"The harmonious narrative that a customer experiences through feelings, sounds, and tastes should be consistent, shaping the luxury industry (though these industries may be unfamiliar to many)."
Transforming French Hotels: A New Era of Hospitality
In the heart of Paris, a revolution is taking place within the hospitality industry. Gone are the days of impeccable silverware and square beds being enough to satisfy guests. Today, French hotels are striving to tell a story and convey values, such as sustainable development, through every aspect of their establishment.
Céline Jourdheuil, co-founder of StudioCé Paris, a "table setters" bureau, explains this shift. She highlights the importance of tableware, decoration, books in the library, and even the musical atmosphere being carefully considered.
This narrative is translated into sets by professionals like Antoine Ménard, Creative Director at Paris Society. He surrounds himself with a team of experts, including AI-powered personalization specialists, digital concierge service managers, experiential local culture coordinators, and technology integration experts.
These hidden professions are enhancing the guest experience by blending advanced technology with authentic, localized offerings. For instance, AI-powered personalization specialists implement systems that learn guests' preferences to automatically adjust room settings upon arrival. Digital concierge managers oversee mobile check-in, keyless entry, and instant digital concierge services. Local experience coordinators organize cultural activities like private cooking classes and walking tours, turning hotels into cultural gateways. Technology integration experts ensure the installation and maintenance of advanced infrastructure like high-speed WiFi and in-room entertainment systems.
Marie Veidig, identified as an Art Curator, spends hundreds of hours choosing books to place in a room's library and collaborates with local artisans and emerging artists to curate art for hotels. She worked with the Beaumier hotel company on the Fitz Roy, located in Val Thorens.
The goal of these professionals is to tell a story and bring it to life through the client's experiences. Antoine Ménard, for example, wrote 100 pages about a Milanese aesthete for a future restaurant to make clients feel at home. For the Hôtel Métropole project, Céline Jourdheuil and Aurélie Lapierre were inspired by the place's Mediterranean setting, creating a strong visual impact with artisanal pieces like blown glass, Garnier-Thiebaut tablecloths, Murano glass cups, and Riedel wine glasses.
Julie Revuz, Director of Communication and Marketing at a Parisian hotel group, notes a clear effort in the last 15 years regarding the offer of hospitality and catering. This transformation is particularly evident in vibrant areas like Paris’ 10th arrondissement, where modern hotels meet contemporary travelers' high expectations for technology, authenticity, and convenience.
By harmonizing local cultural immersion with state-of-the-art hospitality technology, these hidden professions substantially elevate the overall guest experience beyond traditional hotel services.
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