Adagio, the joint venture between Pierre & Vacances – Center Parcs and Accor, has presented its FIRST strategic plan, aimed at strengthening its position in the apartment hotel market. The objective is clear: to become the benchmark in this sector in Europe by 2030, based on a hybrid and innovative model.
An ambitious expansion plan
With the aim of developing 50 new establishments by 2029, Adagio plans to have 180 aparthotels in 25 countries by 2030, compared with 16 at present.
The group intends to double the size of its portfolio, concentrating on its traditional markets such as France, the UK, Germany, Austria and Switzerland, while expanding into Eastern and Southern Europe.
This development will be achieved through its three ranges: Adagio Access, Adagio Original and Adagio Premium. The aim is to have 20,000 flats by 2030, with a diversified offering based on customer segments.
Four pillars to reach the 2030 target
The FIRST strategic plan is based on four main pillars:
- Customers: Offering innovative experiences for long-term stays, with modern communal areas and specific offers for families.
- Employees: Train and unite committed and responsible teams, essential for operational excellence.
- Partners: Strengthen Adagio’s position as a benchmark in the ‘Extended Stay’ segment, as acclaimed by investors and partners.
- Shareholders: Guarantee profitable and sustainable growth, with a target of €700 million in network sales by 2030.
Sustainable transition and move upmarket
As part of this plan, Adagio is planning an ambitious renovation programme, with the aim of having 75% of its property stock renovated by 2030.
At the same time, the brand intends to strengthen its direct distribution via its Adagio-city.com and ALL.com websites, to reach 30% of its sales. The brand is also aiming to consolidate its position as the benchmark brand for bus customers, who are expected to account for more than 35% of its sales by 2030.
The group is also focusing on sustainable transition, aiming to reduce its carbon footprint and obtain certifications such as Clef Verte for its entire network and the Accueil Vélo label to promote soft mobility.
“With FIRST, our ambition is quite simply to be “best in class” in our sector, in all our businesses. This means expanding our locations, while maintaining our absolute commitment to ensuring that they are always in the heart of the city, and embodying the spirit of service that sets us apart. We believe in relational hospitality, meaning teams that are there for our customers, that are always “Here for you”. – Xavier Desaulles, CEO of Adagio
With FIRST, Adagio aims to meet the new expectations of both business and leisure travellers, while strengthening its position in the apartment hotel sector in Europe.
