Rarely have the French had such a need to take a winter break. Despite the rise in the price of living (taxes, energy) and the anxiety-provoking international context (Syria, war in Ukraine), they are looking to escape. In the sun, but especially this year by favoring the mountains as the occupancy rates of the resorts during the Christmas holidays have just shown: the ski business is flourishing thanks to an increase in the range of resorts which focus on well-being and luxury. L’Express has selected the most cocooning and heavenly destinations.
No offense to the Court of Auditors including a report this winter highlighting the vulnerability of the resorts, the mountain is doing pretty well, thank you. At least this is the message that the entire profession has recently wanted to convey, with supporting evidence. Faced with an obstacle course that forces them to constantly adapt, the snowy territories have initiated a considerable diversification of their activities for a total “mountain experience” over four seasons, including getting back into shape in all its… forms.
Rising prices
This is obviously not enough. The focus is on accommodation: throughout the massifs, older structures are benefiting from in-depth renovations, sometimes thanks to financial incentives, such as in Saisies, Les Menuires, Cauterets or even Saint-Lary. They remain essential to facilitate their marketing and attract guests, or even to finally consider limiting energy strains. In Val Thorens, forgotten, the rabbit cage residences where hordes of revelers from all over Europe crowded together. This obviously implies price increases.
On the other hand, this modernization must not be carried out to the detriment of more modest budgets. In Belledonne (Isère), we prefer to maintain good value for money despite quality improvements, such as at the Madame hotel and the Nemoz inn in Sept Laux. In Flaine, the same policy predominates, with the maintenance of accessible housing. Samuel Leroux, deputy general manager of Les Sybelles, the fourth largest French estate, specifies: “Our clients have a median age of 40 and a tax basket of 4,200 euros per month. The move upmarket of new residences [NDLR : Terrésens, CGH…] does not prevent the maintenance of reasonable prices.”
The luxury solution
The development policy of certain stations may, on the contrary, prove to be more radical. To attract new customers, the choice of luxury has been clearly established and is being extended to restaurants and all shops. In Courchevel, Megève, Val d’Isère or Méribel, four and five star hotels, chalets and residences are flourishing, offering a very high quality of service. Star chefs settle there. More unexpectedly, in the wake of Club Med in Valmorel, four four and five star residences are still being built this winter, even prompting the renovation of the ski lifts to satisfy ever more demanding customers. Or in Tignes, where the Lavachet district will be transformed into a charming village.
The mountain, a vast luxurious setting? Jean-Yves Remy, CEO of the Labellemontagne group (six ski areas), tempers: “It is not the job of all resorts to produce very high-end products. So, wanting something exceptional at a lower cost remains an equation complicated, but we can always find compromises.”
.