It was in 1948, in Auvergne, that the Logis Hôtel group, formerly Logis de France, was born. The idea for these independent hoteliers was then to come together to relaunch and support the family and rural hotel business which had been damaged during the Second World War.
Seventy-four years later, the company has 2,200 establishments in Europe, including 2,000 in France, grouped around six brands, including the largest, Logis Hotels. The group accounts for 16% of the hotel offer in France. “Today, explains Karim Soleilhavoup, we are a hotel collective but we cultivate our uniqueness because that is what our customers come for: anti-standardization.”
At the start of summer, all the lights are green for Logis Hotels. “We are heading towards our fourth record summer in our history, says Karim Soleilhavoup. To date, bookings are up 62% compared to 2019, the reference year before Covid-19.
For the general manager of the group, this success is explained by the fact first of all that during the pandemic, all the establishments remained open. Their small size which allows a personalized welcome and their location off the beaten track are finally the ingredients of the winning recipe this year. “With the exception of Asians, foreign customers are back, he continues. The Americans are in the big cities but the North Europeans, British, Dutch, Belgians are there in droves in the network.“For the Logis Hotels group, the region which is the big tourist winner of the Covid19 crisis is Auvergne-Rhône-Alpes.
Like other sectors of activity, the establishments of the Logis Hotels group are short of arms. These are professions of passion, professions that can offer international opportunities. “The sector must fight against a bad image, recognizes, however, Karim Soleilhavoup. We are fairly well paid, we know how to remunerate the talents we are looking for, but beyond the salary, they are above all treated as family people because most of our establishments are family-run. Finally, the price: to cope with the rise in energy wage prices and more generally fixed costs, prices are rising, but less than elsewhere, says Karim Soleilhavoup. Thus, the increase compared to 2019 is around 12%.