Growth and changes at Achat Hotels: new properties and no more sub-brands

by | 16 Mar 2020 | Chains

Achat Hotels is making changes to accommodate its rapid growth. (Picture: Achat Munich)

As the company grows, Achat Hotels has made some changes to allow it to stay flexible and leverage its momentum.

Achat Hotels recently did away with their sub-brands and are eagerly signing new contracts in 2020.

We find out more about the company’s ongoing growth and the steps they are taking to maintain it.

No more sub-brands at Achat Hotels

The Achat Hotels chain is going for a new corporate identity by ending the era of brand diversification. The former sub-brands Plaza, Premium and Comfort will now be merged into the single brand Achat Hotels.

Philipp Freiherr von Bodman, Managing Partner of Achat Hotels said this about the change: “With our 35 hotels in Germany, Austria and Hungary, we want to make our brand value recognizable for guests.”

By creating a unified brand, customers should now have an easier time understanding what Achat Hotels is and why they should stay there. According to Mr Bodman, this was not always easy in the past.

From now on, the hotel names will be composed of “Achat Hotel” plus the name of the city the hotel is operating in, for example Achat Hotel Bremen City.

However, the premium budget brand Loginn Hotels by Achat will continue to exist independently.

A clear sign of a fresh start

The new logo consisting of dynamic handwriting and a new slogan will also be an integral part of the new, uniform brand appearance.

“With our new brand appearance, we are signalling the expansion-oriented restart of Achat Hotels,” von Bodman states.

“We have created a visual break: Achat Hotels are emotional, genuine, honest, hospitable and close to the customer. Our guests can expect a great service in great hotels with employees who create a unique Achat atmosphere through their personality and professionalism. Our hotels are different and diverse, but we want to offer the same great service to guests in all Achat Hotels.”

Another contract signed in 2020

It seems the re-brand is attracting new partners already as Achat Hotels have already signed the second new hotel contract in 2020.

The Loginn by Achat brand will soon come Dinslaken where the ground breaking for the new property will take place this summer. By the end of 2021, the hotel which will be part of a three-part building complex with a multiplex cinema centre, fitness studio and dining outlets, will open its doors.

Guests will be able to avail of 105 rooms, 30 apartments, three combinable function rooms, a restaurant with an outdoor terrace in the courtyard as well as a lounge and bar.

Dinslaken will mark the brand’s eighth location. More hotels will soon open in Berlin, Hanover, Mönchengladbach, Munich, Offenbach and Waiblingen in the next two years.

Mr Bodman said Dinslaken was an “excellent location that fits perfectly into the current Achat portfolio of 35 hotels – especially since there are no chain hotels here yet.”

The key investor and contractual partner for the new hotel is FFIRE Immobilienverwaltung AG, Engel & Völkers act as brokers, the designs will be handled by Otten architects.

ABOUT THE CHAIN

 

The ACHAT Group owns 35 hotels in the Comfort Class, First Class and upscale First Class segment and, since 2017, in the Premium Budget segment, in Germany, Austria and Hungary in 4 strong brands.

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