The company which is known for the opulent luxury of its European hotels, Oetker Collection, has announced that it will be opening a property in St. Tropez in 2027 which will be the jewel on the French Riviera. This is the most daring of the company’s growth strategies so far, and it will be the one leading the global luxury sector competition. Timo Gruenert, CEO of the Oetker Collection, aspires for his brand to become the Hermès of travel, focusing on growth in the world’s most exclusive markets.
Parallel to Hermes, which successfully alleviated the broader luxury retail recession by reinforcing their profitability, OTCC intends to avoid ‘grand’ marketing campaigns and instead be more subtle, e.g., motivating affluent clientele through informative communication. The group already includes the most excellent hotels, such as Hotel du Cap Eden Roc in Antibes and Le Bristol in Paris, in its offer, which is a high standard for the luxury hospitality sector. Apart from the Riviera being a hit, the new resort will put the Oetker Collection in the most desired locations of the world for discerning travelers.
The director’s strategy is the luxury sector’s direction, where exclusivity tends to have a greater appeal, and stocks sell out quickly. Thanks to choosing the few luxury locations and the best service and amenities possible, the Oetker Collection is going to create an aura of rarity that piques the interest of ultra-high-net-worth individuals. This tactic has been found to be the most successful in shielding luxury brands from the economic volatility that may affect general markets.
The operation in St. Tropez serves as an indicator of the development of the Oetker Collection, demonstrating their ambitions to form a solid and influential collection. A “partnership” structure may also be established. The competition for luxury hotel occupancy in the best spots in the most famous places is an ongoing phenomenon worldwide. Such competition will strengthen the globalization process of the top tourism brands.
Amid the global travel sector bouncing back to where it was in pre-COVID times, luxury hotel operators are trying to seize the supercharging demand for top-of-the-range travel experiences, with over-well-off travelers being the most hard-driving sector. Pent-up urges to experience something powerful and beautiful have been repressed for a while, so they need to be satisfied with things like attending live concerts, traveling, or pampering themselves in the optimal way possible.
