Evolution of the Germain Group legacy

When Christiane and JeanYves Germain opened their first property 30 years ago, the idea was to create a unique luxury boutique brand that would excel in customer service, she says. “Our intent from the get-go was to differentiate ourselves with exceptional service and treat our clients as though they were guests in our own home.”

Since the beginning the brand strategy has been to focus on the best refinements offered across the globe, while staying true to Quebec’s style of warmth and hospitality, she explains. That unique and innovative thinking quickly caught on with the public. Today Group Germain operates three brands, from the luxurious Le Germain to the no-frills chic Alt and more recently, the loft-style Alt+ studio concept.

Group Germain now has 17 properties with two additional hotels poised to open soon. This has placed it well on track to reach its goal of offering a network of 20 hotels across the country by 2020.

Among other accolades, Group Germain has ranked among Deloitte’s 50 bestmanaged companies in Canada for more than 10

consecutive years.

Germain Group is also a strong proponent of developing Canadian companies and talent, from contractors to artists. Not only has it established a local procurement policy for its goods and services, each of its properties hotel showcase original works from local Canadian artists. Even its staff uniforms are the work of Canadian designers.

It has achieved all this while pursuing an eco-friendly agenda at all its properties as part of its commitment to environmental sustainability.

“One of the reasons we continue to succeed is that we are not afraid of evolving,” Germain says. “In our industry you always have to stay ahead of the curve without losing sight of your employees and your customers.”