Nemea Appart’Hotel, celebrating its 20th anniversary, continues to strengthen its position in the French hotel residence market. With 18 properties in major cities and annual sales of €28 million, the brand’s strategy for growth focuses on upmarket positioning and expanding its network. This article examines Nemea’s strategy for growth, investment in high-quality residences, and digital transformation.
Strategy and growth plans
Nemea Appart’Hotel’s focus on upgrading its residences is evident in its strategic move to offer more 4-star properties. Nine of its 16 existing residences are now rated 4-star, featuring amenities such as wellness areas, swimming pools, and fitness rooms. The brand’s goal is to elevate its portfolio by introducing only 4-star residences and upgrading existing ones, with a special emphasis on its Nemea Appart’Hotel & Suites brand. The opening of the Nice property in 2022 highlighted this transition, and future openings in locations like Pessac and Illkirch align with the brand’s vision to open 2-3 new residences per year, targeting 30 residences by 2030.
Mixed residences for diverse customer needs
Nemea Appart’Hotel is also innovating with mixed-use residences designed for both students and business travelers. These residences cater to multiple demographics, offering a solution for student housing while also meeting the needs of business or leisure guests. This model not only addresses social issues such as student accommodation but also taps into the commercial hotel market, offering high-volume, flexible accommodations that few operators provide.
“Our objective is to open 2 to 3 residences a year, bringing the total number of residences to 30 within 5 years, with a strong focus on development in the Greater West of France, particularly in Nantes and Rennes, as well as in the Lille and Paris regions,” – Pierre-Louis Moury, Director of the Appart’Hotel division
Digital transformation and customer experience
Nemea Appart’Hotel is embracing digital tools to improve the customer experience. Its new website, which resulted in a 300% increase in direct sales, reflects the brand’s commitment to streamlining the booking process and enhancing its digital presence. Future plans include introducing self-check-in kiosks in residences by 2026, along with paperless check-ins and smartphone room unlocking, further optimizing the guest experience. These initiatives align with the broader trend in hospitality to blend technology with human service.
Nemea Appart’Hotel’s future is marked by ambitious growth plans, a strong focus on sustainability, and continuous adaptation to market needs. With a mix of upscale offerings and innovative digital solutions, the brand is positioning itself for continued success in the competitive hotel residence market.
This strategic growth could position Nemea Appart’Hotel as a key player in both the French and European markets in the coming years.
