Louvre Hôtels and Golden Tulip announced yesterday the launch of a new commercial entity called “Louvre Hotels Group”, the 8th largest player in the global hotel industry, and the 2nd largest in Europe.
Following its acquisition by Starwood Capital in July 2009, Golden Tulip Hospitality operated under a strategic alliance with Louvre Hôtels. This alliance evolved and the two companies now belong to the same parent company, Stareco, a subsidiary of Starwood Capital.
This combination with Golden Tulip, perfectly complementary to Louvre Hôtels in terms of market segments and geographic locations, has enabled Louvre Hôtels to gain 10 years of growth. The new company currently manages a portfolio of seven clearly distinctive and complementary brands ranging from 1 to 5 stars; and with over 1,000 hotels in 40 countries, it is one of the leaders in the global hotel sector.
2011: Louvre Hotels Group ready to take on a new dimension
To realize its new ambitions, Louvre Hotels Group has strengthened its organisation, including: reinforcing its management team (the appointment of Mike Spetter as External Advisor to the President), rationalizing its branding policy, and promoting the sharing of skills and know-how within the Group, whilst continuing the combination of the respective cultures of Louvre Hôtels and Golden Tulip.
Over the past 18 months, substantial work has been done to reposition the brands: new concept of renovation implemented within 35% of Première Classe’s network, implementation of the “Campanile Nouvelle Génération” concept among 25% of the brand’s hotels; launch of “Bed Blitz” (in 100% of hotels) and of “Buffet Blitz” (in 80% of hotels) harmonization of the Kyriad’s network – whose brand in 2010 celebrated its 10 year history, as well as the renovation of 30% of hotels in 2 years redefinition of the fundamentals of the Golden Tulip brands.
Sales teams are now jointly developing the seven brands and adjusting the growth strategy depending on market specificities, taking advantage of existing partnerships and of the reputation of brands already established locally.
The group aims for example: to widely diffuse the Golden Tulip brand in France, the historical market of Louvre Hôtels, with a target of 50 Golden Tulip hotels within France by 2016. Openings are expected in the coming months including in Thionville, Roissy and Lyon. to develop Campanile and Première Classe beyond their principal markets and to conquer areas of high growth potential in which Golden Tulip already has an established presence, such as in Brazil, North Africa or Asia.
International expansion
Continuing its expansion across the world, Louvre Hotels Group implements an offensive strategy aimed at consolidating its positions in Europe, where it is No. 2, and positioning itself in the Top 5 in emerging countries by creating local partnerships and maximizing brands’ settlements according to markets’ maturities.
Louvre Hotels Group aims to open a total amount of 80 hotels in 2011, mainly in Europe and in Asia. Already 20 openings have been carried out since January (including seven hotels in France, four hotels in India, three hotels in Brazil). Then, the Group plans to increase the expansion of its hotels, and to open an annual average of a hundred of hotels within the next five years.
In the long term, the group will particularly focus on high growth countries such as India, Brazil, China, Ukraine and Morocco. India is Louvre Hotels Group’s priority in 2011. There are already six hotels and the group aims to open a dozen hotels per year over the next five years. The group also plans to raise funds to finance its ambitious development plans on this market with huge potential. In Ukraine, Louvre Hotels Group plans to open six hotels by the end of 2012-early 2013. In Brazil, an exclusive partnership with BHG has propelled the Group from No. 6 to No. 3 in 3 years only.
Pierre-Frédéric Roulot, President of Louvre Hotels Group, said, “With our portfolio of well known and recognised brands, and thanks to the involvement and expertise of our teams, we will continue our ambitious growth strategy and firmly focus on growth markets. Louvre Hotels Group aims to open 80 hotels by 2011, then a hundred hotels per year over the next five years, confirming our position as a leading player in the worldwide hotel industry.”
