INTERVIEW - PASCAL CAMIA, DIRECTOR OF INTERNATIONAL DEVELOPMENT AT MONTE-CARLO SOCIÉTÉ DES BAINS DE MER: 'OUR MAJOR ASSET IS THE REPUTATION OF OUR ICONIC “MONTE-CARLO” BRAND, WHICH HAS REFLECTED THE INSPIRING AND ELEGANT ART OF LIVING SINCE 1863'
Under the impetus of this seasoned professional, SBM is venturing beyond the Monégasque borders and tackling the winter sports market in the Alps, extending its range of gourmet restaurants, and launching into luxury cruises. |
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INTERVIEW - PASCAL CAMIA, DIRECTOR OF INTERNATIONAL DEVELOPMENT AT MONTE-CARLO SOCIÉTÉ DES BAINS DE MER: 'OUR MAJOR ASSET IS THE REPUTATION OF OUR ICONIC “MONTE-CARLO” BRAND, WHICH HAS REFLECTED THE INSPIRING AND ELEGANT ART OF LIVING SINCE 1863'
Under the impetus of this seasoned professional, SBM is venturing beyond the Monégasque borders and tackling the winter sports market in the Alps, extending its range of gourmet restaurants, and launching into luxury cruises. |
Category: Worldwide - Interviews and portraits
- Interviews - Industry leaders
Interview made by Guillaume Chollier on 2024-08-16
 Pascal Camia, SBM International Development Director
Photo credit © Monte-Carlo Société des Bains de Mer
However, the call of the Rock remained latent, almost visceral. So, in 1994, Pascal Camia didn't hesitate for long when the opportunity arose. He joined what he considers to be the jewel in the crown of the hotel industry, the Monte-Carlo Société des Bains de Mer. There, within the prestigious Monégasque group, he held several positions in different properties: Hôtel de Paris, Sporting Monte-Carlo, Monte-Carlo Bay Hotel & Resort, Hôtel Hermitage Monte-Carlo, Casino de Monte-Carlo. His career with the group took him from catering management to general management and then to gaming management.
After a spell as vice-president of the European Casino Association, where he was appointed in 2020, a year later he took over as head of gaming, hotels and restaurants at Monte-Carlo Société des Bains de Mer.
In 2023, a new chapter began for Pascal Camia. Stéphane Valeri took over the reins of the Group as the new Chairman and CEO of Monte-Carlo Société des Bains de Mer. He is breathing new life into the business and has given Pascal Camia responsibility for the Group's international development. At the end of 2023, he acquired the Palace des Neiges in Courchevel 1850, and at the beginning of 2024, he signed an agreement with D.ream International (Dogus Group) to create and develop a new international restaurant concept. Finally, in June this year, a partnership between the Casino de Monte-Carlo and the luxury cruise line Crystal crowned a rich career in the service of the Principality.
Pascal Camia talks to the Journal des Palaces about the strategy, ambitions and prospects of the Monte-Carlo Société des Bains de Mer as it seeks to expand outside the Principality of Monaco, where it has long been a key player.
Journal des Palaces: How did your passion for the luxury hotel business come about?
Pascal Camia: I've always enjoyed working in an exceptional environment, meeting exceptional people and having the opportunity to try out new things every day. I very quickly realized that working in a luxury hotel made all these wishes come true. What's more, Monte-Carlo Société des Bains de Mer, which continually innovates with contemporary properties and perfectly maintains its heritage, remains a key player in the luxury industry. Working in this group is therefore a real opportunity for those who aspire to manage, and now develop, luxury properties.
How would you define luxury hotels?
The luxury hotel industry still allows us to do exceptional things for our customers, wherever they are in the world. We can, of course, mention personalized, unique or made-to-measure experiences, but it goes even further than that. It's an industry that, when perfectly mastered, generates intense emotions and memorable moments. It also allows all those who work in this beautiful luxury hotel industry to share in these emotions. And when you're giving people pleasure, you're really happy!
You were appointed Director of International Development for SBM just over a year ago. What were your objectives?
In appointing me Director of International Development, Stéphane Valeri asked me to implement the development of our main activities - hotels, restaurants and gaming - outside our borders, in destinations where our current and future customers live or travel, with a view, firstly, to creating additional growth drivers for the Group. The second objective is to export our expertise, while promoting the iconic Monte-Carlo Société des Bains de Mer brand. This has been achieved through acquisitions, such as the Palace des Neiges, brand creations and operations, such as the future restaurant we will be opening, probably in Dubai, in autumn 2025 with D.ream International, or a brand franchise, such as the agreement we have just signed with the luxury cruise line Crystal, which will offer the first Monte-Carlo Casino at sea from November 2024.
What advantages does SBM bring to its international expansion? Will the good results it achieved in 2023-2024 enable it to expand internationally more quickly than expected?
Our greatest asset is the reputation of our iconic ‘Monte-Carlo’ brand, which has reflected the inspiring and elegant art of living since 1863. For more than 160 years, our group has demonstrated its expertise in the luxury hotel business and in gourmet and festive catering. It is also the European operator with the greatest recognized expertise in casinos. The Casino de Monte-Carlo is the contemporary symbol of the ‘Great Art of Gambling’. The destinations targeted in our international development strategy are those that are popular with our customers and future generations, as well as those whose seasonality ideally complements that of Monaco: Saint-Barthélemy, Miami, Courchevel, Dubai, St Tropez, etc. Although Monaco is a destination that operates 365 days a year, the strongest period is between April and October. The good results have encouraged us to move forward in this direction, without rushing into things. International development takes time and, above all, is a measured process.
How does SBM stand out from the competition in terms of luxury hospitality?
Monte-Carlo Société des Bains de Mer has three strong competitive advantages:
- The reputation of our ‘Monte-Carlo’ brand which, as we have just mentioned, embodies elegance, excellence and heritage throughout the world, while constantly innovating to remain a contemporary player.
- Our ‘Resort’ offering, which combines all the activities that make up luxury hospitality in a single location: two casinos, four luxury hotels, 30 restaurants and bars, including seven Michelin-starred venues, luxury residences, some sixty luxury boutiques, theatres and more, all on a 2.2 km2 site.
- Our almost unique status as a hotel (and casino) group majority-owned by the Monégasque State guarantees its stability and solidity.
You have acquired a hotel in Courchevel, where major works are planned. Can you tell us more about it?
We have, in fact, signed the acquisition of the Palaces de Neiges in Courchevel 1850 in October 2023, with a view to opening what, we hope, will become one of Courchevel's finest palaces by 2027, under a new name. To achieve this, we will be carrying out a thorough renovation of the property. The number of hotel keys will be reduced to offer more spacious rooms, and we plan to open two new restaurants, a spa and ski-in/ski-out services. We are currently working on the concept with the architectural firm Herzog et de Meuron. We'll have plenty of time to talk about the details of this major project.
SBM also has a luxury restaurant project in Dubai. Can you tell us about its genesis and concept? Will it be accompanied by a high-end hotel offer?
The new concept of a festive and elegant restaurant with all the hallmarks of our ‘Monte-Carlo’ brand and the cuisine of our region, which we plan to open, probably in Dubai, in autumn 2025, will be designed and operated in partnership with the D.ream International Group. It is with this same Group that we have just opened Amazonico Monte-Carlo in April, on the roof of the brand-new Café de Paris, on the legendary Place du Casino. This partnership came about quite naturally, as it was initiated in 2018, when we opened COYA Monte-Carlo in the heart of Sporting Monte-Carlo. We have complementary strengths, which we will pool for the new brand we have developed together, which will be able to travel to other destinations. We share with D.ream the same destinations that we want to target. The hotel offer is not currently planned as an accompaniment.
In your opinion, what are the three must-visit gastronomic destinations today? And those on the way up?
France, the cradle of gastronomy and the country with the most Michelin-starred restaurants in the world, is still a must, as are Italy and Spain. Alongside these great historic destinations, a new culinary scene is emerging that is very dynamic, diversified and based on entertainment in the service, the plate, the drinks and the general rather festive atmosphere throughout the world, whether in Dubai, Miami, London, Tokyo... I'm not forgetting Monaco, which has no fewer than 11 Michelin stars spread over just 2.2 Km2, seven of which belong to Monte-Carlo Société des Bains de Mer restaurants.
What advice would you give to a young person wishing to embark on a career in the luxury hotel industry?
It's an industry on the move, in which there are new positions to fill and new experiences to create. It's an exciting industry with great career prospects. However, you need to work on yourself by constantly improving your empathy so that you can always put the customer first. What separates a luxury hotel from a very good hotel is its ability to inspire and offer unforgettable emotions, and you can only succeed if you have a very deep understanding of what your customer wants. So, you must take the plunge, go for it, work hard and be pugnacious. It pays off.
 After Monaco, and in particular the emblematic Hôtel de Paris, SBM's expertise and excellence is now being exported internationally
Photo credit © Monte-Carlo Société des Bains de Mer
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