Tourexpi
Currently, Accor is welcoming
residents home at some 40 branded residence communities around the world, with another
100+ projects under development, across 20 distinct brand collections. By 2027,
the company expects to have more than 150 branded residences in operation, an increase
of more than 300%. These properties are supported by Accor One Living,
the company’s industry-first platform focused on the development, design and operation
of mixed-use projects and branded living communities. Through Accor One Living,
homeowners, guests, and partners are connected to Accor’s diverse ecosystem of brands,
expertise, and solutions - creating a constant flow of new opportunities to live,
work, and play.
“The intersection of private
residences and lifestyle brands is one of our most compelling areas of growth right
now – two areas in which Accor leads the global hospitality industry and is continuing
to push forward,” said Jeff Tisdall, Chief Business Officer, Accor One Living. “Around
the world, we are seeing strong demand for homes that are anchored by the comforts
and promises of a beloved brand experience, providing a sense of belonging and community.
This is particularly true for our lifestyle brands, where we see an important and
growing segment of residential buyers who are seeking design-led brands, with unique
personalities that celebrate modernity, creativity, compelling food and drink, and
extraordinary experiences.”
The branded residential
space is one of the fastest growing sectors in real estate, while lifestyle is the
fastest growing category in hospitality – appealing to a new generation of homeowners
who appreciate a modern and casual sense of luxury. Ennismore,
the leader in lifestyle hospitality in which Accor holds a majority shareholding,
has 11 branded residences open and 26 under development, including Mondrian Residences
Burleigh Heads in Gold Coast, Australia; and Maison Delano Residences, Seoul.
One of the strongest markets
in the world for Ennismore branded residences right now is Dubai, where the lifestyle
collective currently offers three unique projects, all of which have been extremely
well-received by homebuyers. These include:
SLS Residences The Palm
Dubai – The first standalone residence in the Ennismore collective outside of The
Americas is set to open in 2026, featuring panoramic views of Palm Jumeirah and
the Dubai skyline. Highlights include a Small Little Secret Club, an exclusive clubhouse
for homeowners with private F&B concept, chef’s table, entertainment lounge,
infinity pool and a boutique fitness studio with treatment rooms. These 113 prestigious
homes were 100% reserved within 30-days of their release.
Mama Shelter Residences,
Dubai – The first Mama Shelter residence in the world will add trendsetting energy
to the Business Bay area when it opens in Q1 2024. Announced earlier this year,
only a few of the 204 homes remain available.
SO/ Uptown Dubai Residences
– Opening later this year, this 227-residence property offers some of the most extensive
residential amenities in Dubai, bringing playful, energetic style to a fashion-forward
generation of homeowners.
In the luxury segment,
Accor continues to draw strength from its world-renowned classic brands such as
Raffles and Fairmont, with the latter a pioneering force that has led the market
in creating luxury private residences for more than 20 years. Flagship developments
include The OWO Residences by Raffles in London - a magnificent historical renovation
project undertaken with visionary partners and owners Hinduja Group and Onex Holding;
Raffles Residences Boston Back Bay; Fairmont Residences Century Plaza in Los Angeles;
and Fairmont Residences Royal Palm Marrakech.
With more than two decades
of experience as a leader in branded residences, Accor One Living also supports
the integration of other innovative hospitality products into mixed-use developments
anchored by its hotels and resorts, including private clubs, coworking and flexible
office space solutions. Accor One Living pulls the specialized expertise required
to support each phase in the life cycle of the projects it supports, into a single
organization. These tailored, 360 degree solutions enrich the experiences of guests
and homeowners alike, while enabling investment partners to unlock value by extending
management solutions across multiple components of the same mixed-use development
and through the thoughtful sharing of amenities, facilities and infrastructure.
According to Savills International
Development Consultancy, the branded residential sector has grown
150% over
the past
decade, creating
more than
100,000 units
across 640
projects around
the world,
with an expectation to exceed 1,100 projects by 2027, nearly doubling the current
supply levels.
“Global demand for branded
residences is being driven by a number of societal and demographic trends,” added
Mr. Tisdall. “Growth drivers include a post-pandemic surge in demand for a second
or even third home-away-from-home; the desire for seamless, turnkey recreational
homes that can be cared for and even rented out while homeowners are away; and generational
wealth transfer among high net worth and ultra-high net worth buyers who see real
estate as an important element of their wealth management strategies and family
legacies.”
Image Credit: © Accor
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