Groupe Germain launches ALT, a brand new hotel concept

    Cheap-chic accommodation
                 "What we're launching today has been dubbed
       no-frills-chic, combining design, atmosphere and chic interiors
                        with the best possible price"

    MONTREAL, Jan. 30 /CNW Telbec/ - Groupe Germain today announced a brand
new concept for cheap-chic hotels that will be gradually introduced in Canada.
A first in this country, ALT Hotels will offer the qualities sought by a
growing range of consumers who want affordable accommodation without
compromising on design and comfort.
    "The type of hotel we are introducing today reflects a strong trend in
hotel accommodation, especially in Europe and Asia. It's been dubbed
"no-frills-chic" and combines design, atmosphere and chic interiors with the
best possible price. The overall concept is bold and the look is striking, but
there are not any superfluous details," said Christiane Germain, co-president
and CEO of Groupe Germain.
    The first ALT Hotel will be built at a cost of $21 million in Brossard's
brand new Quartier DIX30, strategically located at the intersection of
highways 10 and 30, a stone's throw from Montreal and right in the heart of
the South Shore. It will be located near a 900-seat theatre, fabulous
restaurants, a state-of-the-art fitness centre and spa, and more than 100
stores and boutiques. Construction has already begun on this first ALT Hotel,
which will feature the very latest in energy-saving measures. It is scheduled
to open in September 2007.
    "Our research clearly shows that there is a shortage of this type of
cheap-chic accommodation in Canada's hotel industry," explained Ms. Germain.
For $129 per night, guests will enjoy quick and easy check-in, a unique
atmosphere and an inviting, eclectic lounge. The cozy, inviting rooms include
an office area equipped with the latest technology used by today's travellers
and feature an urban-spa type bathroom. Guests will be able to enjoy products
and services tailored to their needs, such as breakfast on the run when they
leave the hotel, and super-healthy, energizing juices. "No other hotel in this
category will give guests this much for such a tiny price," concluded Ms.
    In addition to families looking for affordable weekend getaways, ALT
Hotels, which will offer a smoke-free environment, will also target business
travellers and the convention market. To serve this clientele, the hotel will
have more than 5,000 square feet of space for business meetings. The main
conference room at the ALT Hotel in Quartier DIX30 will be located on the top
floor, with breath-taking views of Montreal. Thanks to word of mouth, the
first convention has already been confirmed for early 2008.

    Development of ALT hotels

    ALT Hotels will be built either close to major arteries or in urban
centres where land is more limited. The new chain, which is an alternative to
Groupe Germain's current offering, will provide more flexibility for
developing the company in Canada.
    In order to offer a quality hotel at the lowest possible prices, Groupe
Germain and its Quebec partners have developed a totally new construction
concept: the prefabricated room. Prefabricated rooms are currently being built
at Rénova in Plessisville, one of the Group's long-standing partners.
Thirty-five jobs at Rénova are directly related to this project.

    ALT: A green hotel

    The hotel will also feature a series of energy-efficient measures: heating
and cooling with geothermal systems, recovery of heat from outdoor air and
exhaust air leaving the building, recovery of heat from water used in
commercial washers, energy-efficient lighting throughout, a main light switch
for controlling all lights in the room when guests check out, geothermal hot
water heaters, geothermally heated tiles on the ground floor, door contacts in
stairwells to reduce lighting by half when unoccupied, and a system of direct
digital controls (DDC) for ventilation, cooling and heating.

    About Groupe Germain

    A family-owned company in Quebec, Groupe Germain owns and operates four
distinguished hotel properties in Montreal, Quebec, City and Toronto. It
recently announced the opening of a second hotel in Toronto as well as a real
estate complex in Calgary. The company is renowned for its impeccable
hospitality and style it brings to its boutique hotels.
    For further information, please visit

    Attachment:     IMAGES
    Media Access:
                    Username: presse
                    Password: media
    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at
    Additional archived images are also available on the CNW Photo Archive
    website at Images are free to accredited
    members of the media/

For further information:

For further information: Nadia Paquet, NATIONAL Public Relations, (514)
843-2351,; Christiane Germain, Groupe Germain, (514)

Organization Profile


More on this organization

Custom Packages

Browse our custom packages or build your own to meet your unique communications needs.

Start today.

CNW Membership

Fill out a CNW membership form or contact us at 1 (877) 269-7890

Learn about CNW services

Request more information about CNW products and services or call us at 1 (877) 269-7890