The B&B Hotels group is preparing to cross the Atlantic. It's not the first time the budget hotel specialist has set up shop in the West Indies, with its first establishment in Martinique, at Fort de Franceand in Brazil, in Rio de Janeiro and Sao Paulo in particular. But this time, the challenge is huge. B&B Hotels intends to tackle the world's largest market, the United Stateswith the first developments expected this year in Florida.
While another major French group, Accor, was once present in this market through its ownership of the Red Roof Inns chain, sold in 2007, and the Motel 6 chain, sold to Blackstone Capital in 2012, B&B Hotels intends to roll out its own concept, based on contemporary budget hotels. Its stated aim is to open more than 400 hotels over the next ten years. " B&B HOTELS wants to position itself in a segment that is still relatively undeveloped in the USsaid the group. The chain intends to offer its American clientele hotels offering the best value for money, by adapting to the needs of this specific market.. "
B&B Hotels in a phase of hyper-growth
At the same time, the French hotelier will discover another key market this year, the United Kingdom, as well as Denmark, bringing to 17 the number of countries where the B&B brand is present. Backed by Goldman Sachs, its main shareholder since 2019, the group's expansion has been proceeding apace in recent years. In fact, the chain has beaten its record number of openings in 2022 including 60 new hotels in France.
This accelerated expansion will continue this year, with over a hundred openings already planned. These include the recent takeover of nine Roi Soleil establishments in the Grand Est region symbolises the important role played by hotel conversions from other brands in strengthening the B&B Hotels offering. A group, as he puts it, in a phase of " hyper-growth "From 700 hotels at present, half of which are in France, the size of the network is set to rise to more than 1,000. 3,000 sites by 2030, including 600 in France.
