Hotels, code changes
For a long time, the hotel market was divided between, on the one hand, very family-run establishments and, on the other, a few large hotel groups duplicating their concept without questioning themselves. The arrival of online travel agencies (Airbnb et al.) and, above all, of a generation Z cultivating new consumer habits has pushed the hotel industry into a state of flux, particularly in the luxury segment. Small, human-scale groups have emerged. They embraced the word "collection" and began to change codes.
We remember the Chevalier family, one of the first to cultivate the art of entertaining in the four corners of Paris; Anne Jousse and her B Signature group; Jean-Philippe Cartier, initiator of H8 Collection; Patrick Pariente, founder of the Naf Naf clothing brand, who entered the luxury hotel business with his two daughters; and, of course, the three musketeers of Experimental Group, who went from cocktails to hotels in a matter of minutes.tements brand Naf Naf, who entered the luxury hotel business in 2013 with his two daughters; and, of course, the three musketeers of Experimental Group, who have gone from cocktails to hotels by adopting a fourth accomplice.
These pioneers have spawned others. Today, there are countless young French hotel collections. What they all have in common is the desire to entertain in a different way; they tell the story of family adventures, friendships, and sometimes of pure marketing. These small, human-scale groups can afford to focus on the pleasure of entertaining, and are happy to talk about terroirs, attentions and, above all, originality.
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Millésime
Founded by husband-and-wife team Philippe and Alexandra Monnin, the Millésime group has been nurturing the same desire for five years: to share a certain vision of receptivity and savoir vivre (bien). The founders refer to their addresses as "bubbles" where wellness and a taste for the terroir are cultivated. The group has several "Maisons", weaving a web across France, with an escape to Portugal. In Reims, Paris, Bordeaux, Talence, Megève and Porto, elegant stages embody the French art of living. Three openings are planned for 2022-2023, including Château de Brindos in Anglet this spring.
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Ginto Hotels
"Never leave anything to chance."This young group's base line is displayed on its home page. It's an entrepreneurial approach, led by three partners with backgrounds in management and the hotel industry. Their idea: to make neighborhood 3-star hotels sexy. The collection comprises four establishments, including the famous Hôtel Paradis in Paris and the brand-new Saint-Julien in Biarritz. Two partner hotels have also been added. Growth is set to intensify over the next three years, with six acquisitions in the hypercentres of medium-sized French towns. Provincial new chic.
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Evok Collection
Pierre Bastid, Romain Yzerman and Emmanuel Sauvage, founders of Evok Collection, are determined to create new lifestyles and places that turn luxury hotel codes on their head. With six different identities, the destinations, steeped in history, are carefully chosen to plunge you into the heart of the atmosphere of a city or neighborhood. Four luxury boutique-hotels in Paris, including a sublime one on the Place des Vosges, a hamlet of chic chalets in Courchevel, and three eagerly-awaited openings in Venice, Rome and Madrid: each address has its own character, vibe and codes.
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Les Hôtels (très) Particuliers
When a major player in French Tech enters the hospitality business, he takes the opportunity to shake up the industry. After founder Guillaume Multrier, Matthieu Evrard took up the torch and continues to apply start-up culture to the world of hospitality. Les Hôtels (très) Particuliers cultivates the desire to re-enchant the hotel business outside the city. From the warm, festive spirit of the first three Alpine addresses (Folie Douce, Le Monêtier and Rock Noir), to two châteaux just outside Paris, conceived as hybrid products between chic hotels and cool guest houses, the approach is deliberately different.
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2L Collection
The Martel family is driven by a passion for travel. Founded in 1995 by Pierre-André Martel, the family-owned Caravelle group (industry and services) recently launched 2L Collection, a young, charming hotel brand. Since 2019, Lorène Martel has been at the helm of three 5-star establishments with distinctive identities. Left Bank ambience for the Cinq Codet, in Paris, dream life at the Château d'Audrieu, in Normandy, and family home spirit at the Château de Fonscolombe, in Provence (both Relais & Châteaux). A perfume of discreet luxury.
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