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Design
From Vision to Operational Excellence: Novotel Brugge Centrum
How the hotel transformed into a modern flagship – Powered by Novotel’s Design Concepts
September 23, 2025
Two years ago, Novotel Brugge Centrum set out to reinvent itself to stand out in Brugge’s competitive hotel market. Today, after an ambitious redesign — driven by seamless collaboration between the owner Covivio, the hotel team, Accor’s Design and Technical Services team, and renowned design agency, RF Studio —the hotel shines as a Novotel flagship and a number one destination in the historic city.
The renovation has brought to life not only a modern and inviting space, but also an agile, future-ready hotel. Tangible results include improved daily rates, substantial efficiency gains, and leadership in sustainability — delivering value for guests, owners, and teams alike. Every step of the way, Accor’s Design and Technical Services partnered closely with the hotel team and owners, blending expertise, operational excellence and a collaborative mindset to deliver a modern flagship and tangible results for all. Follow the journey from vision to transformation – an example of Accor’s operational excellence in motion. See how teamwork and innovation shaped Novotel Brugge Centrum — watch the video above.
+10% pts
Reputation Performance Score
+25%
Average Daily Rate
-52%
Carbon Footprint
-50%
ENERGY COSTS TARGET
The Starting Line: Redefining the Guest Experience
In a city known for its boutique hotels and elevated expectations, Novotel Brugge Centrum needed not just a fresh look, but a new way of operating, delivering excellence at every guest touchpoint.
The team embraced one of Novotel’s latest concepts, a visionary design developed with RF Studio led by renowned designer Ramy Fischler. It creates flexible shared spaces that adapt to guests throughout the day, seamlessly balancing sustainability, comfort, and functionality. Every element was designed to enhance the guest experience while reducing environmental impact.
The RF Studio concept is the idea of a Social Hub: no reception, no lobby, no different spaces for different usages. It’s one unique space, open to the city, for locals and for hotel guests…We were creating something we had never done before.
Damien Perrot
Global Chief Design, Technical Services & Innovation Officer for Premium, Midscale & Economy Brands
The Journey: Building Excellence Together
True transformation requires exceptional teamwork. Over 18 months, the operational hotel team and the owner Covivio, partnered closely with Accor’s Design and Technical Services team, subject matter experts and architects. At every step, the team made each decision with both the operational and guest perspective in mind, ensuring that each design solution also was functional and guest centric. Their hands-on, partnership-driven approach delivered a modern flagship hotel defined by seamless operations and exceptional guest experiences.
Sometimes it was a bumpy ride. We were very well supported by Accor… Each time it got a little bit rough we came back to the common objective and said: This is not for us, this is for the guests. Now we see that it all comes together, and guests are behaving very naturally in this space.
Petra de Meyere
General Manager for Novotel Brugge Centrum
The Destination: Tangible Gains for All
The results speak for themselves, with the transformation delivering measurable impact across every key metric.
Guest satisfaction: Reviews and reputation scores now consistently exceed 90%, a 10+ point improvement reflecting the quality of service and experience.
Business performance: Average daily rates have increased 25%, with stronger occupancy rates and revenue.
Sustainability leadership: A remarkable 52% reduction in the hotel’s carbon footprint, aligning with Covivio’s and Accor’s global environmental commitments.
Reduced Energy Costs: Following the renovation, the hotel also aims to reduce its energy costs by up to 50%.
Paperless operations: Paperless systems and new technologies have streamlined operations, reduced waste, and created space for meaningful guest connections.
More than a successful renovation, Novotel Brugge is a testament to what’s possible when operational excellence, adaptability, and a collaborative approach come together to deliver a guest-centered, forward-looking vision.
What made it happen is that all of us, even if we have different angles, we had one goal: to create something really extraordinary.
Petra de Meyere
General Manager for Novotel Brugge Centrum
Novotel Brugge’s achievement is a tribute to innovation, care, and teamwork— a concrete expression of Accor’s ambition to craft hospitality spaces that bring value and relevance in a changing world.
The Novotel RF Studio concept, one of Novotel’s four design approaches, features a flexible Social Hub designed to adapt to guests’ needs throughout the day. This vibrant, modular space accommodates everything from family games to business meetings and social gatherings, all supported by innovative and sustainable design.
Novotel RF Studio Concept
The Novotel RF Studio concept is one of four design approaches launched by Novotel worldwide as part of a major brand evolution in the midscale hotel sector. The RF Studio concept stands alongside three other concepts – Metro, Sundukovy Sisters and Hypothesis – which provide options for hotel owners to best align with their local market and guest expectations.
