Our Reinvention strategic plan

The world of tourism is evolving, and so are the expectations of our customers. We have moved into the era of the experiential and the meaningful. Traveling close to home to limit our carbon footprint, being with family in a preserved environment, getting back to basics, to nature: this authenticity, this proximity are now at the heart of holidaymakers’ plans.

Our fundamentals are already in line with these aspirations: we have exceptional brands and offers in Europe, aimed at a family, domestic and loyal guests.  But we need to go one step further, and that is the customer experience. Our “Reinvention” strategic plan therefore capitalizes on our strengths to respond to the structural shift in the tourism market. It is based on three pillars – CSR, performance and customer experience – to transform our Group and make it the European leader in reinvented local tourism.


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

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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.

Franck Gervais

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The tourism sector in figures

Limit our environmental footprint


of the world’s travelers expect more sustainable alternatives from the tourism sector

Create long-lasting memories


of millennials prefer to enjoy experiences rather than material objects

How we reinvent local tourism
with a positive impact

We want to bring a reinvented, more sustainable, more experiential tourism to our customers. With Reinvention, we are already on the road to transformation.

Our transformation plan is paying off: since the launch of our Reinvention strategy in 2021, our performance has confirmed the relevance of this roadmap.

In 2023, the Group’s operating performances reached record high levels with double-digit growth in its tourism business compared with 2022. With the confidence of a consortium of new shareholders, Alcentra, Fidera and Atream, we are back in sustainable profitability. Our financial structure is sound and solid and we have gained in agility. The transformation of our management team goes hand in hand with our positioning: flexible, focused on our new challenges, our managers are responsible for the development of our 12,600 employees worldwide, all of whom are committed to their passion for their profession.

Finally, by committing ourselves to impact tourism, we place our responsibility approach at the heart of our brands, our services and our processes. In 2023, the Group’s carbon trajectory is validated by the international SBTi organization. That same year, the Group also became the first service-sector company to sign a 7-year “Fonds Chaleur” framework contract with Ademe* to improve the energy efficiency of our buildings and develop renewable energies.

Therefore, we encourage our teams and our clients to become players in this sustainable tourism. We are transforming ourselves in depth and contributing, as a leader, to the evolution of the tourism sector towards a more resilient model.

*French Environment and Energy Management Agency

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Keys to our reinvention

To reinvent the customer experience, we activate several levers:

  • We are investing to upgrade and modernize our estates and residences.
  • We are developing our tourism portfolio in an ambitious and responsible way.
  • Finally, we want to offer our customers much more than accommodation or stays, 100% experiential, memorable and local offers.

We are deploying this approach in our 4 tourism brands, Pierre & Vacances, Center Parcs, maeva and Adagio, while respecting the DNA of each of them and putting our teams at the heart of this transformation.

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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.