{"id":151049,"date":"2023-06-23T13:09:34","date_gmt":"2023-06-23T11:09:34","guid":{"rendered":"https:\/\/www.voyages-d-affaires.com\/?p=151049"},"modified":"2023-06-23T13:51:45","modified_gmt":"2023-06-23T11:51:45","slug":"desaulles-adagio-leader-apparthotellerie-euro","status":"publish","type":"post","link":"https:\/\/www.voyages-d-affaires.com\/en\/desaulles-adagio-leader-apparthotellerie-euro","title":{"rendered":"X. Desaulles (Adagio): \"taking the brand towards the 200 sites mark\"."},"content":{"rendered":"<h3 class=\"wp-block-heading\" id=\"h-ces-derniers-mois-ont-vu-le-lancement-aux-etats-unis-d-une-foule-de-nouvelles-marques-longs-sejours-que-ce-soit-par-marriott-hilton-ou-hyatt-voyez-vous-une-meme-opportunite-pour-le-developpement-de-ce-segment-de-ce-cote-ci-de-l-atlantique\">Recent months have seen the launch of a host of new long-stay brands in the United States, by Marriott, Hilton and Hyatt. Do you see the same opportunity for the development of this segment on this side of the Atlantic?<\/h3>\n\n\n\n<p><strong>Xavier Desaulles - <\/strong>The potential is there. The market opportunity in Europe is huge if you look at what's happening in the United States, where the hotel apartment sector is continuing to develop. The model was born there, and is culturally rooted, whereas moving from one state to another for business reasons and using relocation solutions is commonplace. Americans see it as <strong>an intelligent, flexible formula<\/strong> with larger rooms and fully equipped kitchens, without having to go to the restaurant every day. This is a significant factor in combating inflation. All in all, apartment hotels now account for between 8% and 10% of the accommodation inventory on the other side of the Atlantic, compared with just 3% to 4% in Europe. This leaves <strong>a real capacity for growth<\/strong> democratising this type of accommodation.<\/p>\n\n\n\n<aside class=\"wp-block-varenne-link-block\"><p><a href=\"https:\/\/www.voyages-d-affaires.com\/en\/hilton-marque-long-sejour-h3-20230530.html\/\" data-id=\"149329\">Hilton: a new long-stay brand in the United States<\/a><\/p><\/aside>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-ou-en-est-l-offre-d-adagio-aujourd-hui\">Where does Adagio's offer stand today?<\/h3>\n\n\n\n<p><strong>Xavier Desaulles - <\/strong>In 15 years of existence, we have gone from 16 sites in 2007 to <strong>126 establishments<\/strong> at the end of December. That's around 14,500 flats in 16 countries. This represents impressive growth, mainly in France with 80 destinations, including 40 establishments in the \u00cele-de-France region and another 40 in other regions. In addition, we also have 40 aparthotels abroad, including around ten sites in Germany and the UK, as well as in Switzerland and Italy. <strong>None of our competitors has such a network<\/strong> in major European cities. Ascott has a strong presence in Asia, but only forty or so Citadines in Europe. <a href=\"https:\/\/www.voyages-d-affaires.com\/en\/appartcity-segmentation-montee-gamme-20230323.html\/\" target=\"_blank\" rel=\"noreferrer noopener\">Appart'City<\/a> and R\u00e9sid'home have grown significantly in France, but not very much elsewhere. As a result, we are now Europe's leading apartment hotel operator.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"467\" src=\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2023\/06\/adagio-butteschaumont.jpg\" alt=\"\" class=\"wp-image-151115\" srcset=\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2023\/06\/adagio-butteschaumont.jpg 700w, https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2023\/06\/adagio-butteschaumont-300x200-derived.jpg 300w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><figcaption><em>Adagio Original Paris Buttes Chaumont<\/em><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-quels-sont-vos-objectifs-de-croissance-a-moyen-terme\">What are your medium-term growth targets?<\/h3>\n\n\n\n<p><strong>Xavier Desaulles -<\/strong> In this still fragmented and fast-growing sector, we are determined to play a leading role and develop the network. Our five-year objective is to take the brand to the next level. <strong>towards the 200-site mark<\/strong>This means adding 80 destinations by 2027. We're focusing on two areas of growth, starting with strengthening our position in France, particularly in the regions. We are already very well established in Paris, with 19 sites in the city centre and 21 others on the outskirts. So we're going to focus our development on the regions. We opened a second Adagio in Lyon in January, another in Montpellier in February, and we will soon be opening a fourth in Toulouse this summer. These strategic deployments will <strong>expand Adagio's network in French cities<\/strong> where we already have a presence - I could also mention Annecy, Lille, Nantes, Rennes, Rouen or Strasbourg - while at the same time moving into towns where we do not yet have a presence. I'm thinking of Brest and La Rochelle, for example.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-votre-developpement-va-t-il-aussi-se-poursuivre-en-europe\">Will you also be expanding in Europe?<\/h3>\n\n\n\n<p><strong>Xavier Desaulles - <\/strong>Internationally, our primary ambition is to <strong>consolidate our networks in Germany and the United Kingdom<\/strong>We already have around ten sites. For example, next year we will be opening a third Adagio in London. In Germany, we opened one in Hamburg last January, and we expect another to open soon in Heidelberg. But we have also opened an Adagio in Ghent, in the Benelux countries. Our international development is organised around established positions, mainly in Northern Europe.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Accor, which is your joint shareholder with Pierre &amp; Vacances, is developing Living versions of Novotel and Mercure Living in Asia and Africa. Won't Adagio's development be confined mainly to Europe as a result?&nbsp;<\/h3>\n\n\n\n<p><strong>Xavier Desaulles - <\/strong>One thing is certain, Adagio is the priority long-stay brand of Accor's premium, medical and economy division. We have<strong> a right of first refusal <\/strong>on development opportunities in the extended stay segment. My feeling is that, for Novotel or Mercure, this <a href=\"https:\/\/www.voyages-d-affaires.com\/en\/asie-centrale-hotels-almaty-tachkent-20220517.html\/\" target=\"_blank\" rel=\"noreferrer noopener\">Living declination<\/a> Their know-how in terms of long-stay products or revenue management linked to this model is not at the heart of their expertise. In addition to our own development team, we rely heavily on Accor's development team to source projects and find partners, particularly in the following areas <strong>combo projects<\/strong>. For example, the project we recently opened in Ghent combines an Ibis Budget and an Adagio Access, united by a shared reception area.<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-2 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"466\" data-id=\"151119\" src=\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2023\/06\/adagio-glasgow-low-33.jpg\" alt=\"\" class=\"wp-image-151119\" srcset=\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2023\/06\/adagio-glasgow-low-33.jpg 700w, https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2023\/06\/adagio-glasgow-low-33-300x200-derived.jpg 300w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><figcaption><em>Adagio Glasgow Central<\/em><\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"467\" data-id=\"151121\" src=\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2023\/06\/adagio-original-sutton.jpg\" alt=\"\" class=\"wp-image-151121\" srcset=\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2023\/06\/adagio-original-sutton.jpg 700w, https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2023\/06\/adagio-original-sutton-300x200-derived.jpg 300w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><figcaption><em>Adagio London Sutton Point<\/em><\/figcaption><\/figure>\n<\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-en-dehors-des-nouveaux-etablissements-a-venir-comment-votre-marque-evolue-t-elle-dans-le-cadre-de-sa-nouvelle-strategie-next-adagio\">Apart from the new establishments to come, how is your brand evolving as part of its new \"Next Adagio\" strategy?<\/h3>\n\n\n\n<p><strong>Xavier Desaulles - <\/strong>Adagio's future also lies in the expansion of its network. Over the next five years, we have a renovation plan covering around thirty establishments. Our aim is to \"premiumise\" them, to <strong>revitalise these assets <\/strong>with new designs, to take their experience upmarket. This was recently the case with the Adagio Original, which has just completed four months' work. Another important issue is<strong> reputation<\/strong>. We have to work to become the preferred brand for medium and long-stay travellers. One thing that struck me when I took over as head of Adagio 18 months ago was the lack of perception of this brand. There are few things associated with it, neither positive nor negative. Our ambition is to make it resonate with much more communication to enhance the value of our offer. That's also why we've rethought our brand territory, with a new signature and a new logo.<\/p>\n\n\n\n<aside class=\"wp-block-varenne-link-block\"><p><a href=\"https:\/\/www.voyages-d-affaires.com\/en\/adagio-croissance-nouvelle-identite-20230328.html\/\" data-id=\"145831\">Adagio: new identity, new developments<\/a><\/p><\/aside>\n\n\n\n<h3 class=\"wp-block-heading\">At the same time, you have also rethought the segmentation of your portfolio.<\/h3>\n\n\n\n<p><strong>Xavier Desaulles - <\/strong>In fact, we have reorganised our offer with, on the one hand, the Adagio Access range, which includes 50 of our sites. With Access, we're offering a premium budget range. While the surface areas are a little smaller - 18 or 19 m\u00b2 - there is a real choice in terms of design, with ingenious flat layouts. For example, a third of them have beds with wardrobes, offering <strong>travellers on a mission with controlled budgets<\/strong> a real living space with a kitchen and an office for working. Alongside this, we have the top range <strong>Adagio Original, the heart of our offer with 75 sites<\/strong>. Then we added the Premium segment, based around the five-star establishments we had in Dubai and Casablanca. This is a different business, the five-star aparthotel. It's geared towards long stays and requires more services. This Adagio Premium range may open up opportunities for us in the very top end of the market in certain far-flung destinations, but for the moment our priority is really to develop the two Access and Original ranges in Europe.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-a-cote-de-cela-l-offre-de-vos-etablissements-evolue-egalement-avec-l-apparition-de-solutions-de-coliving-pour-quelles-clienteles\">At the same time, your establishments' offerings are also evolving, with the emergence of coliving solutions. Who are they for?<\/h3>\n\n\n\n<p><strong>Xavier Desaulles - <\/strong>Our definition of coliving is aimed at people who already know each other, whether employees of the same company or family tribes - parents, grandchildren, grandparents. For all these people, we have created coliving flats made up of four independent studios for two people, all with their own bathroom, grouped around a shared living and dining area. This works well with both corporate and leisure groups. Our test site, the Adagio Orginal Paris Bercy, which is close to the Accor Arena, also receives a lot of groups of friends who come together for a concert. The idea now is to develop this offer. For example, we will be offering coliving flats in London next January, on the Whitechapel site.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"467\" src=\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2023\/06\/adagio-bercy-coliving.jpg\" alt=\"\" class=\"wp-image-151123\" srcset=\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2023\/06\/adagio-bercy-coliving.jpg 700w, https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2023\/06\/adagio-bercy-coliving-300x200-derived.jpg 300w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><figcaption><em>Coliving flats at the Adagio Original Paris Bercy.<\/em><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">What does the corporate segment represent for Adagio?<\/h3>\n\n\n\n<p>X<strong>avier Desaulles - <\/strong>Roughly half of sales, with over 11,000 companies with whom we have agreements. Last year, the corporate segment accounted for roughly <strong>120,000 customers <\/strong>out of the 500,000 we welcomed in 2022. While we record an average stay of 4 nights overall, on the corporate side, this exceeds six nights. A quarter of our customers even stay with us for more than a month. Hence the importance of a warm welcome and the human dimension of our establishments. Unlike a traditional hotel, where the overnight guest is anonymous, our teams add a touch of soul by knowing the guests' names and habits. Another important aspect with regard to this clientele is this idea of <strong>tariff degressivity <\/strong>depending on the length of stay. For a short stay of one to three nights, we are in line with the traditional hotel sector. But after 3-4 nights, we are 5% to 10% cheaper, and 30% cheaper for those staying a month.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">As far as business customers are concerned, are post-pandemic changes in habits favourable to your type of accommodation?<\/h3>\n\n\n\n<p><strong>Xavier Desaulles -<\/strong> Absolutely. The current trend towards \"work from anywhere\" demonstrates<strong> the strength of the appart'h\u00f4tellerie proposal<\/strong> in general, and Adagio in particular. Travellers can work in their flat or in the quiet of the communal areas, on large desks, with excellent connections. More and more business travellers are arriving during the week and being joined on Fridays by their spouse or family, to discover the city at the weekend. Before Covid, Saturdays were generally not very busy. Today, attendance is much higher, as is the month of August, which was traditionally low due to the lack of corporate clients. Today, people take their holidays in a different, more fragmented way, and August has become a very strong month for us, with a mix of leisure and corporate customers. <strong>Borders are blurring.<\/strong> And this hybridity suits us just fine.<\/p>","protected":false},"excerpt":{"rendered":"<p>Five-year growth target, clearer segmentation, coliving: Xavier Desaulles, CEO of Adagio, talks about the new strategy for the apartment hotel brand co-owned by Accor and Pierre &amp; Vacances.<\/p>","protected":false},"author":19,"featured_media":121953,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[57,147],"tags":[1573,1019,1451,1499],"type-darticle":[51],"n_magazine":[],"class_list":["post-151049","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hotellerie","category-decideurs","tag-longs-sejours","tag-france","tag-accor","tag-hotels-daffaires","type-darticle-interview","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>Xavier Desaulles (Adagio) : &quot; le leader de l&#039;appart&#039;h\u00f4tellerie en Europe&quot;<\/title>\n<meta name=\"description\" content=\"Xavier Desaulles, PDG d&#039;Adagio, revient sur les ambitions de croissance de la marque d&#039;appart&#039;h\u00f4tels et sur les forces de l&#039;h\u00e9bergement de long s\u00e9jour.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.voyages-d-affaires.com\/en\/desaulles-adagio-leader-apparthotellerie-euro\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"X. 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