We have a proven development strategy, targeting real estate in prime locations with upside potential. We are continuously seeking out and evaluating new opportunities as well as re-developing and repositioning our own assets to benefit all. We aim always to delight our guests, empower our team members, support strong local communities and affiliates, and create value for all of our stakeholders.


Driving organic growth

We strive for operational excellence across our portfolio to drive organic growth, through both RevPAR improvements and margin accretion. In addition, we are always looking for opportunities to add more room stock and other income generating facilities to our hotels. 


Over the last three years, we have added 891 rooms to our already impressive London portfolio. Park Plaza London Waterloo and Park Plaza London Park Royal, both launched in 2017, together added 706 rooms. The major repositioning of Park Plaza London Riverbank was completed in 2018 and expanded the property’s inventory by 40%.


Repositioning projects

Our owner/operator business paired with our development expertise provides a major point of differentiation within the hospitality sector. This model not only gives us full control over the quality of our real estate assets, it also gives us the ability to react quickly and invest in them as necessary, enabling us to fully optimise their potential value. Recent investment in asset repositioning programmes includes: Park Plaza Vondelpark, Amsterdam; Park Plaza Utrecht; Holmes Hotel London and Arena Kažela Campsite.


What the future pipeline holds

Our strategy is to build on our success and further expand our asset portfolio by targeting real estate opportunities that have significant upside potential, fit our long-term growth strategy and create strong shareholder value. We have an exciting development pipeline for our wholly-owned art’otel brand, which includes two new hotels in London and an art’otel near the Hudson Yards area in New York City. We have also acquired a site on London’s South Bank and entered into agreements to extend our footprint in the CEE region. Together these projects are expected to add approximately 800 rooms by the end of 2023.