AccorHotels is acquiring a 30% stake in the capital of 25hours Hotels, with an aim to accelerate global expansion of the brand.
“Loyal partners have supported our growth in the German-speaking market for the past ten years and we now also have the opportunity to conquer the world with a global partner. This strategic partnership represents a key milestone in our company’s history and a new adventure we are looking forward to,” Christoph Hoffmann, CEO of 25hours 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. Through this partnership, AccorHotels is investing further in one of the fastest growing segments in the industry and enriching its offer to achieve scale in this segment. Today, we are going one step further in our strategy to be a global leader in lifestyle hotels,” Sébastien Bazin, Chairman & CEO of AccorHotels said.
25hours Hotels currently operates seven individual hotels in Hamburg, Frankfurt, Berlin, Vienna and Zurich. 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 is now also targeting long haul destinations.
The organisational structure of the 25hours Hamburg head office is currently being expanded to prepare for the opening of hotels with personality in Melbourne, Miami or Milan. The main focus of this process is to pool different areas of expertise by establishing a creative laboratory. “We are talking about the Extra Hour Lab”, explains 25hours Hotels Chairman Kai Hollmann, “everything that sets the 25hours brand apart and makes it viable for the future will evolve here. This includes design and storytelling as well as extraordinary experience concepts and atmospheric and sensual features.” The lab will carry out off-the-wall experiments and design new, exciting creations that are detached from its day-to-day business, and unconventional for the industry”.
25hours Hotels will continue to be run by its CEO Christoph Hoffmann and his long-time management team. Their common goal is to lead the 25hours corporate culture into the future.
This transaction is subject to the regulatory approvals of the German and Austrian antitrust authorities.