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• IHG's recent interim results have prompted a recurring question: why haven't the major hotel companies introduced more of their extended stay brands to Europe?

IHG has 10 Staybridge Suites properties trading outside the Americas, and they recorded a healthy ADR of $126.23, up 3.4 per cent; and REVPAR of $93.79, up 1.8 per cent. It has a further 16 in the EMEA pipeline and the brand has a promising future in Europe. But there are no plans to bring the Candlewood Suites flag across the pond - all of its 104 pipeline projects are in the Americas.

Hilton has yet to bring any of its All Suites brands (Home2 Suites, Homewood Suites and Embassy Suites) to Europe, and when asked last year if it had plans to do so, head of category Adrian Kurre made it very clear that the Americas remains top priority and a European debut is some way off. Wyndham has been hinting at bringing Hawthorn Suites to Europe for a few years now, but it hasn't happened.

The reluctance seems strange given how well the European extended stay properties are performing. Marriott only opened the first Residence Inn in London in August 2017, yet its latest property in the UK capital, in Kensington, is trading in the high 90 per cent occupancy bracket and has been absolutely buzzing since the day it opened.

In an age when hotel companies are extremely focused on launching new brands, perhaps introducing tried and tested flags to new categories should also be more widespread.


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