In 1974, they launched the ibis brand with the opening of the ibis Bordeaux.[6] The following year, SIEH acquired the Courtepaille and Mercure brands, and in 1980 the Sofitel hotel brand, which then consisted of 43 hotels.[6] Two years later, in 1982, the SIEH bought Jacques Borel International, the then world-leading brand offering restaurant vouchers.[6] In 1983, the Group, which had restaurant tickets and hotels, changed its name to the Accor Group.[6]
In 1985, it launched Hotel Formule 1 brand, offering basic accommodation at low prices.[7]
Five years later, in 1990, it entered the North American market by acquiring Motel 6;[8] and later the Red Roof Inn chain, which it later sold to Starwood and a consortium of Citi’s Global Special Situations Group and Westbridge Hospitality Fund, L.P.[9] respectively.
In the 1990s, it diversified to include Accor Casinos and in 2004, bought a nearly 30 per cent stake in Club Méditerranée.[10]
In June 2010, the shareholders of Accor approved the demerger of its hotel and voucher businesses. Accor Services became Edenred. The two entities started trading as separate companies on the Paris stock exchange from 2 July 2011.[11] In 2011, Accor introduced its new brand positioning with the slogan: Open new frontiers in hospitality.[12]
In November 2013, Accor redefined its group business model on two core competencies: hotel operator and brand franchisor (HotelServices) and hotel owner and investor (HotelInvest).[13]
In October 2014, Accor transferred management of its Central European operations to Orbis.[14] In December 2014, Accor announced an alliance with Huazhu (China Lodging) to accelerate expansion in China.
In June 2015, Accor became AccorHotels and adopted a new tagline "Feel Welcome.