Accor appoints David Fraser as VP-Operations for four brands in the Pacific

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Accor has appointed hospitality veteran and asset manager David Fraser as vice-president for operations for the Sofitel, Sofitel Legend, MGallery, and Emblems brands across the Pacific. 

Fraser’s arrival comes at a pivotal moment as Sofitel undergoes a transformative renewal phase and MGallery is poised for strategic expansion.

He brings over 25 years of industry experience, having previously served as head of asset management at Axsia HTL, where he oversaw projects and transactions exceeding $16 billion. His career spans senior roles with Marriott International, Starwood, and Hyatt, and he returns to Accor, where he worked from 1995 to 2005. 

Fraser said of the appointment: “I am excited to return to the Accor family and work with these much-loved brands. I’ve always been passionate about collaborating with owners and teams to reposition and elevate hotels, optimize performance, and enhance guest experiences. Joining the Sofitel, Sofitel Legend, MGallery, and Emblems brands gives me the opportunity to bring this experience to some of the Pacific’s most iconic luxury properties.” 

A key player for regional expansion

According to Maud Bailly, CEO of Sofitel, Sofitel Legend, MGallery, and Emblems: “I am delighted to count on David’s talent and strong expertise to continue expanding in the Pacific, a region that is especially dear to us. It is also one of the most advanced regions in terms of sustainability and responsible luxury, perfectly aligning with our brand ambitions. Together, we look forward to reaching new heights with an unprecedented development pipeline over the next three years.”

Bailly added that Australia has always been a key market for Sofitel and MGallery, as it is home to several flagship properties such as Sofitel Darling Harbour and MGallery Manly Pacific which recently won the Prix de Versailles. 

She remarked: “2024 has been a record-breaking year for our luxury brands globally, marked by a new dynamic with 90 new hotels signed in the pipeline and major renovations, including Sofitel Sydney Wentworth.”

Crafting the region’s luxury brand of choice

The scope of Fraser’s work with the brands covers 21 luxury hotels across Australia, New Zealand, and Fiji, including Sofitel Sydney Darling Harbour, Sofitel Adelaide, Sofitel Wellington, Sofitel Fiji Resort & Spa, and Sofitel Sydney Wentworth, which recently relaunched after a $70 million renovation. 

The MGallery Collection, including Manly Pacific Hotel Sydney, The Porter House Hotel Sydney, Hotel Chadstone Melbourne, and Hotel St Moritz Queenstown, is positioned for rapid growth. 

The Pacific is also a strategic market for developing Emblems, a collection of emblematic luxury hotels serving as flagships for their destinations.

Globally, Emblems aims to grow to 60 properties by 2030. 

Fraser said: “Here in the Pacific, my goal is to make Sofitel the luxury brand of choice with its French zest and to grow MGallery into the region’s fastest-growing boutique luxury brand, offering meaningful and memorable moments to its guests. I’m also eager to explore opportunities to bring the prestigious Emblems brand to the Pacific.”

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