French Riviera icon La Voile d’Or is set to reopen under new ownership, following the acquisition of the Voile d’Or Hotels and Resorts luxury brand by Grand Metropolitan Hotels. The announcement marks a pivotal moment for the historic hotel group and signals a bold new direction for one of the most exclusive names in luxury hospitality.
With this acquisition, Grand Metropolitan Hotels now holds full brand and intellectual property rights, along with all existing management contracts tied to the Voile d’Or collection. The move comes as part of the group’s strategic expansion, aiming to reintroduce the brand’s legendary elegance to a new generation of travelers. Future plans already include growth into high-profile destinations such as the Maldives, Dubai, and Lisbon.
Voile d’Or Hotels and Resorts currently operates flagship properties in six prestigious locations: London, Paris, New York, Saint Jean Cap Ferrat, St. Barths, and Courchevel. Each property reflects the brand’s dedication to timeless luxury, French refinement, and exceptional discretion, brought to life under the poetic brand ethos: “Forever. Desirable.”
The crown jewel of this collection, Hotel La Voile d’Or in Saint Jean Cap Ferrat, is expected to reopen in 2029. This legendary Riviera property, situated right on the sparkling shores of the Côte d’Azur, has been a beacon of high society since its debut in 1925. Known for hosting the world’s elite—including famed guest Sir Winston Churchill, who has a statue at the hotel’s entrance—La Voile d’Or has long been synonymous with sophistication, exclusivity, and grace.
When it reopens, the hotel will undergo an extensive transformation to meet modern luxury standards while preserving the charm and legacy that made it iconic. With a private beach and prime seaside location, the revived La Voile d’Or aims to once again be a sanctuary for those seeking elegance and serenity in one of the world’s most picturesque settings.
Martin R. Smura, Founder and Chairman of Grand Metropolitan Hotels, described Voile d’Or as the future centerpiece of the brand’s ultra-luxury tier. “Voile d’Or will become the pinnacle of our brand architecture, representing an ultra-luxury proposition rooted in elegance and heritage,” he said.
To guide this next chapter, Jacques Oudinot has been named Chief Executive Officer of Voile d’Or Hotels and Resorts. A seasoned leader in luxury hospitality, Oudinot brings experience from prestigious roles at Rosewood Hotels & Resorts. According to him, Voile d’Or is about more than just high-end service—it’s about crafting lasting memories through artistry and heritage. Supporting the leadership transition, Edouard Deschepper has also been appointed as Board Director, where he is expected to play a key role in financial strategy and growth planning.
For Grand Metropolitan Hotels, this acquisition strengthens its position as a global luxury operator, known for customized hotel management and branding services. Though the purchase price has not been disclosed, the move reinforces the company’s commitment to offering uniquely elevated experiences in the most desirable corners of the world.
As one of the most anticipated luxury reopenings of the decade, the return of La Voile d’Or is sure to spark interest among discerning travelers and Riviera regulars alike. A blend of storied past and renewed vision awaits behind its doors—set to open once again to the world in 2029.
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