Described as “a new alternative hospitality and sustainable tourism offer”, "greet" is as trendy as it gets, embracing today’s global concerns to the fullest extent. Everything you need to know about the latest addition of the French franchiser.
The new brand aims at combining “environmental considerations with a socially responsible approach for travellers seeking authenticity”. It was announced earlier in 2019 as the newest economy brand added to Accor’s portfolio. The first property in Burgundy last April, and the plan is to develop it throughout France, including in Marseille (St Charles Station and Aéroport), Lyon Perrache, Paris, St-Witz, Rennes, Bourges and St-Germain-en-Laye (Paris region). The goal is to open 300 units in Europe by 2030.
Economy and diversity
The brand is joining Accor’s portfolio in the economy segment, which previously consisted of all the ibis brands, Joe&Joe, Breakfree and hotelF1. It offers “a high-quality and affordable hotel experience” and as well as a breath of fresh air, away from the usual standardized models of the franchised brands. Indeed, Accor has set a new rule for greet: “a flexible business model for partners, and a totally new hotel experience for customers”. It enhanced every unit’s unique identity by delivering a non-standardized model. Every hotel will have its own style, its own furniture, allowing diversity and creativity to express themselves, meaning that customers will have a different experience in each of them.
Empowering hotel owners
Based on a locally framed approach, greet is easy and enables owners to have their own style. The transition to the new brand is therefore easier than a franchise, as the model is very flexible. There are only three rules that they should in all times observe: show the logo of the brand “in the common areas”, set a “large table d’hôte for sharing special moments”, and saving 20% of the available rooms for 4 and 6-people accommodation.
Franck Gervais, CEO Europe Accor, explains the new strategy that sets its root deep in the group’s operation:
Since its creation, Accor has always been attentive to the needs of its partners and franchisees. Through our plan to expand our portfolio of brands, launched by Sébastien Bazin, we are upholding our commitment to always offering unforgettable experiences to our customers while simultaneously supporting our network of franchisees. With the launch of greet, our aim is simply to provide an ideal solution to independent hotel owners by offering a brand that combines the regeneration of existing hotel structures with cost control, both in terms of renovation and redevelopment of the spaces.
Recycling and acting local
The idea of greet is also to be sustainable. As so, it has a strong value, which is “celebrating a philosophy of donating and giving a second chance”. The brand has set a “no waste policy”, an an eco-system where everything is second-handed, when the need of “renovating and upgrading their assets” is felt. Partnerships have been made with associations like Emmaüs, a famous French charity that renovates second-hand objects and furniture while employing homeless people in their staff. By joing such movements, greet acts as a local actor, having “a positive impact on our society” and at the same time helps preserving resources of the planet, “accelerating the vital and urgent environmental transition that society must undergo” (Franck Gervais).
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