Accorhotels has announced a new joint venture partnership with Turkish group Rixos Hotels.
The agreement will see 15 Rixos properties integrated into the Accorhotels network, with five city-centre hotels relaunched under Accor’s family of brands.
Forthcoming Rixos properties in Dubai, Abu Dhabi and the Maldives will also form part of the agreement.
Accorhotels said that the partnership illustrates its strategy “to expand its presence in the Upper Upscale / Luxury market, with a primary focus on developing global activities in the resort segment”.
The agreement will also see Rixos properties participate in the Le Club Accorhotels loyalty programme.
Rixos is currently part of the Global Hotel Alliance, but will leave the multi-brand loyalty programme when it joins Le Club Accorhotels.
Commenting on the move Sebastien Bazin, CEO and chairman of AccorHotels, said:
“This new partnership has many benefits for us. It enables us to become a leading resort operator in a growing market and to complement our offer with attractive leisure destinations to our guests and loyalty members.
“And moreover, we are going a step further in our ambition to be the best provider of multi-nature services to guests by operating hotels in major entertainment complexes which offers new opportunities both in terms of customer experience and of development strategy.”
Accorhotels recently announced plans to add 26 Brazilian properties, through an agreement with the Brazil Hospitality Group (BHG).