Life Style

New lifestyle brand expected in Bordeaux

The first hotel of the FirstName brand is expected in Bordeaux at the end of the year.

Name. French group Alboran chose a simple name with an international reach to launch its hotel brand. A name that recalls both the name – the basic information on the forms for crossing the border – and portends individual hospitality. However, do not rush to find out about it a new high-end brand with the spirit of “feel good” : His first hotel won’t open until the end of the year, and as the initial destination for this new brand, Bordeaux and the Meriadeck business district of that “seventies” where old offices are being redesigned into a stylish hotel.

Allianz towers, we may or may not like them, but they do not leave indifferent. Their facade has individuality, attracts attention. For this brand, we need hotels that intrigue and make you want to enter, places that can be signals in the city.“ emphasizes Jérôme Bosc, former director of strategic consulting at CBRE and former Accenture. This real estate professional co-founded the Alboran Group with two experienced hoteliers: Eric Omgba, former Vice President of Operations for the Accor Group, and Jan Cuyler, who has worked in the general management of Disney, Louvre Hotels, Accor and Pierre&Vacances.

The group initially started by buying establishments, the first of which was Mercure Reims in 2017, which can be considered today. about twenty hotels managed by Alboran on behalf of the brands of the Accor group, as well as Marriott with the Moxy Hotel in Amiens and Lyon Airport. The initial idea of ​​this group is based on the intuition that the European hotel industry will be structured like the American market. That is, on the one hand, large groups that promote their brand concepts to the market, and on the other hand, franchisees or small groups of regional or national scale who manage them and guarantors of this authenticity, more and more expected by customers.

Eric Omgba, Jan Cuyler and Jérôme Bosc, co-founders of the Alboran group.
Eric Omgba, Jan Cuyler and Jérôme Bosc, co-founders of the Alboran group.

We are entering a new era of hospitalitythrows a glance at Jan Cuyler. Being big is not automatically an advantage. Hotel expertise goes through groups like ourswith its culture, its local roots. However, continuing to work on building a multi-brand portfolio with a long-term vision, Why leave to others what you can do yourself? Thus, when the opportunity presented itself three years ago to turn the offices into a hotel in Bordeaux, Alboran naturally faced the question of a new adventure. ” And on…

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