Interview: Director of Gîtes de France evokes 'rediscovery' of rural dream

Solange Escure is the driving force behind the recent renewed media interest in Gîtes de France, the organisation that pioneered the country’s rural holiday lets market.

She led its 70th anniversary campaign this year with a series of articles highlighting its history and the human approach that remains central to its success and longevity.

Le Figaro noted the brand’s evolution through its logos, from the clichéd rooster of the 1950s to today’s stylised image of a map of France topped with a roof and foregrounded by a person with arms outstretched.

This rebranding has also served as a deliberate marketing strategy to distance the organisation from the likes of Booking and Airbnb. 

Gîtes de France prides itself on fostering genuine relationships between host and guest, setting itself apart from its tech-driven competitors.

“We are not competing with the web platforms. We operate in our own market of rural holidays with owners close by,” Ms Escure told The Connexion in a previous interview.

That market has grown by double digits every year since the Covid pandemic, Ms Escure said, driven largely by French holidaymakers keen to rediscover their country and looking for an antidote to digital fatigue.

“Our strength has been offering meaningful holidays led by people rooted in their local area. In today’s high-tech world, that difference matters more than ever,” she said.

She spoke to The Connexion about Gîtes de France’s remit, and whether recent UK headlines proclaiming the end of the ‘French gîte dream’ have any substance.

How do you explain the success of Gîtes de France?

Gîtes de France regularly appeared in the media during Covid because it was able to provide figures and trends quickly. That is thanks to our network of 92 agencies spread out over almost every department.

The organisation was created in 1950 to give city dwellers easy access to holidays in some of France’s rural areas. The idea was to allow farmers to renovate heritage buildings and earn an extra income from paying guests.

Read more: What taxes are collected on a rented out second home in France?

This became more important than ever during the pandemic. A gîte offers complete independence, with a kitchen, living space and varying numbers of bedrooms and bathrooms. 

Unlike a chambre d’hôte, which is in the owner’s home, a gîte is rented like a holiday home. Guests needed that type of reassurance. 

In 2021, our business volume was 20% to 30% higher than in 2019.

You said the brand was “rediscovered by French people”. What does that mean? 

It means they came back to us. They trusted our brand and its reputation for quality. In uncertain times, the fact that our hosts are owners who manage and maintain their properties made the difference. 

These holidays preserve know-how, promote sustainable tourism and support short supply chains. We do not have the financial means of our competitors, such as Booking or Airbnb. Our strength has always been championing meaningful holidays provided by people rooted in their local area; about that human factor. 

In today’s high-tech world, that difference matters more than ever. 

Is that ‘human factor’ a good way for foreign owners of gîtes to integrate into French life?

Absolutely. I have met and spoken to many of them, mostly British owners. They are usually active members of their local community, far from the cliché of the expat who speaks no French, despite having been here for decades. 

Some even know their area better than French people themselves! They often build links with local producers and contribute to the region in that way too.

Gîtes de France has its very own épis (‘ears of wheat’) ranking system. How does it work? 

They rank a gîte’s amenities and appliances, leisure facilities, and décor; the more épis the higher the level of accommodation. 

Think of them in terms of more traditional ‘star’ rankings. The scale lets us cover all budgets. Some guests choose one or two épis because they spend most of their time outdoors. 

Others prefer three to five épis for comfort and luxury. 

More than half (57%) of your gîtes are rated three épis. For anyone interested in opening their own gîte, should they aim for this level at least?

Yes, three or four épis is best for new projects. Renovation costs mean owners need to charge higher nightly rates to cover investment. 

One épi gîtes are declining naturally as properties are renovated or replaced, and new owners generally aim for higher rankings. 

Last year the Daily Telegraph proclaimed the “end of the French gîte dream”, as more and more British owners sell up. Have you seen this?

Yes, although it is not a significant trend within Gîtes de France. Our network’s strength is supporting owners with advice and updates on new regulations. We also work with public authorities. We meet ministers and MPs whenever a law or regulation changes. This is one of the federation’s key roles. 

Owners, regardless of nationality, are supported.

What advice would you give readers who are thinking of opening a gîte or who are already owners?

You will not be alone if you join Gîtes de France. With regulations constantly evolving, our network provides support and security. That is our added value compared to independent owners.

As for tourists, does booking one of your affiliated gîtes give a different perspective on France?

It provides an opportunity to meet local hosts, discover regional cuisine, and explore the diversity of the French countryside, from the Massif Central to the Côte d’Opale. Tourists visiting inland France are often history and culture lovers, or francophiles. 

It's a gentler, calmer way of travelling. It allows you to discover a country in a different way.

You mentioned that French holidaymakers often seek pure relaxation. Have you observed the same in foreign visitors?

We have both. For example, we have some who book accommodations for four to five weeks to combine both relaxation and sightseeing visits to nearby towns and places of interest.