Brand Overview: Born in 1960s Paris during an era of glamorous travel, Le Méridien Hotels & Resorts continues to celebrate cultures around the world through the distinctly European spirit of savouring the good life. With more than 100 hotels and resorts in nearly 40 countries and territories, spanning from Mauritius to Monaco and from Santa Monica to Seoul, Le Méridien’s engaging mid-century designed spaces coupled with chic signature programmes put a playful twist on art, coffee, sparkling cocktails, summer and family, and inspire creative-minded travellers to explore the world in style.
History: Le Méridien was founded in 1972 by Air France, a leader in design and innovation at the time, with the intent to provide a ‘home away from home’ for the airline’s passengers. The Le Méridien Etoile in Paris was the first property of what would later lead to a global presence for Le Méridien in the world’s primary international cities, as well as exotic resort locales. Today, there are more than 100 Le Méridien Hotels & Resorts in nearly 40 countries.
Target Guest: The Paris-born brand connects the curious and creative-minded traveller to unexpected and engaging experiences within their destination.
Growth Plans: Plans for the line of upper-upscale, four-star hotels and resorts call for dynamic portfolio expansion within the next five years in some of the world’s most exciting destinations, including Asia-Pacific, Europe, Africa, and the Middle East.
Hotel Attributes: Based on proprietary research that shows that the first 10 minutes in a hotel sets guests’ mind for the rest of the stay, Le Méridien has identified four signature moments to make the guest’s arrival experience memorable and special. Le Méridien’s arrival experience commences the moment the guest arrives at the hotel doorstep, continues through the hotel’s public spaces, and does not finish until the guest reaches the door to their guestroom.
Arrival Artwork: Right upon arrival, the guest is immersed in a memorable artistic experience. Located by the front doors and/or the check-in desk, 40+ artworks have been created for the brand by numerous established and emerging artists around the globe to reset the guest’s mind, leave the outside world behind and enter the new world of Le Méridien.
A Sensorial Environment: A unique atmosphere has been created including the signature scent, which was developed with MALIN+GOETZ, is aptly named LM002 for airplane tail numbers and the alluring scent is featured in the public spaces of all properties globally; a signature soundtrack filling the Hub and public spaces curated by French Bossa Nova band Nouvelle Vague; and a lighting ceremony (created by each hotel) to celebrate the transition from day to night.
Le Méridien Hub: Le Méridien has re-interpreted the traditional hotel lobby space as Le Méridien Hub, where creative people gather to converse, debate and exchange. Guests and locals are surrounded by curated contemporary, high impact installations, such as artwork, projections and unique soundscapes.
- Each Hub globally plays the curated soundtrack by Nouvelle Vague, offers effervescent spritzers and cocktails by Le Méridien Sparkling, and transforms from day-to-night, offering innovative coffee culture during the day and a modern twist to cocktail hour at night.
- This environment awakens curiosity and stimulates thinking, making the Hub a perfect place to work or meet for the majority of Le Méridien guests whom are business travellers. According to a survey by Skift, more than half of business travellers surveyed are more likely to take a “bleisure” trip compared to 5 years ago. Additionally, the design of each Le Méridien Hub is inspired by the destination, allowing guests to become engrossed with the local culture without having to leave the hotel.
- Additionally, each Hub has a transformative bar at the center, with three different types of seating zones:
- Collective – large and lounge-like
- Communal – smaller spaces that allow guest to seat alone yet feel together with other guests.
- Coffeehouse – more casual seating
Signature Programmes: Le Méridien tapped into its rich European heritage and developed programming aimed at the creative and curious minded traveller. Le Méridien is focused on helping guests discover their destination through culture, coordinates and cuisine. Le Méridien has carved a unique niche for itself within the travel space through highly collaborative experiences for hotel guests.
These programmes have played a strategic part in the brand’s repositioning efforts, including Le Méridien Sparkling; A New Wave, global music partnership with French Bossa Nova band, Nouvelle Vague; and Le Méridien’s Master Barista programme, highlighting the brand’s continued commitment to coffee.
Le Méridien launched a Master Barista programme in December 2013 in celebration of the brand’s commitment to authentic coffee culture through Le Méridien Hubs worldwide.
As part of a global partnership with French Bossa Nova collective, Nouvelle Vague, the group has curated a 24-hour soundtrack for Le Méridien hotels around the world. Created from both original songs and covers of classics, the soundtrack mirrors the experiences of the hotel, transitioning from eye openers (morning) to a coffeehouse atmosphere (day) to Sparkling (aperitif) and finally twilight (evening). The partnership is a subtle nod to Le Méridien’s Parisian roots.
Signature brand cocktails are now available at all Le Méridien hotels worldwide as part of the Sparkling cocktail programme celebrating the European aperitif culture. Featured drinks include the String of Pearls, a blueberry and lemon infused orange liqueur topped with sparkling wine and garnished with lemon peel strips and blueberries soaked in orange liqueur; Aperitivo + Raspberry Spritz, an Italian aperitivo with homemade raspberry and vanilla soda topped with Prosecco and garnished with a raspberry; and Vanilla Peaches + Prosecco, a peach puree with lime juice and homemade vanilla syrup topped with prosecco and garnished with vanilla bean shaving.
PR Contacts: Danielle Mileno, Senior PR Director
Meg Vesce, PR Manager