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Positioning Luxury Hospitality for the Era of AI-Driven Discovery
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Domaine & Demeure
Languedoc-Roussillon, France
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A comprehensive AI strategy to thrive as AI becomes the ultimate travel influencer
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AI Strategy Consulting & Leadership Training
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Full leadership team trained across all business functions
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Intensive full-day AI strategy workshop
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Comprehensive implementation roadmap
A collection of three exceptional wine estates
in the heart of the Languedoc, South of France
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Domaine & Demeure operates a collection of three exceptional wine château properties in Languedoc-Roussillon, transforming historic estates into luxury tourism destinations whilst preserving their character and authenticity. Since 2008, the group has developed a unique "laid back luxury" positioning that blends wine estate charm with world-class hospitality standards.
Operating hotels, villas, restaurants, events centres and spas across their three properties (Les Carrasses, St Pierre de Serjac, and Capitoul), Domaine & Demeure serves a highly discerning, international clientele. With over two-thirds of guests travelling from abroad, their target customers are family-oriented professionals passionate about wine, gastronomy and culture.
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Strategic Development with Practical Application
Discovery & Strategic Alignment
Intensive preparation calls with CEO, mapping the organisation's strategic priorities, competitive positioning and growth objectives, enabling us to tailor content specifically to Domaine & Demeure's business reality.
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Full-Day Leadership Workshop
A comprehensive AI strategy workshop with the extended Senior Management Team covering:
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AI fundamentals
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The shift from search engines to AI recommendations
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Industry case studies from luxury hospitality brands
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Leveraging AI for market intelligence
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Team exercises to embed and apply learning across sales, marketing, operations, finance, HR and guest services.
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Development of phased AI implementation roadmap aligned to strategic priorities.
Navigating the Shift from Search to AI-Driven Discovery
A fundamental shift is underway in how guests discover and select destinations. With 40% of consumers now relying on AI-generated recommendations for travel planning (1), traditional SEO and marketing strategies are becoming insufficient.
The leadership team at Domaine & Demeure recognised several critical imperatives:
The AI Influencer Challenge
When potential guests ask ChatGPT, Claude or Gemini to "suggest a luxury wine château holiday in the South of France," how do you ensure your properties appear in those recommendations? Traditional keyword optimisation is not sufficient for AI-generated suggestions – entirely new strategies are required.
Market Intelligence in the AI Era
How could the organisation leverage AI capabilities for competitive advantage? From monitoring flight routes to identify emerging source markets, to analyzing competitor positioning and customer sentiment at scale, the potential was clear but the pathway uncertain.
Cross-Functional AI Integration
With AI applications spanning sales, marketing, operations, finance, HR and guest services, the challenge wasn't identifying opportunities but developing a coherent, organisation-wide strategy that the entire leadership team could understand and champion.
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(1) Kantar "The role AI plays in tourism" Feb '25
Comprehensive AI strategy workshop focused on three core priorities
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AI Positioning Strategy
We explored how AI assistants make recommendations to potential customers, and what influences them. We developed a framework to ensure Domaine & Demeure properties appear prominently when potential guests use AI to plan holidays with immediate actions and principles to guide ongoing content development.
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AI-Powered Market Intelligence
We designed practical approaches to leverage AI for competitive advantage—monitoring emerging opportunities, tracking competitor positioning and analysing customer sentiment at scale. The solutions emphasised smart process design over technical complexity.​​​
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Cross-Functional Planning
The heads of each department explored AI applications specific to their domain, developing a prioritised implementation roadmap, selecting impactful usecases to implement across Sales, Guest Services, Marketing and Operations.
Equipped for Leadership in the AI Era
Fabienne Sabatte
HR Director
"One of my best professional memories of the year! It was so interesting - I now use AI every day."
Karl O'Hanlon
CEO
"Patrick's approach was energising and thought-provoking, establishing a solid baseline for the wider leadership team: latest market and technical data with strategic insight and practical tools to immediately start to put AI to work."
Darren Kennedy
Sales & Marketing Director
"A great workshop - made me realise how much we can use AI in sales and marketing to complement our existing service, saving time and enhancing the guest experience".