France has a new way to define luxury. A new five-star category has been added to the country’s hotel ranking system … as if you’d need the extra star to pick one of these properties out of a lineup! The marketing ploy, of course, is to use the extra etoile to draw big spenders and entice them to open their wallets a bit wider. France had to amp up its ranking system, as it was the only country in Europe lacking a five-star category, despite its reputation as a destination. You can now find 13 five-star hotels in Paris.
While France has resisted the worst of the travel market slump in Europe, according to a report by Deloitte, it has lost some British and American tourists. The French government hopes the fifth star will help invite them back. Visitors to France have fallen 7.5 percent this year to 15.9 million, according to the Paris Tourism Office. And, the market has suffered a 14 percent drop in revenue per available room night for the first half of 2009, thanks to shrinking demand, shorter booking times and competitive pressures.
Yet, Paris did have the highest occupancy rate in the euro zone (74 percent) and the second highest average room rates (after Venice) for the first half of the year.
[Photo via MigrantBlogger]