Accor has announced the launch of Greet, a new economy tier brand focused on community, responsible travel and environmentalism. Created in response to an observation of the changing face of the hotel experience, the brand will seek to comprise a diverse range of properties and designs, with the first hotel already open in Beaune, France, and plans in place to open 300 more by 2030 with targets in Marseille, Paris, London, Lyon and Darmstadt.
Owners will be given the flexibility to express themselves within the portfolio, with the only guidelines for a Greet hotel being the presence of a number of key features including a large table d’hôte and 20% of guestrooms being able to accommodate between four and six people. Further Greet design staples will include salvaged objects sourced via second-hand networks of eco-responsible suppliers and repurposed or upcycled decorative items. Second chances is another key theme of the bran
Franck Gervais, CEO Europe, Accor, comments: “Since its creation, Accor has always been attentive to the needs of its partners and franchisees. Through our plan to expand our portfolio of brands, launched by Sébastien Bazin, we are upholding our commitment to always offering unforgettable experiences to our customers while simultaneously supporting our network of franchisees. With the launch of greet, our aim is simply to provide an ideal solution to independent hotel owners by offering a brand that combines the regeneration of existing hotel structures with cost control, both in terms of renovation and redevelopment of the spaces.”
Ahead of its rollout Greet has announced partnerships with several brands and charities including Emmaüs, the aforementioned source network of second-hand furniture, as well as Valdelia, an organisation providing a comprehensive solution to collect, recycle and re-use old furniture. Elsewhere, a partnership with L’atelier Consommateur & Citoyen (“The Consumer & Citizen Workshop) was launched in spring 2019 by C’est qui le Patron?! With an aim to fine-tune the Greet concept as a sustainable hospitality model.
“These partnerships are essential as they help to turn our commitment to giving second chances into reality, both for our franchisee partners and our customers,” Gervais adds. “Greet is an inclusive brand, where the community genuinely plays a key role. We firmly believe that it is by working together, by creating synergies at both national and local level, that we will be able to have a positive impact on our society.”
Image: © Antoine Martel