Adagio has undergone a rebranding and has launched new products as it celebrates its 10th anniversary.
Inspired by the expectations of today’s travellers, the brand has reinvented its identity and aimed to refine its offer. The new concept will be implemented in 2018 in 20 aparthotels in 64 establishments renovated over four years.
This includes the rethinking of the property’s common spaces with the welcome area that turns into a table d’hôte, a shared kitchen, a co-working area, a delicatessen and a world map display board where customers can paste photos or comments.
This might include a table football or a piano, to reinforce a feeling of enjoying time together, or a “library of objects”, giving guests the opportunity to personalise their apartment and feel “at home”.
As with new products, new hosting solutions are being put in place to meet the expectations of guests:
- Room Mate
A new form of modern space saving dedicated to urban youngsters will allow them to share an apartment where cooking and relaxation areas will be common but the rooms will be personal.
In 2018 Adagio and Accor Hotels will launch the “Combo” offer – two-storey flats with shared common areas. The goal is to pool common spaces, enrich the guest experience and unify the services and concepts of the two brands under one roof. The first Combo will be opened in Leicester. Other projects are planned in France, Switzerland and Germany.
To celebrate its 10th anniversary and illustrate these changes graphically, Adagio has a new logo and graphic charter that is more ‘modern and dynamic’; aiming to reflect the dynamics of the brand looking forward.
As part of its development policy, Adagio aims to reach 150 aparthotels and 15,000 apartments worldwide by 2020. About 20 openings are planned in Saudi Arabia, the Middle East, Brazil, Germany and the UK with more developments in key markets such as France and the UK. Adagio is also now in the Orbis Hotel Group portfolio, launching into the Eastern European market.
The brand is also targeting new territories in Africa and Spain, with the aim of further developing its international presence and broadening its geographical network.
Karim Malak, delegate general manager of Adagio, said: “We are pleased to celebrate Adagio’s 10th anniversary today. The company is making every effort to perfect its services and multiply its offer in the major European capitals. Indeed, intensive research into customer behaviour over these ten years has allowed us to develop a specialised expertise. We know that our guests are in search of more and more freedom and they want to be at the heart of the action in each city.”
The network has 100 aparthotels and 11,000 apartments worldwide, targeting 150 aparthotels and 15,000 apartments by 2020.