Truffles and Tastings Lure Guests to Provence in Off-Season
Even the most alluring hotels face issues of seasonality; here’s how one French property deals with brief lulls.
You can’t argue with the fact that the imposingly named Hostellerie de
Crillon La Breve in Provence is a unique property – with rooms in seven
vintage houses, sitting on top of a hill with a garden in the middle.
It also boasts membership in the elite Relais et Chateaux.
But come the late fall, there is traditionally a dip in travel to
Europe and that is where Hostellerie de Crillon pulls out all stops in
appealing to the taste buds of its gourmet clients.
Every year in late October longtime chef Philippe Monti opens the doors
of his kitchen to welcome one or two small groups for a week of
culinary exploration. “Cooking in Provence” is a hands-on program that
combines plenty of time in the kitchen with excursions to markets,
vineyards, cheesemakers and into the mysterious world of the black
truffle. See how it works here.
Those packages are followed up in November, the start of the truffle
seasons and the occasion for the release of the first local wines with
a cluster of events that include truffle hunting and wine tasting – and
back into the kitchen with Chef Monti.
Craig Miller, a co-founder of Hostellerie de Crillon, says that with
November being an ideal month for weather, but not for foreign travel,
“We asked ourselves what can we do to take advantage of the fact the
property is less busy than usual. We decided we needed a product that
focused on the destination as much as on our property.
And Miller is pleased to report that, “These programs definitely
bring in incremental business. There may be travelers looking for a
cooking program or are looking elsewhere in Provence – but in both
situations come to us instead.”
Melissa Bradley’s On My Mind message in the Sept-Oct issue of Indagare—family focused travel--just happened to be what was on my mind as I reviewed some of the most recent surveys on consumer travel behavior in a struggling economy.
In the November 3rd issue, covering the Latest Quarterly Survey from American Express Publishing/Harrison Group on Affluence and Wealth in America, is a most informative visit to spending in a troubled economy.
One thing that struck us, as we listened to the October 2 presentation, was how the term affluent covered so much territory - There is “ Bedrocks” Affluent, “Upper Middle Class” Affluent, “Pinnacle” Affluent, “Super” Affluent and finally, just plain Wealthy – all together, some 20 million households.
But Lux 360 Found a Brighter -and we think, Sensible Side-
From Harvey Chipkin’s report in the British online Hotel Report-a paid service from William Reed Business Media- http://www.wr-bi.co.uk/ - Reproduced here with publisher permission
At the first industry wide meeting following the fall financial meltdown and the recent presidential election, the consensus seemed to be that, yes, the industry faces a historically challenging situation that will last for awhile. But there was also a feeling that lodging is in a better position than other industries – and, happily, a few silver linings were perceived as well.
We’ve all heard the bad news over and over: global liquidity drought, drops in rate and occupancy, a dismal outlook for employment, and a possibly extended recession. But some leaders managed to find ways to take – if not a positive view -- at least a more nuanced one. Following are a few comments about why weeping and gnashing may not be the only appropriate attitudes.
Steve Joyce, who recently became CEO of Choice Hotels International, said he has been “the only optimistic person in the room at a number of events over the last few weeks.” I strongly believe,” said Joyce, “that there is a paralysis factor and that you can’t base projections on two weeks of hysteria.”
“Forecasts in this environment,” he continued, “are entertaining but not much use.”
Other ‘smart marketer’ insights from Joyce, Mark Lomanno of Smith Travel Research; Peter Yesawich, CEO of The Y Partnership; Michael Kaufman, Chairman of National Restaurant Association; Patrick Ford, CEO of Lodging Econometrics; and Roger Thomas, Steve Wynn’s design guru for many years.
Nat Ives, in Ad Age Online Sept 6, cites new data from Ipsos MMR which assures that well-off readers read print publications just as much now as they did 5 years ago.
Also, survey respondents making more than $100,000 annually said their average hours online had grown to 22.1 each week from 10.7, while the time they said they spent watching TV sunk to 18.6 hours from 23.7 in the 2003 survey. Read the full Ives story at http://adage.com/mediaworks/article?article_id=130685. Lux 360 attended the client briefing this week and will provide additional perspective in our Sept. 30 issue, interviewing Ipsos MMR President Bob Shullman.
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Those packages are followed up in November, the start of the truffle
seasons and the occasion for the release of the first local wines with
a cluster of events that include truffle hunting and wine tasting – and
back into the kitchen with Chef Monti.
