Hospitality: the post-Covid lifestyle of Grape Hospitality

“What are customers looking for today? Places to live, in the countryside or in nice cities and hybrid accommodation. » For Frédéric Josenhans, CEO of Grape Hospitality, the pandemic and confinement have played the role of catalysts for the fundamental transformations that are already underway. Yesterday’s segmentation is no longer enough. Alongside the large standardized hotel chains that emerged in the 1970s and then the hotel industry of the 2000s (Mama Shelter, boutique hotels, etc.), there is a need for another form of accommodation where very varied and multifaceted you can choose between rooms, lodges, suites, bedrooms, come with friends, family, as a couple or alone, and take advantage of the location, from the swarms of the city to the calm of the field. It is this territory that Grape Hospitality aims to explore and develop as quickly as possible.

Reconnect with nature

Founded in 2016 from 85 businesses acquired from Accor, the Eurazeo-backed group (70% of the capital, the rest held by AccorInvest and management) now has about 110 hotels and 70 restaurants in eight countries. Europeans. To navigate the new trends, it relies on two of its new brands: Country Homes and The People. The first (four hotels not far from Paris), after a few months of filming, will be officially unveiled at the Domaine de Maffliers, the flagship of the brand and concept, on May 19, 45 minutes from Paris. “To locate its position, the residences are located between Relais & Châteaux and Center Park”, explains Frédéric Josenhans. Whether it’s Maffliers, the Château de Fontainebleau, the Parc du Coudray or the Chemins de Sologne, the idea is to reconnect with nature, for a weekend or a few days, in a family or friendly atmosphere. In Maffliers, where you can choose a cottage, suites or rooms, the century-old trees, the horse and the beehives set the tone and a starry chef delights the guests; in Fontainebleau, a stone’s throw from the castle and the forest, you can choose between cooking, yoga or cocktail classes; on the Chemins de Sologne you can visit the castles of the Loire with a wireless pass, follow a floral art workshop, taste local cheeses, ride an electric bike; at 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, decidedly urban horizons. The brand is the result of the acquisition and merger of The People Hostels and Les Piaules, two concepts originally designed for “backpackers” who travel around Europe backpacking and frequenting mainly youth hostels. The two are now merging into a common brand, The People. The idea is to expand the concept of traditional urban hotels by offering a variety of accommodation – private rooms, bedrooms, hybrid rooms for small groups – to suit and suit all ages and all profiles: families, couples , solo adventurers, seminar staff, for long or last minute stays …

Paris Marais, The villageDR

Places of modern lifestyle that preferably fit into a lively area of ​​a big city. Paris Marais, inaugurated on June 8 and which will sign the official launch of The People brand, is located between the Seine (Pont Marie) and the Place de la Bastille in the former administrative city of the Boulevard Morland where the Directorate of ‘Urbanism. More than 400 beds from the double room to the bedroom, the trendy and trendy kitchen of the Titi Palacio, a bar, a “guinguette” cafe, evening life in the 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. “First of all, we intend to focus on France with the aim of thirty establishments in all major cities depending on the 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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