High-end alpine hotels are enriched by new heights
The resorts of the Alps always count more than 4 and 5 stars. The opening this Friday of the Four Seasons Megève, a project of 100 million euros, is a testament to the beautification of the park.
As the 2017-2018 ski season opens up, it’s not just the snow that falls on the French Alps, the stars too … If Courchevel (Savoie) palaces are often Hotels of at least 4 stars are multiplying in mountain resorts rhônalpines. What makes it, after Paris and the Côte d’Azur, the third big tricolor pole for the upmarket hotel even luxury.
The opening on Friday, December 15th of the Four Seasons of Megève is symbolic value. This project, led by Edmond de Rothschild Heritage – the lifestyle department of the Edmond de Rothschild Group – cost no less than 100 million euros. The hotel, which has 55 rooms including 14 suites, offers “the largest spa in the French Alps” (900 m²). For the Canadian channel, which will operate under a long-term management contract, it is its first mountain hotel in Europe.
Luxury in a cozy spirit
But that’s not all. Because this Friday, also opens in the Savoyard resort of La Rosière a Hyatt Centric, a 4 stars positioned “luxury in a cozy spirit” ( 47 rooms and 22 suites) .This is the first realization in France of a new concept “lifestyle” of the American hotel group.In parallel, the Araucaria Hotel & Spa, a “4 stars of new generation” owned by Assas Hotels – a small operator already active in Chamonix – will welcome its first customers in La Plagne . And Club Med will inaugurate its new 4 trident village of Samoens Morillon, a 100 million program, which will further strengthen its presence in the Alps, in line with its mountain strategy .
“There is a renewal of traditional alpine hotels with a luxury and ‘lifestyle’ positioning, but also a diversification with hybrid accommodation and luxury chalets to share” , summarizes the manager of the hotel and tourism division of KPMG France, Stéphane Botz.
Offer up sharply
The 2016-2017 winter season was marked by the launch of the first 5-star Les Arcs, the Taj-I Mah (at Arc 2000), Tignes’ first boutique hotel, Le Taos, as well as the arrival of Barrière in Courchevel, with its Barrière Les Neiges (5 stars), the first hotel of the group in the mountains, a “hyperluxe” offer .
The number of 4-star and 5-star hotels in the Rhône-Alpes resorts grew by around 44% between 2010 and 2016, reaching 141 establishments at the end of last year, ie 6,300 rooms (+ 36%). And it’s not over. Assas Hotels plans to deliver a 4-star spa with La Clusaz in December 2018, while Airelles Collection , the small luxury hotel group of businessman Stéphane Courbit, who – recently – his name to one of Courchevel’s palaces, wants to create another one in Val-d’Isère at the end of 2019. It’s a question of renovating a 4 stars hotel, the Brussel’s, its rise in range accompanied by a name change.
New Chinese and Brazilian customers
But the leisure accommodation sector is all the more bubbling because it also includes projects of luxury hotel residences or “exclusive” chalets , like the still to be done under the Edenarc program in Paris. arc 1800 and chalets Club Med (Valmorel and Samoëns Morillon). can the market absorb these additional capabilities while most institutions do not “look” that winter? At this point, experts are confident. ” The demand remains extremely strong, the Alps are an exceptional massif and our ski areas are extremely well-equipped, “ recalls Philippe Gauguier, head of In Extenso’s hotel and tourism division (Deloitte network).
New clients are emerging. Club Med attracts Brazilians and its famous Chinese customers are beginning to show themselves. In addition, although the activity is generally geared to the ski season, it remains “very profitable [in the upscale hotel / luxury, Ed] because of high occupancy rates and prices , “ stresses the director of operations of the MKG study and advisory group, Vanguelis Panayotis.
