Sleeping in the Vines: The Rise of Unique and Immersive Wine Stays

©Calice Hospitality and Wines

Spending the night in a cabin perched above the Beaujolais vineyards, in a transparent bubble in the heart of the Champagne hillsides, or in a wooden barrel converted into a room in Alsace: unusual accommodations are multiplying in the vineyards. Long considered a curiosity, this offer is now considered a strategic lever for diversification and attractiveness for wine estates.

The alternative accommodation (also defined as "unique stays") market in France is estimated at around 260 million euros. UnicStay regularly publishes a market study called "Observatoire de l'Insolite", in partnership with the Alliances firm, which analyzes several tens of thousands of overnight stays booked via the AbracadaRoom platform. According to this observatory, occupancy rates reach an average of 60% , with peaks of over 70% in areas close to major cities. Cabins on stilts even show an annual occupancy rate of nearly 62% , proof of good resilience despite seasonality.

When creativity comes to the vineyards

In Champagne , the Nuit's Féerique concept bubbles in Meurville offer a night in the heart of the UNESCO-listed hillsides, with a Champagne breakfast served at sunrise. In Beaujolais , the Cabanes du Domaine de la Chaux de Revel offer tree houses with panoramic views of the wine-growing hills. In Alsace , the CAMPING - CARAVANING DU RIED has transformed old barrels into cozy rooms, creating an accessible and family-friendly offering. In Bordeaux , the Château de Bonhoste , in Saint-Jean-de-Blaignac, has installed transparent bubbles directly on its plots, an example featured in many international guides. Further south, in Provence , the Domaine la Vallongue in Les Baux-de-Provence offers high-end wine lodges integrated into its Mediterranean landscape.

An economic lever that is attracting more and more sectors

These unusual accommodation concepts often deliver strong performances. Insolite lodging typically achieves a net margin of 15 to 20%, compared with 10 to 12% for traditional guesthouses. According to the Observatoire de l’Insolite, the average nightly rate for a high-end cabin is around €246, and this figure can rise by 30 to 40% when premium amenities such as a private spa are included.

Initial investment varies considerably: around €5,000 for a yurt, €30,000 to €50,000 for a tiny house, and €80,000 or more for a fully equipped premium cabin. Based on a conservative scenario of 150 nights sold per year at €150 per night, a single unit can generate around €22,500 in annual revenue, with a net profit estimated at €8,000 to €10,000, depending on management costs and operating model.

These figures explain why more and more wineries are exploring this path. While the results are attractive, they also highlight the importance of critical mass in order to build a sustainable business model. Most estates will therefore aim to develop several units, ideally five or more, whether cabins, bubbles or tiny houses, in order to reach a meaningful level of profitability.

Constraints not to be underestimated when developing unique wine stays and accommodation in the vineyards

The model's growth shouldn't obscure its limitations. Seasonality remains a major obstacle : profitability often rests on the period from May to October, with filling up more difficult the rest of the year. Regulatory constraints are also onerous: compliance with the Local Urban Planning Plan, safety standards, sanitation. Transparent bubbles, for example, are visually appealing but require constant maintenance and regular replacement. Finally, the trend can fizzle out if the experience isn't accompanied by a true wine tourism immersion.

Finding the right balance between unusual and traditional

European examples demonstrate the relevance of a mixed approach. In Spain , the Perinet estate , in the Priorat wine region, offers glamping weekends set up directly in the heart of the vineyards, with high-end services: visit of the cellar, tasting, meals with local products, and complete immersion in the wine-growing landscape. This type of offer shows that glamping, when well integrated into the structure of the estate and supported by strong communication, can be a powerful attractive lever. In Portugal , in the Douro, the QUINTA DE VENTOZELO SELECCION SL has installed glass pods with views of the valleys classified as World Heritage, while developing educational stays around viticulture. In Austria , in Styria, old wine barrels converted into rooms create a bridge between tradition and innovation.

In all these cases, unusual accommodations act as a loss leader , generating visibility and immediate appeal. Traditional guesthouses and gîtes, on the other hand, ensure stability and year-round loyalty. The most solid strategies combine the two, combining image and economic security.

Towards a new stage for wine tourism

Unusual accommodation in the vineyards today goes beyond the curiosity effect. It is establishing itself as a strategic tool to strengthen the competitiveness and image of vineyards . Well integrated into a global offer combining wine, heritage and culture, it helps attract new customers, increase the value of the average basket and contribute to the economic sustainability of wine-growing regions.

Advice to estates and investors

• Choose the right format : high-end cabin to attract a premium clientele, caravan or barrel to expand the range, tiny house for a sustainable and modular positioning.

• Anticipate the break-even point : aim for at least 120 to 150 overnight stays per year to cover fixed costs and achieve a return on investment in less than five years.

• Integrate the offer into a global journey : combine accommodation with a cellar visit, tasting workshop or gastronomic experience to increase the value of the average basket.

• Take care of distribution : rely on specialized reservation platforms but also work directly via the domain's website to build customer loyalty.

• Master the regulations : check the PLU, anticipate sanitation and safety constraints to avoid administrative blockages.

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