MAGORA

What MAGORA does

MAGORA (operating commercially as Groupe Odalys) is a French managed real estate group and the second-largest player in European tourism and leisure accommodation, headquartered in Paris with an operational office in Aix-en-Provence. Founded in 1998 as Groupe Odalys, the company has been a subsidiary of Groupe Duval since 2001, with Chinese investment group Groupe Hywin joining as a minority shareholder in 2016. The group operates a multi-product, multi-brand portfolio of 10 brands organized around three pillars — tourist exploitation, urban managed residences, and services dedicated to managed real estate — covering tourism residences (Odalys Vacances), urban apart-hotels (Odalys City), student residences (Odalys Campus), franchised campings (Flower Campings), senior residences (Happy Senior), property syndication (SGIT), high-end real estate transactions (Alpissimmo), a property ownership program (Odalys Invest), interior design services (SDM), and residential mobil-home sales (My Home by Flower Campings), as well as La Conciergerie by Odalys for third-party property owners on peer-to-peer platforms. The business runs an integrated direct-to-consumer model with multiple booking channels — own brand websites, telephone, on-site reservations, trade partners, corporate accounts, and franchises — across approximately 550 residences, campings, apart-hotels, hotels, and chalets in France and Southern Europe, generating €450M in annual revenue with 1,700 employees.

The core technology stack centers on digital booking platforms and property management systems supporting the managed real estate operations, including proprietary online check-in service tested across approximately 20 mountain residences and a tablet-based digital concierge service (delivered via a partnership with Bowo) that achieved 95% customer satisfaction and 70%+ usage rates in pilot deployments. Revenue is generated through three primary streams: managed real estate operations (property management fees and rental income across tourism, business, student, and senior residences), professional services for private property owners (La Conciergerie handling key handover, inventory, housekeeping, and linen on Airbnb/Abritel/HomeAway), and transaction fees from in-residence ancillary bookings such as ski equipment, ski passes, restaurant, spa, and activity reservations. Pricing is unit-based and varies by property type, season, and location, with documented rates ranging from €199/week for entry-level camping mobil-homes to €1,390/week for premium mountain residences, plus early booking discounts up to 30% and emerging installment-based payment options.

MAGORA serves four primary customer segments: individual vacationers and families (the largest segment, spanning tourism residences, camping, and holiday apartments across France and Southern Europe), business travelers (urban apart-hotels with 75% average occupancy, 8 points above urban hotels), university students (Odalys Campus residences with 80%+ occupancy rates and a 20% international student ratio), and autonomous seniors (next-generation Happy Senior residences addressing France's demographic aging). Distribution leverages multi-channel marketing including brand websites, email/newsletter, LinkedIn organic social, press relations, and partner marketing (notably a recurring toll-credit partnership with Vinci Autoroutes), alongside trade distribution through tour operators, travel agencies, corporate accounts (comités d'entreprises), and the Flower Campings franchise network. Recent strategic emphasis has shifted toward international expansion — Brussels student residence opening June 2026, ongoing Iberia and African rollouts — and digital product investment, including online check-in and tablet-based concierge services aimed at reducing front-desk dependency and improving guest experience across the managed portfolio.

Name

MAGORA

Legal name

MAGORA

Website

https://magora.fr

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

101–250 employees

Short description

MAGORA (operating as Groupe Odalys) is a French managed real estate group operating 550+ tourism residences, urban apart-hotels, student residences, franchised campings, and senior residences across France and Europe, serving 2M+ vacationers annually under 10 brands. The subsidiary of Groupe Duval generates €450M in revenue through full-cycle design, distribution, operations, and property management services.

Ownership category

akta.pro rank

Product category

Managed Real Estate and Hospitality Services

NAICS

Real Estate Property Managers (53131), Residential Property Managers (531311)

SIC

Real Estate Agents & Managers (For Others) (6531), Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Real Estate Operators (No Developers) & Lessors (6510)

akta.pro primary industry

Full-Service Vacation Rental Property Management (BPAJAIAA)

akta.pro secondary industries

Luxury Vacation Rental Management (BPAJAIAD), Resort & Branded Residence Vacation Rental Management (BPAJAIAE)

Keywords

• Managed real estate
• Tourism residences
• Urban apart-hotels
• Student housing
• Franchised camping

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Managed Real Estate Operations: Full-cycle management of tourism, business, student, and senior residences including design, distribution, operations, and service provision. Revenue generated from property management fees and rental income from managed properties.
2. Concierge Services: Property management services for private owners renting on platforms like Airbnb, Abritel, HomeAway. Services include key handover, inventory management, housekeeping, and linen management.
3. Tourism and Hospitality Services: Direct vacation rental bookings, additional services like ski equipment rental, ski passes, restaurant, spa, and activity bookings within residences.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

MAGORA (operating as Groupe Odalys) manages and operates a portfolio of approximately 550 residences, campings, apart-hotels, hotels, and chalets across France and Europe under 10 brands. The portfolio spans tourism residences (Odalys Vacances), urban apart-hotels (Odalys City), student housing (Odalys Campus), franchised campings (Flower Campings), senior residences (Happy Senior), residential mobil-home sales (My Home by Flower Campings), property syndication (SGIT), high-end property transactions (Alpissimmo), property ownership/investment (Odalys Invest), interior design (SDM), and concierge services for private property owners (La Conciergerie by Odalys). The company internalizes the full lifecycle of managed real estate — concept design, distribution, operations, and service provision — generating 450 M€ in annual revenue with 1,700 collaborators.

Product overview

MAGORA operates as a leader in managed real estate across Europe with a multi-product portfolio of 10 brands organized around three pillars: tourist exploitation, urban managed residences, and services dedicated to managed real estate. The offering spans tourism residences (Odalys Vacances), city apart-hotels (Odalys City), student housing (Odalys Campus), franchised campings (Flower Campings), senior residences (Happy Senior), real estate syndication (SGIT), property transactions (Alpissimmo), property ownership programs (Odalys Invest), interior design (SDM), and residential mobil-homes (My Home by Flower Campings). The company manages the complete lifecycle from conception through operation, including design, distribution, service provision, and exploitation across approximately 550 residences, campings, apart-hotels, hotels, and chalets in France and Europe, generating over 450 million EUR in revenue with 1,700 employees.

Differentiator

Problem solved

Functional benefit

Brands

• Odalys Vacances: Tourism residences and holiday accommodations
• Odalys City
• Odalys Campus
• Flower Campings
• My Home by Flower Campings
• Happy Senior
• SGIT
• Alpissimmo
• Odalys invest
• SDM
• La Conciergerie by Odalys

Products and services

• Odalys Vacances Flagship tourism residence brand offering vacation accommodations across France and Europe, including seaside, countryside, and mountain properties with leisure facilities and services for individuals and families.
• Odalys City Urban apart-hotel brand providing serviced apartments in city centers for business and leisure travelers, featuring kitchen facilities, workspace, and hotel services.
• Odalys Campus Student residence brand offering modular, connected housing with optimized spaces for sleeping, dining, and studying, along with shared amenities and community activities for students and young professionals.
• Flower Campings First network of franchised campings in France offering mobil-home rentals and outdoor camping experiences across diverse landscapes for vacationers and families.
• My Home by Flower Campings Residential mobil-home sales brand for camping sites, complementing the rental offering with mobile home ownership for camping site operators and individuals.
• Happy Senior Next-generation senior residences offering secure and reassuring environments for autonomous seniors, with the 'Happy Life' program addressing economic and societal aging challenges.
• La Conciergerie by Odalys Concierge and property management services for private owners renting apartments or chalets on peer-to-peer platforms (Airbnb, Abritel, HomeAway), offering key handover, inventory management, housekeeping, and linen management.
• SGIT (Syndic de l'Immobilier Géré) Expert syndicate specializing in managed real estate, handling property management and administration services for the group's properties and external clients.
• Alpissimmo High-end property rental and transaction services for premium real estate in French alpine and resort markets.
• Odalys Invest Property ownership program allowing clients to combine heritage and vacation benefits by becoming property owners in managed residences across the group's portfolio.
• SDM (Spécialiste de l'Aménagement Intérieur) Interior design specialist for hotel and residential properties, providing furnishing and design services for the group's properties and external clients.

Quantifiable outcome

• 75% average occupancy rate for city center appart'hotels, 8 points higher than urban hotels
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

Three partnerships are on record, tiered minor and core.

• BrandImageminorOthers · 1 January 2018Branding agency partnership for new visual identity and brand architecture launched in 2018 for Odalys' 20th anniversary, working with agency recognized for branding work in tourism and real estate sectors.
• Vinci AutoroutescoreGTM or Marketing PartnerPartnership offering toll credits (50€) to vacationers booking stays through Odalys. Multiple promotional campaigns conducted together including summer and winter season offers to drive customer acquisition.
• AFEV (Association de la Fondation Étudiante pour la Ville)minorStrategic or Co-development PartnerPartnership with AFEV for student community engagement where Odalys Campus students provide tutoring support to children facing difficulties, integrating residences into local neighborhoods.

Scale indicators5 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Réside Études: French operator of student residences and serviced apartments, directly competing with Odalys Campus for student housing tenants and with aparthotels for business stays in France.
• Pierre & Vacances: French vacation residence and tourism accommodation operator, also serving as the most direct French-headquartered competitor to MAGORA's Odalys Vacances brand across self-catered tourism residences in France and Europe.
• Adagio (Accor / Pierre & Vacances joint venture): Major European apart-hotel brand competing head-to-head with Odalys City in France, Germany, and other Western European cities, with similar target audience of business and leisure travelers wanting apartment-style stays.
• Appart'City: French apart-hotel chain offering serviced apartments in city centers, directly competing with Odalys City for business travelers and urban leisure guests seeking kitchen-equipped accommodations.
• Studélitis / Nemea Appart'Etudes: French student residence operator providing modular student housing, directly competing with Odalys Campus in French university cities and expanding into the same Spanish and Portuguese markets.
• Center Parcs (Pierre & Vacances): Operates short-break family holiday villages across Europe, directly overlapping with Odalys Vacances family-focused tourism residence offering in France and neighboring markets.
• Vacalians Group: European outdoor hospitality operator (campings, holiday parks) that competes with Flower Campings in the franchised camping and outdoor accommodation segment across France and Europe.

Emerging players

• Huttopia: French glamping and nature-camping operator overlapping with Flower Campings in outdoor family accommodations, though with a more niche glamping positioning and smaller footprint.

Broad incumbents

• Booking Holdings: Major online travel agency group controlling Booking.com and other OTAs that drive distribution for MAGORA's properties and represent both a customer acquisition channel and a competitive pricing reference.
• Airbnb: Global short-term rental platform whose hosts MAGORA competes with through La Conciergerie by Odalys property management services and whose platform dynamics shape the broader vacation rental demand pool.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/groupe-magora

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MAGORA