The Starwood group, which acquired the Le Méridien brand ten years ago, has decided to give it back the sophisticated spirit of its origins, celebrating the romantic era of fine travel when Air France launched its Le Méridien hotel chain in the 1970s. The new positioning, already adopted by two thirds of the 104 hotels, is based on the image of the "French touch", with the same background music created by the French group Nouvelle Vague, sparkling aperitifs made from champagne and sparkling wines and, above all, a typically French signature pastry, éclairs. Available in all hotels, these are adapted to local tastes, flavoured with lemongrass in Thailand, maple syrup and pecan nut in Atlanta.
Because, as well as asserting its French roots, Les Méridien aims to help its customers discover the destination where they are staying. Even for those - especially those - who are only there for a short while. "Business travellers arrive at the airport, head off to the hotel for their meeting and leave the next morning frustrated at not having been able to enjoy the city", explains Brian Povinelli, the brand's director. Right from the entrance, an installation by a local artist puts guests in the mood, followed by catering and design that reflect the location. In Paris, for example, the walls of the rooms depict a stylised map of the city. Le Méridien Etoile, the original establishment, will be the high point of this evolution and will unveil its new décor in September, with a lobby designed not as a place to pass through, but as a meeting place with small lounge-libraries.
