France, Germany, Spain, Italy, Poland, Switzerland: B&B HOTELS Celebrates 35 Years of Growth With Leadership Restructuring and Global Expansion

Published on March 4, 2025

In a move aimed at strengthening its governance and accelerating international growth, B&B HOTELS has announced a new leadership structure that separates the roles of President and General Manager—both previously held by Fabrice Collet. As part of this transition, Céline Vercollier has been appointed as the Group Chief Executive Officer, marking a significant step for the company as it continues to expand across Europe, Brazil, and the United States.

This strategic shift aligns with B&B HOTELS’ long-term objectives, including expanding its value-for-money hospitality model, enhancing guest experiences, and pioneering new markets outside its traditional European base. As the company celebrates its 35th anniversary in 2025, these leadership changes are expected to drive a new phase of innovation, investment, and customer-centric service enhancements.

A New Era of Leadership and Global Growth

The appointment of Céline Vercollier as CEO represents both continuity and transformation. Having served as the company’s Chief Financial Officer (CFO) since 2017, she has played a key role in expanding B&B HOTELS’ portfolio and strengthening its financial performance. Under her leadership, the company has doubled its network since 2019, reinforcing its reputation as a leader in affordable, high-quality accommodations.

Vercollier’s appointment also comes as Fabrice Collet transitions to the role of Executive Chairman, where he will focus on strategic diversification projects that could broaden the brand’s reach beyond Europe and adapt to evolving traveler demands, such as longer-stay accommodations and entry into new continents.

Additionally, Damien Martin has joined as the new Chief Financial Officer (CFO). With over 25 years of experience, including a decade as CFO of the Babilou Group, he brings a strong background in financial strategy and high-growth management, which will be crucial as B&B HOTELS navigates expansion in competitive global markets.

What This Means for the Hospitality Industry

The restructuring at B&B HOTELS reflects a broader trend in the global hospitality sector, where companies are adopting more agile leadership models to respond to market shifts. With international tourism recovering and value-for-money accommodations gaining popularity, the company’s strategy focuses on:

• Expanding into new regions beyond its stronghold in Europe, with potential new markets in North America and Asia.
• Enhancing the guest experience through technology-driven efficiency, eco-friendly initiatives, and modernized properties.
• Strengthening financial resilience by maintaining operational flexibility and strategic cost management in an unpredictable travel landscape.

This leadership transition underscores the importance of having specialized executive roles to drive business strategy while maintaining operational efficiency—a model that more hospitality brands are expected to adopt.

How This Impacts Travelers and Hotel Guests

For travelers, these changes at B&B HOTELS promise a stronger commitment to affordability, comfort, and sustainability, while also expanding access to quality accommodations in emerging travel destinations.

• More locations in key travel hubs: With B&B HOTELS expanding its network of 883 hotels in 17 countries, guests will have a wider range of budget-friendly yet high-quality stays.
• Sustainability-focused hospitality: The company’s SOCOTEC sustainability certification ensures that guests can choose environmentally responsible hotels without sacrificing comfort or affordability.
• Improved long-stay options: Recognizing the growing demand for extended stays among digital nomads, business travelers, and expatriates, B&B HOTELS aims to enhance accommodations for longer visits.

With its guest-first philosophy, B&B HOTELS is likely to introduce more traveler-friendly innovations, such as self-check-in technology, contactless payments, and loyalty programs that reward frequent stays.

B&B HOTELS’ Expansion: A Look at Its Global Footprint

Having been founded in Brest, France, in 1990, B&B HOTELS has rapidly evolved into one of Europe’s most influential hotel brands, with a strong presence in France, Germany, Spain, Italy, Poland, and Switzerland.

The company has also expanded outside Europe, launching hotels in Brazil and the United States, as part of a larger effort to diversify its geographic presence. By reinforcing its position in existing markets and exploring new destinations, B&B HOTELS is strategically aligning itself with changing travel patterns and the rise of cost-conscious tourism.

What’s Next for B&B HOTELS?

As the hospitality sector continues to recover, B&B HOTELS’ focus on affordability, sustainability, and guest experience enhancements is expected to position it as a leader in value-driven accommodations worldwide.

Looking ahead, the company’s growth plan includes:

• Aiming for market leadership in the European short-stay segment, with a continued emphasis on business and leisure travelers looking for high-quality yet affordable stays.
• Exploring new geographic markets that align with changing travel behaviors and growing demand for budget-friendly lodging options.
• Adapting to post-pandemic traveler expectations, with increased investments in technology, self-service options, and flexible booking policies.

As Céline Vercollier takes on the role of CEO, her leadership will be instrumental in driving new business strategies, reinforcing the company’s global competitiveness, and ensuring that B&B HOTELS remains a preferred choice for budget-conscious travelers seeking high-quality hospitality experiences.

Conclusion: A New Chapter in Hospitality Excellence

With its restructured leadership, clear vision for growth, and commitment to innovation, B&B HOTELS is poised to redefine value-for-money travel in 2025 and beyond. The combination of new leadership, geographic expansion, and a focus on sustainability ensures that travelers worldwide will continue to benefit from affordable yet premium lodging experiences.

As the company moves forward with its ambitious growth plans, industry experts and travelers alike will be watching to see how B&B HOTELS transforms the global hospitality landscape—offering more choices, better experiences, and a stronger commitment to sustainability.