The Sofitel, closed for almost seven years, will reopen at the end of 2026. The announcement, made at a press conference this Thursday (26) by its parent company, Accor, is part of the company’s strategy to pay more attention to luxury – after a decade of efforts in the mid-range hotel sector.
“We are being proactive in this type of investment, looking for more markets, because we are seeing the demand for this segment [luxo] grow”, declared Thomas Dubaere, CEO of Accor.
Without giving further details about the investment, Accor informed that the hotel, whose design project is signed by architect Patricia Anastassiadis – who also designed the luxurious Fairmont Hotel, in Copacabana, which belongs to the same chain – will have, among other attractions, a restaurant run by a chef who already has a Michelin star and an expanded swimming pool with an infinity edge and a 360 view of Ipanema beach, Lagoa Rodrigo de Freitas, Morro Dois Irmãos and even Christ. Redeemer.
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The company reaffirmed its interest in Rio de Janeiro, where it owns 33 hotels, including its main luxury brands. “Rio is absolutely strategic for Accor because it is in a type of region where real estate Most valued, around the world, is where there is sea on one side and mountains on the other, like Monaco. There is no area to grow, so what is built there is highly valued”, explained Abel Castro, the company’s Development Director (CDO).
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In addition, Accor has other launches in the pipeline, such as the first Faena unit in the country, which will open in São Paulo, more precisely on Avenida Eusébio Matoso, in 2029. The project encompasses, in addition to the hotel, residences and cultural experiences, in the “branded residence” format. The responsible developer is Even.
Brazil in fashion
The perception shared by Accor executives at the press conference is that Brazil is in fashion. “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”, said Diego Suarez, CFO of Accor Américas.
Accor’s investment in the country goes beyond the luxury category. In 2025, in the PM&E line, which encompasses high standard, medium standard and economical hotels, of the 23 hotels opened in the Americas, 10 will be in Brazil. The other 13 are divided between Argentina, the United States, Puerto Rico and Mexico.
“Mobility is always challenging in Latin America. You always have to take a plane to visit different regions. It’s a challenge, but the potential is enormous”, said Suarez.
