Non-negotiable standards in cuisine and guest experience: The «Relais & Châteaux» label is one of the most coveted for hotels and restaurants worldwide, with most applicants being rejected. finews.com met with President Laurent Gardinier for an interview.
How does one envision a leading French hotelier and restaurateur? Friendly and courteous in demeanor, impeccably dressed in a suit and tie, exuding evident professional pride.
These attributes describe Laurent Gardinier. The gray-haired, honorable «gentilhomme» greets us in the meeting rooms of a five-star hotel in Zurich. «Unfortunately,» he says, «we don't have a member hotel in Zurich,» as he takes a seat at the large conference table.
70-Year Anniversary
In this context, «we» refers to «Relais & Châteaux.» The renowned association of top hotels and restaurants is currently celebrating its 70th anniversary.
Professionally, Monsieur Gardinier, along with his brothers, owns the family business that bears their name, which operates in luxury hospitality and gastronomy, as well as in caviar and wine trading. This includes the famous «Domaine Les Crayères» hotel in Champagne and the two-star Parisian restaurant "Le Taillevent."
First Visit to Zurich
Both establishments, as one might expect, are members of «Relais & Châteaux.»
For the first time since beginning his four-year term as president of the association last year, Laurent Gardinier has come to Zurich. The visit is visibly important to him.
«Significant Market»
«In Switzerland and Liechtenstein, we have 24 members. These countries are significant markets for us in every respect: both in terms of friendship and geography. Our values are particularly well represented here.» The first Swiss member was welcomed in 1975. «Swiss members generally stay with us for a very long time.»
What makes «Relais & Châteaux» so unique? There are countless quality labels, marketing alliances, and veritable hotel chains.
Average of 40 Rooms
«Firstly,» Gardinier replies, «we are an association, not a company.» In each country, the members are organized into regional associations. It is important that member establishments, with an average of 40 rooms, maintain a «human scale.»
«Relais & Châteaux» offers its member hotels and restaurants around 60 valuable programs and services. And the label helps ensure that a property gets and stays on the radar of guests and tour operators.
Gastronomic Restaurant is Mandatory
«Moreover, the gastronomic aspect is very important.» With few exceptions in city centers, every hotel must have a gastronomic restaurant. The cuisine must be deeply integrated into the culture and offer local, seasonal experiences. «We don't have anything like ‹international cuisine.›»
For standalone restaurants, the minimum requirement is two Michelin stars. In countries without a Michelin Guide, an «equivalent level» must be guaranteed.
600 Applicants Annually
Gardinier sees the main distinguishing feature as not adhering to rigid standards but focusing on the guest experience and the philosophy of the association: «We adapt to find the best hospitality in each establishment. And the art of hospitality in South Africa is not the same as in Japan.»
Laurent Gardiniers «Domaine Les Crayères» in Reims. (Bild: zVg)
According to the «Relais & Châteaux» president, around 600 establishments apply for membership each year, roughly equivalent to the current number of members. «We accept very few.» In the restaurant sector, they've even turned down three-Michelin-star establishments «because they didn't align with the ‹Relais & Châteaux› philosophy.»
Summer Recommendations
We asked Mr. Gardinier if any new Swiss establishments are currently applying. «Yes, but we do not disclose names. It's a very discreet process.»
The «Relais & Châteaux» president shared that he will spend his summer vacation in Italy and recommends visiting the Amalfi Coast. «We have two very beautiful hotels there, the ‹Borgo Santandrea› and ‹Il San Pietro di Positano.›»
At Louboutin in Portugal
He also suggests that southern Portugal is well worth a visit in the summer. «For example, the ‹L'AND Vineyards,› which is beautiful, or the ‹Hôtel Vermelho,› a splendid hotel recently restored and taken over by the famous shoe designer Christian Louboutin.»
For those wishing to travel further afield, he recommends the «Relais & Chateaux The Inn of the Five Graces (Luminaria Villa)» in New Mexico, or the «Relais & Châteaux» properties in Miami or Mexico. «No matter where you travel, you'll always find a place with us that welcomes you and offers the best of its culture and region.»
