The Polish hotel holding will spend 1.2 billion on investments in the next 10 years

The Polish hotel holding plans to allocate PLN 1.2 billion for investments in 2025-2034 – according to the new development strategy presented on Thursday at a conference in Warsaw. Members of the Management Board of PHH announced that the revenues of the PHH Group in 2025 will amount to about PLN 600 million, in 2034 – PLN 879 million.

“At the moment we have 53 objects in our portfolio. After the consolidation stage, it was time to organize the structure, commercialization and strengthen our position of the Hotel market leader in Poland,” said the president of the Polish Hotel Holding Board Rafał Kincer on Thursday at a press conference.

PHH has existed since 2019, it brings together hotels and accommodation facilities belonging to the State Treasury. This is the second largest hotel group in the country and the first with only Polish capital. As a franchisee, he cooperates with global hotel chains, such as: Marriott International, Hilton Worldwide, Best Western Hotels & Resorts, Intercontinental Hotels Group, Louvre Hotels Group and Accor.

Kincer announced that the strategy, the slogan of which is “by its very nature,” assumes the division of his facilities into three business lines, for various guests: city, resort and spa.

As reported by a member of the board Agnieszka Malinowska, the city line is directed to city hotels, located in large and smaller cities, as well as to arcade hotels. “In all our city hotels, we intend to cooperate with international franchise brands that will allow us to be recognizable on the Polish and foreign market,” she said.

In the segment, the resort and the PHH spa will develop its two own brands.

The resort line is intended for people “who want to take a break from the hustle and bustle and are looking for rest.” As Malinowska announced, an individual PHH brand is to be created in this line, which will provide guests with rest in harmony with nature. “We are going to build a new brand of professional wellness SPA treatments,” she added.

In turn, the spa line is directed, among others For guests who require improvement of their health; It is to provide professional medical service and health prevention.

In this brand we also want to take care of seniors – she said.

It was reported that in 2025 the PHH Group would allocate PLN 220 million for the modernization of hotels. Next year it will be PLN 211 million, in 2027 – PLN 223 million.

According to PHH, the value of currently ongoing investments in five facilities with a total of 900 rooms will amount to PLN 450 million. Over the past ten months, investments have been completed for a total of PLN 350 million; Hotels are currently modernized, including in Krakow, Poznań, Krynica Zdrój, Międzyzdroje and Świnoujście.

“Modernization will increase the average occupancy and improve the competitiveness of objects,” said Malinowska.

“The new strategy also assumes the implementation of the Asset Light model, i.e. concentration on the lease and management of hotels, which do not belong to PHH. The management also sees the possibility of further consolidation for the group. At the moment, analytical work is underway related to the Krynica-Żygiesów Uzdrowisko complex in Krynica-Zdrój”-said in a message.

As President Kincer said, the group also assumes cooperation in the construction of the Central Communication Port, “for which he is a natural partner in the implementation of hotel investments”. As part of the CPK program, among others, Central airport, located between Warsaw and Łódź and high speed rail system.

As reported, the revenues of the PHH group in 2025 will amount to about PLN 600 million. According to the adopted strategy in 2034, it will be PLN 879 million, which means an increase of 68 percent. Compared to 2024, the highest revenues are to come from the city line (PLN 367 million). In the case of the curse line it will be PLN 305 million, and the spa – PLN 207 million – said members of the board. (PAP)

JJ/ MALK/