B&B Hotels Scales Its European Operations, Fast. The U.S. is Another Story

B&B Hotels has become one of Europe’s biggest budget hotel operators by maintaining a consistent focus on fragmented markets.

The company already has 900 hotels in 19 countries, with 57 openings in 2025, and it’s still looking for growth within a narrow market.

“My first priority is to pursue the fast development of the company, and reinforce our position as a leader in our segment,” CEO Céline Vercollier told Skift at the recent International Hospitality Investment Forum (IHIF) in Berlin.

Doubling Down on Europe

Despite recent moves into the UK and the U.S., the group’s scale is still anchored in continental Europe. It has 445 hotels in France, 239 in Germany, 91 in Italy, and 63 in Spain, wh