The second-largest hotel group in France and Europe has released a detailed, region-by-region update on its renovation strategy. Brittany, Île-de-France and Nouvelle-Aquitaine each illustrate, on their own scale, the scope of the programme launched in 2023 across all of the group’s brands, from economy to upscale.
This drive follows a pattern already documented by the group in other territories, notably in Auvergne-Rhône-Alpes, where more than 100 hotels are involved, confirming a consistent, nationwide approach to upgrading comfort standards.
A national plan worth more than €400 million
The modernisation programme, launched in 2023, has two objectives: renovating 80% of the French network by 2028 and bringing the share of already-transformed company-owned hotels to 80% by the end of 2026. The investment, exceeding €400 million nationwide, spans all of the group’s brands, from economy chains such as Première Classe and Kyriad ECO to the mid-scale segment led by Campanile, alongside Kyriad and Kyriad PRESTIGE.
The works introduce comfort standards common to the entire portfolio: thicker mattresses, higher-quality bed and bath linen, new pillows and more powerful showers. The rollout is accompanied by the launch of new brand concepts — Campanile NATURE and Campanile PRIME for the mid-scale segment, and Kyriad ECO for the economy segment — building on an offer already proven in other European markets, such as the rollout of the Campanile PRIME label in Poland.
Brittany: a tighter network around regional economic hubs
The region has close to 45 group hotels, operating under the Première Classe, Campanile, Kyriad and Golden Tulip brands. More than 45% of the Breton portfolio has already been renovated or is undergoing renovation, a rate that exceeds 50% among franchise partners. The network comprises around ten Campanile hotels, a third of them franchised, 22 properties under the Kyriad ECO, Kyriad and Kyriad PRESTIGE brands, 12 Première Classe hotels and one Golden Tulip.
Krystel Blondeau, Louvre Hotels Group’s Managing Director for France, said the network — based in Rennes, Brest, Lorient, Quimper, Vannes, Saint-Malo and Saint-Brieuc — allows the group to meet a wide range of needs, whether for business travel, leisure stays or stopovers along Brittany’s main routes, describing it as a strategic region for the group.
The Campanile NATURE hotels in Brest, Saint-Malo and Vannes completed their renovation in early 2026 as part of the rollout of the new label. On the franchise side, the Campanile Rennes Centre-Gare is set to begin its own renovation shortly, with a contemporary, urban orientation. In the economy segment, the Première Classe hotels in Saint-Brieuc Trégueux and Rennes Sud-Est have also been modernised, the latter with 3-star-quality bedding and redesigned spaces drawing on mid-scale codes.
Blondeau added that more than 45% of the group’s Breton hotels are already renovated, including over 50% of its franchised hotels — a trend she said reflects franchisees’ strong commitment to the group’s strategy of modernising its portfolio, improving guest comfort and strengthening each property’s local positioning.
The Kyriad family, structured around the new economy concept Kyriad ECO, the Kyriad brand and the Kyriad PRESTIGE tier, illustrates the same trend. The recently renovated Kyriad hotels in Saint-Brieuc Trégueux and Vannes Centre-Ville add to an already solid regional network anchored by flagship properties such as the Kyriad Rennes Centre-Gare and the Kyriad PRESTIGE Saint-Malo, which has an indoor pool and spa.
The Kyriad Quimper Sud, taken over on 30 January 2026, was modernised between February and April of the same year in partnership with Studio Jaune and DCO Concept. The works covered reception, the lounge, the games area, the bar, guest rooms, corridors and kitchens, with the hotel now offering local dining in partnership with La Cantine des Chefs. Located ten minutes from the station, five minutes from the town centre and fifteen minutes from the coast, the 42-room hotel has a 43-space car park, soon to be fitted with electric vehicle charging points.
The Kyriad Lannion has also undergone a major transformation, with a new 20-room wing added and all existing rooms renovated. The hotel now has a fully redesigned seminar space and a bright restaurant, complemented by landscaped grounds at the heart of the property.
The Kyriad ECO Lorient-Lanester is among the first French hotels to adopt the new 2-star label. Located on the RN165, ten minutes from Lorient town centre and station, the 62-room hotel leans into a strong local identity, with regional products at breakfast and partnerships with the restaurants La Tannière and Le Zampa. Further projects are scheduled before the end of 2026, including the renovation of the Première Classe Brest Gouesnou Aéroport in the fourth quarter, and that of the franchised Kyriad in Saint-Malo Ouest – Dinard.
Île-de-France: more than half of the regional portfolio already transformed
In Île-de-France, 70 hotels have been renovated since 2023, including nearly 50 company-owned properties and around twenty franchised hotels. The regional portfolio totals 130 hotels, comprising more than 50 Campanile, 5 Golden Tulip, more than 30 properties in the Kyriad family and close to 40 Première Classe hotels. More than 55% of the group’s Île-de-France portfolio is now fully renovated.
Blondeau said modernising the group’s Île-de-France portfolio addresses a major strategic priority: enhancing asset value, strengthening the network’s competitiveness and meeting the expectations of a Paris-region market that is particularly demanding on guest experience. The works cover hotels located at the region’s main tourism, business, events and airport hubs, with redesigned rooms, contemporary common areas and a stronger brand identity.
In the mid-scale segment, modernisation is led primarily by Campanile, the group’s historic brand, through the rollout of its PRIME and NATURE concepts — a trend already under way in Lyon and Montpellier. The Campanile PRIME – Porte d’Italie serves as a regional showcase for this brand renewal. More than 40 Campanile hotels have already been renovated or are being renovated in Île-de-France, including the Campanile PRIME Argenteuil and Paris Sud Saclay, as well as the Campanile NATURE Cergy Pontoise.
The Kyriad family is following suit, with around fifteen hotels already modernised or undergoing renovation. In 2026, several company-owned properties adopted the new Kyriad ECO label, positioned alongside the Kyriad and Kyriad PRESTIGE brands in the 2-star economy segment. In Torcy, a 97-room property reopened under the TULIP Hotels & Residences brand following a full renovation, one of the group’s first company-owned hotels in France to carry this brand. The concept is built around the TULIP Café, which combines a breakfast buffet, bar, dining offer and collaborative spaces open to both hotel guests and local residents.
The upscale segment is also progressing, with the Kyriad PRESTIGE Asnières-sur-Seine and the Golden Tulip Villepinte Roissy – Parc des Expositions rounding out a regional offer that covers the full range of accommodation needs, from economy to upscale, for both business and leisure guests.
Nouvelle-Aquitaine: from the Bordeaux metropolitan area to the Atlantic coast
The region has close to 80 group hotels, mainly under the Campanile, Kyriad and Première Classe brands. Nearly 35 properties have been renovated, are being modernised or are due to be shortly. The regional network includes more than 20 Campanile hotels, nearly half of them franchised, as well as more than 30 Kyriad properties and more than 20 Première Classe hotels.
Around the Bordeaux metropolitan area, the transformation covers the Campanile NATURE Bordeaux Sud Gradignan Talence (48 rooms), Bordeaux Sud Pessac (49 rooms), Bordeaux Est Artigues (47 rooms), Bordeaux Nord – Lac (136 rooms) and Bordeaux Ouest – Le Bouscat (49 rooms).
Several franchise investors have already begun or completed works to bring their properties in line with the group’s new comfort standards. The Kyriad Bordeaux Nord – Sainte-Eulalie has recently opened three seminar rooms and a fully equipped fitness area, while the Première Classe Poitiers Futuroscope – Chasseneuil is completing a full renovation of its rooms, alongside the creation of a new fitness area. Other properties involved include the Campanile PRIME Saint-Jean-de-Luz (65 rooms), the Campanile NATURE La Rochelle Nord – Puilboreau (51 rooms), the Campanile NATURE Limoges Nord (43 rooms), the Kyriad Anglet – Biarritz (67 rooms), the Kyriad Brive-la-Gaillarde Ouest (55 rooms) and the Kyriad Bordeaux Sud – Villenave d’Ornon (58 rooms).
Blondeau said franchise partners’ commitment to this asset-enhancement strategy confirms the relevance of the group’s strategic plan and shows that renovation is a genuine performance lever, adding that alongside the 126 company-owned hotels already modernised, more than 150 franchised hotels have been renovated nationwide — a sign, she said, of investors’ commitment to this large-scale transformation.
The group is preparing further renovations in Nouvelle-Aquitaine in late 2026 and throughout 2027, including the Première Classe hotels in Bordeaux Est – Lormont and Saintes, as well as the Kyriad hotels in Brive-la-Gaillarde Centre, La Rochelle Centre-ville and Limoges Centre Gare – Atrium.
The group also continued to expand in the region in the first half of 2026, with the opening of new hotels under the Kyriad brand, alongside the HOSHO Bordeaux Centre Victoire, the Kyriad ECO Anglet Côte Basque and the Kyriad Royan Plage. These openings form part of the new Kyriad brand architecture, now structured around three complementary tiers: Kyriad ECO, Kyriad and Kyriad PRESTIGE.
A national trajectory set to continue through 2028
Beyond these three regions, Louvre Hotels Group’s modernisation plan forms part of a long-term national strategy, applied consistently across all of the group’s brands, from the economy segment led by Première Classe in a budget market undergoing major change to the upscale segment embodied by Golden Tulip and Kyriad PRESTIGE. The stated goal of renovating 80% of the French network by 2028 confirms the ambition of a group that has made renovation a central pillar of value creation, alongside its franchise partners.
At a glance by The Hospitality Tribune
Louvre Hotels Group’s renovation plan gains ground across three French regions
Over €400 million invested nationwide, targeting 80% of the network renovated by 2028
Brittany: nearly 45 hotels, more than 45% of the portfolio already renovated or underway
Île-de-France: 70 hotels renovated since 2023, over 55% of the regional portfolio now fully renovated
Nouvelle-Aquitaine: nearly 80 hotels, around 35 properties renovated, underway or scheduled
New brand concepts rolled out nationwide: Campanile NATURE, Campanile PRIME and Kyriad ECO
