Hôtel Martinez on the Côte d’Azur observes a fundamental shift in how corporate events are designed. Two-thirds of corporate events at the hotel now integrate experiential elements such as destination-based activities, team building experiences, local cultural programmes, and interactive entertainment.
From Agenda-Driven to Experience-Led Programmes
“Organisers are increasingly designing programmes around participation, experience and connection rather than purely agenda-led formats,” explains Michel Cottray, General Manager of Hôtel Martinez. “Clients want events that reflect the destination and give delegates something memorable beyond the meeting room. We are seeing growing demand for programmes that combine business objectives with authentic experiences, whether through gastronomy, culture, wellbeing or team engagement.”
European Markets Dominate, US Generates Highest Rates
European markets continue to play a central role: France, the UK, Germany, and the Benelux region remain key source markets for meetings and incentive business, accounting for more than 50 percent of global enquiries in 2025.
Long-haul demand has strengthened, particularly from the United States. US corporate groups are increasingly selecting Cannes and the wider French Riviera for incentive travel and executive events, generating average daily rates between 15 and 25 percent higher than other international markets. Continued US demand is reflected in forward bookings, including a six-night full-property buyout confirmed for April 2027.
Demand at Both Ends of the Spectrum
Hôtel Martinez sees a strong demand for both smaller and larger events. Smaller meetings of 20 to 80 delegates remain a key business driver, particularly for leadership retreats, strategy sessions and workshops. At the same time, larger conferences and incentive programmes for 150 to more than 300 delegates have returned strongly.
Immersive Technology in the Festival Ballroom
While meetings and conferences remain the largest segment of the hotel’s MICE business, the way events are designed is evolving rapidly. The Festival Ballroom is seeing increased demand for immersive production. Planners incorporate 360 video mapping – adaptable to the three configurations of the ballroom either as a complete room or two separate spaces divided by a soundproof partition – digital scenography, and augmented and virtual reality elements to create more engaging and interactive experiences.
Organisers are increasingly making use of the Michelin-starred La Palme d’Or restaurant, the Martinez Bar and the hotel’s beachfront venues, creating event journeys that make greater use of the destination itself.
Sustainability as Baseline Requirement
Across all event formats, planners place greater emphasis on flexibility, distinctive experiences and sustainability. Operational responsiveness and flexible cancellation policies remain important considerations amid ongoing global uncertainty. Demand for non-traditional venues continues to grow, while sustainability is now viewed as a baseline requirement rather than a differentiator. Event briefs increasingly include requests for locally sourced menus, lower-impact event design and carbon-conscious initiatives.
In June 2026, Hôtel Martinez was awarded the “Palace de France” distinction, the highest official recognition in French hospitality, becoming the first and only hotel in Cannes to hold this status.
