Last December 31st, the brand “Hôtels & Préférence” bought TemptingPlaces, the boutique hotels consortia brand. A merger that allows Hôtels and Preference, which was previously only a French implanted company, to begin its conquest of the world.
Today, Hôtels & Préférence, claims 150 owned hotels and more than 10,000 rooms mostly in France, with a few in Morocco and China. Inversely, TemptingPlaces is primarily an international brand with 105 boutique hotels in 31 countries according to the brand.
TemptingPlaces was sold by its founder Laurence Onfroy, globe trotter and author of the book 60 unique destinations worldwide, la plus belle sélection de boutiques hôtels à travers le monde. With this new acquisition Louvre Hotel group, which owns Hôtels and Preference, continues to follow its diversification policy by adding a boutique segment to its portfolio.
That’s also a new sign of the deeper evolutions in the consortia market, which is currently undergoing a lot of change, such as the merger of all SEH’s brands into a single one: "The Originals". The goal of this is perfectly summed up by Philippe Marguet, CEO of former SEH: “we must fight for our hotels’ revenues, and enhance our brand awareness” (reads our interview in French).
The same trend underlines the convergence of Citotel and Logis, for example (reads our interview in French for further information). Hôtels & Préférence and TemptingPlaces appear to be adopting the same logic.
Between 2014 and 2016, Hôtels & Préférence lost 19 hotels: in the challenging concept the merger seems to be one way to achieve some new growth and strengthen the brand. The price of this acquisition has not been published. The name of the new entity will be "TemptingPlaces by Hôtels & Préférence".
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