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Hospitality: Accor takes another big step forward in ‘lifestyle’

Published April 22, 2022, 7:00 AMUpdated April 22, 2022 7:02 AM.

Accor is constantly accelerating its development in the so-called “lifestyle” hotel industry, at the intersection of the hotel, catering and leisure industries, targeting consumers looking for a moment of relaxation, as well as travelers abandoning the standardized hotel industry. The French group and its 67% subsidiary Ennismore, formed last year with Britain’s Ennismore, have in fact just entered into a major China-exclusive partnership that will give this strategic pole an impressive dimension through one of its brands. , Joe and Joe.

Announced on Thursday, the partnership aims to open “at least 1,300 hotels,” more than 100,000 rooms, in the former Middle Kingdom under a long-term franchise deal with Chinese hotel operator Funyard Hotels & Resorts. Based in Guangdong, this real estate division of the Country Garden group already manages 300 hotels under 19 brands. An “unprecedented” contract, Accor emphasizes, knowing that Jo & Joe, launched five years ago, has only four units in operation today: three in France – Hossegor (Landes); Gentilly (Val-de-Marne); Paris (district of the Nation) – and one in Austria – in Vienna -.

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