B&B Hotels: a Breton success story that has gone global
- Eric ALAUZEN
- Jun 18
- 4 min read
In our series of articles on the success stories of hotel groups from our region (Pays de la Loire/Brittany), today we discover the world of the chain B&B Hotels, following the success stories of the Oceania Hotels Group and Brit Hotels.
Our article: Oceania Hotels Group
Our article: Brit Hotels Group
We will also be joined by François Branellec, founder of the Oceania Hotels Group, which also owns B&B Hotels, a group he sold in 2003.
Founded in Brest in the early 1990s, the B&B Hotels chain has risen in just a few decades to become one of the leaders in budget hotels in Europe. With its strong Breton roots and a simple, accessible and profitable business model, it is now a major French entrepreneurial success story.
Immerse yourself in the history of a visionary concept that continues to inspire and innovate.
B&B Hotels: a Breton success story that has gone global
From its origins in Brest to a winning concept
It all began in 1990 in Brest, when François Branellec, head of the Galaxie Group, came up with a concept for a hotel that was ‘economical, efficient and comfortable’. Inspired by the changing needs of travellers, he focused on small, standardised hotels offering a limited but high-quality range of services.
The name B&B (Bed & Breakfast) is both international and evocative. From the outset, success was assured: occupancy rates were good, customer reviews were positive, and the brand stood out for its value for money.
Rapid expansion
The first two B&B hotels (which did not yet bear this name) opened in Brest and Saint-Malo in the early 1990s. In 2005, the Galaxie Group was acquired by the French investment company Eurazeo, which renamed the company B&B Hotels in 2006. A year later, B&B Hotels absorbed its competitor, Village Hotels, and in 2008, B&B Hotels acquired the Sidorme group, which had 19 hotels.
From that point on, without going into detail about successive acquisitions, the group expanded rapidly internationally (Italy, Spain, Switzerland, Poland, Belgium, Austria, Slovenia, etc.) and was finally bought in 2019 by its current owner, Goldman Sachs Merchant Banking (for around €1.9 billion), which will make it a world leader in budget hotels.
‘Our strength lies in having retained the agility of a Breton SME while playing in the international big leagues,’ says Fabrice Collet, Executive Chairman of B&B Hotels
B\&B in France in 2025: well-established and successful
In June 2025, B&B Hotels have 444 establishments in France. Present in all regions, the brand adapts its formats to suit urban hotels, suburban areas, and locations close to train stations or motorways. Worldwide, it has more than 770 establishments.
It should be noted that the group does not own all of its hotels and operates mainly on a management contract basis.
Comfort has been redesigned (Bultex bedding, enhanced soundproofing), sustainability has been taken into account (phasing out single-use plastics, eco-friendly renovations), the decor has been modernised, and the brand emphasises its CSR policy: renewable energy, elimination of plastic, support for local employment.
Customers appreciate the simplicity of check-in and check-out, the clarity of prices, and the consistency of the welcome. A 2025 version that is a far cry from the austere image of yesterday's budget hotels!
Future prospects: the ambition of a thousand hotels
By 2030, B&B Hotels aims to exceed the 1,000-hotel mark worldwide. Projects include:
Strengthening its presence in Central Europe
A pilot project in Latin America
Exploring new hybrid urban concepts (mixing coworking and accommodation).
Digital technology is also a major priority:
Artificial intelligence for load management,
Connected rooms,
Service automation
New pan-European loyalty programme.
The understated elegance of Breton efficiency
In three decades, B&B Hotels has proven that a simple, well-designed and rigorously managed model can conquer even the most competitive markets. The brand remains true to its Breton roots, but is resolutely focused on the future.
The group is currently led by Fabrice COLLET, Executive Chairman since 2016, supported by Céline VERCOLLIER, Group CEO, Damien MARTIN, Group CFO, Valério DUCHINI, Group CEO Western Europe.
Jean-Claude Bourrelier is Chairman of the Supervisory Board, representing Golden Sachs Merchant Banking, and Lucie Menard has been in charge of Marketing and Innovation since 2023.
As a press relations agency based in Nantes, we will highlight the strong presence of B&B in Nantes which has seven hotels... The latest openings in France were in Berck-sur-Mer, Le Havre and Rodez. In the Pays de Loire region, there are 24 hotels under the B&B brand!
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