Emblems Collection at Accor, Vignette Collection at IHG or Melià Collection one of the latest to emerge: there's a lot of talk about collections in the hotel industry. It's a chic word, with a touch of fashion and a hint of the exceptional. But there is one of a more cultural kindThe Société des Hôtels Littéraires is more like Gallimard, Flammarion and Grasset than Dior and Chanel. Founded by Jacques Letertre, it now brings together six hotels under one roof: four-star hotels dedicated to the great names of French literatureThe rooms are, of course, decorated to evoke the characters in their novels, but they are also overflowing with books, collectibles and manuscripts.
" I bought my first establishment in 1988. And as, in addition to the hotel business, I'm also a great book collector, the idea came to me to combine these two worlds." explains this fanatical reader. The story began in 2013 with the opening of the Hôtel Littéraire Le Swann in Paris.in homage to Marcel Proust. " The writer closest to my heart "says Jacques Letertre. Located close to the Saint Lazare station, the hotel has 81 rooms, each different and each bearing a reference to a character from the history of France. SearchBaron de Charlus, Oriane de Guermantes, Albertine.
The Société des Hôtels Littéraires hasn't wasted any time since, opening other establishments, all affiliated to the Best Western. In Paris, they evoke the work of Rimbaud and Marcel Aymé, in Rouen that of Flaubert, Alexandre Vialatte in Clermont-Ferrand or, for the last volume, Jules Verne in Biarritz. Why these choices? " It's totally arbitrary, explains the founder of the group. I like a writer, I have him in my collection, the link lends itself to it and we do it. For example, I had to make a hotel for Rimbaud. From the day you read him and discover a language you've never spoken before, the world becomes a different place." . This poetic 42-room hotel is located in the 10th arrondissement of Paris, while in Montmartre, the choice fell on Marcel Aymé, as the hotel is next door to the house of the author of the Contes du Chat Perché. " But I could have imagined dedicating it to Mac Orlan or Célinesays Jacques Letertre. With the latter, of course, I would have had some press, but is that an advantage..."
If dedicating a hotel to Flaubert in Rouen was a logical movein Clermont-Ferrand, the group's founder chose between Pascal - who was rejected because he was a little too austere - and Alexandre Vialatte. "He was a brilliant translator of Kafka's work, a great columnist for the daily La Montagne and the creator of Michelin's pre-war advertisements." says Jacques Letertre, underlining another reason for this mischievous choice: "Being in good with Michelin and the region's leading newspaper can't do any harm. "Finally, last summer saw the launch of the Hôtel Littéraire Jules Verne in Biarritz. " As a child, I used to read his books during my holidays by the ocean. Biarritz reminded me of this, but the town also corresponded to the author's time." explains Jacques Letertre.
To create this one, like all the others before it, the narrative process is the same: take a city-centre hotel destined to become a four-star establishment, and take it upmarket, decorate each room according to the world of the works chosen with a framed quotation here, a novel there and original watercolours by Jean Aubertin. " For the Biarritz hotel, we spent 4.5 million euros to completely refurbish the hotel, remove rooms and fill the hotel with hundreds of books in several languages, including books that the Empress Eugénie had bound for her son that I had in my collection".explains Jacques Letertre.
The Société des Hôtels Littéraires took advantage of the past period to renovate all its hotelsIn some cases, this means adding new suites, redecorating the lobby, or even redesigning the entire hotel, as in Biarritz. " This investment plan, which was initially planned over three or four years, was completed in one year." says the company's founder, who foresees a lasting change in traveller behaviour: " Those who have not understood the need to modernise and adapt to new expectations will not survive in the long term."
With its unique positioning, the Société des Hôtels Littéraires benefits from a a loyal and cultivated customer baseThese included the Société des amis de Marcel Proust and those of Marcel Aymé, as well as fans from abroad. Flaubertian Indians or German Proustians" says Jacques Letertre. But business customers are also present in hotelsThis also applies to event venues. This also applies to event spaces, as the hotels' place in the cultural world makes them an ideal meeting place. " In Paris, hardly a week goes by without us hosting a book launch, the announcement of a play or the presentation of an exhibition.. "
As for the next hotel, one thing is certain: it will be dedicated to Colette. " At the Book Fair, we took a poll giving five names, all women. She came out a few votes ahead of Georges Sand and Marguerite Yourcenar." . The question is, where? It's a real issue. In the Puysaie, her region, it's difficult to make leisure and business tourism complement each other. The corner of the Palais Royal where she used to live in Paris would be ideal, were it not for the price per square metre. Why not Saint Malo, where Le Blé en herbe is set? You have to take your time and make no mistakes. In any case, there are plenty of authors and plenty of towns: Caen, Lyon, Bordeaux, Tours, Nantes... "And even now that Jules Verne is already taken by the hotel in Biarritz?" I'd love to find another great Nantes native!" concludes Jacques Letertre.
