Stardom is woven into the fabric of Saint-Tropez. Originally a quiet fishing village, it gained notoriety through cinema when Roger Vadim’s “And God Created Woman” (1956) showcased Brigitte Bardot. This allure has consistently attracted filmmakers, and today, the location serves as a playground for celebrities. Patrons savor Arnaud Donckele’s ocean-fresh dishes at Cheval Blanc, while clubgoers dance the night away at Les Caves du Roy. Meanwhile, billionaires bask in the sun on the Plage de Pampelonne, where champagne is as plentiful as the waves crashing against superyachts.
The set for HBO’s acclaimed series “The White Lotus,” which delves into the misadventures of the wealthy on holiday, could not be better situated. After exploring destinations like Hawaii, Sicily, and Thailand, Season 4 commenced filming in April with an estimated budget of $120 million. Creator Mike White targets the film industry, unfolding a narrative set against the backdrop of the Cannes Film Festival. Featured locations include Airelles Saint-Tropez, Château de La Messardière (renamed White Lotus du Cap), and Hôtel Martinez Cannes, alongside The Unbound Collection by Hyatt (White Lotus Cannes), with appearances from Monaco and Paris, including a glimpse of Mandarin Oriental Lutetia.
(COMO Le Beauvallon)
The Riviera’s luxury hotels are already recognized in the French hospitality scene. Previous seasons of “The White Lotus” significantly impacted tourism, as evidenced by a 424 percent spike in Sicilian bookings reported by The New York Times following Season 2. The Côte d’Azur secured its spot as a filming location, competing successfully against destinations like Spain and Italy. Cannes City Hall invested in promotional efforts, highlighting the region’s cinematic legacy and picturesque qualities. The ongoing presence of the series serves as lasting marketing to a global audience.
Exploring the Local Vibe
The social atmosphere of Saint-Tropez was palpable in early May. From a morning coffee at the iconic café Sénéquier to evening cocktails by the harbor, observing the crowd has become a competitive pastime. Few would suspect that the cast and crew were stationed at the hilltop Airelles Château de La Messardière, which offers sweeping views of Saint-Tropez and the Plage de Pampelonne. General Manager Mauro Governato previously described it simply as “paradise.”
The late spring and autumn filming ensures a closure of the property, allowing regular guests to return for treatments at the Valmont spa, activities at the imaginative Kids Club, and desserts by renowned pastry chef Cédric Grolet. Their beach club, Jardin Tropezina, remains open, offering a culinary experience crafted by chef Jean-François Piège.
Accessing Pampelonne Beach is straightforward; though high-season traffic in Saint-Tropez can be daunting, arriving by boat provides a stylish alternative. This exclusivity stems from the lack of train routes that serve this coastal enclave. The grand opening of COMO Le Beauvallon has addressed this issue by introducing complimentary eight-minute boat rides directly to the Saint-Tropez marina.
Beauvallon Sur Mer Lobster sea
(COMO Le Beauvallon)
Initially established in 1914 and frequented by legends such as Winston Churchill and F. Scott Fitzgerald, this historic hotel pivoted from private events to a chic seaside haven, aiming to join Saint-Tropez’s prestigious lineup. Operated by COMO Hotels and Resorts, it stands alongside COMO Le Montrachet and COMO Cordeillan-Bages as part of a new French collection. Under the culinary direction of Yannick Alléno, recognized for holding the most Michelin stars globally, guests enjoy exceptional cuisine. The Beach Club boasts a decor that evokes the Mediterranean, showcasing shared plates infused with Asian flavors, including notable sushi and dim sum selections.
A Collection of Exceptional Hotels
With a goal of becoming a new icon within the Saint-Tropez landscape, COMO’s strategy revolves around continuous enhancement to attract discerning guests. Antoine Chevanne, owner of Hôtel Byblos, emphasizes the benefits of being a family-run establishment, enabling quick responsiveness to guest preferences. Open since 1967 and mentioned in Drake’s song “Middle of the Ocean,” the hotel has become a family tradition, welcoming the next generation of visitors, while staff know returning guests by name.
Chambre Double Deluxe Hotel Byblos Saint Tropez©Stephan Julliard
(Stephan Julliard)
For Chevanne, the essence of Saint-Tropez lies in its rich narrative.
“Visitors wish to experience the story behind Saint-Tropez,” he notes.
To maintain this allure, Byblos has sought to preserve its heritage while enhancing the guest experience with additions such as the Sky Bar, offering gourmet tapas paired with specialty cocktails, an expansive fitness center outfitted with Technogym equipment, a dedicated boutique for exclusive merchandise, eight newly designed suites, and innovative spa treatments featuring Sisley products.
New establishments like AREV St-Tropez aim to establish a lasting presence. Opening in 2024, this retro-chic venue features a revitalized version of the town’s oldest restaurant, The Strand, serving Mediterranean dishes that showcase local produce, including a truffle-infused artichoke soup and tuna tartare topped with citrus dressing served on a crispy rice cracker. The interior design, reminiscent of a yacht club, features bright blue and red accents, while the outdoor patio evokes the vibrant atmosphere of Place des Lices, where locals gather to play pétanque. A vintage truck, painted the signature AREV red, serves refreshing Aperol Spritz.
AREV St-Tropez
(AREV St-Tropez)
This village-like retreat, set among five jasmine-scented buildings, embodies relaxed luxury. Guests can indulge in spa treatments using products from local brand Maison ST or spend afternoons poolside enjoying rosé, supported by friendly staff who enhance the experience.
Ultimately, it’s the people behind the scenes who bring Saint-Tropez to life. A dedicated local workforce supports the restaurants, luxury hotels, and yachts, many of whom migrate to Courchevel during winter to cater to a similar clientele. The “White Lotus” series not only highlights the lives of wealthy vacationers but also offers a glimpse into the local culture through the lens of those servicing them.
Who better to reveal a destination’s true character than the locals themselves?
