Adagio Aparthotel announces a record year in 2023, driven by the growth and strengthening of its brand along with new openings for 2024, partnerships, focus on CSR and the Paris Olympics.
In 2024, the European leader in aparthotels intends to consolidate its positions and make this year of major sporting and cultural events “the year of hospitality”.
2023 was a very favourable year for Adagio with 1.7 million customers welcomed into the 130 aparthotels in its network. The occupancy rate rose to 79%, which is a pride for all teams as the satisfaction rate increased across all criteria and the entire network.
“All these results underline the relevance of a renewed hotel offer, a hybrid offer “100% apartment, 100% hotel” which corresponds to the needs of a balanced clientele between individuals – for example, to travel as a family at the best cost – and business travellers, who may particularly desire the idea of feeling “at home” away from home,” underlines Xavier Desaulles, CEO of Adagio.
Adagio also fits perfectly with the growing trend of bleisure, combining business trips and leisure stays.
Over the last twelve months, Adagio has also supported its dynamic of openings in France (Toulouse, Montpellier, Lyon) and in Europe (Antwerp and Ghent) as well as the upscaling of its network with numerous renovations in Paris (Opéra, Buttes Chaumont, La Villette, Vanves Portes de Versailles and Eiffel Tower). Its accommodation capacity represents 14,626 apartments.
The successful year has led to the “Next Adagio” strategic project for 2024 including:
Visual identity revisited
The brand platform has a more modern, more joyful, more urban look – and a new signature “Here for you”, which aims to anchor the special relationship between the Adagio teams and its customers. The aim is to distinguish Adagio as a relational hotel brand focused on medium stays and a new brand promise “The city with a light spirit”. A new television and digital advertising campaign was launched last spring and at the start of the school year, to support the assisted awareness of the brand, which gained 11 points – also a record! – during the year.
Sports sponsorship
Adagio has launched an ambitious sports sponsorship program as title partner. Skipper Éric Peron and his maxi-trimaran are currently wearing the brand’s colours during the Arkea Ultim Challenge-Brest, a solo, non-stop round-the-world race and departed from Brest on January 7, 2024. This race crossing the three capes (Good Hope, Leeuwin, Horn) is an extraordinary human adventure which reflects the values of Adagio: audacity, sharing and responsibility.
Significant progress for environmental performance
Adagio have continued to focus on sustainability, they shared and deployed best practices to reduce energy consumption by 11% with effort from all sites.
Designer Furniture Partnership
Adagio established a new furniture range including tables and chairs across the Adagio Access aparthotels with designer Thomas Delagarde and the manufacturer Ligne Roset Contract. The furniture is praised for its aesthetics and Eco-Impact certification. “A”, French Design 100 winner.
New Openings
Adagio will be launching in China and Africa in the near future and will continue the development of its geographic locations, both in France, in Europe, and elsewhere in the world, with the objective of reaching 200 aparthotels in 2028.
Adagio are expecting to open 7 new establishments in 2024:
- L’Adagio Original – Porte de Camargue
- L’Adagio Original – Boulogne-Billancourt Kermen
- L’Adagio Access – Brussels – Airport
- L’Adagio Access – Rouen – Centre
- L’Adagio Original – Heidelberg
- L’Adagio Original – Abidjan Marcory
- L’Adagio Original – London – Whitechapel
Five renovation projects are also planned in order to guarantee all customers consistency, upscaling, improvement in quality, as well as a practical and modern customer experience, all while boasting a strong design bias, inspired by the local culture of the destinations.
2024 will also be dedicated to a great adventure, the arrival of Adagio in China, with a first establishment which should open in 2025 in Chengdu Jianyang. This project corresponds to a growing demand on the Chinese market for extended stays with the level of service and friendliness that Adagio is capable of offering.
Co-living deployment at the Adagio Original London Whitechapel
After opening the first co-living space at the Adagio Original Paris Bercy, Adagio are opening the their second space at Adagio Original London Whitechapel with five coliving units, each made up of 4 rooms around a common area including a kitchen and a shared lounge. These will be open for reservation and are ideal for groups of friends including several couples, families, colleagues, or multi-generational families.
For Adagio, coliving means being able to be together whenever you want, at your own pace, while maintaining your privacy and independence.
Social and Environmental Responsibility
Building on its unique purpose “Making life in the city more beautiful”, Adagio has anchored its approach to “Acting for the transition of cities”. This commitment is broken down into three parts by reducing its environmental footprint, strengthening social bonds and acting collectively.
The priority in 2024 is to continue the deployment of this CSR strategy through a strengthened energy policy and an objective and external labelling approach. The ambition will be to obtain the Green Key label for 40 sites: 30 in France and 10 in Europe. A major project will also be carried out around the company’s responsible purchasing policy and quality of life at work. Finally, two strong areas will be deployed within the Access and Original ranges, access to soft mobility at Adagio Access and local and cultural discoveries at Adagio Original.
2024: Paris Olympics and “year of hospitality”
The year ahead will be marked by a succession of major events attracting numerous and large audiences:
- The Paris 2024 Olympic and Paralympic Games, of which Adagio is a premium partner under the aegis of Accor – 16 Adagio sites are contracted by the Organizing Committee of the Olympic Games
- 80th anniversary of the Normandy and Provence landings
- Reopening to the public of Notre Dame de Paris
- UEFA Euro Football in Germany
- The 6 Nations Tournament with meetings in Edinburgh, Cardiff, London, Lyon, Lille, and Marseille
- Tour de France starting from Florence in Italy and end in Nice
All these events will require large reception capacities. The Adagio offer is particularly suited to these exciting moments of gathering and conviviality, and all the sites are preparing to welcome those who choose their aparthotels.
In 2024, even more than other years, this model will be in the spotlight and invites us to make this year “the year of hospitality”.
- Mason Williams