Yotel has a new strategy for its growing presence in urban markets: a new room design. The company only has five properties, four of which are anchored near airports. The only urban location the brand currently has is its 669 room New York City property which opened in 2011.
But like many hospitality brands, Yotel is shifting strategy. With hotels currently under construction in Boston and Singapore, the bran is looking at expansion. The goal? To reach 50 properties by 2020.
Yotel CEO Hubert Viriot commented to Hotel News Now that the New York location has not seen occupancy dip below 90%. Taking that success into account, Viriot says it’s time to grow at full force. He commented:
“The plan is now coming live. We shall have three openings in 2017, in Boston in July with 326 rooms, then 610 rooms in Singapore and 202 in San Francisco in the autumn. These are not just targets. As an organization, they have huge implications, as keys will be under our management, including 100% of those three properties. Yes, we started from a low base, but that key count is still a lot to absorb.”
Not including the New York hotel, Yotel holds a presence as mainly airport hotels with two in the U.K., one in France and one in The Netherlands.
Other than expanding location-wise, the brand is also adding design changes to 20% of the brand’s current and future properties. This switch-up includes larger properties and an increase in daily rates in order to attract an array of business travelers.
Rohan Thakkar, senior manager of development and strategy for Yotel, commented to Hotel News Now that new room layouts will include wider entries and pull-out desks.