Kyriad Direct inaugurates its second establishment in the Var department

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Published on 27 July 2023

Kyriad Direct

Louvre Hotels Group strengthens its hotel offering in the PACA region with the opening of its 77th hotel in Brignoles. The former KB Hôtel on boulevard Gabriel Larose has been reborn under the Kyriad Direct banner after two years of complete modernization.

Kyriad Direct Brignoles offers 52 fully-renovated rooms close to the Verdon and green Provence. The fully renovated, air-conditioned rooms feature comfortable bedding and TV screens. The hotel also caters to the specific needs of workers on the move or families, with triple rooms equipped with refrigerators or microwaves.

Launched in April 2018, Kyriad Direct, the two-star destandardized hotel brand owned by Louvre Hotels Group, takes a destandardized hotel approach, enabling hoteliers to preserve their identity while benefiting from the support of a powerful distribution network and a recognized brand. The brand currently has more than 75 hotels in France and Europe, and plans to open some 15 new locations throughout the country by 2024.

"The Kyriad Direct brand offers a winning opportunity for independent hotels and members of modest franchise networks seeking greater visibility. Despite the challenges associated with the post-Covid environment, the brand's flexibility attracts investors keen to preserve the identity and DNA of their establishment, while adapting to local specificities." - Audrey Parrot, Brand Director Kyriad Direct Operations

 "We carefully chose shades of beige for the rooms, evoking the authentic woodsy charm of Provence and the countryside. This warm, timeless atmosphere promotes relaxation and well-being. We also focus on an affordable and comfortable stay experience for our guests, with an average rate of 50 euros." - Hotel Kyriad Direct Brignoles manager, Saad Bouchmekh

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