Turism Felix, the operator of the main hotels in Baile Felix, is taking a major strategic step by joining the international brand ibis Styles of the Accor Group.
The decision marks a shift from the traditional, local management model to integration into a global network, with the aim of aligning to uniform quality standards, increasing visibility and attracting a diversified clientele. This move is central to the company’s new long-term strategy to strengthen its position in the hotel market.
The company Turism Felix (TUFE), listed on the Bucharest Stock Exchange with a market capitalization of approximately EUR 42 million, has signed a franchise agreement with the French group Accor. The first hotel to go through the rebranding process is the Hotel International, which will operate under the ibis Styles brand after the completion of the modernization and refurbishment works scheduled until mid-2027.
Later, the company plans to extend the affiliation model to the Termal and Nufărul hotels. According to representatives of Turism Felix, this decision is part of the updated strategy for 2025-2035, which aims to optimize the portfolio by aligning with international standards and increasing visibility in global distribution networks.
The Accor Group is one of the world’s largest hotel operators, present in more than 110 countries with a portfolio of over 45 brands. The company’s stock market performance has been solid, with TUFE shares up 31% since the beginning of the year.