Accor’s latest brand launch – its 36th! – is, on the face of it, another attempt to attract the younger guest who is a fan of the co-living and co-working ethos and who also cares about the environment. So far, so standard, but greet is actually quite interesting when you scratch the surface a little.
It offers hotel owners a huge amount of flexibility, and in some ways is a hybrid between a standard hotel flag and a soft brand. Accor says the only guidelines are that greet hotels must include a number of the brand’s key features, including its logo in the common areas, a large table d’hôte “for sharing special moments”, and ensuring that 20 per cent of rooms can accommodate between four and six people.
“Each hotel owner is free to express himself while staying true to the three ways of being greet: by salvaging objects sourced via second-hand networks or from eco-responsible suppliers; by upcycling unusual decorative items, and by revisiting these objects to repurpose them and give them a second lease of life,” says Accor.
Obviously not all properties are going to find it easy to provide rooms for groups to share, but judging by first impressions, hoteliers are likely to find converting to greet a lot more straightforward than adhering to the foot-thick brand standard manuals of many other flags. This, in combination with the very on-trend green and community threads, is likely to see greet become very popular with owners.