In 2024, B&B Hotels Central & Northern Europe reported a strong financial performance, with significant growth in revenue, hotel openings, and customer satisfaction. The company also focused on sustainability and expanding its footprint in key European markets.

B&B Hotels Central & Northern Europe experienced a record year in 2024, with a 16% increase in revenue. The company's portfolio grew by 23%, with the addition of 47 new hotels, bringing the total to 255 properties and more than 26,000 rooms. These results reflect the success of the company’s strategic expansion efforts in markets such as Poland, the Netherlands, Denmark, and Germany. 

Strong growth in Germany and beyond 

Germany, with 225 hotels and over 23,000 rooms, remained the core market, contributing €446 million in revenue—an increase of 16% from the previous year. The company’s expansion in Germany included 42 new hotels, further solidifying its position as a market leader. 

In addition to Germany, B&B Hotels Central & Northern Europe focused on growth in other European countries, with significant additions in Poland, the Netherlands, and Denmark. 

The acquisition of 30 properties from AccorInvest also played a key role in expanding the company’s footprint. 

Investment in new rooms and renovations 

In 2024, B&B Hotels Central & Northern Europe signed contracts for over 3,300 new rooms, with plans to continue expanding. The company aims to reach 400 hotels in Germany and Austria by 2029.

Investments were also made in renovating existing properties, with 50 hotels scheduled for upgrades to improve the guest experience and offer expanded amenities. 

Commitment to sustainability

 B&B Hotels Central & Northern Europe has also strengthened its commitment to sustainability, recognizing its role as the largest hotel chain in Germany. The company has taken steps to reduce its carbon footprint by purchasing green electricity and implementing initiatives to reduce food waste.

The group is also engaged in social projects, including supporting the SOS Children’s Village, as part of its corporate social responsibility efforts.

Looking ahead 

Despite global uncertainties, B&B Hotels Central & Northern Europe is well-positioned for continued growth. The company’s strong pipeline and commitment to customer satisfaction, sustainability, and employee well-being suggest that it will remain a key player in the European hospitality market.