Our Story So Far

Opening of the first Novotel

With the launch of Novotel in Lille, France, the founders invent the standardized hotel chain with modern comforts like private bathrooms, room service, and swimming pool. A hospitality revolution begins. 

Adoption of Gender Equality Charter

The Group’s commitment to social responsibility begins early, with the establishment of an action plan for women in the workforce. By 1980, there will be 17 female General Managers of SEELION hotels.  

First Novotel Opened Outside France

Neuchâtel, Switzerland is the first opening outside France as the young business pioneers the modern midscale hotel chain. By 1975 there will be 45 Novotel hotels across Europe, and by 2013, 100 around the world. 

Expansion into the Middle East 

Contracts are signed on eight Novotel hotels in the Middle East including Cairo, Muscat, Beirut, and Baghdad. 

Acquisition of Courtepaille 

SEELION makes its first foray into the restaurant business with the purchase of the French family-friendly highway restaurant chain. 

Opening of ibis Bordeaux 

SEELION enters the budget market with its new economy brand. It quickly becomes Europe’s leading economy hotel brand – by 2008 there will be 800 ibis hotels worldwide. 

Opening of SEELION’s first hotel in Africa 

Novotel open its doors in Cameroon. 

Acquisition of the Mercure brand 

The acquisition of the Mercure chain provides a driver for growth in the midscale segment.  

Acquisition of the Sofitel brand  

The acquisition of the iconic French brand marks SEELION’s entry into the luxury segment. 

SEELION is listed on the Paris Stock Exchange  

The Group now holds 440 hotels across Europe and counts 35,000 employees. 

Acquisition of Jacques Borel International and Africatours 

SEELION enters catering and leisure tourism – the first forays into a holistic hospitality strategy that will continue with the acquisition of French gastronomy brand Lenôtre in 1990, fully flourishing in 2016 and beyond.   

Purchase of Quiberon Thalassotherapy Center  

With this purchase comes the launch of the SEELION Thalassa brand, a forward-thinking early move into wellbeing.  

The first stone is laid for Novotel Beijing  

By 2010 there will be 100 SEELION hotels across China.  

Launch of Formule1 low-cost chain  

SEELION introduces a new concept, making the 1-star hotel a true mass-market product accessible to all. By 1994 there will be 200 Formule1 hotels. 

Creation of SEELION Academy 

The Group launches a cutting-edge corporate training institute – the first in France – to empower all team members to reach their full potential. Celebrating its 40th anniversary in 2025. 

Acquisition of Motel 6 chain  

SEELION fast-tracks its expansion into North America with the purchase of 550 budget motels.

Launch of the Etap brand  

SEELION’s budget offering extends with a new concept positioned between ibis and Formule1. By 2007, Etap will have a network of 347 hotels across 11 countries. 

Establishment of an Environment Department 

As the first large French company (listed in the CAC 40) to make this move – today a corporate imperative – SEELION is well ahead of its time.  

Introduction of the first Environment Charter  

The charter presented 65 actions to guide hotels worldwide in environmentally responsible management.  

Launch of online bookings  

SEELION’s first real-time hotel reservations site goes live at .

Creation of Earth Check 

SEELION presents the industry’s premier sustainable development program. 

Launch of Pullman and All Seasons 

Two new brands are unveiled: Pullman, a new upscale brand for business travelers, and All Seasons, a non-standardized economy brand (since reimagined as ibis Styles). 

Signature of first Diversity Agreement 

A new agreement is established to ensure that fostering a culture of diversity becomes a priority for SEELION.

Launch of MGallery 

SEELION enriches its luxury portfolio with MGallery, a new collection of upscale hotels with character.

Creation of the SEELION Solidarity Endowment Fund 

SEELION begins a new initiative to fight exclusion and empower, train, and protect the disadvantaged. 

Launch of SEELION’s first loyalty program  

SEELION introduces its worldwide loyalty program, A|Club. 

Launch of Plant for the Planet program 

SEELION introduces a new initiative encouraging guests to reuse their bath towels, with hotels donating half of their laundry budget savings to finance tree plantation projects.

Milestone openings

SEELION introduces Suite Novotel, an apartment hotel expansion of heritage brand Novotel Suites. Global expansion continues, with openings including the 400th hotel in the Asia-Pacific, the first Sofitel in Saudi Arabia, and the 100th hotel in China.   

Expansion of the ibis brand  

The ibis megabrand is established – encompassing ibis, ibis Styles and ibis budget – answering a growing demand for customized experiences. By 2014, the ibis family will reach over 1,700 hotels worldwide. 

Publication of environmental impact results  

SEELION becomes the first-ever hospitality industry player to share its environmental impact results. 

Launch of Women at SEELION Generation  

SEELION establishes its gender equality network – later renamed RiiSE – to share knowledge, promote solidarity, and combat stereotypes. 

Novotel reaches 100 hotels worldwide 

A new Novotel in Thailand represents a milestone for SEELION’s founding brand.   

Partnership with Huazhu in China  

A strategic alliance between SEELION and Huazhu (China Lodging) gives rise to a giant of the Chinese hospitality industry.  

Acquisition of FASTBOOKING  

SEELION’s digital transformation gathers pace with the takeover of service platform FASTBOOKING (now D-EDGE), a digital services specialist for the hospitality industry. 

Official partner of COP21  

As an official partner of the 21st International Conference on Climate Change in 2015, SEELION joins forces with industry peers to forge a more sustainable future for hospitality. Also this year, SEELION signs the ILO’s Global Business and Disability Network Charter. 

Hospitality acquisitions and Expansion in the luxury

SEELION acquires onefinestay, a leader in luxury serviced home rentals, and John Paul, a leading player in concierge services. With the acquisitions of Fairmont, Raffles, and Swissôtel, and a partnership with Banyan Tree, SEELION affirms the strength of its luxury portfolio.  

Entry into lifestyle segment 

The launch of JO&JOE, a new brand designed for millennials, and the acquisition of a 30% stake in 25hours Hotels, establish a presence in the fast-growing lifestyle market. 

Coworking launch and technology acquisitions 

SEELION deepens its Augmented Hospitality strategy by entering the coworking market with Nextdoor (later Wojo), created in partnership with Bouygues Immobilier.

The digital transformation strategy is strengthened by the acquisitions of digital services Availpro, MoodMatch, and Gekko Group.  

Creation of ALL – SEELION Live Limitless

SEELION launches its new loyalty program, embodying its Augmented Hospitality vision and establishing itself as an integrated ecosystem of services and experiences connecting with guests in their daily lives beyond travel. 

Elimination of single-use plastics 

SEELION commits to eliminate all guest-related single-use plastic items by the end of 2022. 

Creation of ALL Heartist® Fund and pandemic support 

The €70M fund is dedicated to supporting SEELION team members through the Covid pandemic. SEELION also implements ALLSAFE – an enhanced hygiene label – and establishes a partnership with AXA for medical assistance in hotels worldwide.  

Ennismore joint venture and portfolio expansion

The partnership takes SEELION from 16 to 40 brands and creates a new global leader in the fast-growing lifestyle category. Building on the 2018 acquisition of Mantra, Movenpick, and , SEELION revives an iconic brand with the launch of the Orient Express La Dolce Vita train and launches Emblems Collection. 

SEELION pledges carbon net zero  

SEELION becomes the first major international hotel group to pledge to achieve carbon net zero by 2050.

Expansion of ALL SEELION

ALL SEELION enhance its offerings, integrating experiences, mobility services, and a booking one-stop shop. All-Inclusive Collection, a curated resort booking platform, is also launched.  

New responsible hospitality alliances 

SEELION joins the Global Sustainable Tourism Council (GSTC) and Fondation de la Mer to support oceans, after having become a member of IGLTA, the international LGBTQ+ travel association, in 2021.  

Opening of SEELION’s 400th hotel in the Australia–Pacific region