Adagio expands with franchise deals

Image © Accor
Adagio aparthotels, a joint venture project supported by Accor and Pierre & Vacances, is pushing for more international growth by increasing the number of franchise agreements in the portfolio.

Aparthotel brand Adagio is adding more franchise agreements to its portfolio, as the brand looks to accelerate its international expansion.

New openings of the Adagio Access Brussels Airport, and sites in Camargue and Rouen will all operate under franchise agreements, rather than the more traditional routes of a lease or management agreement. “Franchise development meets the expectations of many real estate owners,” said Xavier Desaulles, CEO of Adagio. “By developing franchising, Adagio is strengthening its position as the European leader in aparthotels.”

Expanding franchise signings

Adagio has quadrupled the size of its franchise network over the last six years, from just five franchised properties in 2018 to 28 by mid 2024, and this type of agreement is now in place for nearly 20% of the whole portfolio. A further opening, due to take place later in 2024, will see Adagio Original Abidjan Marcory open in the Ivory Coast under a master franchise agreement, representing the brand’s first site to open in sub-Saharan Africa.

The Adagio brand is jointly owned by hotel giant Accor, and French accommodation business Pierre & Vacances. Currently, the partners are committed to growing the brand’s international presence under a strategic plan, Next Adagio. This will increase the focus on signing franchise deals, with the expectation that by 2030 around 35% of the whole portfolio will operate under such agreements.

The group is cementing its position as Europe’s number one aparthotel brand with its pipeline of new openings. With more than 125 locations, it has split its offering into three: Adagio Access is its lower cost offering; Adagio Original sticks to the philosophy of the brand from its 2007 launch; while Adagio Premium offers greater levels of luxury for those who feel they deserve more from a stay.

Dual branded sites

Growth will also be supported by more master franchise agreements, and by looking for sites where two hotels can be developed side by side, which the group names “combo” developments. Combining an Accor branded hotel such as Ibis,  Novotel or Mercure on a site adjacent to an Adagio aparthotel can deliver considerable development and operational efficiencies and cost savings.

The Adagio Access Porte de Camargue is one of the new “combo” projects, featuring a newly built 51 apartment Adagio situated alongside an existing Ibis Budget hotel, allowing the two to share parts of their infrastructure. Additional facilities for Adagio guests include a lounge bar, co-working space, swimming pool and breakfast bar.

And in the heart of the historic French city of Rouen, Adagio Access Rouen Center Cathedrale has been created within the walls of a historic building reconstructed in 1956. In this exceptional location are 75 modern apartments, all enjoying the full facilities of a long stay hotel.

Among upcoming openings are Adagio Cork, and in Northern Ireland, Adagio Belfast, expected to open in early 2025. Before the end of 2024, new sites in Heidelberg and Paris Boulogne will be opening, while further ahead are plans for the Adagio Access Sesto San Giovanni, in Milan.

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