There is no doubt that Europe is a market where all the global playerswant to be present, whether by buying out historic European players in the East or by pushing organic growth with new brands in the West.
Accor’s challengers are gaining ground on the historic player in Europe. While Accor alone weighed the equivalent of its three challengers at the end of 2018, the gap is narrowing. This change is in no way due to a slowdown on the part of the European leader, which on the contrary is accelerating its growth by 2.6% (i.e. +7.888 rooms) compared with +2.2% in 2018. The megabrand ibis still largely dominates the European market and grew by 2.5% (+3.629 rooms). Adagio isalso expanding its portfolio with a 10.8% increase in the number of rooms (+1.021 keys). The opening of JO&JOE Gentilly tripled the number of keys to the brand +185 rooms. greet also made its entry into the European market with 52 rooms in Beaune (France).
The Chinese Jin Jiang stagnated at -0.4% of the hotel’s portfolio (-466 rooms). Growth came from the Radisson Blu (+3.3%), Kyriad Direct (+1.171 rooms) and 7 Days Inn (+208 rooms in one property) brands.
IHG grew by +1.3% (+1.411 rooms). Growth was driven by the voco brand (+940 rooms with 6 openings), Indigo (+728 rooms) and Holiday Inn’s historic brand, Holiday Inn Express (+1.164 rooms).
Marriott can rely on its eponymous brand (+11.4%, +2.321 keys) and its millennial oriented Moxy brand (+21.8%, +1.213 rooms in 7 new properties) to develop its European portfolio. Conversely, Westin Hotels and Renaissance Hotels are losing ground (-8.1% and -8.8% respectively).
The American Best Western saw its hotel portfolio increase by 1.8% (+5% in 2018), notably thanks to its new Sure Stay chains (+37%, +1.646 rooms) and the opening of a second Aiden. The Best Western brands, meanwhile, are stagnating.
Whitbread’s exit from the United Kingdom is beginning to bear fruit. The group opened 896 rooms in Germany in 2019 against 201 in 2018. The Premier Inn brand is thus progressing with a net opening of 2.946 rooms.
Hilton continued to build momentum with a 5.5% increase in its customer base (+5.1% in 2018). The Curio By Hilton chain posted the second strongest growth among the top 50 chains, up 54.1% (+699 keys). Just behind, Garden Inn posted the third strongest growth, +34.9%, or +1.974 rooms. LXR Hotels & Resorts is coming to Europe with The Biltmore Mayfair.
The only shadow in the picture were the Hilton International and Doubletree brands, which each lost a few units (-724 and -167 keys).
TUI Hotels & Resorts leads the way with the strongest growth in the number of properties in 2019, +22.3% (+9.323 keys). It is the TUI Blue brand launched in 2016, whose first resort opened in Portugal, that is driving the growth in the hotel portfolio. As a reminder, TUI has placed the development of its hotel and resort at the heart of its “TUI 2022” growth strategy. TUI Blue wins 8.337 keys in 2019.
Fattal Hotels also strongly developed its portfolio in 2019 +21.4% (+4.358 rooms) thanks in particular to the strong growth of the Leonardo Hotels brand +21.8% (+2.503 keys). The group is mainly present in Germany with 67 properties. David Fattal announced at the Paris Asset Forum >hospitality in November 2019, 32 hotels in the group’s pipeline.
The B&B Hotels Group continues its strong growth in Europe +8.4 (+13.7% in 2018) or +3.457 rooms. The economic brand is now growing faster outside its domestic market. The arrival of Goldman Sachs as an investor heralds an acceleration of international development with ambitions outside Europe.
The only significant decline in the number of rooms in the top 20, The Originals will lose 3.561 rooms in 2019. The new marketing approach has not been taken up by some hoteliers.
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