Louvre Hotels Launches Extended Stay Brand, Tulip Residences

Main Photo: The lobby style at the new Louvre brand, Tulip

Date: March 2021

Location: The brand will launch this year at sites in Joinville-le-Pont, France and Warsaw, Poland.

Name: Tulip Residences

No. of Keys: 100 apartments plus

Seller: TBA

Buyer: Louvre Hotels has launched an extended stay brand, Tulip Residences. The brand will launch this year at sites in Joinville-le-Pont, France and Warsaw, Poland.

Hotels will feature studio or two room apartments, co-working space, a cafe and well-being area. Louvre parent Jin Jiang will adapt the concept for China, opening the first property there before the year end.

The health crisis has upset consumers’ expectations in terms of long term stays This is why Louvre Hotels Group is developing in the Aparthotel market with Tulip Residences.

Thanks to this new brand, the group offers its customers and investors ever more diversified offers.

Co-working areas allow guests to work in a stimulating environment designed to spur creativity. A Tulip Café serving light meals and snacks featuring local and organic products, open 7 days a week from 6.30 a.m. to 11 p.m.

A well-being area including a 40 to 60 sqm yoga room, a fitness room and a Vital Dome© infra-therapy device, ideal for stress prevention, eliminating toxins and relaxation.

These areas were designed in partnership with the Tremend Design firm and the designer, Magdalena Federowicz Boule, to provide a relaxing urban stay where clients can unplug and unwind. The hotels target a business clientele on extended stays, as well as leisure travellers such as families, groups of friends or seniors.

By launching Tulip Residences, it’s 3-star residential hotel lifestyle concept, Louvre Hotels Group continues to expand its portfolio and gains a foothold in a new high-potential segment. The Group offers its clients and investors a complement to its traditional hotel brands, positioning itself as an urban haven for extended stay travellers. The brand will be marketed with a 4-star ‘Collection’ label.

In March 2021, the Group will inaugurate its first subsidiary residential hotel, with nearly 100 rooms, in Joinville-le-Pont; a sort of “laboratory” where it will test its latest innovations. It will then open its first franchised residential hotel at the heart of Warsaw in Poland in May 2021.

Louvre Hotels Group plans to open some thirty Tulip Residences over the next 5 years across Europe, mainly in city centres and near major transport hubs. As requested by its shareholder Jin Jiang, eager to invest in long-stay residences, Louvre Hotels Group will adapt this concept in China Indeed, the opening pilot hotel is scheduled for the end of 2021 with the ambition of signing 25 new establishments by 2022 in the largest Chinese metropolises.

Louvre Hotels Group offers personalised support to meet investor needs and requirements, targeting profitability and innovation. Tulip Residences offer many advantages: attracting a wide range of extended stay clients while generating operating margins that ensure excellent return on investment. Its all-in-one concept also enables to maximize add-on offers and generate significant additional revenue. Plus, the product is adapted to both a business and leisure clientele for stays of one night or several weeks.

To tap the full potential of this market segment, Louvre Hotels Group is banking on intrapreneurship, a method that generates out-of-box thinking by tapping new sources of development ideas, as well as Louvre Hotels Group’s clout in the fields of distribution, revenue management, marketing, communication, purchasing, technical, etc. The Group entrusted this project to intrapreneur Cyril Vaussard, co-founder of the Hôtels & Préférence chain and previously director, then regional director for a residential hotel brand.

“Tulip Residences meets the needs of travellers who book extended hotel stays and want the comfort of a hotel as well as stimulating, functional common areas, for both business and personal use.” Cyril Vaussard, General Manager Tulip Residences

THPT Comment: Great innovation from Louvre, under it’s Chinese ownership, and ambitious growth targets…well done.

First Seen: Louvre Hotels press release

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