Hotel group Accor recorded solid financial growth in the first half of 2026, supported by portfolio diversification and stable domestic demand in Central and Eastern European markets, including Romania. According to statements provided to Forbes Romania by Frank Reul, VP Development for Eastern Europe, Balkans, Italy, and Greece, the positive results were achieved against the backdrop of rigorous cost discipline and continuous adaptation to industry transformations.
Globally, the group’s RevPAR indicator increased by 2.2% in the first half of 2026, reaching a 4.6% advance in key markets. Accor’s total revenues rose to €2.76 billion, up by 3%, while recurring EBITDA reached €563 million, up 6.5% compared to the same period of the previous year. By division, the Premium, Midscale & Economy segment generated revenue of €1.389 billion (plus 2.2% at constant exchange rates), showing remarkable performance in Poland, Hungary, and the Czech Republic. The Luxury & Lifestyle division reported revenue of €749 million (down 1.9%), impacted by geopolitical effects in the Middle East and portfolio adjustments.
In the first six months of 2026, Accor expanded its network by opening 109 hotels, representing nearly 14,000 rooms. At the end of June 2026, the group operated 5,835 hotels with 881,928 rooms and had a pipeline of over 268,000 rooms in 1,595 properties, up 11.4% year-on-year. In Romania, Accor operates 25 hotels under brands such as Pullman, Novotel, Mercure, ibis, ibis Styles, Swissôtel, and Handwritten Collection, in locations including Bucharest, Arad, Brașov, Sibiu, Timișoara, Galați, Pitești, Mediaș, Sighișoara, Venus, and Cozieni.
The company’s future strategy relies on digitalization and artificial intelligence, including the integration of bookings from the ALL Accor application directly into ChatGPT. However, group management emphasizes that technology must complement human interaction, which remains an essential pillar in the hospitality industry.
Frequently Asked Questions
What was Accor’s total revenue in H1 2026?
Accor reported total revenues of €2.76 billion in the first half of 2026, representing a 3% increase compared to the previous year.
How many hotels does Accor operate in Romania?
Accor operates 25 hotels in Romania under various brands including Pullman, Novotel, Mercure, ibis, Swissôtel, and Handwritten Collection.
What is Accor’s digital strategy for the future?
Accor’s strategy focuses on digitalization and AI integration, such as enabling ALL Accor bookings directly through ChatGPT, while ensuring technology complements human hospitality.