Accor brings its economy hotel brand greet to the UK through a franchise agreement, converting an existing 119-room property in Harlow, Essex.
Accor has launched its economy hotel brand greet in the UK with the opening of greet London Harlow, a 119-room property in Harlow, Essex, marking the brand’s entry into the British hospitality market through a franchise agreement. The hotel is owned by Danish real estate group Proark and managed by Aimbridge Hospitality EMEA, with the opening adding another brand to Accor’s UK portfolio of more than 200 hotels across approximately 20 brands.
The property has been converted from an existing hotel rather than developed as a new-build project. The move reflects greet’s development model, which focuses on repurposing existing two- and three-star properties to expand its footprint while offering investors an alternative to building hotels from scratch.
Under the Harlow arrangement, Proark owns the asset, Aimbridge Hospitality EMEA manages day-to-day operations, and Accor provides the greet brand under a franchise agreement. The hotel also participates in ALL Accor, the group’s global booking and loyalty programme.
“The arrival of greet marks an important milestone for Accor, reinforcing our commitment to diversifying our economy portfolio in the UK,” said Aiden McAuley, spokesperson for Accor in the UK and Ireland. “As traveller expectations continue to evolve, brands like greet enable us to meet increasing demand for affordable hospitality that combines comfort, character and purpose, without compromising on value,” he added.
Michael Brag, Chairman of Proark UK Hotels, said: “greet London Harlow represents a new chapter for the hotel and aligns with our ambition to deliver high-quality hospitality experiences that combine strong value with local character. We look forward to welcoming guests to discover the brand’s feel-good approach to travel.”
Launched in Beaune, France, in 2019, greet is positioned around affordable accommodation, personalised hospitality and locally influenced experiences. Its offering centres on essential amenities, including comfortable beds, quality showers, breakfast and reliable Wi-Fi, alongside informal communal spaces and food initiatives designed to reduce waste through the use of surplus and imperfect produce.
Accor reported 46 greet hotels with 3,309 rooms as of June 30, 2026, while the brand has more than 10 additional properties in its development pipeline. The Harlow opening follows greet’s expansion into other international markets, including Australia and Thailand, announced in August 2026.
The brand’s conversion-led strategy provides a route for existing hotel properties to join Accor’s distribution and brand ecosystem without requiring a complete new-build investment. For owners, the model offers access to an established hospitality brand, while Accor can broaden its network through franchise partnerships.
