Accor’s performance in the Americas in 2025 consolidated the continent as one of the company’s growth vectors, driven by the advancement of portfolio expansion, especially in Brazil, which is the protagonist of the operation – from luxury to economical accommodation, from the city to the countryside.
The Americas region ended 2025 with 569 hotels in operation, totaling 107,270 rooms under 31 brands. Of this total, 114 hotels (32,709 rooms) belong to the Luxury & Lifestyle segment, while 455 hotels (74,561 rooms) are part of the Premium, Midscale & Economy (PM&E) division.
Operating performance followed the expansion. The region recorded a 7.4% increase in RevPAR compared to 2024. In the PM&E division, the number was even more significant: 10.2% growth in RevPAR, driven by two percentage points more occupancy and a 9% higher average daily rate.
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Or RevPAR – acronym for revenue per available room or revenue per available room – shows how much revenue, on average, each available room generated, considering both occupancy and price. In other words, it’s not just about selling at a high price, nor just about selling a lot: RevPAR combines both variables.
Throughout 2025, Accor opened 23 PM&E hotels in the Americas, equivalent to 5,197 rooms (around 5,300 in internal rounded calculations). Of these, 10 openings took place in Brazil. The other 13 were distributed across Mexico, the United States, Argentina and Puerto Rico.
Under development, the PM&E section of the Americas has 101 hotels in the pipeline, with 12,138 rooms planned for the next six to seven years. The plan is to maintain the pace of expansion observed in 2025, when Accor signed 36 new contracts in the region’s PM&E division. Approximately 70% of these contracts are franchise contracts – a level that, according to the company, “is here to stay” as a dominant strategy in new projects, especially economic and midscale ones.
Brazil: agro, economic leisure and leadership
Brazil is today Accor’s main driver in the Americas. The country accounts for more than 60% of the region’s accommodation revenue and has 322 hotels in operation in the PM&E division alone. Furthermore, it leads the corporate travel market with a large advantage: according to the Brazilian Association of Corporate Travel Agencies (Abracorp), Accor holds approximately 38% of reservation sales in corporate travel agencies.
The recent Brazilian expansion is supported by two theses: agribusiness and leisure. “Agricultural cities have opened up a great path of development for us. Sinop, Arcoverde, Primavera do Leste are cities that were never on Accor’s expansion map and that have entered the map. In the same way, economical leisure hotels – no resorts – like the projects we are developing in Maragogi, Olímpia and Porto de Galinhas”, said Abel Castro, Chief Development Officer (CDO) at Accor for the Americas.
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In this context, 2025 was a key year. In the Americas, 23 hotels and around 5,300 rooms opened in PM&E, in addition to the 36 contracts signed. A relevant portion of this movement passes directly through Brazil, which gained 10 new units in the division and consolidated its image as a “fashionable” market for international tourism.
“Brazil is booming. The historical average of foreign tourists visiting Brazil was 3 million. In 2024, there were 6 million. In 2025, there were almost 9 million. There is a huge growth in interest in Brazil and, as an industry, we have to take advantage of this”, says Diego Suarez, CFO of Accor.
Luxury and branded residences
If the backbone of growth in the region is PM&E franchises, the second major focus is the luxury and lifestyle category, with an increasing dose of mixed-use projects – hotel and residences together, a model called “branded residences”.
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Faena São Paulo, scheduled for 2029, promises to be a game changer: it will be the brand’s first project in Brazil, on a 22 thousand square meter plot of land, very close to Faria Lima, bringing together a hotel, residences, cultural arts center, restaurants and the characteristic experience of the Faena universe.
The project follows the model of branded residenceseen as a decisive vector to make high-standard projects financially viable. “When you go to more mature cities – Miami, New York, Dubai – you see the migration of hotel brands and other luxury brands to residential. You no longer live at an address, but at that brand. When you ask where that person lives, they answer ‘At Faena South Beach’. The address becomes secondary and the name, the ‘branded’, is used. This has enormous intrinsic value in real estate development”, says Castro.
According to the executive, this logic is no longer the exception at the top of the pyramid: “In luxury hotels, 70% of the development of luxury hotels has branded residences. In other words, what was the exception is now the rule. And the explanation for this is financial. When you build a hotel, you only have revenue for 3, 4 years. In residential, there is cash flow from the first day of sale. This completely changes the equation”, he explains.
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In the Americas, Accor already operates more than 100 luxury and lifestyle hotels, with 114 properties and 31,000 rooms in 14 countries, and plans an “ambitious” expansion on this front.
“Blessed industry”
Faced with a universe of travelers that is growing again – and tends to expand even further –, Accor sees the sector as a “blessed industry”, in the words of its CEO, Thomaz Dubaere.
In 2019, the world had around 1.4 billion international travelers. During the pandemic, this number plummeted to 400 million. In 2025, the brand reached 1.6 billion international travelers and, in the projections used by the company, it could reach something around 1.8 billion in the coming years.
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In this context, the French group reported revenue of 5.639 billion euros in 2025, an increase of 4.5% compared to 2024, and a 4.2% growth in global RevPAR, driven by more demand and higher daily rates. EBITDA reached R$1.2 billion, in constant currency, an increase of 13% year on year. At the end of December, Accor had 5,836 hotels in operation (881,427 rooms) in 110 countries, with 45 brands in the portfolio, and a pipeline of 1,527 hotels (more than 257 thousand rooms), which represents a growth potential of around 27% over the current base.
