Our Strategy ReInvention

The world of tourism is changing, and with it, our customers’ expectations. We have entered an era where experience, authenticity and meaning take precedence. Travelling closer to home to reduce one’s carbon footprint, spending time with family in a preserved environment, reconnecting with nature and the essentials: these aspirations are now at the heart of holiday planning.

Our core values already fully reflect this quest for proximity and authenticity. In Europe, we have strong brands and unique offerings, highly regarded by a loyal, local and family-oriented clientele. The Group is building on these strengths to support the profound structural transformation of the tourism market.

 

Launched in 2021, our ‘RéInvention’ strategy laid the foundations for a revitalised local tourism sector, centred on three key pillars:

  • social and environmental responsibility,
  • sustainable performance,
  • and the customer experience.
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In 2024, the Group is accelerating its growth momentum with ‘Beyond ReInvention,’ built around five value-creating pillars.

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The tourism market is looking for meaning. We have the answers.

Today’s European holidaymakers are looking for authenticity.

For them, choosing a more ecological accommodation, a local destination, means opting for responsible vacations, a reduced carbon footprint and it also means supporting the dynamism of regions and territories.

Depending on their desires, destinations and seasons, we offer them, in Europe, all the experiences of a meaningful tourism.

The tourism sector in figures

Source: OECD Tourism Trends and Policies 2024

Limit our environmental footprint

65%

of European travellers are willing to pay more for a more sustainable holiday.

Create long-lasting memories

78%

of millennials prefer to enjoy experiences rather than material objects

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Keys to our Reinvention

To rethink the experience we offer, we are focusing on three key areas:

  • We are investing in modernising and upgrading our resorts and holiday homes.
  • We are pursuing an ambitious and responsible expansion of our holiday portfolio, primarily on an ‘asset-light’ basis.
  • We offer our guests much more than just accommodation: unique, memorable experiences deeply rooted in each destination.

 

We are rolling out this approach across our four tourism brands – Pierre & Vacances, Center Parcs, maeva and Adagio – whilst respecting their unique identities and placing our teams at the heart of this transformation.

Discover the presentation of “Beyond Reivention”
pierre & vacances

Flats or houses with breathtaking views located in the heart of the most beautiful destinations in France and Spain, by the sea, in the mountains or in the countryside.

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Domains located in the heart of nature, cottages, indoor and outdoor leisure and relaxation facilities including the Aqua Muando, restaurants and shops.

A distribution and services platform specialised in holiday rentals: 50,000 rentals in campsites, villas and individual homes.

Aparthotels in the heart of major cities in Europe and the world, with hotel services for mid/long-term stays for business or leisure.des moyens et longs séjours, affaires ou loisirs.