Built in the 17th century in the Normandy bocage, the Emperor’s castle rents, with its 50-hectare park, its sixteen rooms and its comfortable indoor swimming pool, for nearly 6,000 euros per night. More modest, the Château de Pleurs, also built in the 17th century, offers, in the Marne, ten rooms in a 5-hectare park pierced by streams and decorated with a swimming pool, for 1,850 euros per night. These residences do not come from the Relais & Châteaux catalog, but from Airbnb. In early May, in France, the American tourist rental platform launched a new search category, “heritage”. It rubs shoulders with the headings “towers” or “castles”. There are more than 4,000 advertisements for staying in mills, lighthouses, medieval farms or priories.
Already present, for the most part, on the site, they were not valued until then. “We want to increase the immersion of travelers, explains Catherine Powell, global head of accommodation at Airbnb. What could be better than typical habitats, such as trulli in Italy or minsu in Taiwan? inspire tourists while allowing hosts in France to proudly showcase their heritage.”
Last November, Airbnb redesigned its search engine, creating 20 categories – beach, ski, islands, national parks… -. The valuation of French historic residences took place in a second phase. Airbnb has extended the number of sections to 56, which ultimately cover 4 million accommodations out of the 6 million offered. The goal is no longer just to find a roof, but to live an experience. And if the places promise to make it unforgettable, their location becomes an almost secondary criterion.
International clientele
The five rooms of the Burgundian castle of Meauce, south of Nevers, are already seeing the fruits of this change. “We bought this castle, in ruins, in 2016, relates Cédric Mignon, its owner. After five years of renovation, in December, we put it on Airbnb. Before the appearance of the “heritage” category, the place appealed to young Parisians working in start-ups, who met with their management team”, he continues. The castle now attracts a more international clientele. “I am contacted by people from Australia or South Africa, who are looking for prestigious places linked to the French tradition. They do not necessarily want a top-of-the-range service but wish to be immersed in nature and accommodated in old stones.” The price per night is 800 euros. The rental of the castle on the platform is not intended to “make the renovation profitable, which amounts to several million euros, but to cover maintenance costs amounting to 60,000 euros per year”.
Similar logic for Martine Guil-met, who had offered on Airbnb three rooms in the Stables of the castle, in the heart of the Poitevin marshes. “Cradle of Eleanor of Aquitaine, the region is very rich in heritage, explains the ex-owner, who recently sold the castle, acquired in 1996. At first, I offered rooms in gites, then I moved to Airbnb. I rented them out two to three months a year to finance the restoration of the property.” A windfall of 15,000 to 20,000 euros each year.
Stéphane Bern approves
–
Airbnb’s seduction offensive aimed at historic French residences would not have been perfect without Stéphane Bern. Last November, the emblematic presenter of Secrets of History accepted from Airbnb, under the Heritage Foundation, a donation of 5.6 million euros. Although the platform does not advertise it, the guardian of the beautiful stones hesitated for a long time: the reputation of the firm, after repeated conflicts with the town hall of Paris, could harm the transpartisan cause of its foundation. Then mistrust fell. “Airbnb’s heritage selection is a hit,” says Stéphane Bern. By definition, these properties are located in rural areas. This therefore poses very few problems for local residents, unlike cities. After having pleased the French, they will certainly seduce an international clientele.”
By moving away from cities, the platform escapes controversy. Airbnb has understood the interest of turning to the countryside, which is more welcoming, to absorb the increase in tourism. Thanks to the pandemic, it has also reoriented itself towards the local. The ten most important destinations on the site now represent only 8% of its reservations, compared to 12% before the health crisis.
Airbnb’s Heritage page. It was added to the site in May.
(Airbnb screenshot)
Château de Bouffémont, in the Val-d’Oise. Twenty minutes from Charles-de-Gaulle airport, the 19th century estate is promoted by Airbnb for foreign customers.
(Luxury Retreats)
The castle of La Cressonnière (Vendée). A medieval building accessible from 100 euros per night.
(© Marine Brusson/Airbnb)
A legal setback against the Belgian tax authorities
This is an important defeat for Airbnb on the Old Continent. On April 27, the Court of Justice of the European Union confirmed the obligation imposed on platforms for the rental of tourist accommodation properties to communicate to Member States who so wish information on the transactions carried out. Like the fight led by the town hall of Paris, the Belgian tax administration wanted to know the data concerning the rentals made on the American platform in order to apply in the Brussels region, from 2017, a flat-rate tourist tax per night. In France, this decision should have no impact because Bercy collects data concerning the income and activities of hosts on the platform.
Adrien Schwyter
–
