{"id":66171,"date":"2025-12-09T03:35:46","date_gmt":"2025-12-09T03:35:46","guid":{"rendered":"https:\/\/casinobeats.com\/fr\/?p=66171"},"modified":"2025-12-09T03:35:47","modified_gmt":"2025-12-09T03:35:47","slug":"barriere-reorganise-ses-marques-pour-accelerer-son-expansion-internationale","status":"publish","type":"post","link":"https:\/\/casinobeats.com\/fr\/2025\/12\/09\/barriere-reorganise-ses-marques-pour-accelerer-son-expansion-internationale\/","title":{"rendered":"Barri\u00e8re r\u00e9organise ses marques pour acc\u00e9l\u00e9rer son expansion internationale"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Un groupe solide mais trop d\u00e9pendant du march\u00e9 fran\u00e7ais<\/h2>\n\n\n\n<p>Le <strong>groupe Barri\u00e8re<\/strong>, acteur incontournable des casinos et de l\u2019h\u00f4tellerie de luxe en France, a enregistr\u00e9 une \u00ab tr\u00e8s belle ann\u00e9e \u00bb avec une hausse de 3,5 % de son chiffre d\u2019affaires, atteignant pr\u00e8s de 1,45 milliard d\u2019euros. Malgr\u00e9 une activit\u00e9 casino qui repr\u00e9sente encore 70 % de ses revenus, la croissance provient d\u00e9sormais davantage de l\u2019h\u00f4tellerie (+5 %) et de la restauration (+10 %).<\/p>\n\n\n\n<p>Conscient de sa d\u00e9pendance au march\u00e9 fran\u00e7ais, qui p\u00e8se 85 % de son chiffre d\u2019affaires, Barri\u00e8re entame une vaste r\u00e9organisation pour mieux s\u2019exporter et diversifier ses sources de revenus. Gregory Rabuel, directeur g\u00e9n\u00e9ral du groupe, explique vouloir d\u00e9fendre \u00ab l\u2019art de vivre \u00e0 la fran\u00e7aise \u00bb \u00e0 l\u2019international et s\u00e9duire les investisseurs gr\u00e2ce \u00e0 une identit\u00e9 de marque plus claire et plus globale.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Une nouvelle architecture de marque tourn\u00e9e vers l\u2019international<\/h2>\n\n\n\n<p>Pour renforcer son attractivit\u00e9 hors de France, Barri\u00e8re regroupe d\u00e9sormais ses 20 h\u00f4tels sous une banni\u00e8re unifi\u00e9e :&nbsp;Barri\u00e8re Collection, accompagn\u00e9e des marques embl\u00e9matiques Fouquet\u2019s et Maison Barri\u00e8re. L\u2019ambition est claire :&nbsp;doubler le parc h\u00f4telier en dix ans, en ciblant les \u00c9tats-Unis, les capitales europ\u00e9ennes, mais aussi des destinations de luxe comme les Maldives ou la Laponie.<\/p>\n\n\n\n<p>Le groupe mise sur une offre vari\u00e9e pour r\u00e9pondre aux attentes des investisseurs \u00e9trangers : \u00ab&nbsp;<em>Quand on discute avec eux, on se rend compte qu\u2019il est essentiel de proposer plusieurs typologies d\u2019h\u00f4tels<\/em>&nbsp;\u00bb, souligne Rabuel.<\/p>\n\n\n\n<p>Les \u00e9tablissements historiques restent un pilier strat\u00e9gique. Le Normandy \u00e0 Deauville, l\u2019Hermitage \u00e0 La Baule ou encore le Majestic \u00e0 Cannes b\u00e9n\u00e9ficient d\u2019investissements massifs afin d\u2019accompagner la mont\u00e9e en gamme et pr\u00e9server la r\u00e9putation du groupe, essentielle \u00e0 son d\u00e9veloppement international.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Des casinos modernis\u00e9s et une pr\u00e9sence accrue hors de France<\/h2>\n\n\n\n<p>Barri\u00e8re n\u2019oublie pas son c\u0153ur de m\u00e9tier et rebaptise sa branche jeux sous la marque&nbsp;Barri\u00e8re Casino. L\u2019objectif est d\u2019apporter aux casinos les m\u00eames codes premium que ceux de l\u2019h\u00f4tellerie, de l\u2019ambiance aux services propos\u00e9s.<\/p>\n\n\n\n<p>Le groupe poursuit \u00e9galement son internationalisation dans ce secteur, avec un nouveau projet de casino pr\u00e9vu \u00e0 Tirana, en Albanie, qui viendra s\u2019ajouter aux \u00e9tablissements d\u00e9j\u00e0 pr\u00e9sents en Suisse, en \u00c9gypte et en C\u00f4te d\u2019Ivoire.<\/p>\n\n\n\n<p>Depuis deux ans et demi, Barri\u00e8re a engag\u00e9 pr\u00e8s de&nbsp;100 millions d\u2019euros d\u2019investissements par an&nbsp;pour moderniser h\u00f4tels, restaurants et casinos. Une transformation profonde impuls\u00e9e par la nouvelle direction, qui entend faire rayonner le savoir-faire fran\u00e7ais sur des march\u00e9s mondiaux toujours plus comp\u00e9titifs.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Un groupe solide mais trop d\u00e9pendant du march\u00e9 fran\u00e7ais Le groupe Barri\u00e8re, acteur incontournable des casinos et de l\u2019h\u00f4tellerie de luxe en France, a enregistr\u00e9 une \u00ab tr\u00e8s belle ann\u00e9e \u00bb avec une hausse de 3,5 % de son chiffre d\u2019affaires, atteignant pr\u00e8s de 1,45 milliard d\u2019euros. Malgr\u00e9 une activit\u00e9 casino qui repr\u00e9sente encore 70 [&hellip;]<\/p>\n","protected":false},"author":164,"featured_media":64995,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_lmt_disableupdate":"","_lmt_disable":"","tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[16],"tags":[],"class_list":["post-66171","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>R\u00e9organisation Barri\u00e8re : strat\u00e9gie d\u2019expansion internationale<\/title>\n<meta name=\"description\" content=\"Le groupe Barri\u00e8re restructure ses marques, modernise ses \u00e9tablissements et acc\u00e9l\u00e8re son d\u00e9veloppement international.\" \/>\n<meta name=\"robots\" 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