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Presentation of the Plaza Athénée hotel, on our luxurious course at the ESC Troyes
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Le Plaza Athénée
SummaryI.HistoricII. ConceptIII. ProductIV. CommercializationV.Public relation
Historic• Between 1902 and 1909
• Eclectic style by the architect Charles Lefèvre
• Change of ownership in 1933, the hotel is modernized
• It opened again in 1936
• During the Second World War, it was occupied
• It will be in the business market again in 1946
• The dining room was rehabilitated in 1984.
Plaza Athénée ownership
• PLAZA ATHÉNÉE25, avenue Montaigne,
Paris (VIIIe). Ownership: Brunei
sultan (Brunei).
• MEURICE228, rue de Rivoli, Paris
(Ier).
Ownership: Brunei sultan (Brunei).
Plaza Athénée in details
• In 1852, Emperor Napoléon III
• In 1913, at 25 Avenue Montaigne, the Plaza Athénée opened at the same time as the nearby Theatre des Champs Elysées
• By 1936, the hotel had achieved international fame
• Whith Christian Dior, a new era began
• Since the beginning of year 2000, complete refurbishment of the Plaza Athénée
o Charles Lefevre architect
o Decor in classic French Style : Louis XV, Louis XVI and Régence furniture first 6 floors
o Art deco 7th and 8th floor
o Clientele : 90% foreign
Concept
Clientele
20%
20%12%
10%
13%
USAENG/IRLSouth AmericaRussiaMideast
o 550 employees : 4 by roomso16 000 faceclotheso15 300 towelso21 300 pillow case
o 35 000 bottles of wine in the basement
o 430 000 bottle used (wine, water, soft drinks)
o Porters are annualy carrying 1/5 of the Eiffel Tower
Key figures:
Accomodation
o146 Roomso45 suitesoSuite EiffeloSuite Royale : biggest in Paris with 450 sqm
Product
Junior Suite
Suite
Suite Deluxe
Suite Prestige
Suite Royale
Suite Eiffel
Floral Art
o Every two/three days, the team change all the flowers in the public places
o The Christmas tree: 6 meters high in front of the hotel every year
o 250 000 roses o 100 000 orchidso 850 bouquets made each month
Restaurant : Alain Ducasse
o 5 restaurants
o 3 stars Michelin
o Label Entreprise du Patrimoine
Vivant
o Designed by Patrick Jouin
o Inspiration Louis XV
o Place setting : 50
Restaurant menu
o Average price
o « à la carte » : 220 €
o 360 € with drinks
Patisserie : Christophe Michalak
o World Champion of Patisserieo 240 religieuses and 360 financiers
prepared every weeko 30 kg of sugar per dayo 40 kg of chocolate per week
Baro Cradle of Paris at night
o Best hotel bar of the World
Dior Institute
o Created in 2008o 40 years relationshipo 5 spacious cabinso One double VIP cabin
Ice Skating
o From december to Februaryo 100 sqm
Commercialization
Pricing policy: o No crisis.
o Increased its rates by 3 to 5%.
o Reservations are not decreasing, on the contrary.
o Room rateo Less expensive: 755 € (Single room)o More expensive: 25 000 € (Royal Suite)
o In July, the occupancy rate was around 95%, with 1,000 euros expenses in addition of the room rate.
o Never the average revenue of a hotel room had been so high in the capital.
Commercialization strategyo Synergy between the Meurice and the Plaza
Athénée
o When the Meurice is full, customers are transferred to the Plaza Athénée for optimizing occupancy and profitability.
o Commercial department travels around the world to promote the Plaza Athénée.o An international reputation o “One of the jewels of French palaces”o Location in the heart of Paris
o Practices Yield Management o Fee schedules based on statistical references
o Offers : Douceurs printanières, Juste en Avril!, Celebration offer
Distribution channelso On internet :
Official website : www.plaza-athenee-paris.fr www.booking.com, www.holidaycheck.fr,
www.hoteltravel.com
o At the reception
o Dior : Spa
o Lancôme : “The Juicy Bar” cosmetics
Commercialization :Collaborations
Public relation
Non media decision
Events: differents types of events in this hotel
Entertainment : movie stars
Fashion week: link with the fashion universe
Journée du patrimoine
Events:o Awards of the best Communication operation in
hospitality management en 2011. Magic Windows: Disneyland Paris & Plaza Athénée
o Event operation for the general public
o Create an extraordinary events : For all children With the image of Christmas corresponding to the image of the hotel Which creates surprise and make him talk
o Magic window located on the facade of the palace during the entire month of December. On wednesday the facade turns into theater.
o Goal: Innovative positioning of the hotel
Les Blancs d’hiver
o Savoyard experience in the heart of Paris
o Ephemeral restaurant to the mountain environment
o Menu under the sign of the interaction and sharing
o Single menu at 120 €
o Dress code: Jackets, moon boots, gloves and hat
Barbie room for the children
o Transient room decorated on the theme of Barbie
o 1700€ to 2000€ per room
o Service for children of clients
Entertainment: Movie starso Backdrop for many movies:
o Tenue correcte éxigéeo Rush hour 3o Sex and the city
Fashion Weeko Presence in the hotel of many Journalists
during the fashion weeko “Dorchester Fashion Plaza Prise” 2012
o The objectif: Young designers showcase their collections ready-to-wear and accessories
o 30 000€ of gains for the winners
o Aandra Neen jewelry collection in the hotel during the fashion week
o Many parties in this hotel during Fashion week, or ceremony, or thematic party
o Example: 25th birthday of TV Magazine Bavière party
« Journée du patrimoine »
o First hotel with label « company of the living heritage” in food category
o Excellence of their know-how
o A strong symbol of French haute cuisine
o Purpose of the day: highlight the specific know-how of employees and share
Pâtisserie
Food
Sommelier
Stewarding
Brasserie
Mixology
Concierge
Tableware
Floral art
« Vernissage au tampon »
Video
Thank you for your intention
