Selling France at the Highest Level: Understanding the Palace Hotel Designation
Only 31 hotels carry the Palace title, making it one of the most selective distinctions in hospitality.
A Park Room at Park Hyatt Paris‑Vendôme pairs clean-lined contemporary design with warm wood paneling and tall Parisian windows, reflecting the modern, understated aesthetic that helped earn the hotel its Palace distinction. Photo: Courtesy of Hyatt
In France, the word “Palace” isn’t just used as marketing language. It’s become a government designation—and one of the most selective distinctions in global hospitality.
Since 2010, Atout France, the country’s tourism development agency, has overseen the Palace classification, a tier that sits above the five-star system. As of today, only 31 hotels across France hold the title. Roughly half are in Paris. The rest stretch from Courchevel to the Côte d’Azur to Bordeaux’s wine country.
The designation was created, in part, to draw a sharper line in an increasingly crowded luxury market.
“The Palace designation was created in 2010 by the French government to highlight the very best in French hospitality, beyond the five-star standard,” Tiana Gamez, the deputy director of Atout France USA, told Luxury Travel Report. “Its initial purpose was to recognize hotels that combine exceptional service, heritage, architecture, gastronomy, and overall guest experience—essentially the crème de la crème of French luxury.”
From the beginning, this was not about adding another star. It was about identifying institutions that shape France’s global image. These include iconic properties like Le Meurice, which opened in 1835 opposite the Tuileries Garden; the Ritz Paris on Place Vendôme; Four Seasons Hotel George V, known for its opulent floral installations and Michelin-starred dining; Le Bristol; Hôtel Plaza Athénée; Hôtel de Crillon; Shangri-La Paris; and Hôtel Lutetia, the only Palace property on the Left Bank, among others. These are not simply five-star hotels with high ADRs; they are part of the country’s cultural architecture.
Over time, the designation has taken on broader strategic weight.
“Since then, its role has evolved to become not only a marker of excellence for consumers but also a strategic tool for France’s luxury tourism positioning,” Gamez explained. “It helps differentiate the country’s high-end hospitality offerings in a global market increasingly competitive with emerging luxury destinations. Sustainability, innovation, and preservation of cultural heritage have become increasingly important in the criteria over the years.”
RELATED: The Peninsula Paris Review: A Smart Pick for Couples Seeking Classic Paris and Elevated Dining
The evaluation process reflects that shift. A hotel must first hold an official five-star rating before even applying. From there, a government-appointed jury conducts a rigorous review and on-site inspection, assessing not just tangible amenities but the totality of experience.
“To qualify for Palace status, a hotel must already hold a five-star rating,” Gamez said. “From there, a government-appointed jury of experts evaluates candidates based on several additional criteria,” including “exceptional quality of service and staff professionalism,” architectural excellence, gastronomic strength, sustainability practices, and cultural or historical significance.
The result is a deliberately small tier. As of 2025, just 31 hotels in France carry the Palace designation—a tiny fraction of the country’s broader five-star landscape.
France remains the only country with a government-backed luxury hotel distinction of this kind. And according to Gamez, that uniqueness is not accidental.
“France’s Palace designation is unique worldwide and serves as a subtle but powerful form of cultural and economic soft power,” she said. “By publicly recognizing the country’s most iconic and luxurious hotels, France reinforces its reputation as a global leader in high-end tourism. It communicates a standard of excellence that extends beyond hospitality to French culture, gastronomy, and lifestyle, strengthening France’s brand on the international stage.”
For luxury travel advisors and DMCs, the Palace label functions as shorthand—and leverage.
When presenting a $4,000-per-night stay in Paris or on the Riviera, the distinction reframes the conversation. It is no longer simply about thread counts or square footage, but instead about a property officially recognized for embodying the highest expression of French art de vivre.
RELATED: Nicolas Dubort Named Managing Director of Le Royal Monceau Raffles Paris
“For advisors introducing clients to Palace hotels, it’s important to emphasize that this designation is not just about luxury but about holistic excellence,” Gamez added. “Position it as an exclusive mark of distinction that guarantees a transformative stay reflecting the best of French culture.”
That storytelling component matters. Whether it’s the three-Michelin-star dining at Le Bristol, the Belle Époque grandeur of the Hôtel du Cap-Eden-Roc in Antibes, or the contemporary artistic energy of Le Royal Monceau, the Palace status signals a property that contributes to France’s global luxury narrative.
In an era when luxury has become ubiquitous—and the word “five-star” increasingly elastic—Palace hotels in France offer something rarer: state-verified prestige. For those selling at the top of the market, that distinction is strategic, not just decorative.
