A newcomer to the top 10 list of international hotel groups is announced during WTM in London (United Kingdom)
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A newcomer to the top 10 list of international hotel groups is announced during WTM in London (United Kingdom)
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Category: Worldwide - United Kingdom - Industry economy -
New brands / Affiliations
This is a press release selected by our editorial committee and published online for free on 2009-11-10
Today, on the opening day of World Travel Market in London, Louvre Hotels and Golden Tulip officially announce their alliance at a cocktail reception to be held at 5 p.m. on their shared stand.
Pierre-Frédéric Roulot, President, and Olivier Derycke, VP International, are on hand for the occasion.
THE LOUVRE HOTELS & GOLDEN TULIP ALLIANCE RANKS #8 IN THE INTERNATIONAL HOTEL INDUSTRY
On July 30th, 2009, Starwood Capital Group, owner of Louvre Hotels, finalized acquisition of the Golden Tulip Hospitality Group. This transaction concerns all Golden Tulip Franchise contracts, development and sales network contracts, joint venture agreements, as well as the brands, hotel names and intellectual property belonging to Golden Tulip, Tulip Inn and other brands.
Together, Louvre Hotels & Golden Tulip form the 8th biggest player in the hotel industry in total number of units, with an offer ranging from 1 to 5 stars and hotels in 41 countries.
Assets of the newly formed group include:
• A portfolio of strong brands, with extremely complementary positioning
• An extensive and well-balanced international presence
• A small-company culture, with short decision-making circuits, a challenger attitude which spurs innovation and reactivity
• Beefed up sales teams and increased sales representation via the cross-selling of all brands
• Hotels evenly divided between three categories: subsidiaries, hotels run under management agreements and hotels run as franchises
• A single distribution platform
This strategic alliance between Louvre Hotels and Golden Tulip enables the group to:
• Increase market share by reaching out to clients worldwide
• Attract new talent and share its know-how with investors throughout the world
• Benefit from economy of scale in terms of purchasing, distribution and mass marketing operations
• Weather economic crises more effectively
An ambitious development strategy turned resolutely towards high-growth markets.
Programmed for growth, the Louvre Hotels / Golden Tulip alliance aims to consolidate the group’s presence in Europe (France will remain a key component) and target promising new regions, either expanding or launching development in countries such as Morocco, India, Brazil, the Middle East and China.
Keys to the new group’s growth include:
• Drawing on its teams’ expertise and know-how to seize local development opportunities
• Pinpointing opportunities by carefully analyzing each market’s potential
- Applying a systematic approach to studying brand compatibility in terms of each specific market
- Adapting concepts to fit the local culture
• Creating joint ventures with local business partners
• Developing franchising abroad (200 hotels outside France are already run as franchises)
Pierre-Frédéric Roulot, President of Louvre Hotels and Golden Tulip; “By year-end 2011, the combined forces of Golden Tulip and Louvre Hotels plan to total 1,250 hotels and over 100,000 rooms. But even if sales have topped 2 billion euros, we want our DNA to remain intact and our model unchanged. The Group needs to conserve its small-company spirit, short decision-making circuits, reactivity and above all our challenger attitude.”
Key figures for Louvre Hotels:
• 4 brands: Kyriad Prestige, Kyriad, Campanile, Première Classe
• 837 establishments in 9 European countries
• A 54,320-room capacity
• More than 10,000 people from 80 different nationalities
Key figures for Golden Tulip:
• 3 brands: Royal Tulip, Golden Tulip, Tulip Inn
• 230 establishments in over 40 countries
• A 27,000-room capacity
• 3 regional offices: Germany- Italy- The Netherlands
• 9 “joint venture” offices: Brazil – China - Ghana -India – Morocco – Middle East– Nigeria - Romania– Thailand
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