Hotel Brand Story | Accor: From a Dream by the Roadside in Lille to a Global "Harmony" Symphony of Hospitality

In the vast galaxy of the hospitality industry, the name of Accor Group is itself a metaphor: ACCOR means "harmony" in French. Founded by two pioneers with distinctly different personalities yet complementary spirits, this empire has, over more than half a century, woven the concept of "harmony" into 5,700 hotels across 110 countries around the globe, establishing itself as the largest hotel group in Europe and an influential force in the world of hospitality.

The story began in Lille, France, in 1967. On their way back from a study tour in the United States, two young men, Gérard Pélisson and Paul Dubrule, keenly spotted a gap in the European hotel industry: business travelers needed a form of accommodation that was both comfortable and efficient, yet reasonably priced.

On the outskirts of Lille, they leased a plot of land beside the highway and, drawing on the "standardization" concept they had learned in the United States, built the very first Novotel hotel. With 62 guest rooms and the "Golden Hour" service promise—responding to any request within one hour—the hotel quickly won over business travelers traveling across Europe’s highway network.

This seemingly ordinary hotel laid the very first cornerstone of Accor’s future empire. The complementarity between the two founders—one adept at strategy and capital, the other skilled in operations and interpersonal connection—has become the genetic code behind Accor’s "harmonious" growth over the following decades.

To understand Accor’s growth story, we must go back to an earlier encounter. In the mid-1960s, two young men from northern France who had never met before crossed paths in New York, USA. Paul Dubrule was studying in the United States, while Gérard Pélisson had just finished his studies in France. This chance meeting ignited a spark that would go on to transform the European hotel industry.

Paul Dubrule had conducted an in-depth study of the successful model of Holiday Inn in the United States. In August 1963, he sought to cooperate with Holiday Inn USA to open its branch hotels in France, only to be turned down. It was this very rejection that inspired the two young men to create a hotel chain of France’s own.

Within a decade after its founding, Accor achieved a remarkable leap from 1 hotel to 146 hotels. In 1972, the first Novotel outside France opened in Switzerland, launching its international expansion. In 1974, the Ibis brand was founded in Bordeaux and quickly grew into the leader of Europe’s economy hotel sector. In 1975, Accor acquired the Mercure brand, further solidifying its position in the mid-scale market.

In 1980, through the acquisition of Jacques Borel International, Accor took over the Sofitel brand and officially stepped into the luxury hotel segment. In the same year, the Group was listed on the Paris Stock Exchange, and the power of capital injected strong momentum into its rapid expansion.

In 1983, the Group officially adopted the name Accor. By then, it boasted 440 hotels, 1,500 restaurants and 35,000 employees, with operations spanning 45 countries. In 1985, Accor launched its ultra-budget brand Formule 1 and founded the first corporate university in France’s service industry — Accor Academy — laying a solid talent foundation for its subsequent expansion.

In 1990, Accor acquired the U.S. brand Motel 6, quickly entering the North American market. In 1994, Accor established its Environment Department, becoming the first company among France’s CAC 40 constituents to embrace sustainable development.

Entering the 21st century, Accor accelerated brand innovation and successively launched brands including Pullman and MGallery. In 2014, Accor formed a strategic alliance with Huazhu Group to further deepen its presence in the Chinese market. In 2016, Accor completed the acquisition of FRHI Hotels & Resorts, bringing three major luxury brands—Fairmont, Raffles and Swissôtel—into its portfolio, and thus fully completed its luxury hotel landscape.

In 2021, Accor formed a joint venture with Ennismore, establishing itself as a global leader in the lifestyle hotel sector. In the same year, Accor committed to achieving carbon neutrality by 2050, becoming the first international hotel group to make such a pledge.

Today, Accor boasts a portfolio of more than 45 brands, with over 5,700 hotels in operation worldwide spanning more than 110 countries and regions, and is home to four century-old heritage brands: Raffles, Orient Express, Fairmont and Pullman.

Accor is one of the earliest international hotel groups to enter China. In 1985, Accor set foot in the Chinese market with Novotel as its pioneer, launching an Oriental narrative spanning 38 years. Today, Accor has established more than 700 hotels in Greater China, introduced 17 brands, and covered the full range of consumption scenarios from luxury to economy.

Accor's success in China stems from its deep resonance with "local culture". From the revitalization of Shanghai's Peace Hotel into a legendary landmark under Fairmont, to the integration of Swissôtel's "slow luxury" philosophy into vacation destinations such as Weihai and Haining; from Mercure's design philosophy where each hotel reflects the local customs and charm of the city, to Pullman activating the convergence of business and socializing with its concept of "meeting with innovation", Accor has always taken "harmony" as its benchmark, allowing international standards and local cultural heritage to blend and coexist.

As Fuming Zhu, Chief Executive Officer of Accor Greater China, noted: "Today's Chinese travelers are no longer satisfied with basic hospitality functions; instead, they yearn to understand the stories and cultures behind a destination, a hotel, or even a dish." It is with its brand portfolio as a brush that Accor is crafting "readable" hospitality narratives across the Chinese mainland.

Today, Accor boasts more than 45 brands under its umbrella, divided into clear tiers to precisely meet the unique expectations of every journey, and has built a global hospitality footprint covering all consumption scenarios based on five core categories: luxury, premium, midscale, economy and lifestyle hotels.

A symbol of ultra-luxury with over 130 years of history, it is one of only seven century-old hotel brands in the world. Renowned for "ultimate privacy and butler service", Raffles Singapore – opened in 1887 as the brand's birthplace – remains a pilgrimage destination for global travelers to this day, and its Singapore Sling cocktail has long become a legend in its own right.

A luxury brand with "the art of celebration" as its core competitive edge, Fairmont San Francisco – opened in 1907 – has witnessed the signing of the UN Charter and played host to countless screen classics including Breakfast at Tiffany's. As a legendary landmark under Fairmont, Fairmont Peace Hotel on the Bund, boasting its 270-degree river-view terrace and century-old historical heritage, has become an eternal gilded icon of the Bund.

The pinnacle of Sofitel’s refinement, Sofitel Legend curates heritage palaces of profound historical significance worldwide. Presented as a "living museum", Sofitel Legend Metropole Hanoi has, since its inauguration in 1901, played host to countless luminaries including Graham Greene and Charlie Chaplin.

A luxury brand that embodies "the art of French living", Sofitel le Scribe Paris Opera is nestled between the Opéra Garnier and the Louvre. Featuring interiors crafted by masters of French decorative arts, it establishes a benchmark of French elegance. Sofitel Shanghai North Bund Jinhui, meanwhile, engages in a dialogue of French modernity with the glittering skyline lining both banks of the Huangpu River.

A curated collection of boutique hotels designed for those who adore life, literature and culture, Dangkou Ancient Town Hotel Wuxi MGallery Collection takes "Secluded Jiangnan, Stories Etched in Time" as its design core, blending the heritage of a thousand-year-old water town with contemporary design aesthetics and becoming a "livable storybook".

One of the most legendary century-old luxury brands, Orient Express Venezia, having undergone eight years of restoration, will open in 2026. Housed in the 15th-century Palazzo Donà Giovannelli, it blends the glorious history of the Republic of Venice with modern luxury.

Accor has partnered with Ennismore, a creative hospitality group, to bring together the world’s most dynamic lifestyle brands. Centered on design, culture and social interaction, it creates one-of-a-kind experiences for young travellers.

A lifestyle brand centered on art, design and music, Mondrian Singapore Duxton is situated in the historic shophouse district of Chinatown. The KAWS sculpture at its entrance has emerged as a new urban cultural landmark, letting guests immerse themselves in Singapore’s diverse dynamism through art installations and a rooftop pool bar.

A creative lifestyle brand originating from Germany, 25hours Hotel Bikini Berlin features a bold and distinctive circus-inspired design, blending playfulness, colour and local culture while breaking the conventions of traditional hotels.

A youthful lifestyle brand inspired by "tribal culture", TRIBE Living Bangkok Sukhumvit 39 by AccorHotels is nestled in the vibrant Thong Lor district, crafting a social tribe for the young with bold designs, co-working spaces and a rooftop bar, allowing travelers to experience the vitality of community connection in minimalist spaces.

A youthful lifestyle brand created through the collaboration between Banyan Tree Group and Accor, Dhawa Beihai Weizhou Island is located on the west coast of China’s most beautiful volcanic island and within easy reach of Weizhou Passenger Terminal; featuring smart guest rooms and balconies with direct pool access, it blends the natural charm of the island with tech-enabled experiences, serving as a free-spirited haven for young travelers to explore volcanic relics and chase sunsets and glow of twilight.

A luxury lifestyle brand with fashion, design and entertainment at its core, SO/ Bangkok sits adjacent to Lumphini Park, co-designed by six Thai local designers including Christian Lacroix. Its iconic Red Oven restaurant and rooftop bar have emerged as a social hotspot for Bangkok’s trendsetters, allowing travelers to immerse themselves in the vibrant heartbeat of the "City of Angels" through avant-garde aesthetics.

An open-minded hotel brand originating from London, The Hoxton, Paris is housed in a historic building in the 2nd arrondissement, with its lobby designed as a shared living room that fosters natural interaction between local residents and travelers, redefining the boundaries of boutique lifestyle hotels.

The most dynamic high-end business brand and the "backbone" of Accor in China, Pullman Paris Montparnasse – the brand’s global flagship – has emerged as a vibrant landmark for modern business travel, featuring 957 guest rooms and Europe’s first rooftop bar. Greater China now boasts over 50 operating Pullman hotels.

A high-end brand centered on the "philosophy of slow luxury", Swissôtel Beijing Hong Kong Macau Center – the brand’s iconic landmark in Beijing – is nestled adjacent to the embassy district and central business district, having witnessed countless business and diplomatic moments, and responds to urban dwellers' longing for tranquility and well-being with Swiss precision aesthetics.

A high-end brand originating from Switzerland, renowned for its culinary excellence and warm hospitality, Mövenpick by Accor Shanghai People's Square is nestled beside Nanjing Road Pedestrian Street. Taking Swiss red and Alpine grey as its core design palette, it integrates Switzerland’s pristine natural essence with a refined culinary philosophy, bringing guests dual delight for both the taste buds and the soul.

The birthplace of Accor’s dream, the first Novotel – established in 1967 – pioneered the standardized operation model for chain hotels, and today the brand has a presence in countless destinations worldwide. Nestled beside the Fengwei Ecological Scenic Area in the Energy Financial and Trade Zone, Novotel Xian Xixian was designed by a Japanese firm under the concept of integrating "Xi'an's ancient and modern culture" with "French pastoral style". Its modern, minimalist guest rooms and open-kitchen restaurants deliver a balanced experience that blends business convenience with natural serenity for guests.

A mid-range brand that balances quality with local cultural expression, Grand Mercure Xian Renmin Square is nestled within the Ming Dynasty city walls. Rooted in its tranquil courtyards and elegant garden views, it blends contemporary artistic style with the essence of ancient Chinese culture, standing as a representative of one of Accor’s fastest-growing brands in China.

A mid-range brand deeply rooted in local culture, Mercure London Earls Court seamlessly integrates local pop culture into its hotel spaces, standing as a milestone as the 1000th Mercure property worldwide. Over 100 Mercure hotels are currently under development in Greater China.

A mid-range brand defined by "distinct personality and handcrafted artistry", Hotel Waterloo Singapore - Handwritten Collection serves as the Asian representative of this series. Nestled at the cultural crossroads of Waterloo Street, it blends natural elements with sleek, contemporary design, and its gallery-like spatial ambiance preserves the authentic stories and unique temperament of an independent hotel.

The leader in European economy hotels, Ibis Paris la Villette Cité des Sciences 19ème stands as the brand’s representative property in Europe. With standardized operations and its core experience of "a restful sleep, a satisfying meal, and reliable connectivity", it has become a warm haven for countless journeys. It is also the first economy hotel brand in China to obtain the GSTC International Sustainable Tourism Certification.

A personality extension of the Ibis family, ibis Styles Paris Jardin de la Villette is defined by its stylish design, integrating modern aesthetics into budget accommodation and infusing every journey with delightful surprises and joy.

An ultra-minimalist economy brand, Ibis Budget Roissy-CDG Paris Nord 2 has become the preferred choice for European road travelers and connecting passengers, thanks to its modular design and self-service offerings.

An ultra-budget brand originating from France, HotelF1 Lyon Sollaize adopts a model of shared bathrooms and capsule-style guest rooms, meeting core accommodation needs at the lowest cost and earning great popularity among backpackers and students.

From Guiyang Pullman Hotel and Renhuai Chuangmeng Pullman Hotel to Dhawa Jinan Daming Lake, as a long-term partner of Accor, ZENCO CASA has taken part in Accor’s hospitality story in China with exquisite craftsmanship. It injects a perfect blend of design aesthetics and practical warmth into each hotel with customized furniture solutions, and jointly creates spaces that feature both refined design quality and local cultural elements.

From the very first Novotel by the road in Lille to 5,700 hotels across 110 countries around the globe; from the dream of two founders to the "Harmonious Galaxy" today composed of more than 45 brands, Accor’s story is a story of connection, warmth and the future. And every one of you who steps through an Accor door is an indispensable protagonist in this story.