Hospitality: Grape Hospitality lifestyle after Covid

“What do customers want today?” Places to live, in the countryside or in pleasant towns and hybrid accommodations. » For Frédéric Josenhans, CEO of Grape Hospitality, pandemics and isolation have played the role of catalysts in the fundamental transformations already at work. Yesterday’s segmentations are no longer enough. In addition to the large standardized hotel chains that emerged in the 1970s and later the lifestyle hotel industry of the 2000s (Mama Shelter, boutique hotels, etc.), there is a need for another form of accommodation where very diverse and versatile can choose between rooms. lodges, suites, dormitories, come with friends, family, couple or just, and take advantage of the location, from the bustle of the city to the tranquility of the village. It is this territory that Grape Hospitality aims to explore and develop as quickly as possible.

Reconnect with nature

Formed in 2016 by 85 businesses acquired by Accor, the group supported by the Eurazeo fund (70% of the capital, the rest is held by AccorInvest and management) now has about 110 hotels and 70 restaurants in eight European countries. To browse for new trends, she relies on two of her new brands: Country Homes and The People. The first (four hotels not far from Paris), after several months of operation, will be officially launched at the Domaine de Maffliers, the flag of the brand and concept, on May 19, 45 minutes from Paris. “To decide their position, Residences are located between Relais & Châteaux and Center Park”, explains Frédéric Josenhans. Whether Maffliers, Château de Fontainebleau, Parc du Coudray or Chemins de Sologne, the idea is to reconnect with nature, for a weekend or a few days, in a family or friendly atmosphere. In the Maffliers, where you can choose a jetty, suite or room, centennial trees, horse and beehives set the tone and a star chef delights guests; in Fontainebleau, away from Château and the forest, you can choose between cooking, yoga or cocktail classes; in the Chemins de Sologne you can visit the Loire castles with a pass, attend a floral art workshop, taste local cheeses, ride an electric bike; in Parc du Coudray, south of Corbeil-Essonnes, relax in the Deep Nature spa or by the pool, play tennis, petanque …

New style “youth hostels”

With The People, Grape Hospitality explores other horizons, with urban determination. The brand is the result of the acquisition and merger of The People Hostels and Les Piaules, two concepts originally intended for “backpackers” traveling around Europe making backpacks and mostly in youth hostels. The two are now merged into a joint brand, The People. The idea is to expand the concept of traditional urban hotels by offering a variety of accommodations – private rooms, dormitories, hybrid rooms for small groups – which cater and suit all ages and all profiles: families, couples, single adventurers, employees in seminars, for long or last minute stays…

Paris Marais, PeopleDr.

Modern living spaces that preferably fit into a living area of ​​a large city. Paris Marais, inaugurated on June 8 and which will sign the official presentation of The People brand, is located between Seine (Pont Marie) and the place de la Bastille in the former administrative town on the boulevard Morland where the Management of Urbanism is located. More than 400 beds from the double room in the dormitory, the bistronomic and fashionable kitchen of Titi Palacio, a bar, a cafe “guinguette”, life from evening to morning, ultra connected …

With it The People now has nine destinations in Marseille, Tours, Lille, Strasbourg, Paris and Les Deux Alpes, to which must be added Le Havre and Caen, under construction. “We initially aim to focus on France with the target of thirty companies in all major cities depending on opportunities.”, announces Frédéric Josenhans. But some projects are already mentioned in other European cities … Where Grape Hospitality is already well established: Portugal, Spain, Italy …

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