership? Accor is talking a big game with all these "big" moves, but there seems to be no sense behind them. And at the end of the day, as a consumer, their loyalty program is light-years behind Starwood, Hilton, Hyatt. At least when I walk into a branded hotel from one of those operators I actually know what kind of hotel I'm getting.




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