Group targets UK to expand budget brand

Groupe envergure

Group targets UK to expand budget brand

Report by LEEWINTER

Groupe Envergure, a French economy hotel group, has rebranded 160 of its Climat de France and Clarine properties under a new budget brand,Kyriad Hotels.

The move follows the purchase in June last year of Hotels and Compagnie, which owned the Climat de France chain.

Kyriad UK operations manager David Anderson said the Kyriad concept is based on research which revealed that many business and leisure travellers want more from an economy hotel than just a comfortable place to sleep.

“They also want a personal welcome, a room with character and personal touches. But this must be achieved while also maintaining consistent quality standards,” he said.

Most of the group’s 160 properties are in France and these were rebranded last week. However, Envergure intends to expand the Kyriad chain within the UK, starting with the upgrade of two Clarine-branded hotels before the end of the year. Rates will start from £35 per room.

Guests will enjoy fresh flowers, a complimentary bedside book and sweets in their room and also a hand-written welcome note from the hotel manager. At reception they will be offered seasonal appetisers and, once checked in, will receive a courtesy call to ensure the room is to their satisfaction.

Consultants have been hired to find suitable independent hotels and hotel groups which would be interested in joining the brand.

nEnvergure is considering introducing its super budget Premiere Classe brand to the UK in the near future.

Similar to Accor’s Formule One hotels with only limited services available, they will be located in city centres and motorway service stations. Room rates will start from £19 to £25.

Picture: Pictures Colour Library

All change: a majority of the chain’s 160 properties in France were rebranded last week