A major arrival

Louvre Hotel Group’s launch of an aparthotel brand marks the arrival not only of a new player in the extended stay space, but of a well financed operator with global ambition.

Based in France, Louvre is owned by Jin Jiang, one of China’s biggest travel and tourism conglomerates, and has more than 1,175 hotels under operation in 51 countries.

Its new Tulip Residences brand – a sister flag to Tulip Inn, Golden Tulip and Royal Tulip – will make its debut later this year in France and Poland. From there the roll out is expected to be swift: Louvre plans to open 30 Tulip Residences over the next five years across Europe, mainly in city centres and near major transport hubs. It will also adapt the concept in China, with the ambition of signing 25 properties by 2022 in the largest Chinese cities.

The brand aims to be “a hybrid experience built on the themes of coliving, coworking and wellbeing”. This holy trinity couldn’t be more on trend, and if Tulip residences manages to get the balance right, its growth could be spectacular.