Adagio celebrates 10th anniversary with new accommodation concepts and branding

George Sell By George Sell
1 week ago | Updated 1 week ago

France: Aparthotels Adagio, a joint venture between Vacances Center Parcs and AccorHotels, is marking the 10th anniversary of its launch.

Since 2007 Adagio says it has welcomed 1,800,000 guests in 11,500 apartments across 11 countries.

A company statement said: "Inspired by the expectations of today's travellers, the brand has reinvented its identity and refined its offer. The new concept will be implemented in 2018 in 20 aparthotels in 64 establishments renovated over four years. At the heart of this revolution, common spaces have been rethought. It begins with the welcome area that turns into a table d'hôte, a shared kitchen, a co-working area, a delicatessen and a world map display board where customers can paste photos or comments. There might be a table football or a piano, to reinforce a feeling of enjoying time together, or a "library of objects", giving guests the opportunity to personalise their apartment and feel "at home". This convivial decoration will be accompanied by a regular offer of entertainment such as aperitif samplings or cookery workshops arranged by resident chefs."

New accommodation offers include Room Mate - "a new form of modern space saving dedicated to urban youngsters will allow them to share an apartment where cooking and relaxation areas will be common but the rooms will be personal", and Combo - "two-storey flats with shared common areas. The goal is to pool common spaces, enrich the guest experience and unify the services and concepts of the two brands under one roof. The first Combo will be opened in Leicester. Other projects are planned in France, Switzerland and Germany".

Adagio also has a new logo and graphics, described as "more modern and dynamic; better reflecting the dynamics of the brand looking forward".

As part of its development policy, Adagio aims to reach 150 aparthotels and 15,000 apartments worldwide by 2020. About 20 openings are planned in Saudi Arabia, the Middle East, Brazil, Germany and the UK. Adagio is also now in the Orbis Hotel Group portfolio, launching into the Eastern European market.

"We are pleased to celebrate Adagio's 10th anniversary today," said Karim Malak, delegate general manager of Adagio. "The company is making every effort to perfect its services and multiply its offer in the major European capitals. Indeed, intensive research into customer behaviour over these ten years has allowed us to develop a specialised expertise. We know that our guests are in search of more and more freedom and they want to be at the heart of the action in each city. In a highly competitive hosting market, brands need to innovate continuously, conduct long-term thinking and continue to customise the customer experience. It is by working together and in the same direction that the team and its collaborators have been able to achieve the accomplishments and the figures that we highlight today."

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