In 2017, AccorInvest was spun off from Accor. After refocusing and growing on the European market, the group embarked on a new strategy in 2021, which is now reflected in a new name: Essendi. Laurent Turpaut, SVP communications, has been working for over 2 years to put into practice all the directions taken by the group, which he joined in spring 2022; interview.
Hospitality ON: You have just announced a major identity change for AccorInvest. What were the drivers and approach behind this transformation?
Laurent Turpault: The change of identity is the culmination of a far-reaching strategic transformation that began several years ago. After refocusing our portfolio on Europe and on the economy and mid-range segments, accompanied by financial restructuring, it was essential to embody what we have become through a new brand, and not just a change of name. This new chapter marks our ambition to position ourselves as the European leader in hotel investment and operation, with a strong responsible footprint.
Hospitality ON: How was the redesign organised internally? What choices were made?
Laurent Turpault: We opted for a participative and inclusive approach. All our employees, from hotel managers to head office teams, were involved in the reflection on the company’s mission. The creation of the new identity also relied on the support of a specialist agency, Dragon Rouge. The process, carried out in a way that was both collaborative and confidential, enabled us to unite our teams around a common vision, while at the same time controlling the communication of the project right up to its official unveiling.
Hospitality ON: Can you tell us the name of the new brand and what it means?
Laurent Turpault: The new identity is based around the name Essendi, inspired by the Latin word for ‘what must be’. This name reflects our desire to embody the essence of our business: the complementary nature of our two pillars – owner and hotel operator – while emphasising balance and human values. The symbol we have chosen, a stylised ampersand, expresses the synergy of these pillars, the circularity of our business model, and the ESG focus that is at the heart of our DNA. The signature ‘Places that thrive’ reflects our ambition to make our establishments shine within their ecosystems.
Hospitality ON: Does this repositioning open the door to new partners, beyond your long-standing relationship with Accor?
Laurent Turpault: Absolutely. Essendi expresses who we are, while giving us the flexibility to evolve if strategic opportunities arise. Today, our partnership with Accor remains central, with 100% of our hotels under the Accor banner. But the brand platform will allow other options in the future if our shareholders and our governance deem it appropriate.
Hospitality ON: What are the actions accompanying this revelation? What are your objectives in terms of brand awareness?
Laurent Turpault: Essendi’s unveiling will be orchestrated through a simultaneous pan-European event, bringing together our teams and partners in Paris, London, Warsaw and Munich. At the same time, we are launching a targeted communications campaign aimed at the property community, our economic and financial partners, and institutional players. The priority is to rebuild a strong and coherent brand image, in line with our new positioning and our ESG ambition, based on tangible evidence: 100% of our hotels Green Key certified by 2026, 50% reduction in our GHG emissions by 2030, and a portfolio resolutely refocused on Europe.
