“Castles in France are portals to a bygone era, where every stone tells a story and modern luxury blends harmoniously with ancient history.”
Frances Mayes
In France, there are almost 30,000 castles, and this figure rises to 50,000 if we include bourgeois houses and other prestigious residences. According to Barnes Propriété et Chateaux, in 2023, nearly 3,200 properties undergoing renovation or in need of renovation were on the luxury real estate market, more than double the number in 2019, as many owners face the high cost of preserving their properties.
These old buildings, rich in history, are ready to be rediscovered and rehabilitated. This opens up a wealth of opportunities for heritage enthusiasts wishing to preserve these buildings from the past and give them a new lease of life. One of the ways they have found to revive these places is by transforming them into prestigious hotels. In so doing, they not only preserve this precious heritage but also adapt it to contemporary needs. Investors, whether from large hotel groups or independent entrepreneurs, are deploying innovative strategies to bring these historic sites back to life.
Olivier de Chabot-Tramecourt, Managing Director of Mercure, confided to Le Figaro Propriété in 2020: “After the crisis of 2008, which caused this market to plummet by 30%, the trend confirmed over the past two years has been accelerated by confinement and the call of the open spaces. The French are flocking to a whole range of properties in the countryside, including manor houses and castles.”
Olivier Brunet, director of Barnes Propriétés et Châteaux, told Figaro Propriété a few months ago: “For the past 3 or 4 years, we’ve been seeing requests to convert castle for professional use (hotels, leisure activities, etc.). This gives a new lease of life to these buildings, which are difficult to maintain given the high cost of renovations, expenses, maintenance…”
This evolution demonstrates a growing interest in these unique buildings, which attract customers in search of singular experiences where luxury meets authenticity. These transformations are saving these properties from abandonment, while integrating them into a new era where guests can enjoy a castle experience for one or more nights. Nowadays, guests prefer a warm atmosphere and a sense of family comfort to large rooms. This need for closeness lends itself perfectly to a castle, where every detail and object tells a story, offering guests an authentic experience.
A unique and diversified experience
Castles have always held a special fascination. Their conversion into prestigious hotels attracts a luxury clientele eager to relive bygone eras in an extraordinary setting.
We are witnessing the emergence of a demand among discerning customers in search of singular experiences and a certain quest for exclusivity and refinement, going beyond what traditional hotels can offer. Indeed, they are looking for authentic stays in a unique environment steeped in history.
Immersing oneself in a world where time seems to stand still, that’s the feeling customers seek when they enter these places steeped in history.
To reinforce this closeness to the customer, castle-hotels are creating ever more memorable experiences to create unique moments and strengthen customer loyalty.
Indeed, to remain a competitive player in the eyes of a demanding clientele, industry professionals must diversify and offer quality services, which represent significant added value.
Many castles call on Michelin-starred chefs to create a menu that appeals to visitors. For example, at the Château du Domaine les Crayères, Le Parc restaurant, with its two Michelin-starred Chef Christophe Moret, offers a culinary experience that reflects the French art of living.
When it comes to well-being, the Spa and treatment offer is also a key criteria for customers. Le Château de la Gaude, an 18th-century bastide in Aix-en-Provence, for example, offers a range of wellness treatments in partnership with the prestigious Valmont brand, as well as experiences combining care and gastronomy.
Some establishments are also offering increasingly exclusive experiences, such as exclusive private tours for customers. Château Cordeillan-Bages, a charterhouse in the middle of vineyards in Pauillac, offers chauffeur-driven day trips, tours of the Bassin d’Arcachon and vintage car rallies.
Finally, one-off events such as summer evenings attract a varied clientele and enhance the value of the property. White parties at Domaine les Crayères, for example, have become an annual event.
Moreover, customers are showing a strong interest in discovering local know-how and thus returning to nature. Indeed, this search for local roots seems to have become a priority for many travelers, seeking to immerse themselves in the culture and history of the region they are visiting.
“Travelers want authentic experiences that give them insight into local culture and allow them to explore hidden gems their friends don’t know about, and they want the money they spend on vacation to support the local community.” (Globetrender, 2023). What’s more, according to a GetYourGuide study, some 97% of travelers said that experiencing the local culture was more important than other aspects of their trip. Priorities are food (70%), sightseeing (67%), discovering history (58%) and interacting with locals (38%).
Another example of a unique local experiential offering in this segment is wine tourism. Les Sources de Caudalie is a fine illustration. The project began in 1999, then continued with the opening of Les Sources de Cheverny in 2020. The properties offer a wide range of services, from a vinotherapy spa and a Michelin-starred restaurant to activities such as wine tastings and bike rides through the vineyards. The collection is set to grow even further from spring 2025, with the acquisition and renovation of Château de Gilly in Burgundy, and Château d’Isenbourg in Alsace, illustrating this dynamic market. The owners of Les Sources want wine enthusiasts and connoisseurs from around the world to be able to choose their favorite wine region to stay in one of their hotels, while making a point of ensuring that each of the houses has its own identity and shares the same vision.
The desire to belong to a community of enthusiasts
A castle-hotel getaway not only satisfies a quest for exclusivity, but also a desire to belong to a community sharing the same values of refinement and a taste for history. These places thus become spaces for sharing and conviviality between enthusiasts of heritage and luxury.
For lovers of castle life, these buildings-turned-hotels offer a unique opportunity to plunge into the past and appreciate not only the architecture, but also relive the rites and customs of yesteryear in an authentic setting where every detail has been carefully thought out.
Le Grand Contrôle at the Domaine de Versailles, part of the Airelles Collections group, perfectly embodies this journey into the imagination. In addition to the renovation and interior decoration, the transformation involved working on the archives to recreate 18th-century life at the castle, while adapting to today’s comforts. All of this is designed to enable customers to relive history as it existed in the days of the kings, with the morning ritual “La levée du roi”, for example, or the Alain Ducasse Diner featuring the traditional service from the era and candlelight illumination. Also, to make the experience even more memorable, a great deal of research has gone into the scenography and costumes, so that the staff can dress in the codes of the period. The magic of a stay is also enhanced by the atmosphere. Each of the 14 rooms and suites at Le Grand Contrôle is decorated differently, with period furnishings.
Customized and personalized service
Luxury has evolved from simple comfort to an immersive, emotional experience. We are now witnessing the emergence of new approaches to luxury hotels, illustrating customers’ appetite for products that redefine codes. Thanks to their limited number of rooms, castle and estates offer tailor-made services and experiences, with a particular focus on customer satisfaction.
This is the vision of the Teritoria group, which includes a number of manor houses and castles: “A new phase is beginning, one that places the relationship between the traveler and the professional at the heart of our commitments. Attention to others, personalized service, the cardinal value of the human relationship, the commitment of our teams alongside hoteliers and restaurateurs, will be the hallmarks of our inhabited homes for a long time to come.” (Press release, November 2017)
“People will forget what you said. They will forget what you did. But they will never forget how you made them feel.”
Maya Angelou
With Abbaye des Vaux de Cernay, which opened in October 2023, Paris Society also wants to offer its guests a stay in the countryside where everything is designed to guarantee a successful experience. The property offers numerous activities within a 72-hectare park and indoor lounges, but also shows particular attention to detail with family-friendly services such as the possibilitý to leave with Sunday evening meal, or homework help for children.
Antoine Ménard, Chief Creative Officer at Paris Society, took the initiative of developing services at the Abbaye des Vaux de Cernay based on customer wishes, and asked customers: “If I were to go to the countryside for a weekend tomorrow, what would I dream of if it were summer and if it were winter?” (KMPG, L’industrie hôtelière française en 2023).
Companies are looking for venues that allow them to tailor their events to their specific requirements. Castles often offer the possibility of hosting groups, whether for meetings, conferences or seminars. These establishments tailor their offers according to the criteria defined by companies, to guarantee a tailor-made experience that perfectly meets their needs.
A culture of excellence
In order to create a bond with customers, hotel staff need to be trained in the knowledge of the place in order to transmit it and thus enable customers to fully immerse themselves, leaving them with a real, anchored story after their stay. This art of storytelling is essential to building and reinforcing the identity of the place, and contributes to the development of an emotional connection with customers.
As in any 5-star establishment, the staff must also embody the values of excellence in the customer experience. This implies attention to detail, warm and professional hospitality, and a constant commitment to exceeding guest expectations. By offering top-quality service and demonstrating a passion for their profession, staff not only build customer loyalty, but also generate positive reviews and recommendations, strengthening the establishment’s reputation.
A history to preserve
The owners who take on this type of work are above all passionate people with a common goal: to bring the place back to life.
Preserving the original architecture is an essential part of castle renovation. Each element, and the materials used, must be compatible with the old building to guarantee the structure’s durability over time.
To achieve this, owners can call on financial support from various organizations, including subsidies, state aid and associations such as the Fondation du Patrimoine. Some of these buildings may also be eligible for tax relief under the Monuments Historiques law, while companies making donations to these projects benefit from tax deductions under corporate sponsorship.
A notable example of the successful application of corporate sponsorship is the Castle-Hôtel de Canisy. This remarkable building relies in part on the generosity of private individuals and companies to finance its restoration and maintenance.
In Corrèze, the Château du Theil is undergoing a major transformation thanks to the bold initiative of three Ussellois: Francis Malaquis, Benoit and Bruno Barrier. Acquired in 2019 for €160,000, this 12th-century castle, once in ruins, is on the way to becoming a four-star hotel. Over the past five years, they have renovated the facades, collapsed wings and roofs, and fitted out the rooms with eco-friendly construction. The 4.6 million euro project is still seeking financing. The 14 rooms, gourmet locavore restaurant and seminar room are scheduled to open in 2024, marking a new beginning for this historic site.
The castle in the 21st century
Renovating a castle into a hotel must combine respect for its history with harmonious adaptation to today’s uses.
Indeed, this complexity must respect the comfort of a demanding clientele and the safety requirements of strict regulations. Combining modernity with the preservation of original features is a constant challenge, requiring a thoughtful approach.
Jean-Claude Lavorel is passionate about renovating old buildings and transforming heritage sites into hotels. One of the most spectacular of these dates back to 2014, when, after buying the Château de Bagnols, he undertook a major renovation project costing around 3 million euros – almost a third of the purchase price. Particularly impressive is the creation of a glass dome over the interior courtyard, which houses the restaurant, and a spa with indoor swimming pool. Inspired by the Louvre pyramid, the dome brings a touch of modernity while retaining the charm of the old. Château de Bagnols is now a 5-star hotel-restaurant with 21 rooms, part of the Lavorel group.
A few years ago, when the castle belonged to Lady Hamlyn, an English aristocrat, Tom Cruise came up with the idea of building a Roman-style swimming pool near the castle.
Abroad
France may be the country with the most castles, but the rest of Europe is no exception, with its wealth of historic residences and castle-hotels in a variety of forms.
Wales stands out for the density of its castles, with more castles per square kilometer than any other European country. Welsh castles, with their robust medieval architecture and defensive features, are often set in picturesque landscapes, adding a rustic touch. Palé Hall in North Wales is a fine example. This Victorian manor house, built in 1871, has a rich history. It has hosted important personalities such as Queen Victoria and Prime Minister Winston Churchill.
In the UK, castles are often similar in style to cottages. For example, the Experimental group offers stays in historic residences with contemporary touches. Cowley Manor Experimental, located in the Cotswolds countryside, is a 17th-century manor house surrounded by extensive landscaped gardens. It offers 36 bedrooms, a spa, restaurant, cocktail lounge, library and numerous lounges, creating an intimate, family atmosphere.
Gleneagles, located in Scotland, also perfectly embodies the charm of British cottages. In addition to its architecture and facilities, Gleneagles offers a multitude of family activities typical of the region: fishing, horse riding, shooting sessions and 4×4 explorations.
Castles are also well represented in Spain, particularly with paradores. These unique hotels are often set in historic buildings such as castles, monasteries or fortresses, converted into luxury hotels. These establishments are part of a network of hotels managed by the Spanish state, known as Paradores de Turismo de España. The concept dates back to 1910, when the Spanish government, under the presidency of José Canalejas, entrusted the Marquis Benigno de la Vega-Inclán with the project of creating a hotel structure to enhance Spain’s cultural heritage.
As for Italy, the borgos experience offers an immersion in traditional Italian culture. Restored and transformed into tourist destinations, borgos are historic villages known for their cobblestone streets and stone houses. Borgo Pignano in Tuscany, for example, offers stays in suites, maisonettes and villas with panoramic views. Similarly, Castelli in Italy, transformed into luxury hotels, offer guests a unique experience. One of the most emblematic, Castello di Reschio, is located in Umbria. Nestled in 1,500 hectares of countryside, it offers an immersive stay, with baths inspired by Roman thermal baths in the castle’s former wine cellars. In addition to the 36 suites and rooms available, the castle also offers eight renovated farmhouses, blending tradition with modern luxury.
In conclusion, the growing interest in transforming castles into prestigious hotels demonstrates a quest for modern luxury mixed with a search for historical authenticity. These projects not only help to preserve and revive often neglected places, but also offer visitors extraordinary experiences, where each stay is imbued with local specificities. By reinventing these homes in a new era, investors and owners invite guests to step back into a bygone era with all the comforts of today. These castle-hotels blend tradition and modernity, where heritage and luxury meet.
As more and more travelers seek memorable, distinctive experiences, castle-hotels could well become the must-visit jewels of tomorrow’s luxury tourism.
