In the heart of Saint-Tropez, the legendary Byblos hotel continues to reinvent luxury and Mediterranean elegance. Following the reopening of this neo-Provençal establishment last May, Antoine Chevanne, CEO of Floirat Signatures, and Jean-Marie Trancher, General Manager of the Byblos, reveal in a joint interview the secrets behind a unique combination of fine dining, service, and customer experience that reflects the French art of living.
An iconic location with timeless charm
Since its takeover at the same time of the Les Caves du Roy in 1967, the Byblos Saint-Tropez has symbolized the glamour of the French Riviera. With its colorful facades, Mediterranean architecture, and festive spirit, the five-star establishment with 87 rooms and suites attracts an international clientele in search of refinement and unique moments. But behind the legendary facade lies a daily commitment to excellence orchestrated by passionate teams for whom every detail counts.
In fact, the hotel has been given a facelift this summer, after six months of renovation work. The Byblos has revamped its dining options, notably with Il Giardino, an intimate Italian restaurant inspired by Canuti’s Riviera heritage, the Sky Bar, a rooftop cocktail bar with views of Saint-Tropez and the bay, and the seasonal presence of Zuma, a trendy chain serving contemporary Japanese cuisine. By 2026, ten new suites will be renovated by Laura Gonzales, who already unveiled four suites in her own style in August 2024.
This subtle balance between heritage and innovation is embodied by Antoine Chevanne, head of Floirat Signatures since 2006, who is also behind prestigious establishments such as Byblos Beach, Les Caves du Roy in Saint-Tropez, La Réserve in Saint-Jean-de-Luz, and Les Manoirs de Tourgeville. “Our approach is to create places that tell a story, where luxury goes hand in hand with authenticity. Each project is designed as a complete sensory experience, from the welcome to the cuisine, including the design and comfort of the rooms,” he explains. It was under his leadership that the group developed a new strategy based on three pillars: luxury hotels, fine dining, and entertainment.
A shared vision of contemporary luxury
In this joint interview, Antoine Chevanne and Jean-Marie Trancher agree on one point: luxury is no longer defined solely by opulence, but by the quality of the experience and attention to detail. “Today, our customers are looking for emotions, unique moments that they won’t find anywhere else,” emphasizes the hotel manager. Antoine Chevanne adds: “Personalization is at the heart of our approach. Each customer is unique, and each stay must tell a story that reflects who they are. ”
This philosophy also guides the other establishments of the Floirat Signatures group, where the care taken in the decoration, gastronomy, and service reflects the same demand for excellence. For the future, the goal is clear: to continue to surprise without ever denying the soul of the place. With exclusive events, artistic collaborations, and tailor-made experiences, the Byblos Saint-Tropez remains a benchmark for those seeking the best of French art de vivre. Behind this success, Antoine Chevanne and Jean Marie Trancher are key players in this dynamic, ensuring consistency and creativity at every moment. LUXUS PLUS met with them.
Interview with Antoine Chevanne, CEO of Floirat Signatures
Luxus Plus: You represent the fourth generation at the helm of Floirat Signatures. How do you plan to carry on the family legacy while infusing your own vision of luxury hospitality?
Antoine Chevanne: It is both a responsibility and an honor to represent the fourth generation at the helm of Floirat Signatures. The family heritage is based on strong values: a sense of hospitality, high standards of quality, and a commitment to iconic locations. My role is to preserve this identity while adapting it to the modern era. I bring my own vision to the table by reinterpreting luxury in a more contemporary way: a warm, authentic luxury focused on the experience and well-being of our guests. The idea is not to break with tradition, but to evolve it by incorporating new codes that are more in line with the expectations of today’s customers, while remaining faithful to the spirit and elegance that characterize our establishments. All our establishments share this same philosophy.
Luxus Plus: In a world increasingly focused on customer experience, what are the core values of Floirat Signatures that you believe remain non-negotiable?
Antoine Chevanne: The values that have guided Floirat Signatures since its creation are immutable and constitute our DNA. The first is excellence in service, which must always remain impeccable, regardless of the establishment. The second is authenticity, because we want each establishment to retain its own identity and reflect the spirit of its location. Finally, the third is respect, both for our customers and our employees and partners, because it is this relationship of trust that breeds loyalty.
Luxus Plus: The group has a particularly strong presence in iconic destinations. What are the next steps in your development or expansion plans?
Antoine Chevanne: The group is committed to establishing itself only in destinations that are both iconic and meaningful. We are not looking to increase the number of locations, but rather to open establishments that embody our philosophy: authentic luxury that respects its environment. Our next steps are therefore in line with this selective approach: consolidating our current establishments by enhancing their appeal, and considering new openings only when we find a location that resonates with our history and values. We prioritize quality with the ambition of continuing to surprise our guests while remaining true to the spirit of Floirat Signatures.
Interview with Jean-Marie Trancher, General Manager of the Byblos Saint-Tropez hotel
Luxus Plus: After nearly two decades working at other prestigious hotels, you have returned to manage the Byblos Saint-Tropez. What aspects do you feel have changed over time? And what elements, on the contrary, have remained intact and faithful to the spirit of the establishment?
Jean-Marie Trancher: After nearly twenty years spent in other prestigious establishments, returning to the Byblos allows me to appreciate what has changed and what remains unchanged. The offerings have evolved, notably with the renovation of the rooms by Laura Gonzalez and the opening of new dining venues, designed to anticipate the desires of an international clientele. But the spirit of the hotel remains intact: loyal teams who perpetuate its history and a loyal clientele who are deeply attached to the Byblos.
Luxus Plus: What are your ambitions for the hotel as general manager?
Jean-Marie Trancher: My ambition is to maintain the excellent service for which the Byblos is renowned, while adapting it to the expectations of an increasingly demanding clientele. I want to preserve this exceptional spirit, a blend of elegance and conviviality, and continue to keep the hotel in step with the times without ever betraying its soul.
Luxus Plus: How does the Byblos Saint-Tropez stand out from other hotels in the region?
Jean-Marie Trancher: The Byblos Saint-Tropez stands out for its unique history and iconic architecture, which give it an incomparable identity. More than just a hotel, it embodies a timeless spirit and a unique atmosphere that no other establishment in the region can offer.
Luxus Plus: What message would you like visitors to take away with them after a stay at the Byblos Saint-Tropez?
Jean-Marie Trancher: I would like our visitors to leave with memories of a unique experience: Byblos is not just a luxury stay, it is a timeless moment, combining elegance, the Saint-Tropez lifestyle, gastronomy, conviviality, and exceptional service. An incomparable art of living that leaves a lasting impression and creates unforgettable emotions.
Read also > [Luxus Magazine] Laura Gonzalez, or the art of re-enchanting space
Featured Photo: © Byblos Saint-Tropez
