European hotel giant Accor SA is making a big bet on lifestyle hotels and has created what it says will integrate its boutique hotel with a UK company to become the world’s largest operator of lifestyle hotels. I agree to do.
Accor said it has agreed to set up a new venture, including more than 70 properties, in a full-share deal with London-based hotel operator Ennismore. Twelve lifestyle brands will be introduced, including Mama Shelter, SLS, and the 21c brand, which operates hotels in the United States.
Under the proposed agreement, the merged company will have an additional approximately 180 hotels, either in the pipeline or in advance consultation with the hotel owner. Due to its size and scope, the new division (operated under the name Ennismore, but owned by Accor’s majority) can strengthen its global influence in this popular accommodation segment.
“Lifestyle is one of the fastest growing hotel segments on the planet,” said Sebastian Chamberzan, CEO of Accor. “Guests want it, and hotel owners want it.”
Lifestyle labels can be ambiguous, but usually refer to hotels that focus on design and have an active bar and restaurant scene. Mr. Bazin said he defines a lifestyle hotel as a hotel that derives at least 40% of its revenue from food and beverage and other entertainment services.
French Hotel Giant Targets US with New Lifestyle Operator
Source link French Hotel Giant Targets US with New Lifestyle Operator