What does the merger of Châteauform' with Eurosites ?
Gérald Coutaudier - This is an important milestone for Châteauform', and one that makes us the leader in the MICE market in France, but also in Europe. Our horizons have broadened, our playing field has expanded. Previously, we were positioned exclusively in the seminar market, which is worth a billion euros in France. But if we were to continue to grow, we had to open up to other markets, such as the training and theeventsBoth are worth the equivalent of two billion euros. That's why we decided to meet the Eurosites team. After that, it's a question of people. Our Chairman Daniel Abittan and Pascal Henryand Eurosites, got on very quickly, so it all happened quite quickly. Today, we have 360° coverage of the market, with a wider range of locations, skills and services on offer to our customers.
Why was it so important to have a global offering, from seminars to events?
G. C. - The link between all these professions is the response to our customers' needs. These needs have guided the development of Châteauform'. For example, at a time when companies are increasingly organising one-day meetings in city centres, we have launched City in parallel with our traditional offering, the Seminar Houses. We have also opened Campus in order to offer larger venues that can accommodate large teams for residential seminars. Very recently, we launched a new service for businesses with the Homewhich is the Châteauform' offering within their head offices. More and more companies are developing in-house training facilities, but it's not their job to manage them. It's not their job. We implemented the concept at the new Les Dunes of the Société GénéraleOne of our main customers, with a couple of hosts in charge of running the seminar centre. This brand is set to expand rapidly.
We saved three years on development, while benefiting from Eurosites' know-how and expertise.
How will the merger with Eurosites accelerate your move into training?
G. C. - We had already set our sights on extending our footprint to training courses. To this end, in 2016 we created a new brand, Collegewith the first facility expected to open in Issy-Les-Moulineaux end of 2017. Or rather what was to be the first establishment, because thanks to Eurosites we're opening four College in the Paris region at once, in La Chapelle, République, St Ouen and La Défense. This means we've gained three years in development time, while benefiting from the expertise and experience of our partners.Eurosites expertise in this market. Between now and the end of the first quarter, we will be implementing changes to ensure that our customers can enjoy the same quality of service in all these locations. consistent offeringThe Châteauform' brand offers a warm welcome, generosity and a human touch. Work is also planned to give the houses a new look. On the commercial side, we are also going to add one of the special features of our offer with the all-inclusive package.
You will also discover the events market...
G. C. - It's a different business, one in which we didn't really have any expertise. Eurosites' know-how will give us real expertise in this area, in addition to places like theEurosites George Vwhich will fall under the City brand in 2017but above all the salle Wagramthe Docks de Paris and soon the Palais des Congrès de Paris Saclay. This new expertise can also benefit our seminar centres, City and Campus, where we will be able to add a dimension to events that we have not had until now. Now that catering has been brought in-house at our establishments, we will also be discovering the catering business. The business Nomad is therefore a new milestone, with Eurosites taking part not only at the Salle Wagram and the Docks de Paris, but also in other venues such as the Grand Palais or the Stade de France.
We are going to create training modules with leading schools and combine this content with the Châteauform' art of hospitality.
Châteauform' is also planning to launch a new brand, ExperiSens, dedicated to training high-potential managers and executives. Can you tell us more about it?
G. C. - This too is a new programme. Up until now, we had refrained from going into content. Some of our customers told us that we would have real added value. We are going to create training modules with leading schools and combine this content with the Châteauform' art of hospitality. We came up with the ExperiSens brand at the end of 2016, and it should see the light of day by the end of 2010. second half of 2017. The framework for the project has been defined, but it is still a little early to give more details.
Do you have any new international ambitions?
G. C. - Alongside the development of new brands, expansion outside France is one of our objectives With one priority, and one priority only: Germany. This is the number one market for seminars in Europe. That's why we're accelerating our growth there. From three houses at the moment, we're going to go up to six or seven by the end of the year. In the first quarter of 2017, we will open a City to Düsseldorf and three Seminary Houses, one near Düsseldorf and two in the region of Frankfurt. Unlike France, Germany is a country with a very strong decentralised and we have identified five regions where we could open at least ten establishments, be they Seminary Houses, Cities, Campuses or Colleges. We are therefore starting with the Düsseldorf and Frankfurt regions. Of course, if opportunities arise in Spain, Belgium, Switzerland, Italy or even France, we'll look at them, but it's mainly in Germany that we'll be concentrating our development.
