{"id":126057,"date":"2022-06-07T11:58:20","date_gmt":"2022-06-07T09:58:20","guid":{"rendered":"https:\/\/www.voyages-d-affaires.com\/?p=126057"},"modified":"2023-01-17T17:40:42","modified_gmt":"2023-01-17T16:40:42","slug":"firstname-lifestyle-brand-bordeaux","status":"publish","type":"post","link":"https:\/\/www.voyages-d-affaires.com\/en\/firstname-lifestyle-brand-bordeaux","title":{"rendered":"FirstName: a new lifestyle brand with a \"feel good\" spirit"},"content":{"rendered":"<p>FirstName. To launch its hotel brand, the French group Alboran has chosen a simple name with international appeal. A name that evokes the first name - the primary piece of information on border crossing forms - as much as it augurs personalised hospitality. But there's no rush to discover this <strong>a new top-of-the-range brand with a \"feel good\" spirit<\/strong> Its first hotel will not open until the end of the year. The initial destination for this new brand will be Bordeaux and the very 'seventies' business district of<a href=\"https:\/\/www.voyages-d-affaires.com\/en\/bordeaux-nouvelle-vague-affaires-20220118.html\/\" target=\"_blank\" rel=\"noopener\"> Meriadeck<\/a> where former offices are being transformed into a lifestyle hotel.<\/p>\n\n\n    <style>\n        div.link-block {\n            margin: 1em;\n            margin-left: 2px;\n            font-weight: bold;\n            padding: 1em;\n            position: relative;\n            border-top: 1px solid #cecece;\n            border-bottom: 1px solid #cecece;\n            font-size: 1.15rem;\n        } \n        div.link-block::before {\n            display: block;\n            content: '';\n            position: absolute;\n            top: 0.5em;\n            bottom: 0.5em;\n            left: -2px;\n            background-color: #a91c2c;\n            border-radius: 2.5px;\n            width: 5px;\n        }\n        div.link-block > a {\n            text-decoration: none;\n            border-bottom: none;\n            color: black;\n            font-family: 'Roboto', Arial, sans-serif;\n        }\n        div.link-block > a:hover {\n            text-decoration: underline;\n            border-bottom: none;\n            color: black;\n        }\n        @media only screen and (max-width: 600px) {\n            div.link-block {\n                padding: 0.7em;\n            }\n        }\n    <\/style>\n    <div class=\"link-block\"><a href=\"https:\/\/www.voyages-d-affaires.com\/en\/hotels-france-2022-openings\">Also read: Overview of hotel openings in France in 2022<\/a><\/div>\n\n\n\n<p>\"\u00a0<em>You may or may not like the Allianz Towers, but <strong>they leave no one indifferent<\/strong>. Their facades have personality and catch the eye. For this brand, we want hotels that intrigue people and make them want to come in, places that can be signals in the city.<\/em>\" says J\u00e9r\u00f4me Bosc, ex-director of Strategic Consulting at CBRE and a former Accenture employee. This property specialist co-founded the Alboran group with two experienced hoteliers: Eric Omgba, former VP Operations at the Accor group, and Yann Caill\u00e8re, who has held senior management positions at Disney, Louvre Hotels, Accor and Pierre&amp;Vacances.<\/p>\n\n\n\n<p>Initially, the group began by acquiring establishments, the first in 2017, the Mercure Reims, and today has <strong>around twenty hotels managed by Alboran<\/strong> on behalf of Accor group brands, as well as Marriott with the Moxy hotels in Amiens and Lyon airport. The original idea for this group was based on the intuition that the European hotel industry would be structured in the same way as the American market. In other words, on the one hand, there would be large groups marketing their brand concepts, and on the other, franchises or small regional or national groups managing them and being responsible for their management.<strong> the guarantors of the authenticity that customers increasingly expect<\/strong>.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><a href=\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2022\/06\/alboran-fisrt-name-equipe.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"711\" src=\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2022\/06\/alboran-fisrt-name-equipe.jpg\" alt=\"Eric Omgba, Yann Caill\u00e8re and J\u00e9r\u00f4me Bosc, co-founders of the Alboran group.\" class=\"wp-image-126061\" srcset=\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2022\/06\/alboran-fisrt-name-equipe.jpg 700w, https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2022\/06\/alboran-fisrt-name-equipe-295x300-derived.jpg 295w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/a><figcaption>Eric Omgba, Yann Caill\u00e8re and J\u00e9r\u00f4me Bosc, co-founders of the Alboran group.<\/figcaption><\/figure><\/div>\n\n\n\n<p>\"\u00a0<em>We're entering a new era in the hotel industry<\/em>says Yann Caill\u00e8re.<em> Being fat is not automatically an advantage.<strong> Hotel expertise goes through groups like ours<\/strong>with its culture and local roots<\/em>. \" However, while continuing to work on building a multi-brand portfolio with a long-term vision, <strong>Why leave to others what you can do yourself?<\/strong> So, when the opportunity arose three years ago to convert offices into a hotel in Bordeaux, the question naturally arose for Alboran to embark on a new adventure. \"\u00a0<em>And in a segment where few brands were talking to us<\/em>\" says J\u00e9r\u00f4me Bosc.<\/p>\n\n\n\n<p>Hence the advent of FirstName with<strong> the first urban hotel to carry the torch for the JdV brand<\/strong> - Joie de Vivre - from the Hyatt Group\".\u00a0<em>To meet the challenges of distribution, we had to become affiliated to a group with a worldwide reputation, Hyatt, particularly among North American and Asian customers. The JdV brand matched our 'feel good' spirit, but with each project, we will ask ourselves the question of the right affiliation.<\/em>\" explains J\u00e9r\u00f4me Bosc.<\/p>\n\n\n\n<p>To design this lifestyle and leisure establishment, Alboran turned to an agency, Studio Marc Hertricht &amp; Nicolas Adnet, known for its work on leisure hotels such as the Sofitel Marseille and Club Med in Cancun. \"\u00a0<em>We see a FirstName hotel<strong> like an open house<\/strong>A place where overnight travellers can feel the energy of the city and where locals will have good reason to visit.<\/em>\" explains J\u00e9r\u00f4me Bosc.<\/p>\n\n\n\n<p>The best bread, the best cocktails: quality catering is one of the cornerstones of the FirstName concept with, in Bordeaux, <strong>a bar billed as \"monumental<\/strong> and a table designed by a chef renowned on the local gastronomic scene, whose name has not yet been revealed. Other pillars of this first hotel, as of the others to come, include an atmosphere based on a musical programme that evolves throughout the day and the promotion of local artists, whether for the music or the artworks scattered around the hotel.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-un-esprit-feel-good-et-des-chambres-cocooning\">A feel-good spirit and cocooning rooms<\/h3>\n\n\n\n<p>As a counterpoint to these common areas described as \"\u00a0<em>inspiring<\/em>\u00a0\"The rooms, designed by Eric Omgba, play on the idea of cocooning. \"\u00a0<em><strong>In lifestyle hotels, the room is often very basic.<\/strong> We wanted to provide them with more attention and comfort to offer real places to rest.<\/em>\" says the co-founder of the Alboran group. Luxury bedding, a bathroom with a tropical shower, a power cube and induction charging for smartphones on the technology side, as well as a master switch on both sides of the bed and a TL screen hidden by mirror-effect panels so as not to disrupt the design of the room: guests will find all the elements of a top-of-the-range hotel in the rooms.<\/p>\n\n\n\n<aside class=\"wp-block-varenne-link-block\"><p><a href=\"https:\/\/www.voyages-d-affaires.com\/en\/hyatt-hotels-bordeaux-londres-20230112.html\/\" data-id=\"140005\">Hyatt: openings in Bordeaux and London<\/a><\/p><\/aside>\n\n\n\n<p>As part of its CSR approach - another of the brand's strong points, as much through the promotion of short distribution channels as through the attention paid to the well-being of its staff - the minibars are absent from the rooms, but compensated for by <strong>herbal tea rooms on every floor<\/strong> with complimentary teas, coffees and still or sparkling water in carafes. The practical facilities include a kitchenette.<\/p>\n\n\n\n<p>As for the work component, business travellers will find plenty of places to plug in their computers in the lobby, but will also be able to work in peace and quiet in their rooms, with <strong>a bench and a shelf for your laptop<\/strong>. For discreet business conversations, the hotel has added privacy bubbles on the landings.<\/p>\n\n\n\n<p>While the hotel makes no secret of its leisure dimension, it is also dedicated to business meetings with <strong>four meeting rooms<\/strong> two of 30 m2, one of 60 m2 and one of 30 m2. <strong>an original speakeasy-style event venue<\/strong>, \"\u00a0<em>space within space hidden behind a Bordeaux chest of drawers<\/em>\" says Eric Omgba. A concept that will become an integral part of the DNA of the FirstName brand, giving events a special atmosphere. After this first establishment in Bordeaux, the Alboran group is working on two other projects, both in France. \"\u00a0<em>There are plenty of cities with things to do<\/em>\" says Yann Caill\u00e8re.<\/p>","protected":false},"excerpt":{"rendered":"<p>The Alboran group, which manages around twenty hotels in France, is launching its own lifestyle brand, FirstName, with its first hotel due to open at the end of the year in Bordeaux's Meriadeck district, affiliated to Hyatt's JdV brand.<\/p>","protected":false},"author":19,"featured_media":126065,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[57],"tags":[135,1501,1575,1809],"type-darticle":[],"n_magazine":[],"class_list":["post-126057","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hotellerie","tag-bordeaux","tag-hotellerie-haut-de-gamme","tag-lifestyle","tag-hyatt","vapo-free"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.9 (Yoast SEO v25.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>FirstName : une nouvelle marque d&#039;h\u00f4tels lifestyle \u00e0 Bordeaux<\/title>\n<meta name=\"description\" content=\"Attendu en fin d&#039;ann\u00e9e dans le quartier de M\u00e9riadeck, \u00e0 Bordeaux, le premier h\u00f4tel de la marque FirstName r\u00e9interpr\u00e8te \u00e0 sa fa\u00e7on 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