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AccorHotels has acquired a 30% stake in 25hours Hotels, with plans to expand the boutique hotel brand into the UK market.
25hours Hotels currently operates seven individual hotels in Hamburg, Frankfurt, Berlin, Vienna and Zurich, and a further five hotels will open in Zurich, Munich, Cologne, Düsseldorf and Paris in the next two years.
The company has been looking to expand into other European countries for some time, and AccorHotels is no considering London as a potential destination for the chain. The brand is now also set to target long haul destination.
The brand’s design focuses on “individuality, authenticity and personality” and each of its hotels feature a unique style and story.
Sébastien Bazin, chairman and CEO of AccorHotels, said: “This alliance came about because we were immediately attracted by these individual, design-oriented boutique hotels that are a great workplace for urban nomads and an ideal starting point for outings into key cities.”
The move is part of AccorHotels strategy to be a “global leader” in lifestyle hotels, and follows its acquisition of FRHI Holdings – the parent company of Fairmont, Raffles and Swissôtel – earlier this year for a sum believed to be worth around £1.9bn.
25hours will continue to be run by its CEO Christoph Hoffmann and his long-time management team. He said: “We feel very much at home within the AccorHotels recent lifestyle strategy and are delighted to be an important partner of one of the world’s leading hotel operators.”
