Accor sets out its stall to dominate Gulf hotel market

Accor has announced a long-term strategy that it hopes will see it become the leading hotel chain in the Middle East. The French group, which owns brands such as Novotel, Sofitel, Dorint and Mercure, currently handles only 19 properties in the region, with just under 3,800 hotel rooms. Under the new plans, however, this number is set to more than triple within four years, with more than 10,000 extra rooms opening up in 33 new properties by the end of the 2008/09 period. "We’ve got to push on with development," said Accor Middle East & Africa chief executive Jean-Luc Motot. "Currently, the Middle East does not make up a large percentage of our turnover . Yet, it’s an integral part of our strategy to have global represention. "We are committed to building more hotels and to achieving quicker growth," he continued. The chain aims to have a Sofitel and Novotel in every city in the region. Currently, Accor has around 4,000 hotel properties around the world.

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