AccorInvest, the former real estate division of the French hospitality giant Accor, has officially unveiled its new name, Essendi, as part of a strategic transformation aimed at redefining its identity and positioning itself as a leader in sustainable hospitality. This announcement was made on April 28, 2025, marking a significant milestone for the group that has undergone a profound restructuring since its spin-off from Accor in 2017.
Laurent Turpaut, the Senior Vice President of Communication at Essendi, explained that the name "Essendi" is derived from Latin, meaning "what must be." This new identity encapsulates the company's commitment to embodying the essential elements of its business—balancing both ownership and hotel operations while emphasizing human connection and sustainability. Turpaut stated, "This change of identity completes our transformation and opens a new chapter in our history. The work accomplished by our teams in recent years has paid off: we have strengthened our leadership in Europe, optimized our portfolio, improved our profitability, and consolidated our financial structure."
Essendi's rebranding comes at a time when the company is keen to distance itself from its former parent company, which still retains a 30% stake in the group. Accor plans to divest these shares by the summer of 2026, allowing Essendi to pursue new strategic opportunities independently. The new brand aims to reflect the company’s ambition to lead in the European market for hotel investment and operation while maintaining a strong commitment to environmental, social, and governance (ESG) principles.
In a press release, Essendi's CEO, Gilles Clavié, emphasized the importance of sustainable practices, stating, "We believe that non-financial performance (ESG) is considered a competitive advantage and that positive impact on society and the environment is an inseparable condition for economic success." This commitment is evident in Essendi's ambitious goals, which include achieving 100% Green Key certification for all its hotels by the end of 2026 and reducing greenhouse gas emissions by 50% by 2030.
The transformation of AccorInvest into Essendi has been a collaborative effort, with input from employees at all levels of the organization. Turpaut noted that the company adopted a participative approach, engaging everyone from hotel directors to head office teams in discussions about the company’s mission and values. This inclusive process was facilitated by the design agency Dragon Rouge, which helped create the new brand identity while ensuring confidentiality until the official announcement.
As part of its rebranding strategy, Essendi is planning a pan-European event to celebrate the launch of its new identity, with simultaneous gatherings in major cities including Paris, London, Warsaw, and Munich. The company is also rolling out a targeted communication campaign aimed at the real estate community, economic and financial partners, and institutional stakeholders to bolster its visibility and reputation in the market.
Essendi currently operates 576 hotels across 24 countries, all under the Accor brand, including well-known names such as Ibis, Novotel, and Mercure. The company has recently reported a revenue of €4 billion for 2024, reflecting a 3% increase year-on-year, alongside a gross operating profit of €656 million, which represents a 6.1% rise compared to the previous year. These figures underscore Essendi's recovery from the financial challenges posed by the COVID-19 pandemic, during which the company accumulated significant debt, reaching €5 billion. Since then, strategic asset sales have allowed it to reduce this debt to €3 billion by the end of 2024.
Looking to the future, Essendi is not ruling out the possibility of expanding beyond its current partnership with Accor. While the company continues to operate exclusively under Accor's branding, it is open to exploring new partnerships that align with its strategic vision. Clavié remarked, "Essendi expresses who we are while giving us the flexibility to evolve if strategic opportunities arise. Our partnership with Accor remains central, but the brand platform allows for other options if deemed relevant by our shareholders and governance."
The rebranding to Essendi is seen as a significant step in the company's journey towards becoming a pioneer in sustainable hospitality. With a strong emphasis on responsible leadership, Essendi aims to foster positive hospitality that serves not only its business interests but also the communities and environments in which it operates. As the company moves forward, its commitment to ESG principles will remain at the forefront of its operations, driving its mission to create vibrant and meaningful places for guests and employees alike.
In summary, Essendi's transformation from AccorInvest marks a new era for the company, one that is firmly rooted in sustainability and responsible hospitality. As it embraces this new identity, Essendi is poised to leverage its strengths and capitalize on emerging opportunities in the European hotel market, all while maintaining a steadfast commitment to environmental stewardship and social responsibility.
