SUBSCRIBE

News > Business

Read more breaking news

 

 

Accor creates new division for millennial brands

By Sophie Witts , 10-Jan-2017
Last updated on 10-Jan-2017 at 14:37 GMT2017-01-10T14:37:42Z

Accor has invested in boutique brand 25hours
Accor has invested in boutique brand 25hours

AccorHotels has created a new lifestyle division to encompass its growing number of millennial-targeted brands.

The French firm has announced that from 1 February former Club Med North America CEO Cedric Gobilliard will head up the new segment.

He will oversee Accor’s upcoming budget brand Jo&Joe and the company’s stakes in Germany’s boutique 25hours Hotels and French firm Mama Shelter.

The growing threat of room sharing sites such as Airbnb has seen traditional hotel giants launch new concepts to court the attention of Generation Y, who are expected to dominate the business traveller market by 2020.

Jo&Joe, which is expected to open 50 sites in the next three years, will offer classes in yoga or DIY and allow guests to stay in hammocks, yurts or caravans.

Aparthotel group The Ascott Limited is gearing up to launch its new Lyf brand complete with film projection screens and giant ball pits, while Ennismore’s upcoming NoCo concept will seek to challenge the ‘status quo’ of budget accommodation.

Sébastien Bazin, chairman and CEO of Accor, said: “Increasingly, travellers appreciate unique brands with strong personalities that are both working environments for urban nomads and places to meet people and enjoy interesting experiences.

"Accor is therefore expanding its offer in the Lifestyle segment, which is one of the sector’s most dynamic.”

The move follows a string of acquisitions by the company in 2016, including its £1.9bn purchase  of The Savoy owner FRHI in July and its takeover of home rental service  onefinestay in April.

Property of the week

Cheshire Chester: Upton-by-Chester Golf Club

£Unspecified - Tenancy

Bar and Catering Franchise Opportunitiy at Upton-by-Chester Golf Club We are seeking interest from experienced...

On demand Supplier Webinars

How to embed online learning into your organisation
Appetite Learning
All supplier webinars