With 22 establishments in operation or under development across eastern and western Canada, the family-owned Germain Hotels group is already the leading national group, excluding international group establishments. It has just raised $160 million to reach a new milestone.
Twice winner of the Hospitality Awards for its original Alt Hotel concept and its La Valise advertising campaign, Groupe Germain continues to expand its network, upholding the values of a family-run business on the edge of a country that has seen the birth of the most powerful hotel groups.
While the company is still run by its founders, Jean-Yves Germain and his sister Christiane Germain, the new generation, represented by Marie Pier Germain, Vice President, Sales & Marketing; Hugo Germain, Vice President, Operations; Laurie Germain, Vice President, Teams & Culture; and Clarah Germain, in charge of Customer Experience, is already heavily involved in the family business.
The Germain Hotels group’s claim to independence does not appear to limit its ambitions. Backed by the province’s financial institutions, it has already been “conquering the West” for years, with establishments outside Quebec, including in Alberta.
The Caisse des Dépôts du Québec, the Fonds de Solidarité du Québec and Investissement Québec have just contributed $160 million to enable the company to take the next step and truly link the two coasts, with a significant presence in Vancouver, British Columbia, scheduled for 2029 (photo), and a greater presence in English-speaking Canada.
“There are markets like Vancouver, where we haven’t had a presence before and where we could have three or four establishments, and a market like Toronto, where our presence isn’t as strong as we’d like it to be,” explains Jean-Yves Germain.
Starting out in Montreal in 1988, the group is now present in 12 Canadian cities and several provinces with its three brands: Le Germain (boutique hotels), Alt (limited service) and Escad (aparthotel).
The group’s co-presidents do not want to overlook the possibility of opening up the capital to powerful investment funds, or even an IPO, but feel that it is still too early to think about this, preferring for the time being to rely on their partners from the outset. But the time will come to think about it and take the next step.
