AccorHotels is acquiring a 30% stake in 25hours Hotels as part of its ‘strategy to be a global leader in lifestyle hotels’, as well as to support 25hours’ long term growth.
The financial terms of the investment are not disclosed
25hours Hotels, headquartered in Hamburg, Germany, currently operates seven individual hotels in Hamburg, Frankfurt, Berlin, Vienna and Zurich. It will open five hotels, one each in Zurich, Munich, Cologne, Düsseldorf and Paris, in the next two years.
A suite room in a 25hours hotel in Vienna
The company said it was looking to expand into other European countries, as well as long haul destinations, and it partnership with AccorHotels would help accelerate its global expansion.
According to Christoph Hoffmann, CEO of 25hours, the group has seen strong growth in the German-speaking market for the past 10 years, and “now also have the opportunity to conquer the world with a global partner.”
On the investment, AccorHotels chairman and CEO Sébastien Bazin said: “This alliance came about because we were immediately attracted by these individual, design-oriented boutique hotels that are a great workplace for urban nomads and an ideal starting point for outings into key cities.”
25hours Hotels will continue to be run by its CEO Christoph Hoffmann and his management team.
The company will expand its organisational structure at its Hamburg head office to prepare for the opening of hotels in Melbourne, Miami or Milan. This involves pooling different areas of expertise by establishing a creative laboratory.
Kai Hollmann: The 25hours brand is built for the future.
“We are talking about the Extra Hour Lab, everything that sets the 25hours brand apart and makes it viable for the future will evolve here,” explained 25hours Hotels chairman, Kai Hollmann.
“This includes design and storytelling, as well as extraordinary experience concepts and atmospheric and sensual features.”
The lab is located at the ‘Altes Zollhaus’ (old toll house), a listed building in Hamburg’s inner-city port. The team there will carry out off-the-wall experiments and design new, exciting creations that are detached from its day-to-day business, and unconventional for the industry.
This transaction is subject to the regulatory approvals of the German and Austrian anti-trust authorities.
• All photos credit: 25hours Hotels
