While Barrière attracts a significant leisure clientele on weekends and during school holidays, the family group's 21 four-star and five-star establishments, both in France and internationally, are also a premier Mice destination due to their accommodation capacity, as well as their meeting and reception spaces or their dining venues... Not to mention the location of its hotels, which are key addresses in renowned seaside resorts, offering a "safe place" where everything can be done on foot.
The group’s main MICE destinations are the resorts in Deauville – with a total of 650 rooms across the Normandy, Royal and Hôtel du Golf – in Cannes – 550 rooms at the Majestic and the Gray d’Albion – and in La Baule – 318 rooms comprising the Royal, the Hermitage and the Castel Marie-Louise – as well as Le Touquet with the Westminster and its 104 rooms. Among all these establishments, the two Cannes hotels also benefit from the significant activity of the nearby Palais des Festivals and Congress Centre, while the Hôtel Barrière in Lille is very business-focused due to its proximity to the two SNCF train stations in the northern capital.
" While each hotel has its specificities, they all have dedicated spaces that allowed them to host some 3,700 events in 2025., says Pascaline de Labarthe, the Barrière Group’s MICE Director for France. The group sizes are on average 70 people for formats of about 2 days/1 night. Some establishments can be privatised in the low season. In Deauville, Barrière can organise events for up to 1,500 people and decorate the town in the company's colours. We work two-thirds of the way directly with companies, but the proportion of bookings made through travel agencies is steadily increasing, particularly for major clients who often use both channels to organise their events. "she adds.
Waiting game ahead of the presidential election?
The question of the budget is obviously important. We are working with the agency or company to ensure the best possible event with the allocated budget. ”, she says. Whilst MICE turnover has risen by 14% so far in 2026, the group nevertheless expects a certain degree of caution in 2027, until the presidential election, or even until the general election. To offset this potential slowdown in the French market, the group intends to focus more on the international market, which currently accounts for 20% of its clients, including those from the US, the UK, Switzerland and Scandinavia, amongst others… “ The goal is to gain recognition in foreign markets. Barrière is playing the card of historical addresses and the authenticity of an independent French group. ", specifies Pascaline de Labarthe. Bleisure is also very common within hotels, with business clients extending their stays into the weekend with their families.
Le Barrière Enghien-les-Bains undergoing renovation
In comparison with its competitors, Barrière highlights the €100 million it invests each year in the refurbishment and maintenance of its properties. Following on from Le Gray d’Albion in Cannes, which is gradually modernising its rooms and facilities, the Grand Hôtel in Enghien-les-Bains will close its doors on 20 July for two years to refurbish its 72 rooms and suites; however, its business centre will remain open, offering attractive daily rates. The Majestic in Cannes is expected to follow suit around 2029–2030. These works will help to enhance the hotels’ sustainability credentials. The group is already ISO 20121-certified and has four Green Globe-certified properties: Fouquet’s Courchevel, L’Hermitage, the Majestic and Le Gray d’Albion.
The continuous barrier is also deploying its hotel brand Fouquet's internationally, with the opening of its first hotel in Greece, in Mykonos, on June 27th. It offers 60 suites and 3 villas. Portugal and Brazil are reportedly in the pipeline. Fouquet’s Paris has just secured The Palace distinction. " It's a plus for some companies, estimates Pascaline de Labarthe. This values our expertise, the excellence of our service, and the quality of the customer experience. ".
To host events, the Champs-Élysées establishment offers a boardroom (16 places), a historic salon (120 people), two restaurants in addition to the famous brasserie, bars, and a rooftop. Barrière is also developing its food and beverage partnerships, such as the Ciro's restaurant, which is opening on the beach at L'Hermitage in La Baule (following Deauville and Cannes), or Loulou, created at the Courchevel establishment after acquiring a majority stake in this restaurant group in 2024.
Offer experiences alongside events
When it comes to activities, hotels are committed to offering local experiences through their "Moments Barrière" which highlight the unique features of each destination. The programme includes visits to the D-Day beaches or sulky rides in Deauville, a tour in a vintage car of the salt marshes near La Baule, an electric bike ride through the Alsatian vineyards near Ribeauvillé, an introduction to land sailing on the vast beach of Le Touquet, a sailing trip in the bay of Saint-Malo facing the Dinard hotel, a perfume-making workshop in Grasse in the hills above Cannes... Our clients are looking for highlights outside of meetings ", says the head of MICE France. For those looking to enjoy a wellness break alongside an event, the venues also feature a spa, or even a thalassotherapy centre, as is the case in La Baule.
