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43 easyhotels in 18 months

03 July 08 | St.Chadjiioannou
St.Chadjiioannou

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He introduces himself as a serial entrepreneur and he is the personification of marketing. He has a sense of humor and a smile on his face when trying to "play" with his colloquist either they are one person or a large audience. He is characterized by speed of thought, something that led him to where he is today and finally, one could claim that in a "bashful and modest" era he has both traits as he does not hesitate to publicly state "I am my father's son and I happened to be on the right place in the right time". Of course we all know that things are not quite like this, since Greece is full of "fathers' sons" who always stay in their shadows. Furthermore, if things were that simple he wouldn't have been knighted by Queen Elisabeth II for his special position in business.

He introduces himself as a serial entrepreneur and he is the personification of marketing. He has a sense of humor and a smile on his face when trying to "play" with his colloquist either they are one person or a large audience. He is characterized by speed of thought, something that led him to where he is today and finally, one could claim that in a "bashful and modest" era he has both traits as he does not hesitate to publicly state "I am my father's son and I happened to be on the right place in the right time". Of course we all know that things are not quite like this, since Greece is full of "fathers' sons" who always stay in their shadows. Furthermore, if things were that simple he wouldn't have been knighted by Queen Elisabeth II for his special position in business.
As you might have guessed we are talking about the founder of EasyGroup, Mr. Stelios Hadjioannou - or just Stelios as he prefers to be called - who begun a few years ago with "concept easy" and created a group that includes from airplanes to internet cafes, cruises, cars, cinemas, telecommunications, watches, but also hotels and office buildings. These last two activities brought him to MIPIM where we met him and had the chance to know the future plans of a businessman who tries for a long time to enter the Greek market either through airports that cost less than Eleutherios Venizelos, or through the disengagement of coastal navigation with low cost cruises.
"You don't believe that easyJet could fly to Singapore" he says characteristically. Why, it is easy to understand. Within the limitations of a three-hour flight, the passenger can accept the specific size of the plane, which is being covered by a company that has connected its reputation to flight safety, to exact flight scheduling and to cheap fair as long as the booking is made at an early time. "The rules of the game are always clear", "they are not changed from case to case and this is something that our customer can appreciate or dismiss".
With this same logic, easyHotels come to offer a new product in a very specific part of the market. The traveler of two or three days who seeks a simple and clean lodging in an urban area.
"There is a differentiation that has to do with whether the room has a window, but all the rooms are facilitated with in-room bathrooms, in contrast to Formule that are of the same price but have shared bathrooms". "In these hotels, the traveler doesn't even bother to unpack and that's why there is no closet. Of course, just like in the airplane, further services - if these are asked for - are separately charged".
And what is the price for such a room?
In Kensington, London, is _60.
Is there any design that would benefit the expansion of this idea?
"That, which is also the biggest issue on real estate, is how to obtain the greatest profit from your property". "This leads to a decision as to which use you will choose to develop in each property. If we have to do with this type of hotel, I believe that the best solution is the prefab unit. That is what we chose to use in Dubai, where land and properties are beyond any reason. But there are a lot of customers for such a hotel, as many people want to visit their friends who live there permanently and can't stay in Bourg al Arab".
How do you develop easyHotels?
Of course you don't expect me to deal with bricks and mortar. I leave that to those who have better knowledge than I" he says with the typical ease that characterizes him when he attempts to lead the conversation. "My recognizable name has cost just a few million pounds and in a short period of time - since August 2005 - there have been made 43 deals for the creation of easyHotels in various European cities, but also in areas near airports. After Kensington in London, there will be another one near easyJet offices in Lutton, while in the Central Europe the beginning was made in Βασιλεία. The greatest demand is in the countries of the Middle East. Everything is done with the method of franchise. What is different in each case, are the roles assumed by each side.

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