As the global hotel industry accelerates its shift towards an asset-light model, franchising is establishing itself as a structural lever, combining the entrepreneurial agility of independent operators with the distribution power of an international hotel group. With 61% of its network operated under this format, Accor has made franchising a strategic priority to strengthen growth and gain market share.
Leire Leoz, Group Chief Operating Officer for Franchise, Premium, Midscale & Economy at Accor, explains why, under this model, the only success that counts is success shared between the Group and its owner partners.
A partnership built on shared performance
By nature, franchising is a long-term partnership built on aligned interests and measurable value creation. Owners commit capital and take on execution risk; in return, they expect far more than a brand name. They expect performance, clarity and a partner they can rely on over the long term.
With more than 3,500 franchised hotels worldwide, Accor is stepping up the deployment of its franchise platform, regarded as one of the sector’s benchmarks. The Group supports local operators and seeks to build sustainable value across more than 45 brands, drawing on its distribution, loyalty programmes, commercial expertise and global scale.
The model is built on a win-win logic: it helps owners generate revenue, build long-term asset value and stay competitive, while allowing Accor to expand efficiently as part of its asset-light strategy. This balance sits at the heart of the Group’s recently reinforced franchise governance in France, now entrusted to Jean-Claude Balanos.
A fast-growing global market
The global hotel franchise market is expected to grow from around €32 billion in 2024 to €66 billion in 2033, driven by investor appetite for higher margins, faster market entry and a more resilient operating model. Against a backdrop of shifting financing rates, development costs and travel behaviour, franchising offers a more controlled growth trajectory, with independent operators aligning themselves with established global brands to remain competitive.
This dynamic is playing out on the ground, as seen with the recent opening of Sweden’s first Mercure in Gothenburg, operated under franchise by a local operator, and the acquisition of seven Accor hotels in the UK by Starboard Hotels and LaSalle, which will remain operated under the Group’s brands.
A “franchise-forward” transformation at every scale
Accor has made franchising a strategic priority, viewing the model as an accelerator of growth and market share. Today, 61% of the network is operated under franchise; the Group’s ambition is to reach 75% by 2030. Globally, 80% of signings in the Premium, Midscale and Economy segments are already franchise agreements.
Master franchise agreements and portfolio acquisitions carried out with trusted partners in key markets are accelerating this “franchise-forward” transformation of the division. The model is also opening up new growth avenues in Luxury & Lifestyle, led by the collection brands Emblems and MGallery.
This approach fits into the broader debate currently running through the sector on the balance of power between brands, owners and third-party operators in the asset-light era.
The best of both worlds for owners
A growing number of hotel owners are choosing franchising because, according to Accor, it offers them the best of both worlds: the freedom to run their own business, backed by the strength of a global hotel group. For Leire Leoz, this equation sums up what the Group’s partners expect above all from a franchisor: performance, clarity and long-term support.
At a glance by The Hospitality Tribune
Accor accelerates franchise-forward growth strategy
61% of Accor’s global network is already operated under franchise
Group targets 75% of its portfolio in franchise by 2030
More than 3,500 franchised hotels worldwide, across 45+ brands
Global hotel franchise market projected to grow from $37bn (2024) to $77bn (2033)
80% of Premium, Midscale & Economy signings are now franchise agreements
Luxury & Lifestyle growth extends the model via Emblems and MGallery collection brands
