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Our Strategy

Evolve, improve, modernise and develop.... These are the ambitions of the Barrière Group.

Barrière is the Brand under which the hotels, casinos and restaurants of two distinct groups are marketed: Groupe Lucien Barrière (GLB) and Société Fermière du Casino Municipal de Cannes (SFCMC). 

First and foremost, Barrière is a family affair. The family has always been motivated by the idea of passing on expertise and ensuring its legacy in the long term.

 

Today it relies on other prestigious, attractive brands such as Le Fouquet’s, iconic assets, a significant property portfolio and a sound, robust financial structure.

 

For more than a century, Barrière has been tirelessly reinventing itself to ensure it is always at the cutting edge of new trends and anticipating the latest desires of its clientèle.


As the European leader in the casino market, Barrière is also one of the key players in the French luxury hospitality industry, and plans to continue to surprise with its dining and Well-being services by developing new concepts and initiating new collaborations. Barrière also plans to bolster its entertainment strategy by relying on its assets, on its artistic shares and on its minority shareholder Fimalac, which boasts a considerable catalogue of artists and online media specialists for leisure and entertainment, Webedia.

 

We have chosen to position ourselves as a global player in the Leisure and Entertainment sector by concentrating on establishments that represent this new model and have thereby been significantly shifting our strategic focus since 2015. . Barrière is now pursuing its modernisation, growth and expansion strategy. Apart from opening new establishments, two of which are due to open in 2017, Barrière has over the last few years initiated a vast overhaul of its partnerships in dining, Well-being concepts, modernisation and the development of its establishments:

 

  • Rolling out the Group both abroad and in France is an important area of development for Barrière, which has had a dedicated department since the end of 2013. The 1st of May 2017, Barrière has opened the Casino Barrière Abidjan in Ivory Coast and opened in December 2017 its second casino in Le Caire, Le Pacha. For hotels, 2 main types of product are on offer: 5* luxury urban hotels such as the Hôtel Barrière Le Fouquet’s Paris or 5* luxury Resort hotels such as Hôtel Barrière Le Majestic Cannes. Other projects are also underway, especially with the Hôtel Barrière Le Carl Gustaf Saint-Barth, currently under construction.

 

  • A vast renovation of its establishments to ensure they remain at the cutting edge of the sector. A budget of €215 million has been made available for the project, which has run from 2014 to 2017.

 

  • A policy of investing massively in modernising Casino games to remain in step with new innovations.

 

  • Modernising dining spaces with the launch of new, more festive concepts that will then be spread across all establishments (e.g. La Folie Douce by Barrière in Deauville, a new communal bistronomy concept at Hôtel Barrière Le Normandy, La Belle Epoque, and the opening of the first BFire restaurant in collaboration with the two Michelin-starred chef Mauro Colagreco).

 

  • Digital transformation with a series of new initiatives ranging from developing the Barrière's websites (Hotel, Casino, Corporate) to render them more informative and responsive, to rolling out sector apps and optimising data processing.

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