Growing together

Éric Bismuth which has played a key role in supporting the growth of B&B HOTELS and laying the foundations for international expansion.

“What struck me from the start was the potential. I already had experience in hospitality, but this was our very first investment in the sector under the Montefiore name. B&B HOTELS stood out with a bold, pure-player positioning in budget travel, just as the category was beginning to evolve.

The concept of ‘econo-chic’ was still emerging, combining affordability, quality, warmth and modernity in a way that few had mastered. But B&B HOTELS had both the foundations and the credibility to lead the way.

What made the difference was a rare mix: entrepreneurial spirit on the ground, especially from franchise managers, and strong, transparent leadership. Georges Sampeur was instrumental in this, bringing clarity of vision and a culture of openness.

The growth didn’t happen in leaps and bounds. It was a marathon, not a sprint. Every move was strategic, bold and intentional. Acquiring Village Hôtels, for example, helped shift the brand from a local player to a national force. We then encouraged Georges to take that ambition across borders, starting with Germany, where the gradual rollout confirmed our shared belief in the model.

Above all, what stays with me is the quality of the relationships built over time, grounded in mutual trust. There’s real goodwill, but never complacency. We challenge each other, we respect each other, and we move forward together. To me, B&B HOTELS is a rare kind of modern brand: one that grows, evolves, and still holds on to its soul.”