[Monaco] Interview : Axel Hoppenot, Marketing and Sales Director of Monte-Carlo SBM

What is the breakdown of Monte-Carlo SBM's business?

Axel Hoppenot - Casinos continue to account for 55 to 60 % of our sales. Hotels, beach resorts and sports activities account for the rest. Today, 70 % of our customers are individuals and 30 % are groups. And while almost all of our individual customers are leisure travellers, almost half of our groups are business travellers.

Why do business groups choose Monaco?

A. H. - Mainly for incentives. Monaco is a reward destination, built around a slogan: "Win in Monte-Carlo". Whatever the type of demand in this 'business' market, we have an appropriate response. Executive committees will prefer the Paris hotel. Large incentive operations tend to go for the Monte-Carlo Bay, with its sandy lagoon, its garden of fragrant herbs, and a feel that is much more seaside and Californian than historical. The Hermitage is a more formal hotel, but it's a big draw for incentives and reward operations, with some exceptional suites. The Monte-Carlo Beach, meanwhile, is very popular for creative seminars and product launches, particularly in the automotive sector.

How is Monaco positioned in relation to its competitors on the Côte d'Azur?

A. H. - The 2700 rooms in Monaco and the 30,000 in Cannes are not the same size. Nor is the atmosphere. Monaco is a theatre stage that you can walk across. There is a unity of place and space and it is possible to enjoy multiple experiences without worrying about transfers. What's more, the strength of our cultural offering means that we can offer something 365 days a year, unlike other destinations on the Côte d'Azur which are really only alive for six months of the year.