Faena, a collection of two open hotels in Buenos Aires and Miami, has decided to team up with Accor to bring the brand to twenty locations worldwide.
Faena works with Accor to open another property in Dubai sometime in 2023 and later at other destinations.
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Here’s the announcement from Accor:
Alan Faena and Len Blavatnik of Faena Group, together with Sébastien Bazin, Chairman and CEO of Accor, today announced the launch of a global strategic partnership focused on expanding the Faena brand around the globe.
Faena, one of the world’s most impactful brands in the luxury lifestyle and hospitality industry, and Accor, a world-leading hospitality group with an unparalleled brand portfolio and more than 5,000 properties across 110 countries, have partnered to expand the Faena brand to strategic destinations worldwide.
Alan Faena will work in partnership with Accor to break new ground, developing Faena Districts in select global destinations. This new venture will strengthen Faena’s personal and distinctive approach and will become a catalyst for exponential growth. Dubai is slated to be the first international destination.
“We have found in Accor a perfect partner; we have a shared vision and passion. As Faena expands, we plan to continue rethinking hospitality lifestyle and shaping the path for groundbreaking concepts, setting new industry standards in the creation of inimitable environments rooted in culture, positively transforming cities, shifting old paradigms and becoming new international cultural epicenters. It has always been our dream to share the Faena ethos and artistic vision around the globe, and with Accor we are turning this dream into reality,” said Alan Faena.
“Accor is building an experience-based hospitality platform and in doing so, we greatly value the energy and ideas that entrepreneurs, creators and visionaries bring. Alan Faena is a clear leader in the luxury lifestyle sector with his transformative concepts.
Faena Districts are shifting the gravitational centers of the cities where they reside, making a true difference in their communities. These will serve as our model as we work hand-in-hand with the Faena team to help achieve their vision and global expansion ambitions. We look forward to a long and rewarding future working with Alan, Len and the entire Faena group,” said Sébastien Bazin, Chairman and CEO, Accor.
The new venture will manage Faena Buenos Aires and Faena District Miami Beach, which was named as the #1 hotel in Miami, #2 hotel in the wider United States and twelfth highest ranked property in the entire world by readers of Condé Nast Traveler in their 2020 Readers’ Choice Awards, as well as all future projects created in collaboration together.
This ground-breaking endeavor will result in pioneering businesses which specialize in the development of one-of-a-kind, socially responsible, holistic environments, anchored in cultural experiences ranging from residences and hotels, art and cultural spaces.
Accor’s brand problem
Accor has acquired and teamed up with several hoteliers and now commands 37 various brands, eleven in the luxury space, not counting the brands soon coming from Ennismore.
How anyone can command and clearly define them all. Having ibis Budget and Faena both under Accor Live Limitless (ALL) loyalty program?
Accor Live Limitless (ALL) Problem
ALL is a fine program for the economy, select service, and midscale brands. It has nothing to offer members who stay at Premium and Luxury segments that Accor tries to expand to.
However, we do not need yet another rebranding of the loyalty program, but rather copying benefits that Hilton, Hyatt, and Marriott already offer.
I find it very difficult to properly develop and pay attention to all these luxury brands that Accor has either acquired or teamed up with, of which some compete with each other.
I have never stayed at Faena but walked past quite a few times in Buenos Ares’ Puerto Madera area.
It is interesting to see what will eventually come up from this partnership. The next hotel is set to open in Dubai in 2023. It is a long way to have 20 if it takes 5 to 10 years to open each new property.