Accor Ventures into UK Hotel Industry with First Adagio Property

Posted on 30 March, 2013 by Kirsten Kennedy

The UK hotel industry experienced a boom last summer with the Queen’s Diamond Jubilee celebrations and the Olympic Games drawing visitors from around the world to experience the country’s culture. And while the Summer of Sport may be over, the hotel industry believes that Britain is still an attractive holiday destination with the European market leader Accor planning an “aggressive expansion” across the nation.

Interior of Adagio Aparthotel, Berlin

At a property opening on Wednesday, the Adagio Liverpool aparthotel officially opened for business on the site occupied by the Lewis Building. Each of the 126 apartments comes with its own fully fitted kitchen yet aspects of traditional hotels – such as conference suites and a fitness room – are also available for guests to use at their leisure.

Adagio’s director for central and northern Europe, Vangelis Porikis, explains why Liverpool was chosen as the starting point for Adagio’s infiltration intothe UK hotels market.

He says; “With rapid expansion of the sort Liverpool is enjoying comes an influx of semi-permanent workers and residents who are looking for the greater freedom and a longer stay which we can offer with the Adagio Aparthotel.

“The Adagio launch is a combination of a fantastic location in a fast moving city and a helpful developer in Merepark – all supported by an enthusiastic local council and the availability of a great workforce.

“We are loving being here and can’t wait to welcome our first guests.”

The European aparthotel brand is the brainchild of international leading hotel operator Accor and Pierre & Vacances Center Parcs Group, perhaps explaining the teaming of self-catering independence and traditional hotel services.

Adagio Liverpool is only the latest in the 90-strong chain of the brand’s aparthotels located in cities across Europe, with Accor already planning further UK openings in cities including Glasgow, Birmingham and Manchester.

In fact, Accor has revealed that Adagio Birmingham will open in 2014.

This rapid growth is part of the “aggressive” expansion plan Accor has laid out for the Adagio brand, under which 60 new commercial properties will open across Europe by 2016. By that time, Adagio will operate 150 aparthotels and 19,000 apartments internationally.

There are two distinct ranges within the Adagio brand, in order to suit the needs of a wider range of holidaymakers and business travellers. Firstly, the Adagio Aparthotel offers upper midscale accommodation in city centres across Europe, allowing for easy access to some of the continent’s top sights and amenities.

Adagio Access, meanwhile, is designed for those working to a tight budget by locating further outside the city centre.

Both varieties will soon be found in abundance across the UK, with an Accor spokesman revealing a number of projects are “in the pipeline”. And with staycations rising in popularity each year, it seems that Accor has chosen a very opportune moment to break into the UK industry.

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