Nestled in the heart of France’s “Valley of the Kings,” Loire Valley Lodges offers a unique blend of luxury, art, and nature, all conceptualised and brought to life by the visionary Anne Caroline Frey. Transitioning from a bustling Parisian life to the serene landscapes of Touraine, Anne Caroline has crafted an extraordinary retreat where guests can disconnect from the digital world and reconnect with their senses. Her journey, marked by a deep love for nature and a passion for contemporary art, has culminated in a boutique hotel that stands as a testament to sustainable luxury and holistic well-being. Join us as we delve into the inspiring story of Anne Caroline Frey and the enchanting haven she has created
- Your journey from a busy Parisian lifestyle to founding Loire Valley Lodges in Touraine is remarkable. Can you share what inspired this significant life and career transition?
“Love! Always listen to your heart and your emotions. The most important thing in life is to feel at the right place at the right time… and then adapt your everyday life to the surroundings. This has always always been my guiding principle in life: love, being loved, loving has always acted as my compass when making important choices, the creation of Loire Valley Lodges included.”
- With a background in communications and contemporary art, how did your previous experiences influence the concept and development of Loire Valley Lodges?
“My experience working in communication has certainly helped me to convey messages, to communicate my values, my tastes, my convictions. What’s more, for me, art is a form of media: it is a form of expression which allows a message to be delivered in a more subtle and less formal way. Art allows us to speak to the hearts of people. Perhaps we like it, perhaps we don’t, but it never leaves anyone indifferent, and it allows us to convey messages and to generate emotions, which of course, I would hope are positive!”
- Loire Valley Lodges focuses on merging nature and culture, with a unique emphasis on sylvotherapy and forest bathing. How have these elements been received by your guests, and what impact have they had on their overall experience?
“Yes, I think that this incessant dialogue between art and culture is a key differentiating point between us and other hotels or lodges. It’s a real USP of Loire Valley Lodges and is something that our guests really appreciate. We offer forest baths and an introduction to forest therapy, but the very fact that our hotel and our rooms are completely immersed in the heart of the trees is already a form of forest therapy in itself. Above all, what our guests love is to enjoy luxury, service, and comfort, all whilst in the very heart of wild nature.”
- Launching a boutique treehouse hotel in the midst of a forest comes with its own set of challenges. What were some of the major obstacles you faced during the creation of Loire Valley Lodges, and how did you overcome them?
“It certainly does! Had I known in advance of all of the obstacles to overcome, I might not have done it! Executing a project like Loire Valley Lodges is not without its complications. Add to that, overcoming the arrival of Covid, the cessation of work for what was at first an “undetermined” period, coupled with what had been a terribly wet winter (adding further complications to the construction site), and delays to the opening as a result. But, just as childbirth can sometimes be long and painful, ultimately, we forget and we only look at the beautiful baby and the wonderful memories they bring!”
- The hotel opened in 2023, a time when the hospitality industry was still recovering from the impacts of the pandemic. How did you navigate these challenges, and what strategies did you implement to ensure a successful launch?
“Loire Valley Lodges opened in July 2020, just after the first lockdown in France and before the following ones. I think we were driven by the pandemic and the human need for nature that the lockdowns generated. The pandemic was a catalyst for an underlying current that was there: man has a deep need to find his place in nature; he needs it to feel good and the pandemic has helped us to do so – to raise awareness. As a result of that, Loire Valley Lodges, happily, has found its place as a natural choice for city dwellers in need of absolute greenery. To survive with a lack of oxygen – unbearable.”
- Art plays a significant role at Loire Valley Lodges, with contemporary artworks integrated into each lodge. How do you curate the art collections, and what message do you hope to convey to your guests through these pieces?
“Art can be found throughout the lodges. Its aim: to extend the dialogue between art and nature. In fact, each lodge was entrusted to an artist who was given ‘carte blanche’ to decorate it as he/she deemed fit. Some brought works, others wrote or painted on the walls, whilst others wrote songs and poetry. This is what gives each lodge its own personality, offering a unique and contrasting atmosphere that makes each stay individual. Our guests often like to choose their lodge, according to its location in the forest but also depending on its decoration and colour palette. When guests return, (we have a high volume of repeat guests, something I and the team are very proud of) either they want the exact same lodge because they have such fond memories, or they want to experience a new one. It really depends – but once again it comes back to the emotions, and how art and nature makes us feel.”
- Sustainability is a core principle at Loire Valley Lodges. Can you elaborate on the sustainable practices you have implemented and how they contribute to the overall guest experience?
“We made two key strategic choices in terms of sustainability: no air conditioning nor WiFi was installed in the lodges. Why? I could not envisage returning hot air to the forest, towards nature which is already too hot during heatwaves, especially since the trees are a real source of coolness at night. Other choices, influenced by our wish to work in harmony with the forest and nature as much as possible, included creating a permaculture garden to supply our two restaurants, introducing our own hives to harvest our honey (we offer beeswax massages as part of our wellbeing offering) and showcasing local wines and produce wherever possible. Likewise, our lodges are made of Douglas pine tree, oak and chestnut wood, untreated wood from our French forests. Did you know that chestnut is an insect repellent?”
- As a mother of seven, balancing family life with the demands of running a luxury boutique hotel must be challenging. How do you manage these responsibilities, and what advice do you have for other entrepreneurs juggling similar roles?
“I decided to embark on this project when my children were grown up and all in college or high school or older…! But, I experienced this challenge before when I was in Paris. I have always worked a lot, (I think I like it!) and I listened to my paediatrician who told me that it was not the time given to children that made them grow and flourish, but the love that we show to them. If I had to give advice it would be this: we can lead several lives at the same time as a woman – we can be a mother, a wife, a working girl… but the secret is not to mix everything! When you take on the role of mother, you are 150% with your children, when you work, you work 150%. Being present and living each moment as it should be helps you lead several parallel lives, passing from one to the other.”
- The concept of ‘disconnecting to reconnect’ is central to your hotel, encouraging guests to unplug from technology. How do you think this approach impacts the modern traveller, and what feedback have you received from your guests?
“This is one of the key points of our guests’ well-being: 99% appreciate not having wifi in the lodges and not having television – they tell me that it’s extraordinary to find time for yourself without having to make the effort to say no, and without depriving themselves. Guests thank me for the opportunity that it offers them to be alone with themselves or with their partner, to have dinner for two (and not for four with the telephones) and to rediscover the pleasure of doing nothing, of contemplating, watching, listening, also reading and…. sleeping!”
- Looking ahead, what are your long-term visions for Loire Valley Lodges, and how do you plan to innovate and expand while staying true to your founding principles of beauty, harmony, and sustainability?
“Staying true to our founding principles is absolutely essential when looking to the future. Our proposal is based on nature, art and wellness . The special design of the lodges is key, such as their huge bay window without opening or seal is primordial and gives a unique inside/outside feel. Equally, having restaurants, spa treatments, a bar, pool and activities within the grounds is very important, meaning that nobody needs to take a car to enjoy food, wines etc. We are looking for other places where we could develop the concept of Deep forest, Art and Spa but as you understood, launching a boutique treehouse hotel in the midst of a forest comes with its own set of challenges, and takes a long time to realise this concept!”