Seven months after the brand was first rumored, Accor has formally launched Greet, its "alternative hospitality and sustainable tourism" brand that will focus on socially responsible travel.
The brand, which will fit in Accor's economy segment, was created in response to consumer demand, the company claimed in a statement. "Today, more than ever before, travelers want a high-quality and affordable hotel experience, while simultaneously seeking to add meaning to their purchases and reduce their impact on the planet."
Recycling, Upcycling
The Greet concept will fill these needs with what Accor is calling "a flexible business model for partners, and a totally new hotel experience for customers." As a nonstandardized brand, Accor will set limited brand standards for Greet owners, including brand logos in common areas, a large restaurant where the meal is served at a fixed price and at least 20 percent of room supply for larger families and groups of as many as six guests. Owners are encouraged to "salvage" objects from second-hand networks or eco-responsible suppliers and to upcycle unusual decorative items, keeping material from landfills.
To that end, Accor has joined forces with several charities, including Emmaüs, to help Greet owners source second-hand furniture and designs made using recycled items, as well as Valdelia (an eco-organization providing a comprehensive solution to collect, recycle and reuse old furniture from all types of organizations). The company also has partnered with "L'atelier Consommateur & Citoyen" ("The Consumer & Citizen Workshop"), working with a group of consumers to create avenues for progress in order to fine-tune the brand concept.
"Since its creation, Accor has always been attentive to the needs of its partners and franchisees," Franck Gervais, CEO Europe for Accor, said in a statement. "With the launch of Greet, our aim is simply to provide an ideal solution to independent hotel owners by offering a brand that combines the regeneration of existing hotel structures with cost control, both in terms of renovation and redevelopment of the spaces."
Accor soft-opened the first Greet in Burgundy, France, earlier this year, and expects more to open soon. The next Greet property will open in Darmstadt, Germany, and other upcoming locations include Marseille (St Charles et Aéroport), Lyon Perrache, Paris, St-Witz, Rennes, Bourges and St-Germain-en-Laye. By 2030, Accor hopes to have 300 Greet hotels open across Europe.