French hotel giant Accor invests in Singapore-based luxury hospitality group Banyan Tree Holdings. AccorHotels will invest 24 million Singapore dollars ($17 million).
Accor has bought an initial five percent stake in Singapore’s Banyan Tree Holdings as part of Accor’s current strategy to strengthen its luxury hotels portfolio to give a boost to its earnings, with an option to purchase an additional five percent.
Luxury hotel operators can earn profit margins that are two to three times higher than those of budget hotels, and AccorHotels is hoping that expanding in this upmarket part of the industry will boost its profits, which have come under pressure due to security concerns impacting Europe.
The move follows similar deals by Accor, which is Europe’s largest hotels group, in the luxury sector, such as its $2.7 billion acquisition of FRHI Holdings, which owns the Fairmont, Raffles, and Swissotel brands, and its takeover of UK serviced home rental company Onefinestay.
It forms part of a strategic partnership which we see AccorHotels collaborate to develop and manage more Banyan Tree properties around the world.
Banyan tree will also get access to AccorHotels’ distribution and sales platforms, and Le Club Accor Hotels loyalty programme.
“Our strategic alliance with AccorHotels allows us to remain an independent company, enabling us to continue securing hotel management agreements on our own and yet accelerating Banyan Tree’s speed and scope of expansion but with AccorHotels helping us to grow our brands around the world,” said Banyan Tree executive chairman Ho Kwon Ping.
Banyan Tree currently operates 43 hotels and resorts, spas and golf courses across 28 countries.
AccorHotels has more than 4,000 hotels, resorts and residences worldwide. Its luxury portfolio now comprises Raffles, Fairmont, and various Sofitel brands.
Banyan Tree Holdings has 43 hotels and resorts under the four brands of Banyan Tree, Angsana, Cassia and Dhawa.
“Banyan Tree Holdings has created key leading positions across Asia with luxury resorts, one of the fastest growing segments in the industry. We will bring scale to the network through our ability to develop and manage hotels under the Banyan Tree brands globally, hence strengthening our leadership in the luxury hotel space,” said AccorHotels CEO Sebastien Bazin.