DESTINATION - BORDEAUX, REBIRTH OF A LUXURY DESTINATION (France)
From hotel development to offering authentic and exclusive experiences for luxury travellers, Bordeaux is a destination that deserves our attention. Focus on this exciting travel phenomenon. |
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DESTINATION - BORDEAUX, REBIRTH OF A LUXURY DESTINATION (France)
From hotel development to offering authentic and exclusive experiences for luxury travellers, Bordeaux is a destination that deserves our attention. Focus on this exciting travel phenomenon. |
Category: Europe - France - Industry economy
- Tourism
Article written by Vanessa Guerrier-Buisine on 2024-07-09
 The water mirror on the Place de la Bourse is one of Bordeaux's most popular attractions
Photo credit © Steve Le Clech Photos From iconic properties to the new guard of the luxury hotel industryIn the heart of the city, opposite the Opera House, stands the InterContinental Bordeaux - Le Grand Hôtel. The property, whose façade dates to 1779, was reopened in 2007 after a complete renovation and remains a symbol of Bordeaux's luxury hotel industry. Further afield, some 30 minutes away, is the only palace in Gironde, Les Sources de Caudalie. Situated in the heart of the vineyards of Château Smith Haut Lafitte, the property is a benchmark of hotel excellence.
While these two properties are icons of Bordeaux luxury, newcomers such as the Mondrian Bordeaux Les Carmes and the Burdigala are adding to the range of top-of-the-range accommodation in the city centre.
For Bruno Tailly, who runs the Mondrian Bordeaux Les Carmes, “Bordeaux attracts a demanding international clientele. We must constantly innovate and offer services that meet their expectations”. His hotel, opened in November 2023, embodies this dynamic. Located in the historic Chartrons district and designed by Philippe Starck, it combines contemporary luxury with historic charm, with its 97 rooms and suites and the famous Morimoto restaurant, by Japanese chef Masaharu Morimoto.
Right in the heart of the city, the Burdigala has received rave reviews since its reopening in July 2023. Renovated under the leadership of architect Fabien Roque, this 5-star hotel with 83 rooms and suites boasts a wide range of entertainment options. The recently inaugurated cinema and games room complement the Madame B restaurant and the Billy Bar speakeasy, not to mention the forthcoming opening of a Spa.
New four-star hotels with a more lifestyle identity are adding to the existing offer, such as the FirstName, inaugurated in January 2023 in the Mériadeck district, as part of Hyatt's Joie de Vivre collection, the Marty Hotel Bordeaux, Tapestry Collection By Hilton, unveiled in April 2023 in the same business district, and the Indigo Bordeaux, opened last October in the lively Chartrons district.Vineyards, Bordeaux's trump cardWith no fewer than 6.8 million visits a year, the vineyards are at the top of the list of recommended activities for any stay in the capital of Gironde. The most prestigious, such as Saint-Émilion, Médoc and Pomerol, are naturally the region's main driver of tourism. Luxury travellers have the privilege of discovering them on private tours, and tasting exceptional vintages in idyllic settings.
“Our visitors are looking for authenticity and exclusivity. We offer tailor-made tours that allow them to experience unforgettable moments, such as private lunches in the châteaux or wine creation workshops,” explains Joëlle Kolich-Brocas, FIT & MICE Director at B Excellence. “At a top grand cru classé, they have the opportunity to spend the morning in the vines, wearing polo shirts and boots like the other grape-pickers, before enjoying a harvest lunch with the teams to round off the experience”, she continues.
At Mondrian Bordeaux Les Carmes, the most popular visit is to Château Les Carmes Haut-Brion. “Owned by the Pichet group, just like our hotel, this estate offers an immersion into the world of great Bordeaux wines, more specifically in Pessac-Léognan. It's located in a unique setting, since it's the only estate to be found in Bordeaux itself, a veritable urban vineyard,” describes Bruno Tailly. The programme includes a tour of the Philippe Starck-designed estate and the cellars, with tastings of different wines.Epicurean experiencesAlso known as the “Port of the Moon”, Bordeaux is not just known for its luxurious accommodation and vineyards.
As well as its wines, Bordeaux also has a wealth of architecture, from neoclassical to Haussmann, and a fascinating history. Travellers can take a stroll along the quays, a UNESCO World Heritage Site, visit the majestic Place de la Bourse with its water mirror, or explore the Chartrons district, developed as far back as the 14th century. A cruise on the Garonne is on the agenda of many visitors, and even more so when it includes a gastronomic experience with a chef, or a wine tasting session.
The cuisine of the South West, once perceived as heavy-handed, is undergoing a veritable revolution, led by a young guard of chefs who love their region. “Our gastronomy is no longer limited to foie gras and duck breast. Chefs in Bordeaux are innovating and offering light, refined dishes that showcase local produce”, explains Joëlle Kolich-Brocas.
To meet these new expectations, exclusive experiences have been devised, such as this original proposal by Hugo Vaysse, Clefs d'Or concierge at the Mondrian Bordeaux Les Carmes, for a visit to a sturgeon farm, educating travellers about how caviar is made.A target of connoisseursThe agencies are targeting a clientele of connoisseurs, already familiar with France and keen to try out new experiences. Joëlle Kolich-Brocas points out: “Americans go to Paris and the French Riviera. We simply have to stretch their circuit towards the south-west and show that we have an attractive offer, based around the art of living”. To include Bordeaux in the itineraries, combinations between wine regions, such as Champagne, Burgundy, Provence, or the Loire, are proposed for programmes covering 10 to 12 days.
Extending the length of the stay means exploring more of the Bordeaux region. An hour and a half's drive away, the Bay of Arcachon, the Dune du Pilat, and Cognac offer complementary experiences. Luxury travel professionals are incorporating these destinations into their offers, recommending, for example, cruises with a stopover at the Banc d'Arguin aboard Dubourdieu pinasses, or tours of Cognac “a real trip back in time”, says Joëlle Kolich-Brocas. Kolich-Brocas is extending her stays from La Rochelle to the French Basque Country, to offer a rich and diverse experience to guests who want to be surprised.Crucial connectivityTourism professionals are ready to reach for the stars to make the eyes of their wealthy guests shine, and the ambitions of the “Port of the Moon” are supported by increased connectivity. The High-Speed Line (LGV) puts Bordeaux within two hours of Paris, while Bordeaux-Mérignac airport offers numerous European destinations. However, the lack of direct flights to the United States remains a challenge to attract more North American tourists.
Bruno Tailly is calling for a direct link between New York and Bordeaux, or even Hong Kong or Brazil. Joëlle Kolich-Brocas stresses the importance of improving VIP services at the airport and station to meet the expectations of wealthy guests.High ambitions for luxury travel in BordeauxEven luxury cruise operators such as the Ritz-Carlton Yacht Collection are including Bordeaux in their itineraries, which proves how much Bordeaux is attractive. With its prestigious properties, exclusive experiences and rich cultural and gastronomic heritage, the city offers an ideal setting for unforgettable stays. Bruno Tailly sums up this development perfectly: “Bordeaux is a dynamic city that knows how to combine tradition and modernity. We have everything it takes to become a leading luxury hotel industry destination”.
Despite the openings of recent years, fewer than ten 5* hotels are in operation in Bordeaux. “We need to continue to develop the 5-star hotel industry in the centre of Bordeaux. There have been several interesting openings of 4-star hotels recently, but we need more 5-star options,” says Joëlle Kolich-Brocas. And she concludes: “I think that Bordeaux, and the south-west in general, attracts people because of its elegance and art of living. It's a great place to live, and we know how to welcome luxury guests”.
The “sleeping beauty” is undoubtedly waking up, becoming an “attractive beauty”, even if joint efforts between the destination's decision-makers and economic players are still needed to consolidate Bordeaux's position in the world of luxury travel.
 But the vineyards are still a must for any visit to Gironde, as here at Château Les Carmes Haut Brion
Photo credit © Mondrian Bordeaux Les Carmes
 Or like the vineyards of Saint-Émilion
Photo credit © Vincent Bengold / Vincent Bengold
 Otherwise known as the Port of the Moon, Bordeaux is a city that looks to its river, the Garonne
Photo credit © Cyril Cosson - Droniryc
 The Mondrian Bordeaux Les Carmes is the latest addition to Gironde's luxury hotel industry
Photo credit © Gaëlle Le Boulicaut
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