BERLIN — Paris-based Louvre Hotels Group has plans to grow its midscale portfolio, introduce new extended-stay products and invest in its distribution strategy this year.
Max Cergneux, chief development officer at Louvre Hotels Group, said during a video interview with Hotel News Now at the International Hotel Investment Forum that some of the company's markets are already outperforming 2019 pre-pandemic levels.
Louvre plans growth in the midscale segment in Europe, new extended-stay products, and marketing and repositioning for its Kyriad Direct and Golden Tulip brands, he said. Golden Tulip marks its 60th anniversary this year.
“The positioning for the brand is to be a timeless, work-lifestyle product that sits really on the upscale, 4-star segment,” he said.
Cergneux said IT investment is critical to Louvre's future performance. Louvre's recent initiatives include a partnership with Sabre that will directly connect about 600 online travel agencies to its booking and distribution systems via a dual customer reservations system.
Regarding the health of the hospitality industry at large, Cergneux said he similarly feels optimistic like many of his hotelier colleagues.
“We are still on target to deliver our growth. We’re planning on about over 150 properties opening this year,” he said.
He added China’s Jin Jiang International, which owns 100% of Louvre, has been incredibly supportive of Louvre and retains the ambition to “be a top global player, not just a Chinese company.”
For more of Cergneux’s comments, watch the video above.