The Oetker Collection, one of the fastest growing and most consistent luxury hospitality group in the world, with masterpiece hotels such as Le Bristol Paris, Brenners Park Baden Baden or Hotel du Cap Eden Roc, is preparing for the launch of L’Apogée Ski Chalet & Hotel, a landmark ultra-luxury opening in The Alps, December 11, 2013. In an exclusive interview Frank Marrenbach, CEO of The Oetker Collection shares his vision of the new property.
What are your expectations regarding the 2013-2014 opening season for your hotel? Which nationalities you expect as your top consumer target?
We clearly want to position l’Apogee Courchevel as a Masterpiece Hotel in Courchevel, a property which cultivates the Oetker Collection service excellence. Ski enthusiasts and families but also our loyal guests from Russia, Ukraine, Eastern European Countries, France, Brazil will form our main nationalities
Which are your hotel’s competitive advantages in comparison with long-time established hotels? Please also indicate your comp set.
L’Apogée Courchevel offers a unique family atmosphere recreated by the team from Oetker Collection. Most of the hoteliers forming our team have worked for many years in one of our seasonal sister hotels Hotel du Cap-Eden-Roc and Château Saint-Martin Spa. Its prime location at the top of the Jardin Alpin and its ski-in-ski-out convenience make of the resort the ultimate destination for astute skiers
The resort features the largest kids club in Courchevel with separate facilities and activities for kids and teens. It also counts a large number of interconnecting rooms for family convenience.
Le Comptoir de L’Apogée – the hotel signature restaurant presents classics from the Alps in an innovative way, as well as a wide selection of aged hams and cheeses that will be carved before guests.
A luxury Spa by Sisley and interiors by leading designers India Mahdavi and Joseph Dirand
We have defined our compset with the Cheval Blanc, Les Airelles and the K2
Do you expect any challenges in terms of positioning and branding, considering most luxury hotels in resort destinations are family owned/run?
The Oetker Collection is family owned! L’Apogee Courchevel will be run by great hoteliers, well-trained to provide the highest level of service to our guests. Our Collection is recognized as one of the best hotel brands in the world; our challenge is to deliver the best to our existing and loyal guests and to demonstrate to the first timers that they have selected the best property in the French Alps.
What are the challenges you experienced during your opening process and which challenges do you expect in the short and mid-term?
L’Apogée Courchevel is an entirely new hotel built at the top of the Jardin Alpin in Courchevel 1850; like any new hotel we had to ensure that all technical aspects were well handled. thanks to the General Contractor SPIE and the great Oetker Collection specialists our expectations were met; their teams did an amazing job.
The abundant amount of snow on the resort did not help with the delivery of furniture and equipment but we managed.
In the mid-term, we realize that the activity of the hotel will jump from a few rooms occupied to 100% occupancy and from a few covers in the restaurant to a full outlet within a few days; we are preparing the team for that. It will be THE test for us!
In the mid-term, the challenge is to reach our targeted financial results. We do not want to disappoint our owner
How important is your Spa in building your awareness?
It is essential as top consumers in the luxury market expect not only a great Spa in terms of design but also a great brand. We decided to work with Sisley, French family owned brand which share similar values to that of Oetker Collection. All Oetker properties feature great Spas with great brands; it is part of the DNA of our brand.
When you discover the Sisley’s Phyto Aromatic treatments, you are instantly immersed in the sensorial world of an exceptional brand, recognized for the efficiency and high quality of its products. Benefit from the unique «savoir-faire» and experience of a prestigious brand best known for its use of essential oils and plant extracts to create highly effective products of the highest possible quality.
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