NEWS
Campanile PRIME & Campanile NATURE Drive Brand Renewal in Montpellier
Campanile, a leading brand under Louvre Hotels Group, has unveiled the transformation of two of its Montpellier properties — Campanile NATURE – Montpellier Sud and Campanile PRIME – Montpellier Est Le Millénaire — marking a major step in the brand’s modernization strategy across France. This initiative, part of Louvre Hotels Group’s five-year strategic plan launched in 2023, introduces two new labels, Campanile PRIME and Campanile NATURE, designed to offer travelers distinct, contemporary experiences rooted in authenticity, comfort, and conviviality.
The revitalization of both hotels reflects Campanile’s commitment to creating warm, welcoming spaces that blend modern design, functionality, and French hospitality heritage. Every element — from guestrooms and common areas to façades and outdoor spaces — has been reimagined to deliver an upgraded guest experience. Premium bedding, plush duvets, and relaxing showers complement new restaurant and lobby concepts that foster connection and relaxation throughout the day.
Culinary offerings have also been refreshed, featuring a redesigned breakfast experience focused on indulgence and quality. Guests can now enjoy signature artisanal brioche and locally sourced ingredients, reinforcing the brand’s focus on simple pleasures and French craftsmanship.
The first results of this transformation have been overwhelmingly positive. Campanile NATURE – Montpellier Sud has achieved a TrustYou satisfaction score of 4.05/5 since reopening, confirming the success of the brand’s new direction. By 2028, nearly 90 Campanile hotels across France are expected to undergo similar upgrades, with the goal of modernizing 80% of the portfolio.
At Campanile PRIME – Montpellier Est Le Millénaire, located near the city center, the 88 rooms combine a cozy urban atmosphere with convenience for both leisure and business travelers. Fitness kits — including yoga mats, dumbbells, and access to the Decathlon Coach app — allow guests to maintain their wellness routines while on the road.
Meanwhile, Campanile NATURE – Montpellier Sud embodies a green, outdoor-inspired escape, offering 56 renovated rooms surrounded by lush landscaping, a planted restaurant terrace, and leisure amenities like deck chairs, Mölkky, and soon a pétanque court. The property aligns with Hotel Sustainability Basics (HSB) standards, adopting 12 globally recognized actions to ensure environmentally responsible operations.
Krystel Blondeau, France General Director at Louvre Hotels Group, highlighted the significance of this transformation: “The Campanile PRIME and NATURE labels embody our vision to reinvent the Campanile experience with design, flexibility, and comfort. The 10% increase in online reputation scores across our renovated hotels confirms the relevance of this modernization strategy.”
As one of Europe’s largest hospitality groups, Louvre Hotels Group continues to strengthen Campanile’s positioning as a benchmark for authentic, accessible hospitality. With 1,750 hotels in 70 countries and brands ranging from Première Classe to Golden Tulip, the Group — a subsidiary of Jin Jiang International Holdings Co., Ltd. — remains a key player in shaping the future of midscale travel experiences.
Source: Louvre Hotels Group
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