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Our expertise in luxury hotels


CAP Hospitalité is the result of the expertise acquired in the high-end hotel industry in France and abroad by its founder Frédéric Picard.


Specialist in the hotel industry, and more particularly in the luxury hotel sector, Frédéric Picard has managed top-of-the-range hotel structures : Kerzner international, Oetker Collection, Jumeirah, Intercontinental.


He is the initiator of 5 hotel openings on the French continent, but also in Morocco and Dubai, the Mecca of luxury tourism, home to the most luxurious hotels in the world.


His experiences in France, Morocco and Dubai have allowed him to develop his expertise and sharpen his view of customer experience management in the luxury hotel industry

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Our values and skills: a guarantee of success

Frédéric Picard has brought together his expertise and the values that he believes are essential to the success of hotel establishments to create his hotel consultancy, CAP Hospitalité. The definition of these values represents the work of several years spent as a manager of prestigious hotels. Frédéric Picard has thus put forward three complementary values: generosity, anticipation and attention to detail.


Generosity means being available and understanding customers' expectations, whatever their culture. It allows us to know our customers better and therefore to anticipate their needs. This notion of anticipation requires a sense of detail. It is therefore necessary to master all aspects of customer relationship management specific to the luxury hotel industry (reception, preparation for the client's arrival, tailor-made services, etc.) in order to optimally anticipate the needs and requirements of clients.


Frédéric Picard has always based his thinking and actions on these founding values to carry out his various projects. These guidelines contribute to offering its customers an irreproachable experience. Faced with a luxury clientele that is often demanding and has the means to satisfy all its material desires, authenticity, sincerity and generosity remain invaluable.


In addition to his recognised values and know-how, Frédéric Picard is perfectly aware of the fundamentals of the luxury hotel industry, and is driven by a desire to design the hotel industry of the future by placing well-being at the heart of his strategies.

Our vision of the luxury world: well-being at the heart of our strategy

The definition of luxury is very subjective. But it is closely linked to excellence and refinement. Luxury hotels are distinguished above all by their top-of-the-range services, their personalised services and their idyllic setting. 

For Cap Hospitalité, the luxury hotel industry must evolve and offer its customers an experience based on authenticity and well-being. Luxury in the true sense of the word no longer fully satisfies customers who are looking for authenticity, generosity and serenity. The challenge is to reinvent the customer experience within the luxury hotel industry in order to respond perfectly to the new expectations of the clientele: to live unique moments surrounded by their loved ones, in a cocoon where comfort and absolute well-being are the key words.

The environment is therefore essential, as are the services offered. Our firm, specialised in high-end hotels, offers you its strategic vision of the luxury hotel industry so that your projects are synonymous with success and innovation.

Head of several luxury & prestige hotels

Frédéric Picard built his firm Cap Hospitalité on his well-known and successful experiences in the luxury hotel industry, namely:

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Pre-opening & opening of la Réserve Paris Hotel and Spa (Palace) - Paris, France

When La Réserve Paris opened, Frédéric Picard was entrusted with the position of general manager. And it is with brio that he took up this ambitious challenge since he succeeded in positioning this palace among the leaders of the luxury hotel industry in Paris. To achieve this, he defined the hotel's sales and marketing strategy and was also responsible for recruiting the teams.

Having become a true reference in terms of quality, service and welcome, La Réserve Paris has been awarded 2 Michelin stars for its restaurant Le Gabriel as well as the Palace distinction after only one year of opening.

Pre-opening of  L'Apogée Courchevel (Palace) - France

Frédéric Picard also has to his credit a pre-opening mission for L'Apogée Courchevel, awarded the Palace label. In collaboration with the owner and the management team of Oetker Collection, Frédéric Picard participated in setting up the restaurant concepts, the positioning of the hotel and the pre-opening operational procedures. This large-scale mission has largely contributed to the success of this hotel, considered to be one of the most beautiful Alpine palaces.

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Development of Château Saint-Martin & Spa à Vence - France

Frédéric Picard has also had the opportunity to work as a general manager in the world of Spa and luxury. He participated in the development of the Château Saint-Martin et Spa, a 5-star hotel in Vence, in the heart of the French Riviera.

Owned by the Oetker Group, this luxury hotel has won numerous awards, including 2 Michelin stars:

  • 2014 : Relais & Châteaux awarded it a trophy in the Spa category.

  • 2015 : The TripAdvisor Travellers Choice Awards 2015 ranks it among the 25 most beautiful luxury establishments in France.

  • The WorldLuxurySpa Awards named it "Best Luxury Spa Destination in Europe" and "Most Romantic Luxury Hotel in the World".

Pre-opening & opening of Palais Namaskar, Marrakech - Maroc

The Palais Namaskar is one of the first hotels to be managed (by transition) by the Oetker Collection (owner of the Bristol Paris, Hotel du Cap, Château Saint-Martin and Brenner's Park Hotel).

To ensure the opening of this luxury hotel, the Oetker Group appointed Frédéric Picard as General Manager of the Palais. Picard developed a commercial strategy thanks to his close relationship with the company that owns the Palais Namaskar. He also worked on the positioning of the hotel, which quickly became one of the best hotels in Africa.

Thanks to the expertise of Frédéric Picard, this sumptuous Palace, located in the heart of the Marrakech palm grove, has received several notable awards.

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Pre-opening & opening of Mazagan Beach Resort, El Jadida - Maroc

The Mazagan Beach & Golf Resort was created as part of the "Vision 2010" project, which aimed to promote the development of international tourism in Morocco. The opening of this luxury hotel, which is a large-scale project with a strong economic and geographical impact, was eagerly awaited and has aroused the interest of an entire country.

Frédéric Picard, who was appointed General Manager, was given a major challenge: to make the Mazagan Resort a reference hotel in the hearts of local and international tourists. This mission was successful thanks to the recruitment of more than 1,400 employees, but also to the implementation of targeted activities which have considerably increased the number of visitors to the establishment.

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