Plaza Athénée presentation

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