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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 the confinements have played the role of catalysts in the fundamental transformations already at work. Yesterday’s segmentations are no longer enough. Alongside the large standardized hotel chains that appeared in the 1970s and then the lifestyle hotel industry of the 2000s (Mama Shelter, boutique hotels, etc.), the need is felt for another form of accommodation where very varied and multifaceted can choose between rooms, lodges, suites, dormitories, come with friends, family, couple or solo, and take advantage of the advantages of the location, from the swarming of the city to the calm of the countryside. It is this territory that Grape Hospitality intends to explore and develop as quickly as possible.

Reconnect with nature

Formed in 2016 from 85 businesses purchased from Accor, the group supported by the Eurazeo fund (70% of the capital, the rest being held by AccorInvest and management) now has some 110 hotels and 70 restaurants in eight countries Europeans. To surf on 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 running-in, will be officially launched at the Domaine de Maffliers, flagship of the brand and concept, on May 19, 45 minutes from Paris. “To situate their positioning, the Residences are placed 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 that of reconnecting with nature, for a weekend or a few days, in a family or friendly atmosphere. In Maffliers, where you can choose a gîte, suites or rooms, the hundred-year-old trees, the horse and the beehives set the tone and a starred chef delights the guests; in Fontainebleau, a stone’s throw from the Château and the forest, you can choose between cooking, yoga or cocktail classes; at the Chemins de Sologne you can visit the castles of the Loire with a skip-the-line pass, follow a floral art workshop, taste local cheeses, ride an electric bike; at Parc du Coudray, south of Corbeil-Essonnes, relax at the Deep Nature spa or by the pool, play tennis, petanque…

New style “youth hostels”

With The People, Grape Hospitality explores other horizons, resolutely urban. The brand is the result of the takeover and merger of The People Hostels and Les Piaules, two concepts originally intended for “backpackers” who travel around Europe backpacking and mainly frequent youth hostels. Both are now merged into a common brand, The People. The idea is to broaden the concept of traditional urban hotels by offering a variety of accommodation – private rooms, dormitories, hybrid rooms for small groups – which cater to and adapt to all ages and all profiles: families , couples, solo adventurers, employees in seminars, for long-term or last-minute stays…

Paris Marais, The PeopleDR

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

With him 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 first intend to focus on France with the objective of thirty establishments in all major cities depending on the opportunities”, announces Frédéric Josenhans. But some projects in other European cities are already mentioned… Where Grape Hospitality is already well established: Portugal, Spain, Italy…

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