At the dawn of its 60th anniversary, which will be celebrated in 2027, the cooperative The Originals Hotels is announcing its new ambitions. Having become chairman of the board last July, Gilles-Maurice Bellaïche has set a goal for this network of 300 establishments – « Taking a new step »– through a strategic plan with a horizon of 2031.
" In 1967, independent hoteliers realized that it was in their best interest to come together to be stronger as a group., recalled the new president of the cooperative. Sixty years later, this idea seems surprisingly relevant to me. The sector has become more concentrated, technologies have become more complex, distribution has undergone profound transformation, and the necessary investments are greater. Yet our customers remain deeply committed to the diversity, personality, and cooperative model of independent hospitality. Our responsibility is therefore to give this independent hospitality the means to continue to grow. "
In this context, The Originals is taking the leap into AI by continuing its GEO strategy, launched more than six months ago, to enrich hotel listings and destination pages and adapt these content to conversational search engines. To meet demand, especially from companies and their employees, the cooperative will also continue its CSR policy with the goal of having 100 hotels certified as Clef Verte or Écolabel this year, in addition to engaging its network around its own self-evaluation tool, Mon Éval RSE.
In parallel, The Originals Hotels will continue to develop its entities, such as its purchasing center The Originals Shop or its subsidiary The Originals Expert, launched last year and which supports hoteliers in operating their establishments through management mandates, already numbering five, while six other projects are underway and more than 25 studies have been completed. And this, in addition to a new entity, The Originals Invest, focused on investment, development and transmission issues, whose action is based on three pillars: the establishment of Clubs Deals, the creation of a land plot with a public partner and a solidarity fund.
Although The Originals does not disclose a quantified target for the development of its network, the cooperative is considering external growth: the merger with smaller family groups, as well as larger players who share the same values.« These integrations can take various forms, ranging from integration into the cooperative model to the provision of The Originals Hotels’ tools and services on a white-label basis. », explains the group.
From now on, business travelers will be able to enjoy 21 new affiliated hotels throughout the entire year 2026. But, as the clientele of its establishments consists of approximately % 60 professional travelers, The Originals intends to continue the momentum initiated for its MICE offering.« 18 months ago, the co-operatives called the management’s attention to the lack of seminar offerings. The cooperative has since restructured its service, strengthened its resources, and revamped its website. »", described Gilles-Maurice Bellaïche.
This «change of course» resulted in a 35 % % jump in MICE revenues for all 190 hotels capable of hosting meetings, ranging from small local events to those in the «Essentials» range to residential seminars in the «Experiences» range.« MICE generated 500,000 euros in revenue in 2025. This year, the target is between 700,000 and 750,000 euros. »", explains Olivier Dufit, general director of the hotel group.
To strengthen the attractiveness of its network, The Originals will revamp its loyalty program next year, with changes expected in terms of content and mechanics.« Recruitment and loyalty management in a hotel must be smooth, simple, and fast, which was not necessarily the case with our previous program. »This change in technological platform, connected directly to the hotel management tools, should allow for greater personalization and the recruitment of new members for a loyalty program that currently has 250,000 members, an increase of 13 % over the past year. The cooperative's next goal is 500,000 members by the end of 2027.".
