Accor, New Zealand’s largest hotel operator, is expanding its presence in the market with the introduction of two new brands to the nation within a month of each other.

With the opening of Tribe Auckland Fort Street on October 14 and Jo&Joe Auckland launching around the corner in early November – both owned by long-time partner, CP Group – Accor now operates 49 hotels and over 6,200 rooms around the country, with more hotels to come in 2026. Pullman Hamilton, a 191-key hotel being developed by Mistry Centre Ltd, will open next year, expanding the group’s premium footprint in the Waikato region.

Positive outlook for hotel market

Accor reports that occupancy across its New Zealand network for the remainder of 2025 is 1.5% higher than for the same period last year, with Queenstown benefiting strongly from a 13% year-on-year increase in Australian arrivals to New Zealand (as of September) and growth in small and large meetings, as well as corporate travel across all months. Auckland occupancy has also increased but fluctuated as events such as big sporting games and concerts drove spikes in demand. The opening of the New Zealand International Convention Centre (NZICC) in February 2026 is expected to generate significant demand for hotel accommodation in Auckland, helping absorb recent growth in supply and supporting occupancy and rate performance across the city. Accor’s forecasts for 2026 show that occupancy is ahead 3.5% compared to this year, with Auckland’s performance driven by leisure groups across all months, and by the Jehovah’s Witness global event being held at Ellerslie in January, which is expected to attract thousands of visitors in a traditionally off-peak month. Conference and leisure travel is also boosting forecast occupancies for Accor’s Wellington hotels in 2026.

While the market continues to face challenges, Accor Pacific Chief Operating Officer, Adrian Williams, is optimistic about future growth in international and domestic travel. “While there is no denying that the current economic situation in New Zealand is challenging, the weakened NZ dollar and the country’s continued reputation as a prime destination to visit are seeing strong growth in international tourism – and we remain confident this will continue,” said Accor Pacific Chief Operating Officer, Adrian Williams. “International air capacity is almost back to pre-Covid levels and Australian arrivals to New Zealand are at record levels, which has particularly boosted travel to Queenstown and the South Island. It is also encouraging that international flights to Hamilton have recommenced after 13 years, as we will open a Pullman hotel in the city next year in addition to our existing Novotel and ibis hotels. “This potential for growth is why we are focused on strengthening our presence in international gateway markets, diversifying our portfolio, and investing in communities across the country.

More investment needed in large events

While Accor remains confident in international visitor growth, Williams said investment in major events is vital to reigniting domestic tourism. “The forecast for international tourism is positive, but domestic tourism remains subdued and we believe that stronger investment in attracting major events and conferences is essential to reignite the local tourism and hospitality sector,” he said.

“It’s encouraging to see the Government take decisive action with the NZ$70 million boost for major events and tourism. This is very positive news for the tourism and accommodation sector, which depends on a steady pipeline of events to support jobs, stimulate local economies, and showcase New Zealand on the world stage. “Guests increasingly treat major events as non-discretionary leisure experiences – they’ll travel for them, extend their stay, and make the most of the opportunity. “New Zealand has a proud track record with world-class events like the Rugby World Cup and America’s Cup, and we’d love to see more major sporting tournaments, international music tours, business conventions, and cultural festivals attracted here. It’s also important that these events aren’t limited to the main centres – regional destinations stand to benefit greatly from increased visitation. “The reality is that securing large-scale events requires forward planning and investment. It can take several years to win hosting rights, but the long-term benefits are undeniable – they showcase New Zealand on the world stage, drive repeat visitation, and encourage new business and leisure travel.”

New brands tapping into diverse traveller set

Commenting on the arrival of Tribe and Jo&Joe, Williams said both brands tap into new and emerging markets. “There is no doubt that design-led hotels that place greater emphasis on making guests feel ‘at home’ by providing more vibrant living spaces are what travellers want today,” he said. “Tribe will reshape the traditional hotel experience, enabling guests to live, work and play in contemporary interiors.

“The debut of Jo&Joe by Ennismore in New Zealand will be a game-changer as this brand totally elevates the hostel experience and will resonate strongly with international visitors who want the benefits of a communal hospitality stay but with quality accommodation and facilities.” With a diverse brand portfolio, Accor is tapping into a broad spectrum of traveller needs, including the increasingly popular extended-stay segment. “The past few years have seen substantial growth in our network, adding the Te Arikinui Pullman Auckland Airport and also Wairakei Resort Taupō, following our partnership with Bayview International Hotels and Resorts,” he said. “We are also seeing great interest in extended stay accommodation. Brands such as Peppers, The Sebel, and Mantra continue to perform well, with properties such as The Sebel Wellington Lower Hutt and Mantra Lake Tekapo delivering exceptional guest experiences. “With over 10,000 rooms across this segment in Australasia, extended stay is a natural growth area.”