The French hotel group announced its acquisition of 30% of the capital of the German hotel chain 25hours hotels. This operation represents close to 35M€.
The operator also mentioned it could also "exercise a stock option for up to 100% of shares in the company in the years to come." Gaurav Bhushan, General manager hotel development AccorHotels added: "We believe strongly in luxury and lifestyle hotels. It is one of the most dynamic sectors in the hotel industry and in which we wish to be a key player, this is why we are investing in the capital of 25hours."
Sébastien Bazin, Chiarman and CEO AccorHotels explains: "This alliance came about because we were immediately attracted by these individual, design-oriented boutique hotels that are a great workplace for urban nomads and an ideal starting point for outings into key cities. Through this partnership, AccorHotels is investing further in one of the fastest growing segments in the industry and enriching its offer to achieve scale in this segment. Today, we are going one step further in our strategy to be a global leader in lifestyle hotels."
Moreover, the goal of 25hours is to create a "creative laboratory" in order to strengthen its organization. From this perspective, Kai Hollmann, Chairman 25hours Hotels explains: "We are talking about the Extra Hour Lab. Everything that sets the 25hours brand apart and makes it viable for the future will evolve here. This includes design and storytelling as well as extraordinary experience concepts and atmospheric and sensual features." In 2015, this hotel chain recorded turnover of 67 million euros.
Through this new partnership, AccorHotels strengthens its positioning lifestyle segment. Last September the French operator created the innovative brand Jo&Joe positioned on the same segment. The group also entered the capital of Mama Shelter 2014 with a 35% participation. As of January 1, 2016, AccorHotels ranked 6th in the global ranking of hotel groups, with 3,995 properties, for a total of 554,508 rooms, according to data published by Hospitality ON.
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