Adagio, Europe’s leading aparthotel operator, has announced the three-year renewal of its Gold partnership with the Plenitude Arena. Launched in February 2024, the collaboration is entering a new phase with a shared ambition: to offer visitors an enhanced experience combining accommodation, privileged access and proximity to the capital’s major sporting and cultural events.
Designed to meet evolving travel habits, the partnership supports stays linked to concerts, sporting fixtures or event-filled weekends, as well as trips blending business and leisure, allowing guests to extend their experience beyond the event itself.
A partnership rooted in the FIRST 2030 strategy
This renewal forms part of the momentum behind Adagio’s FIRST 2030 strategic plan, which aims to strengthen the brand’s local presence and develop partnerships with cultural, sporting and economic players in the cities where it operates. The brand had already illustrated this roadmap in 2025 with the signing of a strategic partnership with the Sergic group [Ed.: internal LTH link — no confirmed THT English equivalent found] for the management of nine properties in France.
As a leading international aparthotel brand, Adagio applies this vision across its various destinations, asserting a model of urban hospitality that is flexible, locally rooted and connected to major hubs of activity and events. Through this partnership with the Plenitude Arena, the group demonstrates its intention to be at the heart of urban life: working, attending an event, extending an evening out, exploring a neighbourhood or experiencing the city differently.
The Plenitude Arena, Europe’s largest indoor arena
With a modular capacity of 15,000 to 45,000 seats, the Plenitude Arena welcomes close to 2 million spectators a year from around the world for major international sporting, cultural and musical events. Located at the heart of Europe’s leading business district, it stands as a major draw, generating substantial visitor flows at the crossroads of business and leisure.
Three focus areas: customer experience, B2B development and local presence
The partnership between Adagio and the Plenitude Arena is built around three complementary pillars. The first is to make the visitor experience easier by offering flexible accommodation solutions suited to short stays, event-filled weekends or extended stays following a concert or match. Adagio guests and members of its loyalty programme can also benefit from dedicated perks, exclusive offers and privileged access to certain events.
The second pillar focuses on developing B2B opportunities. The partnership allows Adagio to strengthen its relationships with corporate clients through business meetings, dedicated networking opportunities and relationship-building events held within the Arena. The Adagio suite allows the brand to host clients and partners in premium conditions and offer immersive experiences at the heart of events.
The third pillar aims to strengthen the brand’s local presence. With 10 properties located in the immediate vicinity of the La Défense district, including the recently opened Adagio Access Nanterre [Ed.: internal LTH link — no confirmed THT English equivalent found], the group has a strategic network in place to serve the area’s varied needs: business travellers during the week, event-goers in the evenings and at weekends. The partnership is also underpinned by shared values between the two organisations, built around a common vision of hospitality, international openness and a shared focus on environmental responsibility.
The marketing team’s perspective
Virginie Barboux, Chief Marketing Officer of Adagio, said that major events are no longer experienced solely for the duration of a concert or a match, but as part of an evening out, a trip, or sometimes an entire weekend. She noted that, with the Plenitude Arena, Adagio wants to offer visitors a simple and flexible accommodation solution: staying nearby, extending the experience and making the most of their time in the capital. She added that the partnership also reflects Adagio’s ambition to strengthen its presence in the areas where its aparthotels are located, working alongside major local cultural, sporting and economic players. [Ed.: quote rendered as reported speech pending verification of an English-language original]
Founded in France in 2007 as a joint venture between Accor and Pierre & Vacances Center Parcs, Adagio now has more than 130 properties comprising close to 14,700 apartments across 70 cities in 16 countries, making it the largest aparthotel network in Europe. The brand operates across three complementary ranges: Adagio Original, in the heart of major cities; Adagio Access, in the centre of regional capitals or their immediate outskirts; and Adagio Premium, positioned at the top end of the market.
At a glance by The Hospitality Tribune
Adagio renews Gold partnership with the Plenitude Arena
Partnership renewed for 3 years, initially signed in February 2024
Plenitude Arena: Europe’s largest indoor arena, 15,000-45,000 capacity, ~2 million spectators/year
Located in La Défense, Europe’s leading business district
Adagio operates 10 properties near La Défense, including the newly opened Adagio Access Nanterre
Part of Adagio’s FIRST 2030 strategic roadmap
Adagio: 130+ properties, ~14,700 apartments, 70 cities, 16 countries
