Accor Hotels Appoints Publicis 133 LUX Singapore

Publicis 133 LUX Singapore has been appointed the global social media agency by Accor for its Global Luxury and Upscale segment. Sofitel, Pullman and MGallery are among Accor’s luxury brands that the agency will be managing from its Southeast Asia headquarters based in Singapore. 

The announcement came just three months after Accor moved its Global Luxury and Upscale marketing operations from Paris to Singapore in a bid to grow its market share of luxury travel consumers in Asia Pacific. The global luxury market is valued at USD1.8 trillion. Asian consumers currently account for almost half of global luxury sales. 

“We’re very excited to be appointed by Accor,” says Lou Dela Pena, CEO of Publicis Singapore. “Publicis 133 Lux has an immense heritage in luxury marketing. This, in addition to our understanding of the Asian market will allow us to help Accor in amplifying their digital footprint in the luxury space.” 

“Luxury consumption is fast changing, but we are confident that we can deepen Accor’s luxury credentials even further through the strategic use of social media platforms,” says Jae Soh, General Manager of Publicis 133 LUX Singapore.

“Asia Pacific is a bright spot in travel. While travellers from China and India are leading the way, other markets such as Indonesia, Malaysia and the Philippines show a rising affluence among the middle-class, thus resulting in increased disposable incomes that now allow them to indulge in luxury products and services, including travel,” according to Mr. Rick Harvey Lam, Senior Vice President Luxury and Upscale Brands, Global Marketing, Accor Hospitality. 

Mr Lam adds: “We believe Asia is the perfect destination to take our luxury and upscale brands to the next level. We look forward to collaborating with Publicis 133 LUX Singapore in upping the ante regionally and globally.” 

Accor operates over 300 hotels across three brands – Sofitel Luxury Hotels, Pullman Hotels & Resorts and MGallery Collection. It has recently launched several upscale hotels across Asia Pacific that include Sofitel So Singapore, Sofitel Bali Nusa Dua, Pullman Saigon Centre and Pullman Khao Lak Katiliya Resort and Spa.

It has been a year of transformation for the agency as evidenced by a string of feats including new business wins, senior appointments, and the launch of its luxury division Publicis 133 LUX Singapore. 

“Winning Accor’s Global Luxury and Upscale digital marketing business is a fitting end to our year. We couldn’t be prouder,” enthuses Dela Pena.