What's Next for Yotel as Al Bahar Group Takes Control

Yotel’s shift in ownership positions the brand to expand and invest in hybrid hospitality trends that blend short and long stays.

Yotel, the UK-based hospitality management company, is entering a new phase of expansion following a shift in its ownership structure.

With Al Bahar Group increasing its stake to more than 95% by acquiring an additional 30% from Starwood Capital, CEO Hubert Viriot said the simplified governance will allow the brand to move more decisively as it targets doubling its global portfolio to 15,000 rooms by 2030.

“These are investors who are well aware of the business, who are very familiar with Yotel,” Viriot told Skift. “They have seen its growth and have realized there is still a hell of a lot to do, and this company still has huge potential.”

Previously structured as a joint venture with Starwood Capital and Al Bahar Group, according to Viriot, the change brings “more agility” and the freedom to focus on the long term without the pressure of short-term returns from institutional investors.

“When we look at the long-term strategy of the business, we have a little bit more leeway in which direction we grow, in which markets, and what types of con