The décor has not changed fundamentally. Why bother, for a building due to open in 2019, whose iconic showcase has won awards for its bold architecture and transformed the station area, the "new Saint-Roch"... where other hotels are now converging. Behind this jewel of a façade - "belaroïa means "jewel" in Occitan - a few improvements here and there. In particular, local professionals and business travellers will be welcomed in a cosier library area, where a veritable "library" will gradually take shape. coworking offeralready in use de facto.
The seminar rooms had a comfortable head start, with state-of-the-art equipment such as the digital flipcharts that are always a hit with corporate clients. Their managers were content to watch the competition get up to speed. " When we opened, all the four-star hotels in Montpellier came to see our facilities once, twice, three times, and scanned the brand names behind our equipment. "laughs one of the school's managers. " So much the better, as it means that everyone is moving upmarket! The different hotels are pulling each other up by the bootstraps, and this guarantees a certain homogeneity for the MICE clientele in Montpellier." .
One brand, one identity, one ambition
Perhaps the most visible transformation is the white arabesques that adorn the building's glass façades, proudly defining the identity of the site and expressing its new philosophy. "Bela Food, Bela Chill, Bela Work, Bela Live: the mantra put forward by the group ValotelIn the style of a 'Mange, prie, aime' made in Montpellier, this project gives even more substance to the new identity unveiled on 15 October by the Valotel group. And that's where the big news lies: the birth of a brand, with a strong identity, which the group's managers intend to promote to business travellers and the local population alike. The small shopping area inaugurated on this occasion at the entrance to the Belaroïa symbolises this desire to proudly display the colours of the establishment and its Bela Food, Bela Chill, Bela Work, Bela Live philosophy. Here on a T-shirt, there on a bobsleigh or a water bottle... These colours can also be found on the establishment's new website, redesigned for the occasion.
" Since the Belaroïa opened, the local clientele has responded very favourably, the hotel is doing very well, the Delagare restaurant is a real success, as are the Nectar and the spa. "says Pascal Donat, Chairman of the Valotel Group. " We thought we'd go one step further in affirming our identity and our vocation: to be a place to live. And that's what we've done, with a few changes and a new visual identity. ".
So the question arises: was it necessary to work on a new brand, a new concept, for a single, modern hotel that already enjoys such a strategic location opposite the station, and a building that is instantly recognisable? Or, to be more precise, for two brands, since at the 102 four-star rooms of the Belaroïa, the 80 3-star Campanile roomsThe two addresses coexist within the same Belaroïa combo - a further argument in favour of welcoming MICE customers for major events, with extended capacity, differentiated rates and shared facilities. Just as the ecoresponsible certification the hotel management is working on, which could lead to the creation of a Green Key label to attract even more corporate customers.
Appetite comes from daring
One answer lies in the complexity that has prevailed until now, with a lack of clarity in terms of offering, organisation and identity. A Golden Tulip - now off the radar - a Campanile, the Chez Delagare restaurant, the Nectar. Perhaps we'll be able to simplify things even further - and move upmarket - by moving the breakfast service back to the sumptuous Delagare restaurant. Or even by one day uniting all the rooms under a single identity: Belaroïa? For the time being, Belaroïa's main aim is to establish itself among hotel guests and the local population as the place to work, chill out, etc...
The other answer is still being given only half-heartedly - if at all - by the management of the establishment and that of the Valotel group. With a sensitive temptation tinged with legitimate caution, or commendable modesty. But we can't help thinking that the 'jewel in the crown' could be exported to other destinations. Neighbouring regions like Valencia, European capitals like Stockholm (see here): Belaroïa's state of mind and energy mean she is not restricted to the 'Surdouée', as Montpellier is known to some. To be continued...
