The renovation of the Grand Hôtel Roi René has just been completed. What was the philosophy that guided this project?
Elisabeth Mendes – The idea was to restore the nobility of this emblematic place. To respect the architecture of the hotel, and above all, to celebrate Provence. The fresco at the entrance, the crown of King René, the fountains, the vegetation… You see olives everywhere in the decorations. There's a common thread leading to the patio umbrella, with these ochre, terracotta colours. It was about being in continuity with the city of Aix-en-Provence. When a guest arrives at the hotel, they should think: "We are really in Aix-en-Provence."
Beyond the aesthetics, what changes in the use of spaces?
Elisabeth Mendes – We wanted to modernise the place with living spaces accessible all day. You can work collaboratively from the bar, in the lounge if it's free... The customer can settle in as they please. The bar, for example, is now open to the entrance – which wasn't the case before. And there are electrical sockets everywhere. We've truly designed a living space. There's no need to be a hotel guest to feel at home. When you see the patio, it feels like you're on a terrace right in the middle of the Aix market. It's quite theatrical, lively all day. We ourselves are surprised: we think, "Oh, a customer is settling in there," and each time, we discover a new perspective. When I come for meetings, I sit down and think: "This seating isn't bad; the angle is interesting." Everything has been well designed.
How would you describe the hotel's new aesthetic?
Elisabeth Mendes – The establishment gives a new place to art, notably highlighting the work of ceramists. There are many fine materials. It's not overdone. That makes all the difference. It's heritage, made to last.
Does the renovation change your business positioning?
Elisabeth Mendes – Yes. We wanted to change the segmentation and attract more high-end executive committees. We are starting to get this type of clientele, and we will have more and more of it. It's about finding the right client – banks, insurance companies, pharmaceuticals, luxury brands. A lot of English is spoken in this hotel. And the Mayor, during her visit, told me: "I'm going to come back here for my meetings." When you achieve that, it's truly superb.
How do you manage seasonality between leisure and business clientele?
Elisabeth Mendes – From April to October, I favour leisure clients, who have considerable spending power. And from October to March, we make more room for MICE, as it's low season, with less tourist appeal in the city. But the weather is shifting so much at the moment that it helps us…
Aix-en-Provence seems understated compared to Marseille or Nice in terms of hotels and MICE. Is this a deliberate choice, a form of "quiet strength"?
Elisabeth Mendes – Precisely. We don't want to become like Barcelona or Rome, where there are too many people. I think Aix-en-Provence's policy is to preserve its residents and quality of life. And that sells very well: Americans sometimes book a year or two in advance, precisely because it's calm and peaceful. The Provençal markets, museums within walking distance, the Cézanne year... We know why we come here. It's not for the same reasons we'd go to Marseille or Nice.
What is missing in Aix-en-Provence to go further in the MICE sector?
Elisabeth Mendes – A better-utilised conference centre. It's an eight-minute walk away, has three large halls, but it lacks a bit of modernity. It's an issue we regularly raise with the hotel club. There are four or five major conferences per year, but that's not enough compared to what Marseille drain, for example, even if Aix doesn't want to—and shouldn't—have the same capacity. But renovating the convention centre would be a real opportunity for the entire destination.
One last word on the vision guiding this establishment?
Elisabeth Mendes – We are not focused on volume. We prefer to reduce capacity rather than sacrifice quality – whether that's in catering, events or accommodation. A seminar client has access to the same breakfast buffet, the same swimming pool as a leisure guest paying €350 for their room. We make no distinction. That's luxury, as we see it, and it's highly valued. We want clients to return, we want to build loyalty. That's the strategy, the vision of this new establishment: high-end, done correctly, respecting the product and shining throughout the whole city.
