Sébastien Mérignargues, director ofAvoriaz100%, the iconic pedestrian resort nestling in the heart of the Portes du Soleil (Northern Alps), sat down for an interview to review the summer season and look ahead to the coming winter season.
READ MORE: Rémy Counil: "The success of La Plagne? Its snow, its activities and its villages".
How do you see the Avoriaz summer season developing?
The objective set for the last four years was clear: to boost the resort's summer business. Although we don't yet have the latest figures, we can already say that we've gone from 190,000 to 310,000 overnight stays in the space of four years, an increase of almost 60 %. This proves that the summer season is an important one for Avoriaz. This year, in terms of visitor numbers, we're ahead of last year's already record figures. And all this without having built a single extra bed in the last ten years.
Our aim is to optimise our existing offer. Over the last four years, we've never welcomed so many people and generated so much revenue for the region. Winter is becoming shorter and more complicated, so we need to have regular activity over two busy seasons. That's the strategy we've chosen: last winter, we had sixteen consecutive weeks with more than 82 % of occupancy, and this summer, nine weeks with 58 % of occupancy. That still leaves plenty of room for improvement in the summer.
How would you sum up the summer of 2024?
The first thing is that Avoriaz performs well for a high-altitude resort. It's well suited to being a pedestrian resort, not very spread out, concentrated around two major areas. This means that most of the activities are grouped together, creating a resort atmosphere that is much appreciated. We're also lucky enough to be at the heart of the Portes du Soleil, which boasts the world's first bike park.
"We have a clear policy on accommodation: no new construction for ten years.
Avoriaz is at the centre of this complex. Of the 1.8 million mountain bikers on the Portes du Soleil trails, 800,000 pass through Avoriaz. Hikers are also massively present. Our aim is to improve our products every year, adding a skate park, a board sports centre, a mountain bike airbag, a bouldering room, squash courts, a via ferrata, etc. We try to offer as wide a range of activities as possible so that everyone can put together their own programme.
How is the resort structured so that it can live all year round?
We're not a resort that's all about events, but we do have two major events to bring the summer season to a close and ideally launch the winter season. At the moment, our dance festival marks the end of the current season with 16,000 dancers in attendance, enabling us to reach 60 % in occupancy during this last week. Visit Rock On Snowwith 80 brands on show, traditionally opens the ski season.
While Morzine has a year-round population of 3,000, we only have 200. We're already pleased that the mini-market will remain open in mid-season (smile), because we're first and foremost a tourist resort. The aim is to extend the summer season with the bike park from mid-June to mid-September and the golf course from the beginning of June to the end of September. Three months of summer, in addition to the ski season, is ideal. It helps maintain visitor numbers and keeps the shops open as long as possible.
What new products are announced and expected this winter?
We have a clear policy on accommodation: no new buildings for ten years. This is something the local council is determined to do. We are committed to continuous improvement. Last year, the Lac-Intrêts chairlift was replaced. This year, we're renovating the surface of our pistes while we wait for the snow.
"We're banking on the maturity of our products: sixteen weeks with an occupancy rate of over 80 % is exceptional.
Our Pierre & Vacances residence will be closed for renovation, with 500 beds brought up to date. It will reopen for winter 2025. We are banking on the maturity of our products: sixteen weeks with an occupancy rate of over 80 % is exceptional. We intend to maintain this base. Customer satisfaction is important, as is word of mouth and building loyalty.
How is Avoriaz working to set itself apart from other major resorts?
Avoriaz remains unique in being the only 100 % pedestrian resort in Europe, where the streets are slopes. Children can move around freely in summer and winter, making it a great resort. The architecture, whether you like it or not, is a real signature, integrated into the landscape. We're banking on this atypical and identifiable product: when you see a photo, you know you're in Avoriaz.
It's a product that's sufficiently offbeat and different. We need to push this advantage without entering into a price war or an aggressive promotional strategy. We're relying more on communication and promotion based on our strengths, rather than on a policy of expansion.
We know how important seasonal workers are in our resorts. What role do they play in Avoriaz and how do you go about attracting them?
Like many resorts, we have a problem with accommodation at altitude, which leads to rising prices and inaccessibility for the working population. We have a proactive policy at resort management level. We pay the rent and service charges for seasonal workers, which is a real asset. This social policy represents a cost for the Tourist Office and management, around 250,000 euros a year.
READ MORE: These ski resorts are already offering pre-sale ski passes: find out which ones
This is money that we withdraw from other budgets, such as events, and reinvest in this social policy. The aim is to promote access to work for seasonal and permanent staff, with the added benefit of retaining the best people. It's a success, because we've already recruited almost everyone for this winter. In this business, people are essential. You need people who are motivated and committed. To achieve this, finding suitable accommodation is crucial.