AccorHotels has bought a 30% stake in German boutique hotel chain 25hours Hotels with a view to accelerating its global expansion and possibly bringing the concept to the UK.
AccorHotels said it would be a strategic partner of 25hours, supporting its long-term growth.
25hours Hotels currently operates seven individual hotels in Hamburg, Frankfurt and Berlin, as well as Vienna and Zurich. A further five hotels will open in Zurich, Munich, Cologne, Düsseldorf and Paris. The company has been looking to expand into other European countries for some time, and is now also targeting long haul destinations.
25hours is aimed at the urban, cosmopolitan traveller, with a focus on individuality, authenticity and personality. Each hotel features a unique style and story, following the company motto "You know one, you know none".
Christoph Hoffmann, who will remain in place as CEO of 25hours, said: "Loyal partners have supported our growth in the German-speaking market for the past 10 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."
Sébastien Bazin, chairman and CEO of AccorHotels, added: "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."
The organisational structure of the 25hours Hamburg head office is currently being expanded to prepare for the opening of hotels in Melbourne, Miami or Milan. Different areas of expertise will be pooled together to establish a "creative laboratory".
"We are talking about the Extra Hour Lab", said 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 design new creations that are detached from its day-to-day business, and unconventional for the
industry. A suitable location has already been found for the lab and in a few weeks the team will move into the Altes Zollhaus (old toll house), a listed building in Hamburg's inner-city port, said Hoffman.