Louvre Hotels Group has announced that it intends to increase the number of properties operating under its Kyriad Direct brand from 60 now to 100 by the end of 2021, with expansion beyond its native France.
Kyriad Direct was launched as a two-star non-standardised hotel brand in 2018. The group expects expansion to be driven by independent hotels or franchisees belonging to smaller networks seeking better visibility on distribution channels.
Kyriad Direct hotels have opened in several major French cities such as Tours, Clermont-Ferrand, Auxerre and Orleans recently and three new-build hotels are in the pipeline.
The group says it will use its “strategic network in France as a springboard to move onto the European market”.
Louvre Hotels is a subsidiary of Jin Jiang International, the world’s second largest hotel company.