Life Style

The lifestyle of the hotel industry at the top

In the mountains, new generation hotels are expanding and doubling down on their imagination to attract and renew customers. Atmosphere and services provided.

La Folie Douce Hotels, Assas Hotels, Fahrenheit Seven, Base Camp Lodge, Friendly Hotel Collection… these brands have only one goal: to break the codes of the traditional hotel industry, dictated by the success story of Mama Shelter, this urban lifestyle. hotels created in 2008 in Paris by Trigano and designed by Starck.

Individual concepts

Trends? Hotels tend to combine private rooms, sometimes shared rooms, and modern or even ultra-modern designer suites to stay with friends or family, as we’ve seen resorts flourish in recent years. C, to keep up with the times, a co-working space, a bar-shop for products (preferably organic) and huge common areas for socializing and meeting over an aperitif.

But in this hyper-competitive market, above all, the identity of the place matters. Romain Trollet, founding director of Hotel Assas (estimated turnover 2022: 40 million euros), understood this five years ago when he launched RockyPop at the gates of Chamonix, the first hotel of its kind in the mountains, offering small to extra large bedrooms (from 1 up to 12 people), residential areas, entertainment areas and restaurants designed for families and millennials. Another establishment followed in La Plagne (Araucaria Hotel & Spa) and a third in Flaine (RockyPop Flaine), which will open this winter on an area of ​​6,000 square meters. Again, cozy rooms and apartments and even more upscale penthouses with three restaurants and a cocktail bar with live music, huge playgrounds, a spa and pools spread over three levels. Undoubtedly the most ambitious project of the Assas group – the operation cost reached 19 million euros – which operates twelve 3- and 4-star hotels in Chamonix, seven of which are located in Savoie Mont Blanc.

The RockyPop lobby in Chamonix, designed by Romain Trollet, CEO and founder of the Assas hotel group.
RockyPop Flaine, which will open its doors this winter, will offer three scripted restaurants – Rocky Buffets, Sushi House and “Au Frometon” cheese restaurant to suit all tastes – Credit Assas Hotels

“We used to sleep in a hotel where they promised us a good bed and a good breakfast. Today, in addition to the product – and this is all the added value – we must make other connections, evoke emotions, bring experiences to life, imagining the atmosphere, the moments of life.analyzes Romain Trollet, whose main goal was to make the mountains, and especially Chamonix, accessible to all.

Giving new impetus to the mountain hotel industry means…

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