While the luxury goods sector may face some challenges, travel and experiences have not, said Ms Bailly.
Many travellers who previously visited the Middle East, particularly Dubai, are shifting their focus to Thailand and Vietnam, she noted.
The theme of luxury is about being inspirational, and is deeply rooted in local destinations and authenticity, making Thailand a perfect match in this regard, said Ms Bailly.
Luxury hotel performance throughout the region is projected to see year-on-year growth, with Thailand and Vietnam at the forefront of the market, she said.
Despite the maturity of Thailand’s market, where Accor brands are already well-established, there remains significant potential for luxury property development on lesser-known islands and in emerging destinations, said Ms Bailly.
The company aims to convert existing properties or partner with newly built projects to introduce three Accor brands — Sofitel, MGallery and Emblems — to the region.
Across Southeast Asia, Accor manages 30 hotels under these three brands, with an additional 26 currently in the pipeline. In Thailand, it operates two Sofitel and seven MGallery hotels, with two new properties in Phuket slated to open by the end of this year.
On a global scale, Accor operates approximately 250 hotels under the Sofitel and MGallery banners, as well as its newest brand, Emblems, which has two properties and 100 hotels in the pipeline.
During the first half of 2026, Accor’s luxury hotel segment reported revenue per available room (RevPar) growth of 4.5% year-on-year.
In the second quarter, its luxury RevPar excluding the Middle East climbed by 9.1%, while the third quarter saw an uptick of 10.6%.
For the full year, Accor anticipates total year-on-year RevPar growth of 2-2.5%.
EXTENDED MARKET
As part of its development pipeline, the company intends to provide more facilities and room configurations suited to multigenerational travel, as luxury accommodation today caters not only to adult couples but also to families, said Ms Bailly.
Sofitel hotels are launching campaigns and promotions specifically targeting families with children. More than 40% of Sofitel hotels worldwide are undergoing renovations to modernise their facilities and elevate brand standards, including properties in Thailand. This has also helped to drive demand for new Sofitel hotels in the pipeline.
Meanwhile, the boutique luxury brand MGallery is benefiting from both leisure tourists and small business and meeting groups, a trend that has persisted since the pandemic.
The brand possesses significant growth potential in the region, as each country offers a distinct culture that could support further hotel expansion.
Emblems remains a young brand within Accor, with only two operational properties located in the UK and Canada. The brand favours tranquil, iconic destinations, making it well suited to Asia’s extensive range of wellness retreats and sanctuaries, said Ms Bailly.
