How did Azureva gradually move into the MICE segment?
Bruno Mounier - We are a subsidiary of La Poste, created over 70 years ago. As a result of this heritage, Azureva now operates 43 sites. From its original aim of enabling postal workers to go on holiday, the association has gradually evolved towards a more commercial approach. In this context, given their locations and configurations, our sites are ideally suited to the needs of corporate customers. Tests were carried out on certain establishments around ten years ago to host AGMs of trade unions or sports federations, with positive feedback. For the past three years, we have been keen to go further in the MICE segment by opening up to all types of companies. Today, MICE accounts for 3% of our business, thanks in particular to a +10% increase in business by 2023. Within five years, we would like to see this market segment reach 10%.
What are the different types of corporate customer received in your villages?
Bruno Mounier - Half of our customers are SMEs. The remaining 30% of our customers are associations, including trade unions, political parties and sports federations. Last but not least, 20% of demand comes from major French or international groups. Some of these companies choose us for working days for their regional teams before bringing them all together at the end of the year for a national event at a main site. These events can be attended by up to 500 people.
How did Azureva's MICE offering come about?
Bruno Mounier - We have gradually built up our offer to become quite comprehensive, with more than twenty villages eligible for events ranging from meetings and incentives to conventions and congresses. And all this, starting with a half-day of study for a limited number of participants. up to a company convention of 500 people. Some of our establishments, in particular those in Ronce-les-Bains and Lacanau, can host this type of major event. The advantage of all our venues is that they combine the work dimension with the team-building and entertainment aspects, whether organised on site or outside, with service providers. The team-building aspect is a strong expectation of organisers to unite teams or celebrate good results together. At Lacanau, we have a private beach and a forest of several hectares that lend themselves very well to remakes of events like Pékin Express or Koh Lanta.
This seaside presence is a strong point. Where are your sites located geographically?
Bruno Mounier - These 20 destinations cover the whole of France, so we can meet most requests in summer and winter, whether they come from corporate clients in Paris or companies based in regional capitals, for local seminars. Starting in the north-west and working our way down France, our top 5 MICE villages are Pornichet, Ronce-les-Bains, Lacanau, Hendaye and Le Cap d'Agde. While 80% of our MICE business is concentrated on seaside destinations, with strong demand in spring and autumn, we also have two beautiful mountain villages. The first is Les Karellis in Savoie, a village that was completely renovated and reopened last summer. It can accommodate 300 people on skis, and meets the needs of companies who want to bring their teams up to the resort. In the Vosges, the village of Bussang has also been completely renovated and offers the dual advantage of being close to Alsace and in the middle of the mountains, with plenty of trails for hiking and mountain biking, as well as skiing.
Some villages, like Lacanau, have the MICE label, while others do not. What are the differences between the two?
Bruno Mounier - It is quite small and corresponds to specifications defined internally according to the facilities and services offered, particularly in terms of catering. Our 12 MICE-labelled destinations offer a more complete package.. The others also have the capacity to host events, but in a way that is similar to hosting groups. In the end, the differences are quite subtle. With the most advanced options for group catering, the offer is very similar to the seminar menus.
But what do all your sites for business meetings have in common?
Bruno Mounier - Our sites have a capacity of 300 to 500 people with meeting and sub-committee rooms, and areas dedicated to events and bars and restaurants, at least one or two swimming pools and outdoor playgrounds, all within walking distance. In short, everything an organiser could want. Full-board or half-board options are also available. It all depends on the size of the group and the budget. For events of less than 50 people, we can semi-privatise the village with areas reserved for this customer, while full privatisation will mainly concern groups of more than 200 people.
With sites ranging from 2* to 4*, is Azureva's strength also in offering advantageous solutions?
Bruno Mounier - Because we are an association, our prices are kept down. Even on our 4* establishments, we make a point of not exceeding the ceilings. As our MICE rates are based on leisure group rates, we will be ever more competitive than most of our peers in the commercial sector, in the region of 20% to 30% on an average price per day.
Does the fact that you are an association under the law of 1901 have a new resonance with organisers' expectations in terms of CSR?
Bruno Mounier - Azureva claims to be one of the leading players in the social economy with local values. Certain calls for tenders from companies are focused on CSR, and this can be a differentiating factor, particularly in relation to associations or political structures that share these values, but also to large companies.
