b.courtin - 10 Minutes News for Hoteliers

Longevity Everyday, the new vision of the Novotel experience based on “Living life to the fullest, day after day”

📅 Accor's Novotel brand, nearing its 60th anniversary, is evolving through its SME branding & marketing team. They promote the motto "Live life to the fullest, day after day," focusing on four key pillars for enhancing well-being and quality of life.

Direct hotel bookings have yet to see the anticipated AI-driven uplift

🏨 SiteMinder’s annual report reveals stability in hotel bookings through direct channels, countering expectations of a rebound driven by AI chatbots. Despite this, OTAs have effectively maintained their position.

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The challenge for companies — even the largest ones: being visible in AI chatbot search results

💻 Experts from Les Echos highlight a risk for companies using AI to revolutionize distribution: the necessity to innovate in search and discovery methods to maintain visibility.

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Best Brand Concept Hospitality Award 2025 : UMusic Hotels : when music becomes a hospitality brand

🎤 UMusic Hotels, initiated by Universal Music Group in the late 2010s, aims to expand music brands into physical spaces to foster lasting emotional connections.

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Best Brand Concept Hospitality Award 2025 : UMusic Hotels : when music becomes a hospitality brand

🎵 The first UMusic Hotel opened in Madrid in 2023, at the historic Teatro Albéniz on Puerta del Sol. Universal Music Group partners with Dakia Ventures Group and Pyramid Hotel Group, using a decentralized model. The hotel integrates a 1,000-seat concert hall and music-driven experiences. Future locations include London, Paris, New York, and Miami, focusing on landmark buildings and strong music scenes. UMusic Hotels aim to blend luxury hospitality with music, offering unique cultural experiences.

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Best Guest Experience Hospitality Award 20256: « Dance nhow, change now! » by Nhow de Minor Hotels

🎼 Minor Hotels is revolutionizing guest experiences with its “Dance nhow, change now!” initiative. Launched at the Hospitality Awards, this strategy repositions the nhow Hotels & Resorts brand through a global platform prioritizing well-being, creativity, and personal transformation. This long-term approach aims to differentiate lifestyle hospitality beyond entertainment, emphasizing an experiential guest experience.

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Best Guest Experience Hospitality Award 20256: « Dance nhow, change now! » by Nhow de Minor Hotels

💃 "Dance nhow, change now!" launched in March 2025 at nhow Berlin, is aimed at Gen Z and Millennials. The initiative uses dance to enhance guest experiences and brand awareness, targeting over 300,000 spectators and a global media reach of 41 million. Key components include events, silent disco, brand films, and 760 visual assets, with strategic openings in Rome and Lima. The program integrates local activities like salsa nights and dance-inspired yoga.

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Will the department store BHV Paris become – at least partially – a luxury hotel?

🏠 Finalized: The sale of Parisian department store walls to Brookfield fund, a major Experimental hospitality partner, leads to plans for an upscale hotel on the upper floors.

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Will the department store BHV Paris become – at least partially – a luxury hotel?

🏨 Frédéric Merlin, after acquiring BHV Paris, lost his buyer, Caisse des Dépôts, by continuing to sell Shein products, resulting in a multi-million euro fallback deal with Brookfield Asset Management. Brookfield, represented by Vincent Kerboull in France, bought BHV for €300 million. The deal includes transforming the top floors into a luxury hotel managed by Experimental Group, featuring a chic-and-fun concept, near Le Grand Mazarin and another Experimental hotel in the Marais district.

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For its 65th anniversary, Four Seasons opts for a decisive leap forward

🚀 Four Seasons Hotels & Resorts is gearing up for major growth in 2026, expanding its global presence in Italy, Greece, and Saudi Arabia. Notably, Four Seasons Yachts will also launch, marking a new venture. This strategic expansion underscores Four Seasons' commitment to luxury and innovation, setting the stage for a transformative year.

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