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Video: Why AccorHotels CEO Wants Even More Brands

Sean O'Neill photo
Sean O'Neill
Sebastien Bazin AccorHotels Skift Forum Europe 2018 Video

Photo Credit: AccorHotels CEO Sebastien Bazin spoke on-stage in Berlin at Skift Forum Europe 2018 about the battle to own the customer and how a portfolio of brands can achieve victories on that front. Skift Forum Europe

Skift Take

"Anybody telling me you should be limiting the number of brands, I think it's bullshit," said AccorHotels CEO Sebastien Bazin at Skift Forum Europe. We wouldn't be surprised to see him expand the hotel giant's portfolio of brands to at least 40, up from today's 32.

Whether it is acquiring brands or launching their own, hotel groups have been eager to expand their portfolios — and none more so than AccorHotels, the largest direct, unfranchised operator of hotels on the planet. In May, the Paris-based hotel colossus completed its acquisition of Australia's biggest hotel group, Mantra, for $1.2 billion. In April, it took a 50 percent stake in Mantis, a South Africa-based hospitality group and it agreed to acquire Mövenpick Hotels & Resorts for about a half billion. In 2016, it made a multi-billion-dollar purchase of the Fairmont Raffles Hotels International. The company now manages 32 brands. Some industry skeptics question the need for hotel groups to add many brands. One argument against the growing portfolios is that having to advertise many brands may dilute a group

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