{"id":174987,"date":"2024-05-30T11:10:31","date_gmt":"2024-05-30T09:10:31","guid":{"rendered":"https:\/\/www.voyages-d-affaires.com\/?p=174987"},"modified":"2024-05-30T11:10:32","modified_gmt":"2024-05-30T09:10:32","slug":"easyhotel-growth-notoriete-europe","status":"publish","type":"post","link":"https:\/\/www.voyages-d-affaires.com\/en\/easyhotel-growth-notoriete-europe","title":{"rendered":"easyHotel: growth in line with its reputation"},"content":{"rendered":"

Why make things complicated when you can make them simple? That, in a nutshell, is the strategy of easyHotel, theoint of the low-cost airline<\/strong>In 2019, investors Ivanoh\u00e9 Cambridge and ICAMAP took control of the hotel group. Apart from a minority share of the capital still held by their joint founder, Stelios Haji-Ioannou, and, above all, a logo that is instantly recognisable by its emblematic orange colour.<\/p>\n\n\n\n

But they also have something else in common: a focus on basics at the right price. \"\u00a0Hotels made for sleeping<\/strong><\/em>says Karim Malak, CEO of easyHotel. With thick mattresses like in four-star hotels, blackout curtains, a strong emphasis on silence in the rooms and WiFi. Hotels that don't have a formal appearance, a cocktail bar or a gym. Customers can find all this around our establishments.<\/em>\" . The opposite, in fact, of this tendency to want to bring the life of the neighbourhood into the hotel, but rather to spread the life generated by travellers into the neighbourhood.<\/p>\n\n\n\n

At a time when major groups such as Accor, IHG and Hilton are focusing on luxury and lifestyle, Karim Malak intends to take advantage of this opening to develop a budget hotel business that will enable \"the hotel industry to offer its customers a wide range of services\".\u00a0travel anywhere at low cost\".<\/em>. Taking the example of the easyHotel Paris Nord Aubervilliers, due to open in March 2023 at the foot of the Front Populaire metro station, not far from the Stade de France, the CEO of easyHotel believes that \"the easyHotel Paris Nord Aubervilliers will be a real success.\u00a0customers who come to see a concert and pay quite a lot for their tickets don't necessarily want to spend 400 to 500 euros per night, but rather around a hundred.<\/em>\" . The same applies to business travellers, who make up 40% from customers<\/strong> of the group's forty or so establishments in Europe.<\/p>\n\n\n\n

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easyHotel Paris CDG Villepinte<\/em>.<\/figcaption><\/figure>\n\n\n\n

Forty if we follow the ideas of the Group's CEO since 2022: \"\u00a0That's what I realised when I arrived. It's almost absurd to have so little when brand awareness is enormous<\/strong>. Everyone knows the orange logo, which means there's real potential for increasing our presence in Europe.<\/em>\" . Why not follow in the footsteps of the big business brands by breaking the 1,000-establishment barrier in the future? \"\u00a0There's no reason why we can't do it.<\/em>\" says Karim Malak.<\/p>\n\n\n\n

Among the developments underway in large and medium-sized European cities, Marseille <\/strong>is on the list of upcoming destinations, with a hotel due to open in September, as well as Zurich, where the brand will appear from this summer. Several establishments are also being developed in Spain, in Madrid, Barcelona and Valencia by 2025, and another in Alicante in 2026. France will also see a new opening in 2027, with a hotel close to Geneva airport.<\/p>\n\n\n\n