Duncan O’Rourke Discusses Accor’s Vision, Growth, and Sustainability Strategy at Arabian Travel Market Dubai 2025
If you’ve ever found yourself in the inviting ambiance of a Sofitel lobby or enjoying a cup of coffee in a Novotel with panoramic city views, you’ve undoubtedly experienced the discerning touch of Accor. At the Arabian Travel Market (ATM) 2025 in Dubai, the French hospitality titan wasn’t just reflecting on past achievements; it was boldly stepping into the future with ambitious plans.
The Pulse of Arabian Travel Market 2025: “Very Busy, Very Important”
Duncan O’Rourke, CEO of Accor’s Premium, Midscale & Economy (PME) brands in the Middle East, Africa, and Asia Pacific, stood amidst the vibrant hustle of the Dubai World Trade Centre, noting, “ATM is very successful this year.” His enthusiasm painted a portrait of a strategic commitment to excellence. Accor’s booth wasn’t merely a hub for casual introductions; it radiated ambition and purpose, serving as a beacon of the company’s ongoing evolution.
During the event, Duncan hinted at significant upcoming deals, stating, “We’re very excited, and you’ll be the first to know once they’re official.” This palpable energy underscored Accor’s role not just as a participant but as a leading force in the hospitality sector.
Embracing Sustainability with Conviction
Sustainability emerged as a central theme in Duncan’s vision for the future. He emphasized Accor’s commitment to environmental stewardship, acknowledging, “Being French, being European, our benchmarks are high.” This commitment isn’t seen as a hurdle but as an advantage that shapes their operations.
From phasing out single-use plastics to tackling food waste and monitoring carbon footprints, Accor’s approach encapsulates a proactive, systematic transformation. Duncan was proud to mention that every property in the group is now eco-certified—a testament to their dedication to sustainable hospitality. But the impact doesn’t stop with the environment; it’s also a human-centric mission. “We’re also proud to lead on social inclusion,” he added, highlighting that 52% of senior management roles in Accor are held by women and noting the historic hiring of local female general managers in Saudi Arabia.
This dual focus on environmental and social accountability resonates deeply in Accor’s mission: “Pioneering the art of responsible hospitality, connecting cultures with heartfelt care.” It’s a clarion call for genuine change.
A Portfolio with 49 Brands—and No Favorites
Accor’s expansive portfolio, consisting of 49 diverse brands, caters to a wide array of global travelers. Duncan clarified that no single segment is prioritized over others; each category has its vital role to play in the broader landscape of hospitality.
The three primary segments include:
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Lifestyle: Trendsetting boutique hotels that celebrate gastronomy, music, and social experiences. This segment has rapidly ascended and is now recognized as a global leader.
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Luxury: Brands such as Fairmont, Raffles, and Sofitel operate autonomously, each delivering curated guest experiences that emphasize elegance and individuality.
- PME (Premium, Midscale, Economy): Representing familiar names like Novotel and ibis, this segment focuses on comfort and accessibility, making up a large portion of Accor’s market presence.
Duncan affirmed the group’s commitment to enhancing all segments: “We are proudly bringing back traditional brands while growing our lifestyle and luxury offerings.”
Global Expansion with Purpose
Looking towards the future, Accor’s growth strategy is focused on fortifying existing leadership positions while expanding purposefully. Currently leading the market in Europe, the Middle East, Africa, and Asia Pacific, Accor aims to broaden its horizons without compromising quality.
Duncan noted a robust performance, reporting a net unit growth of 4.9% over the past year. “We’re growing in a very transparent, efficient way,” he stated, highlighting key growth areas, including the Middle East, Africa, and Asia.
Saudi Arabia: Not a New Frontier—An Evolving One
Among the various markets Accor is eyeing for expansion, Saudi Arabia holds a unique significance. Duncan emphasized that this isn’t an emergent opportunity but rather a continuation of a long-established presence in the Kingdom. “We’ve been in Saudi Arabia for 30 years,” he remarked, mentioning the operation of 40 hotels with plans to double that in the next five to seven years.
The alignment with Saudi Arabia’s Vision 2030, aimed at diversifying the economy through tourism and infrastructure, dovetails seamlessly with Accor’s strategies. Actively cooperating with the Saudi government, Accor is committed to contributing to the Kingdom’s transformative journey.
A Company with Heart
As the conversation wrapped up, it became clear that Duncan O’Rourke represents more than just the management of a hotel giant; he embodies a philosophy rooted in genuine responsibility. Accor is not only focused on transactions but also on creating experiences that respect the environment, foster cultural connections, and promote social inclusivity.
In an era when many businesses chase short-term profits, Accor is dedicated to building a legacy through sustainable practices, inclusive hiring, and meaningful guest experiences, all while upholding a heartfelt approach to hospitality.
