Accor is confident of continued growth in the Pacific region in 2025 following a successful year that saw important openings, significant signings, advancements in sustainability and record-breaking concerts at Accor Stadium.

Reflecting on 2024 at Hotel Woolstore 1888, Sydney – a recent addition to the Handwritten Collection – on Wednesday, Accor Pacific Chief Operating Officer PM&E, Adrian Williams, told media it was an “extraordinary year” and that he is confident of continued growth in 2025.

Accor Pacific Chief Operating Officer PM&E, Adrian Williams

“We are in a really strong, robust industry,” Williams said.

“This year was not without its challenges, but we feel really confident. We feel that we’re entering a new phase of growth and development of hotels in Australia and Accor is absolutely at the forefront of that – creating amazing lifestyle, restaurant, bar experiences, and our loyalty program, which has had a record year in terms of growth.

“We keep looking at ways to create experiences for our loyalty members. We know that Australia is hungry to travel, and that won’t change next year.”

Among its key openings this year, Accor welcomed the dual-branded Novotel and Ibis Styles Melbourne Airport in July, and the 32-room Peppers Gladstone, which marked the first new hotel development in the Gladstone region in over a decade.

Also this year, Accor announced two new Pullman hotels – Pullman Perth Airport and Pullman Launceston – set to join the collection in 2027.

Hotel Woolstore 1888, Sydney – Handwritten Collection

Next year, the 140-room Novotel Sydney Cabramatta leads the openings, bringing a diverse culinary experience and a wide range of amenities to southwest Sydney.

Across the Tasman, Tribe will make its New Zealand debut with the opening of Tribe Auckland Fort Street.

Ennismore is set to introduce three flagship brands to the Australian market for the first time with the launch of 25hours Hotel The Olympia in Sydney, the Mondrian Gold Coast Hotel and Residences at Burleigh Heads and Hyde Perth.

Accor has also marked a major milestone in its sustainability journey in Australia with 150 hotels now certified by Ecotourism Australia. The partnership with Ecotourism Australia has seen Accor introduce rigorous sustainability practices across its portfolio to meet over 200 key indicators.

Williams was joined on Wednesday by Tourism & Transport Forum (TTF) Chief Executive Officer, Margy Osmond, who spoke about Australia’s evolving travel landscape, highlighting the opportunities for hotels as Australians opt for local city stays.

“The number one discretionary spend item now is a break for a holiday … it is completely non-negotiable with families,” Osmond said highlighting the importance of having a broad range of brands offering different price points in the hotel marketplace.

“Australians are still choosing, more than anything else, to holiday at home,” she added.

“We would think one of the big trends of the next 12 months is going to be city stays. People are going to holiday in their home state and discover experiences in their capital city. The hotel sector has the capacity to create experiences and deliver wonderful hospitality offerings that will play into that trend.”