Libra (hotel chain)

History

2024: Brand Launch

On June 14, 2024, it became known that the Russian company Azimut Hotels is launching a new hotel brand Libra, which will operate in the Five Star segment.

According to Kommersant, citing a company representative, the new Libra hotel brand is positioned as a five-star hotel and will include hotels located in the center of cities, outside the city and resorts. Each facility will be designed for 120-250 numbers. Currently, contracts have been signed for two objects, the first of which is planned to open in 2027 in Nizhny Novgorod, in the area of ​ ​ the Nizhny Novgorod fair.

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By June 2024, Azimut Hotels is one of the largest Russian hotel chains, in the portfolio of which, taking into account the next discoveries, 70 objects with a total fund of 11 thousand rooms. In addition to hotels under the Azimut brand, the company operates the Metropol luxury hotel in the center of Moscow. A spokesman noted that Libra would meet the standards of chain five-star hotels.

Dmitry Parinos, deputy director of the hospitality industry unit CORE.XP, suggests that Libra will match brands such as Pullman, Movenpick and Swissotel. Managing partner of Ivashkevich Hospitality Stanislav Ivashkevich noted that the cost of launching a new brand mainly consists of the costs of promoting it, which usually account for about 10% of the revenue of the operating facility. Launch costs are borne by the owner, and the management company's revenues also account for about 10% of revenue.

According to the NF Group, the total volume of high-quality hotel supply in Russia is 1.02 thousand objects per 143 thousand rooms. 22% of this proposal is positioned as "five stars." In general, in Russia there are 31.5 thousand accommodation facilities with a total fund of 1.1 million rooms. Of these, 18 thousand objects were certified. Dmitry Parinos noted that the number of hotels in the country grew in 2015-2017, after which the indicators stabilized. Now there is a revival again: in 2024, 8.5 thousand high-quality numbers were announced for commissioning, which is 22% more than a year earlier.^[1]

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