Industry Update
Press Release 7 June 2019

Accor's Focus on Design

share this article
1 min

Design... It tells the story of our addresses, embodies the identity of our brands, brings their promises to life and immerses our guests into a world of their own. Because - as you will have understood - it is a key ingredient in the success of our hotels, we unveil all its secrets to you…


In an increasingly competitive market, Design allows our brands to stand out by making them immediately recognizable and by offering unique experiences to our guests.

A crucial differentiation factor

Our Group's Design strategy is based on the new usages, trends and expectations of our customers. However, they have increasingly complex and numerous needs! They no longer just go to the hotel to sleep, but also to work, network, meet people, have fun, enjoy themselves, have a drink... We have to be able to offer them the opportunity to do everything, everywhere. How? By rethinking our spaces accordingly and taking inspiration from fashion, art, history, women and men, etc.

Memorable experiences are about emotion and feeling, hence the importance of focusing on a sensory and generous design. A soft towel, noble materials, works of art... Every detail matters: colours, materials, decoration, works of art...

Another observation is that our customers' perception of modernity is constantly evolving, which leads us to continually rethink our concepts. We ensure that each concept is relevant not only today, but also tomorrow, with ease of renovation to ensure its sustainability.

The vision and creativity of designers is key. Accor therefore identifies and surrounds itself with the best Talent & experts to achieve this ambition.

1 brand, 1 identity, 1 design

  • Design is an essential part of our brands and at the service of our customers.
  • Boutiques hotels steeped in the history of the buildings: MGallery.
  • Addresses combining French know-how and contemporary design: Sofitel.
  • An evolutive design with simple and flexible furniture: ibis.
  • Culinary art, theatre sets and subversive design touches: SLS.
  • Modern, natural and intuitive design: Novotel.
  • 1 hotel/1 design: ibis Styles.

And the list is long, since our 33 brands each have their own design identity! The main challenge for our Group is to bring these identities to life while integrating the quality of construction, comfort, equipment, technology, architectural spaces and the F&B offer.

Today, our Group must define strong design identities for its brands in order to attract, offer unique experiences and build customer loyalty.

With the Group's ambitions in terms of design in mind, our Design & Technical Services teams in each region support our partners, so that each new building or renovation project reflects the identity of our brands.

Related Brands


Sofitel is the elegant answer to a luxury traveler’s quest for the good things in life. Each hotel illustrates an artful blend of local culture and French soul. With an innate sense of new French art de vivre, Sofitel hold themselves to a heightened level of excellence and refinement.
brand information


MGallery is a Collection of high-end hotels all around the world. Each hotel of the Collection stages with talent a unique personality and story, experienced by guests through its architecture, interior design and services.
brand information


Born in 1967, Novotel is a 4-stars International midscale brand for business & leisure travelers, with hotels located in the heart of major international cities, business districts and tourist destinations.
brand information


European hotel economic leader, ibis offers you the ultimate comfort: a new innovative bedding designed by the ibis Research Department, a comfortable and well-equipped room, modern and design welcome areas.
brand information

ibis Styles

The stylishly designed hotels where the little extras don’t cost extra! A non-standardised economy and design brand aimed at all those who are looking for “the best of the best”, ibis Styles offers an all-inclusive package, with room rates including breakfast and internet access.
brand information
Other Brands by Accor
21c Museum Hotels
Adagio / Adagio Access
Art Series Hotels
Grand Mercure
ibis budget
ibis Styles
MAMA Shelter
Mantis Collection
Orient Express Hotels
Suite Novotel
Thalassa sea & spa
The Sebel

About Accor

Accor is a world-leading augmented hospitality group offering unique and meaningful experiences in 5.000 hotels, resorts, and residences across more than 110 destinations. With an unrivalled portfolio of brands from luxury to economy, Accor has been providing hospitality savoir-faire for more than 50 years.

Beyond accommodations, Accor enables new ways to live, work, and play with Food & Beverage, nightlife, wellbeing, and co-working brands. To drive business performance, Accor's portfolio of business accelerators amplifies hospitality distribution, operations, and experiences. Guests have access to one of the world's most attractive hotel loyalty programs.

Accor is deeply committed to sustainable value creation, and plays an active role in giving back to planet and community. Planet 21 - Acting Here endeavors to act for "positive hospitality", while Accor Solidarity, the endowment fund, empowers disadvantaged people through professional training and access to employment.

Accor SA is publicly listed on the Euronext Paris Stock Exchange (ISIN code: FR0000120404) and on the OTC Market (Ticker: ACRFY). For more information visit or become a fan and follow us on Twitter and Facebook.

Latest News