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Courchevel is a resort
that looks to the future |
Although the resort of Courchevel already enjoys international renown, it does not plan to rest on its laurels and is working on numerous architectural, promotional and property projects, as well as on a fresh events policy. Denis Zanon, director of ‘Courchevel Tourisme’, explains his vision of “the Courchevel of tomorrow”.
How do you see Courchevel in 10 years time?
As the ideal holiday destination, where every inch of the resort is attractively built and designed, where visitors want to enjoy themselves and where one’s senses are permanently stimulated. A place where each visitor will be invigorated by the area’s natural resources, where he feels a little at home, wherever he comes from, and a place where he can enjoy the best of whatever he’s looking for as a break from his daily grind. In short, a resort where every visitor can enjoy a tailor-made holiday based around his own budget and requirements…
Courchevel’s reputation has already been forged. What strategy are you going to adopt to preserve this status?
Courchevel has built up its reputation over six decades. This is in fact a very short period for a tourist destination, even though it represents two generations of pioneers. The strategy is relatively simple: to reinforce the resort’s culture of being ‘exceptional’ in all aspects, by optimising the quality of the services offered by the resort, and by paying attention to the smallest detail in terms of design, architecture and service, as well as in our relationships with our visitors…in other words to be perfect. To achieve this, it is primordial that the proposal remains cohesive. If every aspect of the resort’s daily proposal is to attain perfection, a great deal of work from those involved locally is going to be required. Considering Courchevel’s level of services today, this is a challenge, but there is always room for improvement…
The resort already plays host to over 60 different nationalities; in your view, what new nationalities can be expected and how does Courchevel plan to attract them?
The future and emerging markets are principally Asian (including China of course), but India and fluctuating markets such as South America and the Eastern block countries are also contenders. In order to attract this new clientele, our two principal approaches will involve both our presence on these markets and consistently good relationships with the players involved. Courchevel’s proposal is so specific that there is almost no market in the world that couldn’t be targeted by the resort.
Courchevel is celebrating its 60th anniversary this year. What is the most important aspect of this for you? What lessons can be learned for the future?
Primarily, my respect for the vision shown by the pioneers in 1946 and the distance covered in 60 years to create one of the three most prestigious resorts in the world. Also, the fact that Courchevel’s incredible success story is only just beginning!
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