On Site: Report From DUCO France 2024

In just four years, DUCO France has become a fixture on the travel trade show circuit. Not only is it good business for top travel advisors and luxury hospitality suppliers, but it’s also an immersive showcase of France’s crème de la crème. What’s the secret to the winning formula? Carolina Perez, the travel industry entrepreneur, pioneered a new concept in 2018 with DUCO Italy: A summit dedicated to a single destination, held in that destination. DUCO France followed in 2021, and next year DUCO Spain & Portugal launches in Marbella.

The fourth edition of DUCO France, held in Paris November 4-8, showed off the “experiential travel” that’s part of the DUCO DNA. By offering a deep dive into the destination, advisors have the opportunity to hone their expertise. In Perez’s words: “Everyone leaves DUCO as an ambassador of France.”

Dreamy event settings included a bevy of palace hotels, the ultra-luxury distinction awarded to just 31 properties in France. For example, Le Bristol staged the press appointments, while La Réserve Paris, Four Seasons George V and Hôtel de Crillon, A Rosewood Hotel hosted lavish lunches. The Peninsula Paris opened the event with a sizzling soirée. Celebrating its 10th anniversary, the grand hotel put on a theatrical spectacle of classic Parisian art de vivre: a 1920s-style performer lit up the historic Bar Kléber, while a musician played an accordion in a faux “Café Montmartre” complete with croissant-topped tables and newspapers—a selfie stage setup appreciated by the attendees. Michelin-starred chef David Bizet assembled intricate dishes right in front of our eyes.

Indeed, the theme this year was “appétit," highlighting France’s renowned culinary heritage and food scene. In a welcome speech at the opening party, Perez quoted legendary chef Auguste Escoffier: “Good food is the foundation of genuine happiness.” The meals and nighttime events flaunted these gourmet delights.

DUCO France convened 205 French travel suppliers and 221 luxury travel advisors from English-speaking markets. Scheduled at 15 minutes each, the one-on-one meetings were held in the Hôtel Potocki, a stunning 19th-century hôtel particulier (aristocrat’s mansion) that today houses the Paris Île-de-France Regional Chamber of Commerce and Industry. In keeping with the event theme, each of the rooms—decorated with giant tapestries, soaring marble columns, and crystal chandeliers—was temporarily named after a French delicacy, like Crêpes Suzette.

Voted by attendees, the DUCO France 2024 Awards were presented in four categories. The winners were: Villa La Coste (Hôtel de Charme, up to 50 rooms), Hôtel de Crillon, A Rosewood Hotel (Emblématique Maison, more than 51 rooms), Queen of Clubs (Unique Experience Provider) and Sophie Volant, directrice of Hotel du Cap-Eden-Roc (Best Hôtelier).

Exhibitors told us that DUCO’s rigorous selection process for hotels and vetted advisors assures a quality event. For the hotels, it’s beneficial to meet with advisors who are keenly interested in the destination, and a rotating list of attendees means new connections and relationships are made. (On an invite-only basis, advisors can attend once every three years.) DUCO France is supported by destination partners: the Paris Convention and Visitors Bureau, Visit Paris Region Tourism Board and Atout France.

The closing event was held at the Samaritaine, the legendary department store that was reopened in 2021 after a costly, years-long restoration by French luxury conglomerate LVMH.

DUCO France 2024 appointments at Hôtel Potocki
Making Connections: One-on-one meetings between suppliers and advisors took place at the Hôtel Potocki. (Hôtel Potocki)

Hotel Highlights

Representing all French regions, the exhibitor hotels included established favorites and buzzy newcomers. Among the new ones, there’s a lot of talk about Le Mas Candille. After a complete overhaul, the hotel refreshed the interiors and added a destination spa, the Glow House by Clarins. This is a long-time luxury establishment in Mougins, high in the hills above the Côte d’Azur.

Les Lumières in Versailles is also getting buzz. A boutique Relais & Châteaux property with just 31 rooms and suites, it’s the latest launch from the 2L Collection (also behind Le Cinq Codet in Paris, the Château d’Audrieu in Normandy and Château de Fonscolombe in Provence). And InterContinental completely revamped a historic castle hotel (Chateau Mont Royal), set in the Chantilly forest just 20 minutes from Charles de Gaulle international airport.

Homegrown French luxury hotel groups appreciate DUCO’s single country focus. Maisons Pariente is a collection of properties in sought-after settings: Lou Pinet in Saint-Tropez, Crillon Le Brave in Provence, Le Coucou in Méribel and Le Grand Mazarin in Paris. Inwood Hotels, comprising 13 properties, is behind Bordeaux’s emblematic Burdigala and the Imperial Garoupe in Cap d’Antibes (currently undergoing renovation). The Megève-based Maison & Hotels Sibuet, whose flagship is Les Fermes de Marie, recently upgraded Lodge Park from a four-star to a five-star hotel in the center of Megève. Sibuet also offers authentic, luxurious hospitality at properties in Provence and Saint-Tropez. Lignée Hotels, behind the Narcisse Blanc in Paris and the Yndō in Bordeaux, recently expanded to London with the four-star Grand Hotel Bellevue.

Individual properties also see the merit in exhibiting at DUCO. Situated in Bayeux, Villa Lara is the only five-star establishment within close proximity to Normandy’s D-Day landing beaches. (American guests appreciate the four presidential suites.) Outside Lorient in Brittany, Domaine de Locguénolé has been reborn after a three-year renovation. The sprawling resort offers a tennis court, spa, swimming pool and a dock for pleasure boats. La Bouitte is an alpine retreat in Les Trois Vallées, the largest connected ski area in the world. Part of Relais & Châteaux, it’s owned by the Meilleur family, and offers a Michelin two-starred restaurant alongside a bistro that’s been awarded a Michelin “Bib Gourmand” for excellent value.

Hospitality suppliers also included DMCs like Queen of Clubs, a “lifestyle service provider” that tailors itineraries with unique experiences for travelers. Guides are matched by personality, as are hotels. From an exclusive dinner overlooking Sacré-Cœur to a day at the French Open tournament, the Queen of Clubs team (40 strong in France) handles all the details.

Journeys of a Lifetime prides itself on “bespoke memory-crafting services,” said owner Marie Tesson, for “travelers who are bored of doing the usual five-star trip.” Her company Exclusive France Tours also handles corporate events.

The next DUCO event will be DUCO Italy, held in Milan in March 2025.

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