by Michael J. Shapiro | March 21, 2019
Accor, which acquired U.S.-based 21c Museum Hotels last summer, has integrated 21c into its MGallery Hotel Collection. The latter, a soft brand under the Sofitel label, is a network of more than 100 boutique hotels across 26 countries; it will make its North American debut via the 21c properties.
21c will maintain its name and identity, and be known as 21c Museum Hotels - MGallery from now on. Though a part of the MGallery collection, 21c will maintain its original concept, which is a combination boutique hotel, art museum and chef-driven restaurant. "21c envisions a new kind of hospitality, which promotes accessible, unexpected and innovative arts, cultural and culinary experiences for guests and locals alike, globally connected to contemporary culture, yet firmly rooted within each local community," said Yohan Amiot, MGallery's vice president of brand management. "The 21c brand is the perfect complement to MGallery's concept of bespoke, creative hospitality for lovers of travel, the arts and immersive experiences."
There are eight properties currently operating under the 21c Museum Hotels - MGallery monicker, in Bentonville, Ark.; CincinnatiDurham, N.C.Kansas City, Mo.; Lexington, Ky.Louisville, Ky.Nashville and Oklahoma City. A new property will debut in Chicago late this year, in the former James Chicago, as well as in a restored YMCA building in downtown St. Louis in 2020, and in Des Moines, Iowa, in 2021.
"We are embarking upon an exciting period of growth for 21c Museum Hotels and the MGallery Hotel Collection," said Chris Cahill, deputy chief executive officer of Accor. "The official North American introduction of the MGallery brand marks the continued expansion of our lifestyle 'boutique' footprint."
The 21c brand will join the Le Club AccorHotels loyalty program beginning on April 1 of this year. Le Club will transition to the recently announced Accor ALL loyalty program in early 2020.