Ahead of this year’s MIPIM conference in Cannes (14-17 March), Hilton has has announced a pipeline of nine new projects in France designed to deliver over 1,000 hotel rooms in the coming years.
The announcement by Hilton follows a franchise agreement with NAOS to introduce three hotels under three distinct brands.
Hilton said the announcement was indicative of a multi-layered growth strategy across mid-market, upscale and collection brands that extends from the capital city of Paris out to key French regional locations.
Together Hilton and NAOS will launch Hilton’s midscale Hilton Garden Inn and Hampton by Hilton brands in France, at locations in Bordeaux and Clichy respectively.
Central Paris will see a second hotel join Curio – A Collection by Hilton, a collection of upper upscale hotels.
Patrick Fitzgibbon, senior vice-president of development at Hilton said: “Growing our portfolio in France is a strategic focus for Hilton. With a dedicated French development team based in Paris and Nice we are focused on extending our portfolio beyond the flagship Hilton brand; we’re bringing new brands to Paris and key regional cities. This agreement signals our commitment to work with key partners such as NAOS who can identify further opportunities for expansion.”
The three hotels will each be managed by NAOS, which operates a portfolio of several properties across France. NAOS’s expertise lies within focused service projects and in carrying out creative adaptations of existing buildings to boutique hotels.
Pascal Lemarchand, NAOS CEO, said: “We are pleased to be able to confirm these three projects ahead of MIPIM. In Hilton we feel we have a strategic partner whose wide ranging portfolio enables us to fit the best brands to the sites and projects we specialise in developing. It is particularly exciting for us that we are launching two brands in France both of which have global footprints of thousands of properties, which underlines the potential for further growth.”