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Chain hotels and restaurants: the couple of the future?

The worlds of theme hotels and theme restaurants often cross paths through privileged partnerships. The first is less and less hesitant about outsourcing service from the second, whether it is through pure sub-contracting (still rare) or franchise contracts (the option chosen most frequently).

Restaurants are rarely direct profit centers for hotels. They are more of a marketing pitch used to stimulate occupancy. It has been proven that the presence of a restaurant with a well-known brand can seriously stimulate occupancy rates, particularly during off peak seasons. In the United States, chains like Holiday Inn have long been home to family-style steakhouses, catering to the same public that is the brand’s core target. For the hotel, it is also a matter of lowering costs and concentrating on accommodations, the core trade. Nonetheless in order for the marriage of convenience to work, the restaurant must not be isolated within the hotel. There must be some coherence in atmosphere, temperature and most of all quality of the two services. This is why hotel chains seek out chains with established brand images. The North American phenomenon has rapidly overtaken the Old World. In France too, outsourcing has been clearing a path for a few years now. Accor has used and still uses this strategy: Ibis with the grill specialist Courtepaille work well together at several properties. The same is true for the Taverne de Maître Kanter which brings a traditional Alsatian touch to some units. In both cases, it is a question of diversifying the brand’s restaurant offer and introducing some additional spirit, which often makes the difference on the economy segment. But in order to truly be in control, Accor manages the properties itself.On the upscale segment, in addition to advantages in terms of flexibility, there is an exchange of reciprocal prestige: two renown brands join hands to draw very favorable attention. Hilton is in the forefront of this phenomenon and the group has joined forces with the jewel of Thai cuisine Blue Elephant by the Belgian Karl Steppe (who owns 12 restaurants in nine countries) in X of its properties. The same is true for the Italian Bice with its Sicilian cuisine, which opened units at the Jeddah Royal Hilton Palace, at the Hilton Jumeirah Abu Dhabi and very soon at the new Hilton Valencia... Bice has succeeded in creating a symbiotic relationship with the hotel world, from Le Méridien Sunny Isles Beach Hotel in Miami to the InterContinental in Santiago as well as several 4* North American properties. Finally, Trader Vic’s, the only upscale restaurant chain with global operations, maintains solid ties with the luxury hotel industry. The chain’s famous exotic cocktails may be savored at different Hilton hotels throughout the United States, at the Beach Rotana Hotel & Towers d’Abu Dhabi, at the Crowne Plaza in Dubai, at the Bangkok Marriott Resort & Spa, at the InterContinental in Muscat, at the Ritz Carlton in Bahrain, but also in Europe at the Radisson SAS in Hamburg...On the upscale segment, in addition to advantages in terms of flexibility, there is an exchange of reciprocal prestige: two renown brands join hands to draw very favorable attention. Hilton is in the forefront of this phenomenon and the group has joined forces with the jewel of Thai cuisine Blue Elephant by the Belgian Karl Steppe (who owns 12 restaurants in nine countries) in X of its properties. The same is true for the Italian Bice with its Sicilian cuisine, which opened units at the Jeddah Royal Hilton Palace, at the Hilton Jumeirah Abu Dhabi and very soon at the new Hilton Valencia... Bice has succeeded in creating a symbiotic relationship with the hotel world, from Le Méridien Sunny Isles Beach Hotel in Miami to the InterContinental in Santiago as well as several 4* North American properties. Finally, Trader Vic’s, the only upscale restaurant chain with global operations, maintains solid ties with the luxury hotel industry. The chain’s famous exotic cocktails may be savored at different Hilton hotels throughout the United States, at the Beach Rotana Hotel & Towers d’Abu Dhabi, at the Crowne Plaza in Dubai, at the Bangkok Marriott Resort & Spa, at the InterContinental in Muscat, at the Ritz Carlton in Bahrain, but also in Europe at the Radisson SAS in Hamburg...

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