Louvre’s Kyriad Direct Brand is Pursuing It’s Development in France and Plans 100 Hotels by End 2021

Main Photo: The Hotel Kyriad Direct at Poitiers Nord

Date: December 2020

Locations: France

Name: Kyriad Direct

No. of Keys: TBA

Who Are They: Louvre Hotels Group continues to expand its Kyriad Direct brand, growing from 60 hotels open in 2020 to 100 hotels in 2021.

Launched in April 2018, the Kyriad Direct brand is being developed on the 2-star segment to meet the needs of travellers looking for a quality hotel experience at an affordable price.

Over the past two years, Louvre Hotels Group has accelerated the development of the Kyriad Direct brand in France, opening hotels in several major cities such as Tours, Clermont-Ferrand, Auxerre and Orleans. Three more hotels–all new construction projects–are already in the pipeline. Louvre Hotels Group plans to use their strategic network in France as a springboard to move onto the European market.

Today, travellers want to enjoy a quality hotel experience in non-standardised hotels with a wide range of services at an affordable price. Plus, many independent hotels or franchisees belonging to smaller networks seek better visibility on distribution channels.

Kyriad Direct is designed for people who want to enjoy a comfortable stay without breaking the bank, who want to stay within their budget with no unpleasant surprises. Kyriad Direct hotels guarantee comfort and good value for your money, making them the smartest choice around. These are local hotels with international quality standards, always affordable. In short, the only brand that bridges the gap between budget and midscale.

The goal of Kyriad Direct is two-fold: to bolster the group’s economic ecosystem and meet investor needs. Backed by 40 years of recognized hospitality know-how and a strong distribution network, the Kyriad Direct brand provides a golden opportunity for many independent hotels and the members of smaller hotel franchises who want to benefit from higher visibility.

Kyriad Direct is a flexible brand that adapts easily to any local context. It represents a limited investment required to join the network and reduced franchising charges, in return for the Louvre Hotels Group’s powerful distribution network.

“Our Kyriad Direct brand is an excellent opportunity for investors looking for a high-quality, flexible 2-star brand, backed by the powerful assets of a major hotel group.” Christophe Novellon, Development Director France

THPT Comment: Great expansion plans for Louvre…taking on some of the well-established budget brands…Premier Inn busy doing their thing in Germany…will there still be room for them in France…a country not known for branded-hotels.

Kyriad already has more than 260 3-star hotels, so this expansion into 2-star is great.

First Seen: Hotel News Resource

The Hotel Property Team (THPT) is a small group of highly experienced business professionals. Between us, we provide a range of skills and experience which is directly relevant to those involved in the hotel property market.

For more information – Visit www.thpt.co.uk or email info@thpt.co.uk