Two-in-one hotels, where customers are offered a choice of two brands on one site, are becoming increasingly common across Europe, according to hotel consultancy firm HVS.
The concept, in which two brands run by the same operator are located either next door to each other or within the same building, retain their identity by having dedicated entrances, front desks and elevators, but often share back-of-house operations, guest amenities and staff.
Pioneered by AccorHotels 30 years ago, HVS said the concept is now growing steadily across both Europe and the US as operators look to gain additional market share by appealing to a broader cross section of customers.
In Europe, Marriott opened a Courtyard/Residence Inn in Munich in 2011 while other combinations include IHG’s Holiday Inn/Staybridge Suites in London, Crowne Plaza/Holiday Inn Express in Aberdeen, and a Hilton/Hampton by Hilton in Bournemouth.
Nicole Perreten, report co-author and associate at HVS, said: “The dual-brand hotel concept is likely to grow further as investors become more familiar with it. For operators the concept offers many benefits, although also presents some challenges.
“It works best when the two brands have a limited degree of overlap in their customer base, but their positioning is not too far apart either – the difference between them needs to be in the price point, length of stay, or the target audience’s purpose of visit.”
She said the concept is still expanding, adding in the future it may be possible to have three-in-one hotels or see the idea move into the luxury or lifestyle sector of the market.
