US Rollout Accelerates with B&B Hotels’ New CEO and Ambitious Growth Targets

Published on April 17, 2025

B&B Hotels is rapidly advancing its US rollout with the appointment of a new CEO tasked with driving nationwide expansion, overseeing property renovations, and executing a long-term growth strategy. Building on the success of its initial Florida launches in Orlando, Miami, and Jacksonville, the European hospitality brand is reinforcing its transatlantic ambitions with a bold target of 3,000 global properties within the next decade. Backed by strong private equity support and a proven track record of rapid development, the company’s latest leadership move reflects a strategic push to solidify its presence in the competitive U.S. hotel market.

In a bold move to accelerate its U.S. presence, European hospitality brand B&B Hotels has appointed a new chief executive officer to lead its American division. The appointment marks a strategic step in the company’s broader expansion initiative aimed at transforming the U.S. into a major pillar of its global operations. With its first hotel in Orlando, Florida, already operational and new locations in Miami and Jacksonville opened shortly after, B&B Hotels is clearly signaling its commitment to capturing a significant share of the U.S. hospitality market.

A Milestone in Transatlantic Expansion

Founded in France, B&B Hotels has become a major force in the European hospitality sector. The brand currently operates 887 hotels across 17 countries, making it one of the fastest-growing hotel groups in the region. Since 2019, its portfolio has doubled in size—an impressive feat that underscores its aggressive growth strategy and operational scalability. The appointment of a new U.S. CEO underscores the company’s intent to replicate this momentum in North America.

The new CEO will oversee not only ongoing operations but also renovations and repositioning of existing properties in the United States. This includes maintaining brand standards, optimizing operational performance, and ensuring the customer experience is consistent with the company’s global reputation.

From Orlando to a National Footprint

B&B Hotels first made its U.S. debut with the opening of a property in Orlando, Florida—one of the nation’s most competitive hospitality markets, driven largely by international tourism and the theme park industry. The launch was well-received and marked a successful entry point for the brand in the United States. Riding on this momentum, the company quickly expanded with additional openings in Miami and Jacksonville, further solidifying its foothold in the Florida market.

These locations were not chosen at random. Florida is among the most visited states in the U.S., attracting both domestic and international tourists year-round. By establishing an early presence in Florida, B&B Hotels has positioned itself in a high-demand, high-visibility market—an ideal launchpad for further U.S. expansion.

Strategic Leadership for a Strategic Market

The newly appointed CEO brings extensive experience in the hospitality industry and has been tasked with developing a robust strategy tailored to the American market. This includes evaluating market conditions, identifying high-growth regions, overseeing property development and renovations, and driving revenue generation across all U.S. operations.

According to the company, the leadership change is intended to enhance execution and foster operational excellence, enabling B&B Hotels to scale quickly and sustainably in a highly competitive landscape. The company noted that a clear strategic vision, paired with disciplined execution and a relentless focus on customer satisfaction, will be critical in building a strong and lasting presence in the U.S.

Renovation Plans and U.S. Property Optimization

As part of the U.S. strategy, the new CEO will also oversee a wave of renovations aimed at upgrading and standardizing the American portfolio. This is consistent with the company’s approach in Europe, where maintaining brand uniformity across properties has been essential to its success.

Renovation efforts are expected to include modernized guest rooms, upgraded common areas, enhanced digital amenities, and sustainability measures designed to meet the expectations of today’s eco-conscious travelers. These upgrades will ensure that all U.S. properties reflect the brand’s modern, budget-friendly, and customer-centric approach, which has become its hallmark across Europe.

A Decade-Long Vision: 3,000 Hotels Worldwide

B&B Hotels is not merely focused on short-term gains. The company has laid out an ambitious roadmap to increase its global portfolio to 3,000 hotels within the next decade, nearly tripling its current property count. The United States is expected to play a pivotal role in achieving this vision.

The U.S. market presents both challenges and opportunities for foreign hotel brands. While competition is intense and consumer preferences vary widely by region, the scale and diversity of the market offer unmatched growth potential. With a focused leadership team and a clearly defined strategy, B&B Hotels is confident in its ability to expand meaningfully across the country.

The company’s stated ambition is to become a top midscale hotel brand in the U.S., offering high-quality, affordable accommodations for business and leisure travelers alike. By leveraging data-driven site selection, local partnerships, and operational best practices honed in Europe, B&B Hotels aims to quickly establish a nationwide presence.

Financial Backing and Private Equity Confidence

Fueling this rapid expansion is strong financial support. B&B Hotels has been majority-owned by a global investment firm since 2019, which has played a key role in enabling the brand’s accelerated development and operational scaling. This backing has allowed the company to invest heavily in new property acquisitions, brand enhancements, and digital innovation.

Between 2019 and 2022, B&B Hotels claims it opened more hotels than any other chain globally—a bold assertion that highlights the company’s aggressive posture and execution capability. This pace of development, combined with the strategic vision of the leadership team, reinforces its credentials as a serious contender in the global hospitality space.

However, it hasn’t been all smooth sailing. In 2023, reports emerged that the majority stakeholder was considering a potential €3.5 billion sale of the B&B Hotels chain. While no official sale has been confirmed, the speculation highlights the high valuation and market interest surrounding the brand. Whether such a deal comes to fruition or not, it reflects the significant value and potential embedded within the company.

Riding Industry Tailwinds

B&B Hotels’ expansion comes at a time when the U.S. hospitality industry is rebounding from the impacts of the COVID-19 pandemic. With travel demand surging, particularly in leisure segments, there is renewed optimism across the industry. Domestic tourism remains strong, while international arrivals are steadily recovering thanks to easing visa restrictions and growing consumer confidence.

The midscale segment, in particular, is seeing a resurgence as travelers seek quality accommodations at affordable prices. B&B Hotels’ value-driven model fits squarely within this segment, making it an attractive option for both budget-conscious tourists and cost-sensitive business travelers.

Moreover, the brand’s focus on simplicity, consistency, and customer satisfaction aligns well with changing consumer expectations in the post-pandemic era. Travelers are increasingly prioritizing cleanliness, convenience, and reliability—areas where B&B Hotels has excelled historically.

Digital Innovation and the Guest Experience

Another pillar of B&B Hotels’ U.S. strategy is the integration of digital tools and contactless technology. From mobile check-ins to smart room controls and seamless booking platforms, the company is investing in technology to enhance the guest experience and streamline operations.

These innovations are not only a response to pandemic-related health and safety concerns but also a proactive effort to meet the expectations of digital-native travelers. In Europe, the brand has successfully deployed a range of tech-driven solutions to optimize operations and enhance customer satisfaction. These solutions will be adapted and scaled across its U.S. properties to create a seamless, tech-enabled guest journey.

Competitive Landscape and Differentiation

B&B Hotels enters a crowded U.S. market dominated by well-established players like Marriott, Hilton, Wyndham, and Choice Hotels. However, the company believes its value proposition—a combination of affordability, quality, and consistency—sets it apart from traditional competitors.

By offering hotel-quality accommodations at near budget prices, B&B Hotels fills a unique niche between economy and midscale segments. This positioning allows it to attract a broad audience while maintaining operational efficiency and profitability.

The brand also emphasizes a “no-frills, high-comfort” model, eliminating unnecessary extras to keep costs down while investing in what matters most to guests: clean, well-designed rooms, convenient locations, and friendly service.

B&B Hotels is fast-tracking its U.S. expansion with the appointment of a new CEO to lead growth efforts, aiming to scale nationwide and reach 3,000 global properties within the next decade. This leadership move reflects the brand’s commitment to strengthening its presence in the competitive American hospitality market.

Outlook: A New Chapter for B&B Hotels USA

With a seasoned executive now at the helm and a clear mandate to grow, B&B Hotels USA is entering a new chapter of accelerated development. The combination of leadership experience, brand momentum, financial backing, and strategic clarity positions the company to become a disruptive force in the U.S. midscale hotel segment.

In the years ahead, travelers across the U.S. can expect to see more B&B Hotels pop up in both urban and suburban markets, offering a fresh, European-inspired alternative in the world of American hospitality.

The U.S. rollout of B&B Hotels is more than just geographic expansion—it represents a strategic transformation with long-term implications. As the brand continues to grow, renovate, and innovate, it aims to establish a firm foothold in the American market while staying true to its core values of simplicity, affordability, and guest satisfaction.