Each year, as summer draws to a close, the grape harvest sets the pace of life in France’s wine regions. What was once a seasonal milestone for winemakers is now a highlight of the tourism calendar. Beyond the love of wine, a new way of travelling is taking shape: wine tourism.
This experience-led form of travel—anchored in terroir, taste, and connection—is emerging as a lasting trend. It’s driven by guests seeking authenticity, human encounters, and a sense of escape. In response to this growing demand, boutique hotels are adapting and innovating. They’re opening doors to the vineyards, showcasing regional know-how, and playing a central role in the rise of wine tourism. At GroupExpression, our mission is to support these hospitality professionals by promoting their offer, enhancing their media visibility, and extending their reach to both French and international travellers.
Hospitality: the new gateway to wine tourism experiences
Independent hotels, particularly in the premium segment, are ideally placed to meet the growing appetite for wine tourism. Their proximity to vineyards, ability to create tailored guest experiences, and commitment to sharing the local terroir beyond what’s on the plate or in the glass make them key players in this trend.
Just 45 minutes from Paris, in the heart of Champagne, the LOISIUM hotel hotel embodies this new generation of wine-minded hoteliers. Nestled among the vines, this stylish and welcoming property has built an immersive experience around Champagne and wine: guided tastings with an in-house sommelier, wine-pairing dinners, and a spa inspired by local terroir—all delivered in a relaxed, contemporary setting that blends understated luxury with regional authenticity.
Bordeaux: the elegance of bespoke hospitality
In Bordeaux, the YNDO Hotel —part of the Small Luxury Hotels of the World (SLH) collection—has recently reopened after a meticulous renovation. Housed in a 19th-century mansion, this intimate five-star property offers private tastings on request, in collaboration with carefully selected local wine estates. Far from the world of mass tourism, wine experiences here are personalised, discreet, and refined.
Burgundy: tradition at the heart of the hotel
Further north in Beaune, Hotel Le Cep & Spa Marie de Bourgogne (SLH) celebrates the Burgundian art of living through a fully immersive guest experience. The property features its own wine cellar, where guests can sample over 70 Burgundian wines by the glass. It also offers gourmet dinners and a unique spa where each treatment is inspired by local grape varieties. This is where wine tourism finds its fullest expression: every moment of the stay becomes an opportunity to (re)discover the region’s rich wine and cultural heritage.
Loire Valley: where castles meet characterful wines
Facing the iconic château Chambord, the Relais de Chambord (SLH) is the ideal destination for pairing historic heritage with a taste of Loire Valley wines. Its strategic location gives access to key appellations—Chinon, Saumur, Vouvray, and Touraine—within a truly exceptional setting. The hotel organises visits, tastings and bespoke tours with local partners, blending French art de vivre with high-end hospitality.
Why wine tourism is a growth driver
By integrating wine tourism into their offering, French hoteliers are increasing their appeal—particularly among international travellers from the US, UK and Northern Europe who seek cultural and authentic experiences.
These initiatives also help to:
- Extend the average length of stay
- Raise guest spend per visit
- Strengthen relationships with local partners
- And above all, stand out in a highly competitive market
The impact is clear: properties that embrace a strong wine tourism strategy enjoy higher occupancy during shoulder seasons, increased visibility in niche media, and stronger engagement on social media thanks to inspiring, story-led content.
A strategic asset for tomorrow’s tourism marketing
Wine tourism is no longer a niche—it’s a strategic opportunity for hotels in wine regions, and a powerful way to connect with today’s purpose-driven travellers. It aligns with sustainable tourism, local value creation, and experience-led hospitality.
At GroupExpression, we believe in the power of connecting place and experience. We’re always seeking new storytelling angles to bring our hotel partners to the attention of the media, with the goal of sparking interest and desire among end customers. Through distinctive narratives, targeted campaigns, and bespoke activations, we help our clients lead the way in experiential travel.
Are you a hotelier in a wine region? Interested in building your wine tourism offer and boosting your brand visibility? Contact our team to start the conversation.
