To celebrate its tenth anniversary, Pierres d'Histoire inaugurated its tenth and largest address to date in the summer of 2024, the Domaine de Richebourg near Houdan in the Yvelines department. True to its principles of safeguarding endangered heritage, this time the host has set its sights on a former mill dating back to the 13th century.e century.
Entirely restored and transformed over two long years, the site now houses 11 4* country gîtes, or 21 double rooms (+ 2 single beds) with a cosy decor enhanced by objects and furniture collected by Dominique Imbert, the founder of Pierre d'Histoire, who was inspired at the time by the British Landmark Trust. Supported in particular by IDF Tourisme & Territoire, the leisure and tourism subsidiary of the semi-public company IDF Investissements & Territoires, this project, halfway between a bed and breakfast and a top-of-the-range hotel, will have cost a whopping €5m, including €3.5m for the works.
Business bookings, mainly direct
In addition to its leisure marketing via direct sales and a presence on accommodation platforms such as Airbnb, Booking and Expedia, Pierres d'Histoire has developed a weekday seminar business which already contributes 25 to 30% of its turnover. A house manager ensures the smooth running of the stay and events at each venue. " Each estate is unique. The Domaine de Richebourg welcomes corporate groups of 6 to 23 people for the largest MICE operation to date, including accommodation. "says Isabelle Bettan, Managing Director of Pierres d'Histoire.
While the focus is on residential seminars, study days are also possible, subject to the availability of the meeting space, which can accommodate up to 60 people. " In this segment, the majority of bookings are also made directly, despite our presence on specialist platforms such as Kactus, Naboo or Seminaire-collection.fr "says Marie Requena, BtoB Sales Manager. To help you discover the particularities of each field, we regularly organise open days reserved for MICE professionals. ".
Privatisations are frequent, both for business tourism and for leisure activities such as family celebrations, weddings and cousin days...". These reunions have become commonplace with the disappearance of the large family homes that once existed. "says Dominique Imbert. " The average length of stay is 3 days, with 10% repeat visitors discovering our different sites in France. "says Isabelle Bettan.
Franchising as a growth accelerator
Now a company with a mission, Pierres d'Histoire doesn't intend to stop there, even if each project is a long-term project, as the buildings are often listed or registered as Historic Monuments, which complicates the work and improvements. And some houses, like the Hôtel de Tingry in the Luberon, can be taken off the list. " Pierres d'Histoire would like to open one estate a year. We are very much in demand from private owners as well as public owners such as local authorities, regions and even the Institut de France. "says Dominique Imbert.
Discussions are underway with the young owner of the elegant Château de Carneville, near Cherbourg. The creation of a franchise agreement could also help to increase the portfolio more quickly, with the onus on applicants to bring their historic property up to Pierres d'Histoire hotel standards. This will also diversify the portfolio, which is currently centred on the Ile-de-France region, with 4 addresses, including 7 houses in the grounds of the magnificent Château de Courances. Particularly involved, the same family is developing its partnership with Pierres d'Histoire on its other château at Fleury in Seine-et-Marne, adding 7 houses in two months' time and a further 7 in 3 years' time. This should eventually equal the capacity of the Domaine de Richebourg.
