Aparthotels Adagio, part of a joint venture between Pierre & Vacances Center Parcs Group and Accor, will open its first British aparthotel in Liverpool this week. Following the launch of the brand this year, the UK is set to become one of the key growth territories in Europe, besides France and Germany.
Aparthotels Adagio has an aggressive European expansion plan to add 60 aparthotels in the next three years bringing the total to 150 properties worldwide with more than 19,000 individual apartments. After the opening of Liverpool, Adagio plans to open Birmingham in 2014 and has major projects in the pipeline in London, Edinburgh, Manchester, Glasgow for both, Adagio and Adagio access.
An upper-midscale brand, Aparthotels Adagio offer comfortable and spacious apartments in urban locations, with fully equipped kitchen and hotels services (24/7 reception, free internet access, housekeeping) for extended stays based on attractive tiered pricing from the fourth night onwards.
Each apartment is fully equipped for guests featuring a living room/bedroom area, kitchen and bathroom, and offering dishwasher, hairdryer, heated towel rack, television with international channels, private safe, iron and ironing board, vacuum cleaner, air conditioning, telephone and Internet access.
Aparthotels Adagio launched in 2007
Responding to the growing demand for extended stays, Pierre & Vacances Center Parcs established a joint-venture partnership with Accor, the world’s leading hotel operator, to create and launch the Aparthotels Adagio brand in 2007. There are now more than 10,000 apartments in 90 properties across six European countries, with the first UAE and Latin American properties launching in Abu Dhabi, and Brazil in the Autumn.
Adagio Liverpool
The 126-apartment Adagio Liverpool opens this week in the iconic Lewis’s building in Liverpool city centre, offering studios and one-bedroom apartments, with the majority of its business expected to come from domestic and international stays between 4 and 90 nights.
Vangelis Porikis, Aparthotels Adagio Director Central & Northern Europe explains why Liverpool was chosen as the location for the first Adagio Aparthotel in the UK:
“First of all we had the fantastic, maybe once in a lifetime, opportunity to launch our chain of aparthotels in a genuinely iconic building in the heart of Liverpool. I have heard Liverpudlians say “Lewis’s was Liverpool” – that’s how much this building means to the city. So that was a big plus.
“Secondly Liverpool is a city on the move. The renaissance started by the 2008 Capital of Culture status, the launch of Liverpool ONE and the multi-million-pound investment into the historic waterfront is continuing with this fantastic Central Village development. There is a huge demand for accommodation here and we believe we can bring something very different into the mix. With rapid expansion of the sort Liverpool is enjoying comes an influx of semi-permanent workers and residents who are looking for the greater freedom and a longer stay which we can offer with the Adagio Aparthotel.”
European growth plans
Vangelis Porikis added: “The European aparthotel market is an exciting one. Aparthotels Adagio aims to grow the network to 150 properties by 2016 and become the European reference and a global leader in aparthotels: an ambitious and exciting growth plan of which the UK plays an essential part. After the opening of Liverpool, the brand plans to open Birmingham in 2014 and has major projects in the pipeline in London, Edinburgh, Manchester, Glasgow for both, Adagio and Adagio access.”
About Aparthotels Adagio
The Adagio Aparthotels, N°1 in Europe, offer comfortable and spacious apartments in urban locations, with fully equipped kitchen and hotels services for extended stays based on attractive tiered pricing from fourth night onwards. Created in partnership with Accor and Pierre & Vacances Center Parcs Groups, the brand provides 2 product ranges:
– Adagio, the upper midscale aparthotels in the heart of Europe’s leading cities;
– Adagio access, economic range, aparthotels located on cities’ doorstep.
The network has 90 aparthotels and 10,000 apartments in Europe, targeting 150 aparthotels and 19,000 apartments in the world by 2016.
For more information about Aparthotels Adagio click here
About Pierre & Vacances Center Parcs
Created in 1967, the Pierre & Vacances-Center Parcs Group has built its growth on an original business model of synergies between its two businesses: property development and tourism. Today, with its five complementary tourism brands – Pierre & Vacances and its two Premium and Villages Clubs labels, Maeva, Center Parcs, Sunparks, Aparthotels Adagio – the Group operates a tourism network of more than 50,000 apartments and homes, located in almost 300 sites in Europe. In 2011/2012, the Group welcomed 7.5 million European clients and generated turnover of €1.419bn.