Thailand and Vietnam lead Accor’s luxury hotel growth outlook
The group has 26 hotels in its Southeast Asian pipeline across three luxury brands, with two Phuket properties expected to open by the end of 2026.
Accor expects Thailand and Vietnam to lead annual growth in Southeast Asia’s luxury hotel market as travellers redirect trips from the Middle East, according to Maud Bailly, who heads the group’s Sofitel, MGallery and Emblems brands.
Bailly said some visitors who previously travelled to destinations such as Dubai were choosing Thailand and Vietnam instead, regarding Southeast Asia as a safe haven. Demand for luxury experiences remained positive despite conflicts and higher travel expenses, she said.
The three brands have 30 operating hotels across Southeast Asia and another 26 planned. Accor is looking at conversions of existing properties and partnerships involving new developments. Its Thai operations include seven MGallery properties and two Sofitel hotels.
Bailly identified lesser-known Thai islands and emerging destinations as opportunities for further development. Planned hotels will offer additional facilities and accommodation types for multigenerational families, while more than 40% of Sofitel properties globally are being renovated, including hotels in Thailand.
Accor reported that luxury revenue per available room rose 4.5% year-on-year in the first half of 2026. With the Middle East excluded, the measure increased 9.1% in the second quarter and 10.6% in the third. The group forecasts total revenue per available room growth of 2-2.5% for 2026.
