Accor has launched its new ‘sustainable' and non-standardised Greet brand, with plans for 300 hotels across Europe by 2030.
The Caterer reported in February that the French hotel giant was planning to launch the new brand with more details now available.
Greet is described as a "sustainable tourism offer" that "combines environmental considerations with a socially responsible approach". The economy brand is targeting travellers looking to reduce their impact on the planet.
The first Greet opened in Burgundy, France (pictured) in April, with the next Greet opening in Darmstadt, Germany later this year. London, Marseille, Paris and Lyon are the next target cities for the brand.
Accor said Greet offers "freedom and great flexibility" to owners under its banner, with brand standards such as including its logo in the common areas, a large set menu, and that 20% of rooms can accommodate between four and six people.
One of the defining aspects of Greet will include using salvaging furniture and decorations sourced via second-hand networks or from eco-responsible suppliers, or that are upcycled, and repurposing items.
The group has established partnerships with charities including Emmaüs, to enable owners to source second-hand furniture and designs made using recycled items, and Valdelia, which provides organisations solutions to collecting, recycling and re-using old furniture.
Franck Gervais, chief executive of Europe at Accor, said: "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.
"Greet is an inclusive brand, where the community genuinely plays a key role. We firmly believe that it is by working together, by creating synergies at both national and local level, that we will be able to have a positive impact on our society."
Accor has a portfolio of more than 4,900 hotels, resorts and residences across 110 different countries.