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Accor Launches Non-Standardized Brand

PARIS —Accor has launched a new community-based, responsible and non-standardized economy-hotel brand, greet. The brand was created in response to traveller demand fora high-quality and affordable hotel experience that also adds meaning to their purchases and reducestheir impact on the planet.

“Since its creation, Accor has always been attentive to the needs of its partners and franchisees. Through our plan to expand our portfolio of brands, launched by Sébastien Bazin, we’reupholding our commitment to always offering unforgettable experiences to our customers while simultaneously supporting our network of franchisees,” says Franck Gervais, CEO Europe, Accor. “With the launch of greet, our aim is simply to provide an ideal solution to independent hotel owners by offering a brand that combines the regeneration of existing hotel structures with cost control, both in terms of renovation and redevelopment of the spaces.”

With greet, Accor is continuing to expand its brand portfolio. Hotel ownershavethe freedom to create a unique identity for each hotel, but each greet property must feature the brand’s key features, including its logo in the common areas, a large table d’hôtefor sharing special moments and ensuring 20 per cent of rooms can accommodate between four and six people. Hotels must also stay true to the brand’s “three ways of being greet” by salvaging objects sourced via second-hand networks or from eco-responsible suppliers; by upcycling unusual decorative items; and by revisiting these objects to repurpose them and give them a second lease on life.

In line with the brand’s focus on social responsibility, an eco-system has been introduced to assist hotel owners in renovating and upgrading their assets. Partnerships with key organizations will enable each hotel to turn its approach to giving second chances into a reality. greet has joined forces with several leading charities, including Emmaüs, which will enable owners to source second-hand furniture and designs made using recycled items, as well as Valdelia (an eco-organization providing a comprehensive solution to collect, recycle and re-use old furniture from all types of organizations), which will strengthen the connections with these networks.

The first hotel under the greet brand opened in the heart of the Burgundy vineyards in April, with additional locationsset to open in France in Marseille (St Charles et Aéroport), Lyon Perrache, Paris, St-Witz, Rennes, Bourges and St-Germain-en-Laye in the near future. Accor hopes to open 300 greet hotels throughout Europe by 2030.

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