Presentation of the Plaza Athénée hotel, on our luxurious course at the ESC Troyes

1. Le Plaza Athénée

2. Summary
I. Historic
II. Concept
III. Product
IV. Commercialization
V.Public relation

4. 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

5.  Plaza Athénée ownership
• PLAZA ATHÉNÉE
25, avenue Montaigne,
Paris (VIIIe). Ownership:
Brunei sultan (Brunei).
• MEURICE
228, rue de Rivoli, Paris
(Ier).
Ownership: Brunei sultan
(Brunei).

6.  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

14. Concept
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

15.  Clientele
13%
20%
USA
ENG/IRL
10%
South America
Russia
Mideast
12% 20%

16.  Key figures:
o 550 employees : 4 by rooms
o 16 000 faceclothes
o 15 300 towels
o 21 300 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

17.  Accomodation
Product
o 146 Rooms
o 45 suites
oSuite Eiffel
oSuite Royale : biggest in Paris
with 450 sqm

24.  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 orchids
o 850 bouquets made each month

25.  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

27.  Restaurant menu
o Average price
o « à la carte » : 220 €
o 360 € with drinks

28.  Patisserie : Christophe Michalak
o World Champion of Patisserie
o 240 religieuses and 360 financiers
prepared every week
o 30 kg of sugar per day
o 40 kg of chocolate per week

29.  Bar
o Cradle of Paris at night
o Best hotel bar of the World

30.  Dior Institute
o Created in 2008
o 40 years relationship
o 5 spacious cabins
o One double VIP cabin

31.  Ice Skating
o From december to February
o 100 sqm

32. Commercialization
Pricing policy:
o No crisis.
o Increased its rates by 3 to 5%.
o Reservations are not decreasing, on the contrary.
o Room rate
o 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.

33. Commercialization strategy
o 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

34. Distribution channels
o On internet :
 Official website : www.plaza-athenee-paris.fr
 www.booking.com, www.holidaycheck.fr, www.hoteltra
vel.com
o At the reception

35. Commercialization :Collaborations
o Dior : Spa
o Lancôme : “The Juicy Bar” cosmetics

36. 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

37. 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.

40. 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

41. 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

44. Entertainment: Movie stars
o Backdrop for many movies:
o Tenue correcte éxigée
o Rush hour 3
o Sex and the city

45. Fashion Week
o Presence in the hotel of many Journalists during the
fashion week
o “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

47. o Many parties in this hotel during Fashion week, or
ceremony, or thematic party
o Example:
 25th birthday of TV Magazine
 Bavière party

48. « 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

59. Video

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