Long a symbol of luxury firmly rooted in France, the Barrière group is now undergoing the most extensive transformation in its history. Faced with excessive dependence on the French market and rapidly changing tourist habits, the company is redefining its identity to better appeal to international customers.
A French giant in search of new horizons
The Barrière group, a historic pillar of casinos in France, can no longer rely solely on this activity. Although casinos still account for 70% of its turnover, they are no longer sufficient to ensure the necessary growth. This growth now comes from the hotel and restaurant sector, which is booming.
For the financial year ending in October, turnover reached approximately £1.45 billion, up 3.5%. This is a remarkable performance in a context marked by strong international competition. This observation has prompted the group to review its structure in order to strengthen its export capacity.
After what he describes as a very successful year, Grégory Rabuel has embarked on a major overhaul of the Barrière brands. The aim is to more consistently embody the French art of living that has been the group’s hallmark for over a century.
The twenty existing hotels will now be united under a common banner, Barrière Collection, accompanied by two iconic brands: Fouquet’s and Maison Barrière. This new structure aims to offer a more recognisable identity abroad and better meet the expectations of investors. The group has set an ambitious goal: to double its hotel portfolio in ten years, with growth coming mainly from international expansion.
Why international expansion is becoming essential
Today, 85% of the Barrière group’s turnover comes from the French market. This dependence is considered excessive by the management, especially as luxury destinations around the world attract customers looking for high-end experiences.
There are many new targets: the United States, several major European capitals, but also exclusive destinations such as the Maldives and more unexpected ones such as Lapland. These are all places where the Barrière brand wants to offer an exported version of its French expertise.
While Barrière looks to the future, the group has not forgotten its roots. It relies on its historic establishments to consolidate its image and attract a sophisticated international clientele. These include legendary establishments such as L’Hermitage in La Baule, Le Normandy in Deauville and Le Majestic in Cannes. These hotels are the subject of massive investment aimed at strengthening their position in the very high-end market.
Casinos: a heritage redesigned to appeal to the world
Casinos remain the economic heart of Barrière. However, here too, a transformation is taking place. The brand is now becoming Barrière Casino, a change intended to clarify the identity of the business and bring it closer to the new codes developed for the hotel industry.
Internationalisation is not limited to hotels: Barrière also plans to expand its network of casinos. Already established in Switzerland, Egypt and Ivory Coast, the group will open a new establishment in Tirana, Albania, within a year. This project will bring the total number of Barrière casinos worldwide to 34.By building on its heritage and reinventing it, the French company aims to become a global benchmark for entertainment and high-end hospitality. Between modernising its icons, diversifying its brands and conquering prestigious destinations, Barrière is fully embracing its transformation to take the French art of living far beyond the borders of France.