The aparthotel : an innovative answer to new forms of mobility

1. PRESS KIT
APARTHOTELS ADAGIO®
2013
TRADE PRESS

2. CONTENTS
EDITORIAL BY MARTINE BALOUKA-VALLETTE
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A LEADING BRAND… IN A GROWTH MARKET
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No.1 IN EUROPE
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NEW DEVELOPMENTS IN 2013: 2 APARTHOTEL OPENINGS IN NORTHERN EUROPE
I7
THE STRENGTH OF A UNIQUE CONCEPT
I8
A RESPONSIBLE PLAYER
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3. EDITORIAL
MARTINE BALOUKA-VALLETTE,
CHIEF EXECUTIVE OFFICER, APARTHOTELS ADAGIO®
“THE APARTHOTEL: AN INNOVATIVE ANSWER TO NEW FORMS OF MOBILITY”
The number of aparthotel-type residences has risen steadily in France since 2008, showing that
this innovative concept definitely has its place among the various accommodation formats on offer
to business travellers and families. The fact is that tourism and business travel are taking new forms,
which call for new responses. Aparthotels Adagio® are located in the heart of the most popular
cities (which are often both business centres and tourist destinations), and offer comfortable living
spaces with associated services, representing an innovative solution for medium and long-stay
travellers.
We now have a strong network and have embarked on a further phase of our development, with
strong international ambitions. Today’s growing numbers of business travellers need high-performance
accommodation solutions, and the aparthotels market has yet to be built and structured in many markets. In France, our
aparthotel concept, which is already well established, is continuing to develop, both in Paris and in the regions, operating
either under a management agreement or a franchise. In Europe (the United Kingdom, Germany, etc.), substantial growth
potential remains for urban residences. Lastly, we are also planning to become the market leader in other regions of the
world, such as Latin America, the Middle East and Central Europe.
As a result, both in Europe and elsewhere, our development in terms of opening new aparthotels is gathering pace. And
while preserving the strength of our concept, we are opening up to other forms of management, by developing franchising.
Thus in two years’time, we shall be opening 13 new aparthotels, notably in Abu Dhabi, Fujairah, Dubai and Russia. And
a significant project lies ahead of us in Brazil, where a master franchise agreement signed with Accor will enable us to
set up a network of 40 new establishments !
QUOTATIONS
“Our development strategy is firmly focused on international expansion. Among the fifty or so projects
we are currently working on, we have already identified around thirty international sites. Our target is
to have 150 aparthotels in place in 12 countries of the world by 2016.”
“Being able to offer their staff a proper apartment, and a living space of their own, rather than just a hotel
room, represents a real bonus for companies. Today, our Aparthotels Adagio® concept constitutes the best
medium and long-stay accommodation solution for the business-travellers target segment. This is why
it has been so successful throughout Europe and in a growing number of countries around the world.”
“Our concept doesn’t compete with the hotel business model, it complements it: 75 % of our clients
book stays with us lasting longer than 4 bed-nights and 45 % book for longer than 10 bed-nights.”
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4. APARTHOTELS ADAGIO®
THE MARKET LEADER… IN A GROWTH MARKET
TWO SUBSTANTIAL SHAREHOLDERS
Aparthotels Adagio®, the market leader for aparthotels in Europe, is the result of a joint venture launched in 2007 by two
companies that are market leaders in their respective business lines: the Pierre & Vacances Center Parcs group, No.1
in Europe for holiday residences and Accor, world’s leading hotel operator. Today, the brand can rely on the support and
expertise of these two shareholders as it pursues its ongoing development.
A CONTEMPORARY RESPONSE TO BUSINESS TRAVELLERS’ EXPECTATIONS
>
A BRAND THAT DELIGHTS BUSINESS CUSTOMERS
Managers working away from home on an assignment, employees moving to a new job or travelling to attend a trade fair
or a training course: companies’ needs for medium and long-stay accommodation come in many different forms, both in
France and at international level. The aparthotel format is particularly well suited to these business travellers’ expectations.
According to a study performed in 2012 by Dibs Marketing on behalf of Aparthotels Adagio®, for stays lasting 4 nights
or more, 50 % of travellers say that they prefer this concept to hotel accommodation. Furthermore, in respect of all of
the criteria that they consider most important – location, quality of the offer, autonomy and quality of services, Aparthotels
Adagio® provides effective responses.
>
A FINANCIALLY ATTRACTIVE SOLUTION FOR PROFESSIONALS
For travel managers and booking staff, the Aparthotels Adagio® concept offers the benefit of satisfying travellers’ expectations, but also meets their specific requirements. Tiered pricing keeps accommodation costs under control. For a 30-night
stay, an aparthotel is 30 % cheaper on average than a comparable stay at a hotel in the midscale category. Not to mention
the savings on catering costs, thanks to the equipped kitchen… this offers clients a greater degree of flexibility: they can
either cater for themselves as they choose, or arrange to have food delivered directly to their apartment or eat out at a
restaurant.
Working with an approved quality partner makes it possible to implement an accommodation policy that staff will be happy
to follow within the company. Lastly, the process of booking and managing an aparthotel is smooth-flowing: all the ease
of making a hotel booking, without the drawbacks of a furnished rental (no additional costs, breakage depositor electricity
charges).
Tiered pricing from the 4th night onwards is a key advantage: the longer you stay, the less you pay!
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5. >
A WINNING POSITIONING
By siting its aparthotels in city centres, Aparthotels Adagio® offer business travellers full autonomy and a high degree of
freedom, so that they can enjoy pleasant stays. They can take advantage of a spacious apartment with an equipped kitchen.
Furthermore, the hotel services and tiered pricing have been specially designed to meet the needs of this target clientele.
>
LONG-STAY SERVICES
The brand has designed a number of services specifically tailored to its long-stay customers (staying more than one
month):
• A new search engine has been launched for their benefit. This responsive and impressive tool enables visitors
to quickly find the accommodation solution best suited to their needs, whether they are an individual business
traveller or benefit from negotiated prices.
• With the Adagio Business Twitter account, @adagio_business, business travellers also receive personalised
accompaniment during their stays; if they ask a question about the neighbourhood or city they are in
(events, retail outlets), the brand will answer promptly.
• On arrival at their selected apartment, they will find a number of thoughtful touches: a Welcome Pack for making
a meal from local organic products, and a Serenity Kit comprising cosmetics designed in collaboration with the Keji
brand.
CLEARLY-STATED INTERNATIONAL AMBITIONS
The Aparthotels Adagio® business model is robust and has demonstrated its ability to withstand crises. Consequently
the brand aims to double the number of its aparthotels by 2016, by opening further establishments in France and internationally, so as to provide its leisure and business clienteles with a network of 150 aparthotels. To achieve this goal, it
will rely on several management models – leasing, franchising, master franchises and management agreements. Franchising
looks set to undergo particularly strong growth, such that it will represent 30% of the stock within 3 years.
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6. APARTHOTELS ADAGIO®
No.1 IN EUROPE
APARTHOTELS ADAGIO®, THE BENCHMARK OFFER FOR THE EUROPEAN MARKET
With 10,000 apartments ideally located in the finest cities of 7 European countries, the brand is the market leader for
aparthotels in Europe. With more than 600 urban residences listed in 2012, France has one of the most dense networks.
However, few structured networks are being developed in Europe’s large countries. In point of fact the Aparthotels Adagio®
concept perfectly matches the needs of medium and long-stay customers. Having these aparthotels located in city centres
or, in the case of the Adagio access range, in provincial cities or close to major cities, represents an undeniable asset. Autonomy,
comfort and the range of services and prices on offer all match the expectations of business customers.
AN AMBITIOUS DEVELOPMENT STRATEGY (Q4 2013-2014)
• FRANCE: PARIS ÎLE-DE-FRANCE (PARIS-REUILLY, CLICHY) AND NANCY
• ITALY: ROME
• GERMANY: MUNICH
• BRAZIL: BELO HORIZONTE, CURITIBA, PORTO ALEGRE, SÃO PAULO
• RUSSIA: MOSCOW
• UNITED ARAB EMIRATS: ABU DHABI, DUBAI AND FUJAIRAH.
NEW MANAGEMENT MODELS
To achieve its ambitions, Aparthotels Adagio® is diversifying the approaches it adopts and relying in particular on franchising.
For example, to facilitate the process of rapidly establishing itself in Brazil, in March 2012 the brand signed a franchising
agreement with Accor to open 40 Adagio and Adagio access aparthotels nationwide. In the first instance, several Accor
hotels that were already established in Brazil changed brand and became Aparthotels Adagio. In Russia, franchising is
the most popular format.
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7. 2013
2 FLAGSHIP APARTHOTEL OPENINGS IN NORTHERN EUROPE
JANUARY 2013/ADAGIO KÖLN CITY, AN OUTSTANDING DESTINATION IN GERMANY
Cologne, a city with a rich historical and cultural heritage, is also playing host to a growing number of European and international events. Located in the heart of the city, just 10 minutes from the railway station and Cologne cathedral, the new
Adagio Köln City offers 115 apartments whose original and creative decor takes its inspiration from the graphic codes of
eau de Cologne. Cologne Carnival, the city’s iconic festival makes its presence felt via some of the fixtures and fittings.
The aparthotel has also won an award (Preis für nachhaltiges Bauen) for its sustainable construction.
MARCH 2013/ADAGIO LIVERPOOL CITY CENTRE, IN THE CITY OF THE BEATLES
Liverpool, the historic birthplace of the Beatles, has been undergoing a full-scale renaissance in terms of urban design
and culture, especially since winning the title of European Capital of Culture in 2008. To site 126 apartments in the heart
of this great British city, close to Saint George’s Hall, Aparthotels Adagio® chose a building with an impressive history:
the Lewis’s Department Store. This building, constructed in 1856, was for many years the city’s largest department store.
It was converted while preserving its many listed fixtures, such as the sumptuous mosaic in the store’s former restaurant.
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8. THE STRENGTH OF A UNIQUE CONCEPT
A DIFFERENT OFFER
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ONE BRAND, TWO RANGES
To meet all types of expectations more effectively, the brand has created two different ranges: Adagio and Adagio access.
The two aparthotel ranges share a number of brand values that unite and define them. Whatever city, apartment or experience they opt for, travellers can be confident of finding 3 distinctive hallmarks: autonomy, respect for life-styles and
conviviality.
With a midscale and upscale offer, Adagio is aimed at a clientele that expects comfort and services.
Its aparthotels are located in the heart of major cities. Connected, convivial and immersed in their host
city, they are characterised by their warm atmosphere and the quality of their hospitality. These spacious
and contemporary apartments (ranging from studios sleeping 2 through to 2-bedroom apartments
sleeping 6) offer modular equipment and hotel services, and tiered pricing from the 4th night onwards.
Adagio access is an economy segment offer, aimed at a clientele looking for affordable prices combined
with a functional and comfortable environment. The aparthotels in this range offer apartments ranging
from studios sleeping 2 through to 1-bedroom apartments sleeping 4, so that guests can live as they
choose, taking advantage of a smart accommodation offer, which always comes with tiered pricing from
the 4th night onwards.
APARTMENTS AND SERVICES
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A SPACE TO SUIT EVERYONE
The highly modular fittings invite everyone to appropriate their apartment for themselves and create their own space, in
line with their habits and desires. An equipped kitchen in each apartment allows guests to keep to their normal eating
habits, to save money or to simply enjoy a gourmet break and relax after a hard day’s work! Lastly, all apartments are
equipped with an Internet connection, so that guests can stay in touch with their own private and professional contacts.
FUNCTIONALITY
& MODULARITY
A COMFORTABLE
LIVING SPACE
STUDIOS SLEEPING 1 OR 2
BEDROOM APARTMENT SLEEPING UP TO 4
Between 20 and 25m²
Between 30 and 45m²
COMFORT
& SPACE FOR THE FAMILY
BEDROOM APARTMENT SLEEPING
UP TO 6/8
Over 45 m²
IDEAL FOR: Consultants working away
from home on an assignment, expatriates or employees receiving training who
are looking for an accommodation solution lasting from a few days through to
several weeks.
EQUIPMENT: One double or 2 single beds
(1 wardrobe bed in some aparthotels),
equipped kitchen, bathroom with bath
or shower, toilet, heated towel rail,
cupboards, television with an extensive
choice of national and international
channels, desk with telephone line,
Internet.
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IDEAL FOR: Consultants on a long-stay
assignment, expatriates living in temporary accommodation.
IDEAL FOR: A temporary accommodation
solution (e.g. for expatriation) with the
family.
EQUIPMENT: A separate bedroom with
one double bed or two single beds, lounge
with double sofa bed or pull-out sofa
bed, well-equipped kitchen, bathroom
with bath or shower and separate toilet,
cupboards, television with an extensive
choice of national and international
channels, desk with telephone line,
Internet.
EQUIPMENT: Two separate bedrooms
with one double bed or two single beds,
lounge with double sofa bed or pull-out
sofa bed, well-equipped kitchen,
2 bathrooms with bath, shower and
separate toilet, cupboards, television
with an extensive choice of national
and international channels, desk with
telephone line, Internet.

9. 1
2
3
4
5
1 • ADAGIO VIENNA CITY (AUSTRIA)
2 • ADAGIO PARIS OPÉRA (FRANCE)
3 • ADAGIO BRUSSELS CENTRE MONNAIE
(BELGIUM)
4 • ADAGIO ACCESS NICE MAGNAN (FRANCE)
5 • ADAGIO ACCESS MARSEILLE PRADO PÉRIER
(FRANCE)
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10. INCLUDED OR OPTIONAL HOTEL SERVICES
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INCLUDED SERVICES
The following services are included in the price of apartments, and do not give rise to any extra costs.
• Reception open 24/7 to welcome guests and provide information
(limited opening hours at some Adagio access aparthotels).
• Internet connection in public areas and all apartments.
• Daily housekeeping for stays of 1 to 3 nights, weekly housekeeping
for stays of 8 and more nights.
• Business corner at Adagio aparthotels.
• Fitness, swimming pool in some aparthotels.
• Luggage room.
• Baby kit: cot and high chair (please book in advance).
>
OPTIONAL SERVICES
For even greater comfort levels, some services are available as optional extras.
They are not included in the price of apartments.
• Buffet breakfast with a wide choice of seasonal and regional products.
• Laundry available in most aparthotels: automatic washing machine and clothes dryer.
• Dry cleaning service at Adagio aparthotels.
• Supplementary housekeeping.
• Private car park at some aparthotels.
NEW: EVEN BETTER REWARDS FOR LOYALTY
CUSTOMERS OF ADAGIO AND ADAGIO ACCESS CAN NOW TAKE ADVANTAGE OF THE CLUB ACCORHOTELS LOYALTY PROGRAM
WHEN STAYING WITH US ON BUSINESS OR ENJOYING A LEISURE BREAK. THEY WILL BUILD UP POINTS THAT CAN THEN BE
REDEEMED IN ONE OF THE ACCOR GROUP’S 2,700 HOTELS WORLDWIDE.
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11. APARTHOTELS ADAGIO®
A RESPONSIBLE PLAYER
In its capacity as a market leader, several years ago the brand embarked on an in-depth sustainable
development initiative, structured around 4 main themes:
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PROXIMITY
The brand is constantly striving to anticipate the needs of travellers and booking staff, and to build strong links
with the territories in which its establishments are located.
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SETTING AN EXAMPLE
The brand is committed to being a responsible employer and to limiting its environmental impact.
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INTEGRATION
Sustainable development is rooted in the company’s daily practices.
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INNOVATION & ANTICIPATION
The brand endeavours to anticipate trends so that it can help to secure the future of the planet.
TO PUT THESE PRINCIPLES INTO PRACTICE, IN 2010 THE BRAND BEGAN IMPLEMENTING “ECOLABEL” CERTIFICATION FOR
ITS APARTHOTELS IN THE ADAGIO RANGE. THIS EUROPEAN LABELLING SCHEME COVERS ALL ASPECTS OF AN APARTHOTEL’S
DAY-TO-DAY OPERATION: WATER AND ENERGY CONSUMPTION, WASTE PRODUCTION, USE OF RENEWABLE RESOURCES AND
SUBSTANCES LESS HAZARDOUS TO THE ENVIRONMENT, CONTRIBUTION TO ENVIRONMENTAL EDUCATION, USE OF MORE
ENVIRONMENTALLY-FRIENDLY PRODUCTS AND SERVICES. AT THE PRESENT TIME, ONE HALF OF OUR APARTHOTELS HAVE
BEEN GRANTED APPROVAL TO USE THIS LABEL. WORK ON THE INITIATIVE IS CONTINUING: 80% OF OUR APARTHOTELS
WILL HAVE QUALIFIED BY 2015.
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12. DISCOVER MORE AND BOOK ON
www.adagio-city.com
PRESS CONTACTS
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Alexandre Costes +33(0)1.58.21.64.29
Email: rptourisme@fr.groupepvcp.com
Press area: www.adagio-city.com/press
@ Adagio_officiel
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