Merging two hotels in Chinon

L'Auberge des Rois, Chinon: when two hotels become one

Client: Immovation group

Location: Chinon (Indre-et-Loire), in the heart of the royal town

Engagement: commercial and operational support for the merger of two properties

Background

In Chinon, two historic hotels stood facing each other: Hôtel Le Lion d'Or and Hôtel Plantagenêt. The Immovation group chose to bring them together under a single identity, L'Auberge des Rois, to give them fresh momentum while preserving what makes them charming: their roots in a town shaped by its royal fortress and the Plantagenet heritage.

Merging two hotels is about more than changing the name over the door. It means rethinking the offer, unifying the tools, aligning the teams and building a brand that can carry the whole. These are the areas where Lewys stepped in, working alongside the head-office and on-site teams.

What we did

• Restructuring the accommodation offer
• Complete overhaul of the room categories, spread across 5 buildings
• Harmonising a mixed room stock into a clear offer for guests
• Building a consistent rate structure across the new property

Merging the systems

• Consolidating the two PMSs into a single system
• Reconfiguring rooms, rates and distribution channels
• Uninterrupted sales throughout the transition

Branding and brand image

• Joint work with the Immovation teams on the new identity
• Positioning L'Auberge des Rois around Chinon's heritage
• Consistent messaging across all channels

New website

• Drafting the specifications for a new hotel website geared towards direct conversion: aubergedesrois.com
• Showcasing the property and its history
• A lever for growing direct bookings and revenue net of commissions

What's next?

L'Auberge des Rois has opened its doors and is welcoming its first guests. But the project does not stop there: Lewys continues to support the property day to day on revenue management and distribution, to make this new address a benchmark in Chinon.