AccorHotels creates lifestyle division for boutique brands

AccorHotels (ACCP.PA), Europe’s largest hotel group, is creating a new lifestyle division to pool its fast-growing “boutique” hotel brands, the company said on Monday. From Feb. 1, Cedric Gobilliard will head the division, which comprises the Jo&Joe youth hostel brand and AccorHotels’ stakes in Germany’s 25hours Hotels and France’s MamaShelter brands. Boutique hotels are usually small, stylishly-designed, upmarket hotels that have proved particularly popular with so-called “millennials” – a term used for the tech-savvy generation born after 1980. Leading hotel operators such as AccorHotels and rivals Marriott (MAR.O), Hilton (HLT.N)…

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