Redefining Luxury: A chat with Laurent Gardinier of Relais & Châteaux

Relais & Châteaux, the collection of 580 independently operated hotels and restaurants, originated in France in 1954, and is now present in 65 countries. Many of its properties, led by hoteliers, chefs and restaurateurs, tend to be family owned, who pass down their values and luxury ethos to the next generation.

The group in March announced it had added nine new members and promises news of additional properties to the collection in July. The latest new members include Quercus, Gay, GA, United States; Castle Hot Springs, Morristown, AZ, United States; Lumière by Dunton, Telluride, CO, United States; Prana Maya Island Resort, Placencia Caye, Belize; El Cortés, Mexico City, Mexico; Jashita Hotel Tulum, Tulum, Mexico; KeyUrla, İzmir, Turkey; Hôtel Saint-Georges, Megève, France; and the two Michelin-star restaurant, La Fourchette des Ducs in Obernai, France.

We checked in with Laurent Gardinier, president of Relais & Châteaux, to hear what’s happening within the organization, as well as the trends he’s seeing in the luxury market.

Laurent Gardinier, president of Relais & Châteaux Source: Relais & Châteaux

Having been an active member of the Relais & Châteaux Board of Directors since 2005 as the French National Delegate representing its 140 French properties, Gardinier was elected president of the Relais & Châteaux Association in January 2023. No stranger to luxury properties, Gardinier, alongside his brothers, is the owner of the Relais & Châteaux Domaine Les Crayères in Reims and Le Taillevent restaurant in Paris

World of Luxury: How have you seen the Relais & Châteaux portfolio evolve since you’ve been with the company?

Laurent Gardinier: With nearly 580 members built over time, the portfolio has gained coherence and depth through a deliberate focus on quality over scale. Since my arrival, the inspection cycle has been reinforced, moving from one inspection every three years to one every two years, alongside a stronger emphasis on network development. This approach ensures that each new member brings a distinctive identity, an authentic narrative, and a clear alignment with our values.

This March, we were very pleased to welcome three new members in the United States: Quercus in Georgia, Castle Hot Springs in Arizona and Lumière by Dunton in Colorado.

Relais & Châteaux Lumière by Dunton Source: Relais & Châteaux

World of Luxury: Please tell us about some of the trends you are seeing from luxury clients. What are they asking from your members? How has their behavior changed over the past few years?

Laurent Gardinier: Today’s luxury travelers are seeking meaning as much as comfort. They are less interested in accumulation and more interested in connection: to places, people, nature, and local cultures. This is the DNA of Relais & Châteaux.
There is a strong desire for authenticity, for experiences that cannot be replicated elsewhere, and for travel that respects ecosystems and communities.
Gastronomy, local sourcing, wellness rooted in nature, and cultural discovery are increasingly interconnected in the expectations of today’s luxury clients. In many ways, luxury has become quieter, more conscious, and more intentional.

World of Luxury: What is the luxury ethos of Relais & Châteaux in terms of delivering luxury service?

Laurent Gardinier: At Relais & Châteaux, luxury is never about excess. It is about precision, authenticity and emotion. True luxury is felt rather than displayed, lying in the sincerity of the welcome, the intelligence of the gesture, and the ability of a place to tell its own story. Our properties do not follow a standardized model; they are privately owned homes, deeply rooted in their landscapes and cultures. What unites them is a shared philosophy: to make each guest feel a sense of place and a sense of belonging.
Luxury service, as we see it, is the art of anticipating without being overwhelming, of being attentive without being intrusive, and of creating memories that feel personal and lasting.

Jashita Hotel Tulum, Tulum, Mexico Source: Relais & Chateaux

World of Luxury: How do you work with luxury travel advisors? How important is the U.S. luxury travel advisor to your company, and the U.S. traveler?

Laurent Gardinier: Luxury travel advisors are essential partners for Relais & Châteaux, and our first source market around the globe is the United States. U.S. luxury travel advisors play a key role in translating the singularity of our properties into meaningful journeys for their clients. Our relationship is based on trust, long-term dialogue, and shared values.
U.S. travelers have a sophisticated understanding of luxury and a strong appetite for experiential, culturally rich travel. American luxury travel advisors are instrumental in guiding their clients toward these unique experiences and in building lasting relationships with our houses.

World of Luxury: Please tell us about your career and what being with Relais & Châteaux means to you.

Laurent Gardinier: I did not come to hospitality through a traditional path, but through passion. My brothers and I entered this world as entrepreneurs deeply drawn to art de vivre (the art of living in France) where culture, gastronomy, wine, architecture and human connection intersect. Being president of Relais & Châteaux today means stewarding a community of passionate hoteliers and chefs rather than managing a brand. It is about protecting the independence of remarkable men and women around the world and helping them express their identity with even greater clarity, responsibility and impact. Relais & Châteaux is, for me, a lifelong commitment to a certain idea of excellence, one that is rooted, sincere, and profoundly human.