In conversation with Adrien Gloaguen, CEO Touriste Group – game changing hospitality (Exclusive Interview)

What inspired you to set up the Touriste Groupe Hotelier? 

Touriste was born out of a desire to redefine the experience of being a tourist. Rather than conforming to trends, we embraced the essence of what it means to be a traveler—open, curious, and genuinely present. We want to create spaces where travelers feel welcomed and connected to the local spirit, offering an experience that’s luxurious yet grounded in authenticity.

Touriste Group includes hotels in Paris: Hôtel Château d’Eau, Hôtel de La Boétie, Hôtel Beauregard, Hotel Les Deux Gares, Hotel Panache, Hotel Bienvenue.

How have you selected your first properties? – size, location etc. What is the business model? 

Our properties are chosen with careful attention to the vibe of each Parisian neighborhood. We aim for locations that pulse with local culture, like the energy of the 9th and 10th arrondissements. This strategic choice allows us to blend the distinct charm of each area into our hotels, each of which has a boutique model. Our business model emphasizes fair pricing and accessible luxury, offering a unique blend of design, comfort, and a sense of place in each neighborhood.

What is the guest profile? Which are the the key feed markets? 

Our typical guests are sophisticated travelers who value a blend of comfort and cultural immersion. Key markets include North America, Europe, and Asia, each bringing guests seeking an experience that feels both luxurious and intimate.

How would you define luxury? 

To us, luxury is defined by the seamless attention to detail and the unique, memorable moments that create an authentic, comfortable, and indulgent experience

Tell us more about the DNA of Touriste and how each property has its own identity? 

The DNA of Touriste celebrates the true spirit of being a “tourist” by creating spaces that invite guests to step out of their routines, embrace new places, and feel both at home and delightfully elsewhere. Each property reflects its unique neighborhood while sharing our philosophy of light-hearted yet refined travel.

We avoid standardization, collaborating with innovative designers like Chloé Nègre and Luke Edward Hall, who infuse each hotel with fresh character. This approach gives every property a unique identity, all while embodying Touriste’s essence of warmth, authenticity, and playful sophistication.

Each of your properties has been designed by some of the most sought after interiors designers. How did you choose each designer? 

Our selection of designers reflects our commitment to authenticity and creativity. We work with designers who bring fresh perspectives and align with our goal of making each property unique. We give carte blanche to young, talented designers, encouraging them to push boundaries. This approach has allowed each property to have its distinct character while maintaining the Touriste identity—a mix of sophistication and whimsical.

To what extent luxury relates to lifestyle? 

Luxury is increasingly intertwined with lifestyle. Today’s luxury is about curating an experience that aligns with the guest’s personal values and aspirations, from sustainability to wellness.

Is there a recipe to achieve and maintain desirability? 

The key to maintaining desirability is a mix of consistency and innovation. We stay authentic to our brand’s essence, while continually evolving to meet and anticipate the preferences of discerning travelers.

How do you achieve a balance between desirability and value? 

For us, value is about creating an experience that feels worth every moment and detail. We ensure our services and amenities meet the expectations of luxury while offering transparency and high standards to satisfy our guests

What is the importance of service? What has been your approach? 

Service is the cornerstone of Touriste. Our approach prioritizes understanding and anticipating guest needs, blending discretion with attentiveness to create a sense of effortless hospitality.

Please share more about your current development / expansion plans? Do you focus on certain destinations? 

We are exploring key destinations that resonate with our ethos of culturally immersive luxury. Current plans include expansions in cities known for their rich heritage and vibrant local cultures

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