Hôtel Martinez Data Shows 65% of Corporate Events Now Include Experiential Elements

Corporate events at Hôtel Martinez are becoming experience-driven, with almost two-thirds of programmes now extending well beyond the traditional meeting room.

The iconic Cannes property reports that 65% of corporate events now incorporate experiential components, including destination-led activities, team-building experiences, local cultural programmes and interactive entertainment. The shift reflects a broader evolution in the meetings industry, as organisations increasingly prioritise engagement, immersion and memorable delegate experiences alongside business objectives.

"Organisers are increasingly designing programmes around participation, experience and connection rather than purely agenda-led formats," said 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."

Europe remains the hotel's strongest source market for meetings and incentives, with France, the United Kingdom, Germany and the Benelux accounting for more than half of all global enquiries received during 2025.

At the same time, long-haul business continues to gain momentum. Demand from the United States has grown significantly, with American corporate groups increasingly choosing Cannes and the French Riviera for executive meetings and incentive travel. These groups are generating average daily rates between 15 and 25 per cent higher than other international markets, while forward bookings already include a six-night exclusive buyout of the entire hotel scheduled for April 2027.
 

"Cannes' iconic hotel reports growing demand for immersive event formats, strong US incentive business and a full-property buyout confirmed for 2027."

Demand is also strengthening across the full spectrum of event sizes. Smaller meetings of between 20 and 80 delegates continue to perform strongly, particularly for leadership retreats, strategy sessions and executive workshops. Meanwhile, conferences and incentive programmes welcoming between 150 and more than 300 participants have returned in force, reflecting renewed confidence in larger-scale gatherings.

Although meetings and conferences remain the largest segment of Hôtel Martinez's MICE business, expectations around event design are changing rapidly. The Festival Ballroom is seeing increasing demand for immersive production, with organisers integrating 360-degree video mapping (adaptable across the venue's three room configurations) alongside digital scenography and augmented and virtual reality technologies to create more engaging environments. Elsewhere across the property, planners are making greater use of the Michelin-starred La Palme d'Or, the Martinez Bar and the hotel's beachfront venues, extending the event experience into some of Cannes' most distinctive settings.
 

Flexibility and sustainability have also become central to event planning. Organisers continue to value responsive operations and adaptable cancellation policies in an uncertain global environment, while demand for unconventional venues is growing as planners seek to move beyond traditional conference spaces. Sustainability, meanwhile, is increasingly regarded as a baseline expectation, with event briefs routinely requesting locally sourced menus, lower-impact event design and carbon-conscious initiatives.

Further strengthening its international profile, Hôtel Martinez received the prestigious "Palace de France" distinction in June 2026, becoming the first, and currently the only, hotel in Cannes to hold France's highest official recognition for luxury hospitality.
 

Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.