In addition to its development model based on direct leasing or management contract, Adagio is strengthening its growth through the franchise segment with the openings of the Adagio Access Rouen Center Cathédrale, the Adagio Access Porte de Camargue, and the Adagio Access Brussels Airport. The Adagio franchise network has quadrupled in 6 years, going from 5 franchised aparthotels in 2018 to 28 today, i.e., nearly 20% of the sites operated under the Adagio brand. A fourth opening will take place this year, this time in Master Franchise, with the Adagio Original Abidjan Marcory, the group’s first site to open its doors in sub-Saharan Africa.
The development of the franchise is proof that the aparthotel concept defended by Adagio has found its place in the hospitality offering. Indeed, the Adagio brand and the tools that allow franchisees to be its ambassadors are attracting more and more partners in the sector wishing to expand their hotel portfolio and their activities in an agile manner. Resulting in Adagio receiving many expressions of interest from potential partners during the last International Hospitality Investment Forum (IHIF) which was held in Berlin from 15th – 17th April, and during the congress of the Accor Franchise Association (AFA), which took place last March in Antibes.
The development of franchising constitutes one of the axes of the Next Adagio strategic plan: in the coming years, 2/3 of openings, both in France and abroad, will be carried out using this model, with the objective to reach a percentage of franchises of 35% before 2030.
For this, Adagio will be able to rely on the Accor group, a 50% shareholder, which benefits from a Master Franchise partnership strengthening the growth of the Adagio network beyond its geographical zones, particularly in more distant locations: sub-Saharan Africa, the Middle East or Asia. This mode of operation will in particular make it possible to create a “combo” offer bringing together two brands (Adagio and another brand from the Accor group) within the same walls, allowing the manager to mutualize areas dedicated to customers or to technical facilities, and to optimise costs.
The strategy of using franchising as a growth driver consolidates Adagio’s economic model; and the balance between the various modes of operation ensures at the same time rigorous management of the brand, the development of innovative concepts like the coliving offer tested in Adagio Original Paris Bercy and soon deployed in Adagio Original London Whitechapel (both directly operated by Adagio), the permanent transmission of knowledge and also faster development of the number of sites under the Adagio brand, thanks to the help of partners.
“Adagio is experiencing rapid development. Franchise development, which meets the expectations of many real estate owners, is one of the drivers of this growth. By developing franchising, Adagio is strengthening its position as the European leader in aparthotels”
Xavier Desaulles, CEO of Adagio
“I’m very excited to be working with Adagio on our mixed-use hotel and residence project. It’s a brand with a strong reputation in the fast-growing aparthotels sector, and one that knows how to add value thanks to its strengths and appeal.”
Matthieu Blanc, President of the ARRELIA Group,
Adagio’s partner on the Adagio Original Montpellier Centre Comédie site
Focus Adagio Access Rouen Center Cathedral
The Adagio Access Rouen Center Cathédrale (75 apartments) is located in an exceptional location, in the heart of the historic city centre, on the site of the former Palais des Consuls. Located within the walls of the historic building rebuilt in 1956, it benefits from a completely reinvented interior architecture.
Complete hotel services are offered: parking, reception, catering, swimming pool, all in a world of inventive and inspiring design.
Focus Adagio Access Porte de Camargue
3 minutes from Saint-Martin-de-Crau train station, the Adagio Access Porte de Camargue (51 apartments) is ideally located in the immediate vicinity of the Alpilles Natural Park and the Camargue Regional Natural Park.
This aparthotel is developed as a “combo” with an Ibis Budget opened in 2015, with which it shares part of its infrastructure. It has its own lounge bar, coworking space, a swimming pool, reception and a separate breakfast area.