Louvre Hotels Group continues its expansion in France
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Louvre Hotels Group continues its expansion in France
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Catégorie : Europe - France - Économie du secteur -
Chiffres et études
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- 22 hotels opened in France during 2012
- Year sees rapid growth in the Golden Tulip brand in France
- An innovative, high-quality offering eagerly sought by investors and franchisees
Louvre Hotels Group, a leading hotel company, has continued its expansion in France in 2012. Since January the Group has opened 19 establishments (1,500 rooms) in the country and plans to open a total of 22 over the course of 2012, adding a total of 1,930 rooms. Half of these openings have taken place under management contracts with new investors.
Situated in strategic locations, particularly in city centres and close to major transport hubs, these establishments meet the needs of business travellers and local and international tourists.
Louvre Hotels Group has all the strengths needed to be involved in major projects: powerful brands and its ability to deliver “turnkey” offerings mean that it can enter major tender bids, with the various brands within the Louvre Hotels Group combining to create a full, high-quality offer.
New strategic directions and strong ambitions for the Golden Tulip brand in France
So far most of 2012’s openings have been of hotels in the Kyriad and Première Classe chains (8 and 7 hotels respectively). Louvre Hotels Group has also opened two Campanile hotels and two Golden Tulip hotels.
The Group entered the French 4-star hotel market for the first time in 2012, via the Golden Tulip brand which has been part of Louvre Hotels Group since 2009. The opening of the Golden Tulip in Troyes in July and the Golden Tulip in Mulhouse last month reflect the brand’s ambition to have some 50 hotels in France by 2015.
New hotel openings in France have been backed up by the CAP50 renovation programme, which covers several hotels in France. Some €50 million has been raised to allow work to begin on two initial hotels in May (the Première Classe hotels in Boissy Saint Léger and Lyon Ouest Tassin). The final target is to completely renovate around 50 Campanile and Première Classe hotels by the end of 2013.
Franchising is a major feature of Louvre Hotels Group’s expansion in France
2012 was another year of success for Louvre Hotels Group with franchisees. Hotel investors reacted enthusiastically to the integration of the Golden Tulip brand which means they can now choose from a portfolio of six brands, ranging from one to five stars.
Louvre Hotels Group franchisees enjoy a number of benefits to allow the creation of a modern, high-quality hotel offering, including:
- the introduction of new hotel ratings, which will cover 90% of franchised hotels by end-2012;
- Investor Club meetings, important meetings that allow the group to meet franchisees and discuss any concerns they may have;
- innovative training, particularly for franchisees, from “U”, Louvre Hotels Group’s corporate university “U” (pronounced “You”), launched last September.
The quality and dynamic nature of the support provided by Louvre Hotels Group to its investors was recognised by the Federation of European Partnership and Franchise Networks (IREF) in 2012.
France: a priority for Louvre Hotels Group in 2013
2012 was a record year in the number of new hotel openings by Louvre Hotels Group in France. This rapid growth stands out against the current economic background and is a demonstration of the real strengths of the group in its domestic market.
In 2013 Louvre Hotels Group will continue to expand, with a target of 20 to 25 new openings in France.
Christophe Novellon, Director of Development, France, noted, “We are keen to build on our strengths and continue our expansion in France in our original market, by strengthening our coverage of the country’s main towns and cities.”
About Louvre Hotels Group
Following their respective purchase by Starwood Capital in 2005 and 2009, the alliance between Louvre Hôtels and Golden Tulip became Louvre Hotels Group in April 2011, making it a leader in the global hospitality market with more than 1,050 hotels in 42 countries ranging from 1 to 5 stars.
The Group, established in 1976, now counts 6 brands: Première Classe, Campanile, Kyriad, Tulip Inn, Golden Tulip and Royal Tulip Luxury Hotels. Louvre Hotels
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