In October 2025, we launched Raffles' global campaign ‘The Butler Did It’ in Greater China. Starring Henry Golding, the film presents the brand's butler service heritage since 1887. A multi-channel strategy including PR, social media, CRM, hotel touchpoints and influencers boosted brand awareness. By January 19, 2026, we achieved 10M impressions, 40 media clippings, 24K video views, and 2 RED KOL vlogs featuring our hotels, delivering 1.64M impressions and 133K engagements.

Launched in November 2025, Fairmont’s Make Special Happen campaign reimagines the century-old art of celebration. On January 7 this year, the brand made its China debut at Fairmont Xiamen, marking the nationwide rollout of the ‘Special Happen’ experience.

The campaign secured 200+ media placements, including Forbes China, AD, and CNT China; generated 55K owned social views in Phase 1 and achieved 1.37M impressions and 11,920 engagements in Phase 2 via 10 influencers (+190% vs. benchmark). It also drove 153K+ hashtag views and a 100% hot-post rate on RED.

Air France partnered with Sofitel MY BED to elevate long-haul Business Class sleep, bringing the art of sleeping in the clouds to both day and night journeys. Amplified through PR coverage, KOL stays across France and China, and a dedicated social activation for World Sleep Day 2026, the campaign significantly enhanced brand awareness and positioned Sofitel MY BED innovation as an art form. By March, the campaign achieved 2 million impressions, 103 media clippings, a reach of 1 billion people, and KOL RED vlogs generating 640K+ impressions and 150K+ views.

March 27 marks a milestone for Accor with the opening of its 800th hotel in Greater China – Sofitel Changzhou Hi-Tech District, marking the brand’s debut in Changzhou.

Nestled in Changzhou’s High-Speed Rail New Town, the hotel embodies the theme ‘A Dialogue of Two Worlds, A Journey Home’, blending French zest with Jiangnan charm. With 293 guest rooms and over 4,000 sqm of event space, it infuses every detail with heartfelt hospitality and a distinct French Zest, from its art-inspired design to the signature MY BED™.

This opening strengthens Accor’s presence in the Yangtze River Delta, driving growth in both scale and quality.

From November 2025 to February 2026, MGallery partnered with RED influencers as 'M Collectors', inviting them to share authentic and creative experiences inspired by the brand's signature 'MMoment'. The campaign sparked meaningful conversations across the platform and delivered strong performance. Influencer vlogs and social posts generated 560K+ impressions, 110K viewerships, and 13K engagements. In addition, the brand hashtag #MGalleryHotel recorded over 220K viewerships, while #MMoment surpassed 37K views. 

Swissôtel combines pure, modern, nature-inspired design with Swiss traditions and refined levels of service that define slow luxury. In January, Swissôtel and ARENA HOMME+ hosted the ‘Slow Luxury Salon’ at Swissôtel in Beijing. Leaders from travel, hospitality, media, and key influencers discussed slow luxury as a growing cultural and travel trend, amplifying Swissôtel’s slow luxury positioning and reinforcing its distinctive presence in the luxury hotel market. The event generated over 4.6 million PR media reach and more than 120K interactions.

Selected travel and lifestyle KOLs stayed at the 11 newly opened Novotel hotels in 2025 across destinations nationwide, sharing the hotels' experience and hinting at the Novotel’s new brand positioning ‘Longevity’. This authentic sharing content drove successful seeding for Novotel and its hotels with over 920K impression, 113K readerships, 8K engagement and three hot posts on RED. 

Hotel Shanghai Hongqiao-Handwritten Collection, the first hotel of the brand in Greater China, opened on February 13. Around 30 travel and hospitality media attended the media day event to experience the hotel’s personal touches and classic Shanghai charm. Launched in 2023, Handwritten Collection is a global portfolio of unique, bespoke hotels delivering intimate, warm and stylish experiences. Each property is distinctive, reflecting the host’s charact

In February 2026, the Joint Operations Team came together for a Brand Standards Training, aligning on a shared vision for the year ahead. The session centered on three key pillars: Industry Benchmarks for excellence, the Accor Heartist service culture, and the Annual Brand Core shaping 2026 guest experiences. Tailored insights were delivered through dedicated sessions for Premium, Midscale & Economy, and La Maison. With stronger foundations and renewed passion, we move forward toward an exceptional year ahead.

Mercure has elevated its new brand positioning to LOCAL SHARED WITH CARE: rooted in local exploration and craftsmanship, we share authentic local experiences with care globally, uniting our Heartists, guests and communities to uphold shared responsibilities for people, the planet and places, guided by warmth, kindness and craft. This positioning is anchored by three pillars – Discover, Delight, Care – brought to life through engaging, emotive initiatives.

Accor Greater China invited leading hospitality and travel media to review Accor’s 2025 highlights and 2026 priorities, sharing our differentiating strengths and plans for market expansion, brand stories, loyalty program, and leadership in sustainability. The briefings significantly strengthened Accor’s market visibility in China and sparked industry engagement through in-depth media content among hotel owners, developers and strategic partners, driving over 130K interactions.

Accor Greater China announced a landmark strategic partnership with the renowned Tang Palace Group, a prominent F&B conglomerate on March 31. This collaboration marks the official signing of an agreement to jointly build an integrated business ecosystem centered on a "Dining + Hospitality" model, aiming to establish a dynamic advantage in culinary experiences within the hotel industry.

The hotels of Accor Greater China received over 663 awards in 2025, including honors from the Michelin Guide, Forbes Guide, Black Pearl, Condé Nast Traveler, Tatler Best, Voyage Awards and major international design awards. 2026 opened with four major awards:  

• Fairmont – Most Progressive Luxury Hotel Brand by Luxe Asia 2026
• Raffles – Best Luxury Hotel Brand in China by TTG Travel Awards 2026
• Accor Group – Exceptional Hotel Group of the year 2025 by Grand Hotels Media
• Accor Group (ALL Accor) – The Most Popular Hotel Loyalty Program Award by 2026 China Hotel Awards