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

Hôtel Martinez, one of the French Riviera’s most iconic luxury hotels in Cannes, reports that 65 per cent of corporate events hosted at the property now incorporate experiential elements such as destination-based activities, team building experiences, local cultural programmes, and interactive entertainment.

“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.”

European markets continue to play a significant role in the hotel’s performance, with France, the UK, Germany, and the Benelux region remaining key source markets for meetings and incentive business and accounting for more than 50 per cent of global enquiries in 2025.

Long-haul demand has strengthened, particularly from the United States. US corporate groups are increasingly selecting Cannes and the wider French Riviera for incentive travel and executive events, generating average daily rates between 15 and 25 per cent higher than other international markets. Continued demand from US groups is reflected in the hotel’s forward bookings, including a six-night full-property buyout confirmed for April 2027.

Hôtel Martinez is seeing strong demand at both ends of the market. Smaller meetings of 20 to 80 delegates remain a key driver of business, particularly for leadership retreats, strategy sessions and workshops. At the same time, larger conferences and incentive programmes for 150 to more than 300 delegates have returned strongly.

While meetings and conferences remain the largest segment of the hotel’s MICE business, the way organisations are designing events is evolving rapidly. The hotel’s Festival Ballroom is seeing increased demand for immersive production, with planners incorporating 360 video mapping (which can be adapted to the three configurations of the ballroom either as a complete room or two separate spaces divided by a soundproof partition), digital scenography, augmented and virtual reality elements to create more engaging and interactive experiences. Outside the ballroom, organisers are increasingly making use of the Michelin-starred La Palme d’Or, the Martinez Bar and the hotel’s beachfront venues, creating event journeys that make greater use of the destination itself.

Across all event formats, planners are placing greater emphasis on flexibility, distinctive experiences and sustainability. Operational responsiveness and flexible cancellation policies remain important considerations amid ongoing global uncertainty. Demand for non-traditional venues continues to grow as organisers look to create experiences beyond the meeting room, while sustainability is now viewed as a baseline requirement rather than a differentiator, with event briefs increasingly including requests for locally sourced menus, lower-impact event design and carbon-conscious initiatives.

In June 2026, Hôtel Martinez was awarded the “Palace de France” distinction, the highest official recognition in French hospitality, becoming the first and only hotel in Cannes to hold the status.