The Campanile Perpignan Nord and Toulouse Balma - Cité de l'espace and the Kyriad Prestige in Compiègne and Saint-Malo: these recently renovated establishments all embody the expected renewal of Louvre Hotels. Last year, the group re-launched its brands and made the necessary changes to bring them back to life. a new dynamic. This is on a par with the success of the group founded in 1976 by the Taittinger family, which has become the second-largest in France with a network of a thousand establishments and more than 1,750 hotels worldwide.
In the long run, it wasn't looking so good. The Campanile in Toulouse Balma, opened in 1991, for example, had not undergone any real modernisation since 2010. Hence the the need for a major overhaul across the board. Federico Gonzalez was appointed head of Louvre Hotels in 2023, and has drawn up a five-year strategic plan designed to restore the prestige of its key brands, Campanile, Kyriad and Première Classe. The aim is that, by 2028, each of these brands should be in the top 3 in their segment, particularly mid-range hotels.
This return to favour involves the deployment of new standardsThe hotel also offers a range of "brilliant basics" such as thicker mattresses, premium pillows and a 100% cotton duvet, a relaxing shower, and a redesigned breakfast offer including Campanile's signature home-made brioche. Not forgetting one of Campanile's mainstays, tasty local cuisine, in line with the sustainable dimension of the renovation plan.
While remaining at the helm of the Radisson group - which, like Louvre Hotels, is owned by the Chinese group JinJiang - Federico Gonzalez explained his ambitions earlier this year, during a speech at Tendances de l'hôtellerie, an event organised by Deloitte and In Extenso: "The Radisson group is one of the world's leading hotel chains. to be 'winners' in France, where the group was suffering the most. The plan is to convert all Campanile and Kyriad hotels to these new standards, with Première Classe following suit. ".
Although almost 20 % of this five-year plan had already been completed by the end of last year, " 2025 will be a critical year, as we will have to increase our workforce to almost 45% "Federico Gonzalez also explained. 80% of the network should be renovated by 2028. To this end, the group is investing 300 million euros in renovating its owned and leased hotels - a quarter of the network in France - while supporting its franchisees along the way. 15 franchised Campanile establishments have already benefited from renovations, and a further 29 will do so this year.
Campanile des villes, Campanile des champs
This plan is also reflected in the introduction of two new labels at the heart of a new brand architecture. On the one hand, the Campanile PRIME hotels, located mainly in urban areas or on the outskirts, feature a contemporary design and lobbies ideal for relaxing, socialising or working. All this is accompanied by fully-equipped fitness rooms or kits available in rooms - dumbbells, elastics, floor mats - complemented by access to the Decathlon Coach application.
On the other hand, Campanile NATURE revisits the original model of the brand's establishments, these motel-type buildings with outdoor walkways. This is achieved by adding a contemporary design outdoor activities - Mölkky, pétanque, sun loungers, fitness area - in gardens or planted terraces, depending on the hotel.
This trend is particularly noticeable in the Paris region, where Campanile's revival is gathering pace. A dozen hotels in the subsidiary have already completed their refurbishment and, by the end of 2025, more than 20 establishments in the Paris region will have been renovated or upgraded. The city hotels include several Campanile PRIMEs in the capital - Paris 15 Tour Eiffel, Paris La Villette, Paris Ouest Boulogne, Paris Ouest Porte de Champerret Levallois - as well as the Campanile Marne la Vallée Torcy and Rungis Orly further afield in the Ile-de-France region. Campanile PRIME Paris Sud Porte d'Italie, Paris Sud Porte d'Orléans Arcueil, Paris Ouest Pont de Suresnes and Paris Est Pantin will follow shortly, as will Campanile PRIME Nanterre, Blanc-Mesnil, Argenteuil and Marne la Vallée Bussy-Saint-Georges.
As for Campanile NATURE, the hotels already renovated are those in Marne La Vallée Chelles, Cergy Saint-Christophe, Les Ulis, Taverny, Villennes-sur-Seine, Sannois Ermont and Paris Ouest Gennevilliers Port. In the meantime, Campanile NATURE will be opening in Meaux, Cergy Pontoise and Épône. This plan to renovate our hotels is a perfect illustration of the transformation undertaken by the brand on a national scale, said Krystel Blondeau, Managing Director France at Louvre Hotels Group. Thanks to a clear positioning With the creation of the PRIME and NATURE labels, innovative, modern and modular designs, and a completely rethought offer, our network meets the requirements of today's travellers. ".
