Hilton Arc de Triomphe brings creativity to luxury

With political tensions between the U.S. and France finally off the front pages on both sides of the Atlantic, Paris is enjoying a rebound in leisure arrivals, particularly luxury ones, from the States. As high-end travel to France rebounds, four- and five-star hotels in the French capital, such as the Hilton Arc de Triomphe, are devising amenities to stand out in the increasingly crowded luxury hotel sector.

For example, the art deco-themed Hilton, which opened a few blocks from the Arc de Triomphe in May 2004, has appointed an official director of surprises, otherwise known as the hotel's "gift muse," to devise tailored amenities for guests.

And, timed with the U.S. premiere in October of the film "Marie Antoinette," hotel restaurant Le Safran is offering a luxury dessert called Let Them Eat Cake, which consists of an edible, heart-shaped box of white, milk or dark chocolate topped by the "bauble" of guests' choice from one of Paris' top jewelers.

Depending on the piece of jewelry that's chosen, the dessert can cost as much as $100,000, according to hotel staff.

Give and take

Serge Ethuin, a 23-year Hilton veteran and general manager of the Hilton Arc de Triomphe since Oct. 3, said products such as the bejeweled dessert and positions like the gift muse help the hotel to stand out from the luxury crowd and justify high rates.

Americans account for 35% of bookings. The U.S. is the hotel's largest source market.

"We have a clear commercial objective to push rates up," he said. "Our strategy is to differentiate as much as we can from our competition and to give value for money, in the sense that expectations are rising.

"If you want to push rates up, you have to have these special touches and extra attention to detail, which I believe will make the difference," he added.

Diane Patoz, director of surprises (most recently manager of the hotel's executive lounge), is charged with developing unique in-room amenities, customized to the tastes of repeat and VIP guests, and accommodating special requests.

A standardized gift amenity, changed every six months, is offered to guests during their initial stays.

Repeat guests are greeted with a different gift, such as themed jigsaw puzzles, novels featuring the hotel, bottles of wine and samplings from the hotel chef.

In addition, VIP guests receive a nightly "turndown surprise" at bedtime, including incense, aromatherapy sniff boxes, branded lollipops and French caramels.

"When guests arrive at a four-star deluxe property, there is a certain level of services that are just expected," said Ethuin. "But if there is, from time to time during the typical two- to three-night stay, an extra, unexpected touch here or there, that can make a difference.

"We wanted to create an element of surprise," he added.

Vive la difference

According to Ethuin, the special touches for guests merely drive home the fact that the Hilton Arc de Triomphe already is fairly different from its most direct competitors nearby, such as the Royal Monceau, Grand Hotel, Paris Marriott Hotel Champs Elysees and Westin Paris.

"As a stylish, art deco hotel, we wanted to distinguish ourselves from the traditional, Parisian-style deluxe hotel because that's not what we are," he said. "What we try to offer is slightly different, probably a bit easier and friendlier with a young, dynamic team that's not too fussy.

"It's a different positioning," he added.

That said, there's no mistaking that guests at the Hilton Arc de Triomphe are in Paris and not just any Hilton.

"I think there is indeed a French atmosphere in the hotel," Ethuin said. "For example, we have a deluxe French brasserie on-site, Le Safran, that is very popular with the local market as well as our guests."

The Purple Bar also is not a typical, empty hotel bar.

Popular with locals in the Eighth Arrondisement, the watering hole is witness to the renewed popularity of hotel bars among Parisian night owls.

"On Thursdays, we do themed soiree evenings, and the bar is packed with local Parisian customers," said Ethuin. "We're trying to do some regular local events, particularly at the bar, to get that atmosphere.

While most hotel bars in Paris have been empty "for at least 10 years," it's now trendy again to stop for a pre- or post-show drink or dinner at any number of hostelries.

To reserve a Let Them Eat Cake dessert at Le Safran, call (011) 33-15 836-6700, at least 72 hours in advance.

To contact Destinations editor Kenneth Kiesnoski, send e-mail to [email protected].