Accor has acquired a stake in Mama Shelter and plans further brands and marketing changes

    150 150 Daniel Fountain
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    The MAMA SHELTER family is getting bigger as ACCOR acquires around 35% stake in its capital and about twenty new MAMAs are due to open over the next five years.

    Editors Note: At a meeting on the 30th October CEO Sébastien Bazin casually informed us that there would be more new brands within Accor following on the revamp we have shown recently in Ibis and MercureThis partnership gives MAMA SHELTER access to ACCOR’s development and distribution network, which will allow it to accelerate its openings and offer its customers new destinations.

    MAMA SHELTER will open in Los Angeles in February 2015 and is already working on opening an address in Lille, a second location in Paris, as well as others in Zurich, Mexico City, Seoul, Amsterdam, Barcelona, New York and London.

    MAMA SHELTER will allow ACCOR to expand and enrich its offer with a different type of hotel. The MAMA establishments are not just hotels. They are more like urban retreats where guests feel at home thanks to the kindness, generosity and family attitude of the teams that run them. They are the result of a blend of passions, influences, encounters, liberties, sparkles, sensations and emotions.

    In less than six years, MAMA SHELTER has successfully created lively, atypical, collaborative, popular and modern places (Paris, Marseille, Lyon, Istanbul and Bordeaux) and its expansion continues under the management of Jeremie, Benjamin and Serge Trigano.


    “This agreement is the outcome of a beautiful encounter and a shared desire to learn from our respective talents. I am very happy to be embarking on this new adventure. Thanks to this partnership, Accor is enriched by the original know-how that has made Mama Shelter such a splendid success.”
    Sébastien Bazin, Chairman and CEO of Accor.

    “We are pleased and proud to welcome Accor alongside us. Their presence will allow Mama to benefit from a major international platform and to share our philosophy with an even greater tribe.”
    Jérémie Trigano, General Manager of Mama Shelter.

    Editors Note: Sébastien Bazin, the CEO,casually dressed a la Steve Jobs, announced a €223 million investment in the web, but indicated that this would be revised from years to year. Acknowledging that the on line booking agencies such a Trivago had revolutionised hotel bookings, now over 60% online, his intention was to build on the brand loyalty programme ‘Le Club’ to bring returning guest to the brand to rebook rather than through the OTA’s.

    This of course assumes that the Le Club web works well, which unfortunately is not the experience of HotelDesigns

    Daniel Fountain / 11.11.2014

    Editor, Hotel Designs


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