Long perceived as formal, standardized moments and sometimes disconnected from the real needs of teams, company seminars have been going through a profound transformation in recent years.
In a study carried out by Xavier Philippe and Thomas Simon on the relationship of young graduates to team building, the two professors from the Grande École Montpellier Business School draw a unanimous conclusion, “fun is not necessary”, the seminar must be perceived as a nice anecdote in the life of a company, and above all a sign of authenticity.
Still relevant today, these corporate events generate 16.8 billion euros in turnover in France (according to the Event Data Book published by the Union Française des Métiers de l’Événement, in 2022) . The objectives are numerous (strengthening team cohesion, uniting and rewarding employees, etc.) and not only from a social point of view… According to a Forbes survey, companies which promote internal communication, particularly during seminars see their productivity increase by 15% – provided you adapt the format and make the right choices!
Need for escape and authenticity
Nearly one in two companies now favor destinations surrounded by nature, according to a study by Booking. These choices not only make it possible to respond to the need to disconnect, but also to be part of an eco-responsible approach by reducing the carbon footprint, in line with CSR policies.
To motivate the troops, there is no need for a 5-star setting or an Olympic afternoon. Sébastien, 35, employee of a CAC 40 multinational, participates every year in his company’s seminars, which he describes as successful: “After several waves of recruitment, these events allow you to discover new colleagues outside of the professional context. These are simple but pleasant moments: a place close to Paris, a beautiful table, a small, unpretentious activity like a blind test. Everyone likes it and it’s enough to strengthen ties! »
In 2024, employees are looking forward to a return to nature. This need aligns with new expectations in terms of hospitality, as Matthieu Evrard, president of Les Hôtels (tres) Particuliers, explains: “The French are going back to basics and dreaming of experiences: well-being, sport, healthy food, proximity to nature… » The group, with 5 establishments, is distinguished by unique locations and strong concepts, offering unique stays to both professionals and individuals. Whether it is the warm, rural setting of Château Villiers-le-Mahieu or the Maison du Val near Paris in a country house style, the sporty and festive atmosphere in the mountains with La Folie Douce Hotels Chamonix, or even the oenological immersion in Bellevigne in Burgundy (brand new address of the group inaugurated on October 12, 2024); each hotel embodies an approach that ignores norms, always anchored in authenticity.
Generation “Bleisure”
One might believe that the post-2020 era has marked a major turning point in the organization of seminars, but according to Matthieu Evrard, the expectations of companies – which represent 40% of his group’s clientele – are evolving faster than expected: “ Each year brings its share of new requirements, after the craze for team buildings, we are witnessing a rise in formats focused on work synergy.” Sébastien, a regular participant in this type of event, confirms: his previous seminars allowed him to get to know his colleagues better, but their main aim was to redefine the objectives and long-term strategy of his division.
Work and pleasure (or Bleisure, a contraction of “business” and “pleasure” in English), it is the desire of companies who think about these “outside the box” formats. To meet these expectations, the hospitality sector is adapting. This is precisely the case for (very) Private Hotels which provide 32 fully equipped meeting rooms (fiber optics, video projectors, LCD screens, wireless connection systems, modular furniture) and invest in common spaces to maximize conviviality. No more low-ceilinged meeting rooms and standardized lounges, we work “like at home”: the fireplace becomes a central point for improvising a strategic call, the cinema broadcasts business plans, restaurants welcome brainstorming teams… The everything, without compromising on relaxation, since between two work sessions, employees take advantage of the self-service facilities (spa, tennis courts, yoga sessions, karaoke, Nordic baths, billiards, etc.) or local activities.
Bellevigne in Burgundy, for example, fits perfectly into the current dynamic where human experience, local roots and quality of life at work take precedence. In this hotel where we celebrate the art of wine, we meet for informal or more serious moments in the different wine bars, cellars and lounges, or in a restaurant which gives pride of place to regional recipes, we relax in comfortable rooms (37 in total) with a countryside feel and enjoy the jewels of the region: picnics and hikes in the vineyards, cooking classes and tastings of great wines, visits to vineyards, castles and abbeys , candlelight jazz concert… One (or more) objective here: to facilitate exchanges, boost creativity and above all make an impression!
Tailor-made stays
If the setting plays a central role in the success of a seminar, the organization is also decisive. According to a CWT Meetings & Events survey, 69% of companies place flexibility and personalization of the experience at the top of their selection criteria. With this in mind, the disconnection begins well before arrival, including for the organizers! Matthieu Evrard’s hotel group has understood this expectation well, by hiring on each site, teams entirely dedicated (before, during and after) to seminars and other corporate events: advisors, event project managers, coordinators, managers, etc. Whether it is reorganizing spaces, organizing cultural visits and inspiring talks, or designing tailor-made buffets, these professionals shape each stay according to the specific needs of companies, so that everyone benefits. experience with a light mind – but above all full of ideas when you leave!
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