STRENGTHENING LUXURY PRESENCE ACROSS KEY DESTINATIONS
Accor’s growth strategy in Southern Europe, particularly Italy, is guided by respect for local culture, a commitment to sustainable growth, and strong collaboration with partners.
“Southern Europe, especially Italy, holds a significant place in Accor's long-term vision for the development of its luxury brands,” said Paul Rosenberg, Accor's Regional Vice President of Luxury Brands in France, Southern Europe, and North Africa. "We aim to strengthen Accor's presence in key leisure and corporate destinations throughout Italy such as Rome, Milan, and Sicily and to contribute to the evolution of the hospitality landscape in a way that is thoughtful, responsible, and relevant to the travelers of today.”
Ettore Cavallino, Accor's Senior Development Director Luxury Brands, Europe, added, "The Group is deepening its presence in markets where global travelers are seeking out one-of-a-kind luxury experiences, such as Puglia and Cortina d'Ampezzo. Our tailor-made approach offers unique added value to the many independent luxury hotels in Italy's largest cities and areas with strong leisure potential.”
FLAGSHIP DEBUTS: ORIENT EXPRESS, RAFFLES, AND SOFITEL
The year began with the opening of Orient Express La Minerva in Rome, the brand’s first hotel worldwide, set in a meticulously restored 17th-century palazzo. The brand will follow up in 2026 with Orient Express Palazzo Donà Giovannelli in Venice, a 15th-century palace currently being restored. Complementing the hotels, the captivating La Dolce Vita Orient Express train journeys also premiered this year, blending art, landscapes, and three-Michelin-starred cuisine.
- Raffles Lake Como (2027): Marking the brand’s Italian debut, this hotel will reside on an exclusive lakefront area following an extensive renovation. It promises a world of elegance and glamour, featuring a private beach bar, immersive concept restaurants, and a focus on sustainable luxury.
- Sofitel Genova Marina (2027): This new five-story luxury hotel on the Genova waterfront joins Sofitel Roma Villa Borghese. The architectural design is overseen by the highly coveted Renzo Piano (of The Shard and Centre George Pompidou fame) and is set to become the city's first truly international luxury hotel.
EMBLEMS COLLECTION: CELEBRATING LOCAL SOUL
The Emblems Collection—where luxury meets intimacy through singular design—will debut four unique properties in 2026, each celebrating the essence and spirit of its location:
- Hotel Bellevue, Emblems Collection, Cortina d'Ampezzo: A charming 80-room luxury chalet nestled in the prestigious Dolomiti Superski area.
- Palazzo Sozzini Malavolti, Emblems Collection, Siena: A noble 38-key residence steeped in history, featuring hidden gardens, ancient caves, and interiors celebrating Tuscan craftsmanship.
- Relais San Clemente, Emblems Collection, Umbria: Reborn as a 51-key estate with nine private villas, this former Benedictine convent near Perugia offers expansive wellness and sacred heritage.
- Masseria Furnirussi, Emblems Collection, Apulia: Celebrating Mediterranean craftsmanship with 60 suites (most with private pools) and residing amongst the largest fig orchard in Europe, reimagining traditional Salento architecture.
Accor's continued momentum in Italy was further solidified this year with the openings of The Hoxton Florence and Hotel Giacomo Morra Alba - Handwritten Collection in March 2025, and Mövenpick Hotel Bari, Italy, which debuted this past summer.
