Hotel group Accor is stepping up the expansion of its presence in the German market, broadening its cooperation with Hamburg-based B&L Gruppe. On 2 November 2026, two existing hotels will be transferred to the group's brand network: the Mercure Hildesheim Center and the ibis Styles Saarbrücken Center. Both properties will be run under franchise agreements in future. With these rebrandings, Accor is strengthening its market position in the economy and midscale segments.
Conversions and rebrandings of existing properties are taking on greater importance in the group's expansion strategy. Accor's development pipeline across Germany currently includes a further 30 hotel projects. The affiliated properties are to be offered direct access to international distribution channels via the global booking and loyalty platform ALL Accor. Yannick Wagner, Deputy Chief Development Officer for Accor Europe & North Africa and Managing Director in Germany, emphasised that Germany remains a key market and that experienced partners such as B&L Gruppe provide decisive support for targeted growth across various segments.
The locations in Hildesheim and Saarbrücken
The future Mercure Hildesheim Center comprises 150 guest rooms and is situated in the immediate vicinity of the main railway station, roughly a ten-minute walk from the historic city centre with Hildesheim Cathedral and St Michael's Church. The property features three flexible meeting rooms as well as a bar named 'Bistro.Lounge' with 90 seats. Alongside the local UNESCO World Heritage sites, the location benefits from rapid transport links to the Hanover exhibition grounds.
In the Saarland state capital, the ibis Styles Saarbrücken Center is being developed with 202 rooms, including 20 four-bed rooms with bunk beds for families and groups. The centrally located property near the railway station features an open lobby concept, a breakfast restaurant, and a bar with 160 seats. The economy brand's design concept relies on clean lines and a colour palette of grey, brown, and black tones. Due to its location close to the border, the regions of Lorraine and Luxembourg are also quickly accessible.
Thorsten Testorp, Managing Partner of B&L Gruppe Hamburg, explained that the chosen brands give both properties and their locations a clear profile. The hotels thereby receive a contemporary repositioning in the midscale and economy segments, respectively. The cooperation between the two companies also extends to Hamburg's ÜberseeQuartier, where three further hotels are to be delivered jointly.
