Europe: Aparthotel brand Adagio has revealed its FIRST strategic plan and development objectives for 2030.
Through FIRST, Adagio aims to open 50 new properties in the next five years, reaching a total of more than 180 aparthotels in 25 countries, up from 16 currently.
The goal is to reach 20,000 apartments by 2030, comprising 96 Adagio Original properties, 81 Adagio Access properties, and six Adagio Premium properties.
Development will focus on markets such as France, the United Kingdom and the DACH region, while expanding into Eastern and Southern Europe.
Adagio also aims to refurbish 75 per cent of its network by 2030, and intends to increase the share of its direct sales to reach 30 per cent of revenue.
The FIRST strategic plan is based on four pillars:
• Customers – for Adagio to be recognised by urban travellers as an international brand with innovative concepts such as common areas, family offerings, upscaling of the Adagio Access offering, and more.
• Employees – to increase training efforts and bring together a committed and responsible team.
• Partners – to be the reference benchmark in the extended stay segment, viewed favourably by investors and managers.
• Shareholders – to become a reference benchmark for the hotel industry in terms of economic performance.
Xavier Desaulles, CEO of Adagio, said: “With FIRST, we simply aim to be ‘best in class’ in our sector, in all the dimensions of our business. This means expanding our locations, while maintaining the highest standards for their location, always in the heart of cities, and intensely embodying this spirit of service that characterises and distinguishes us. We believe in relational hospitality, that is to say teams that are always there for our customers, always ‘here for you’.”
Highlights:
• Over the next five years, Adagio plans to open 50 aparthotels reaching 180 locations in 25 countries.
• The brand is targeting 20,000 apartments in total by 2030 with growth in its premium and access categories.
• Major refurbishments are planned, upgrading 75 per cent of the existing network.
• The aim is to also grow direct sales to 30 per cent of total revenue.
• Expansion is focused on France, UK, DACH, Eastern and Southern Europe.
