CLUB MED
A graduate of Economic Sciences from the University of Assas, Serge climbed all the rungs at Club Méditerranée. First as G.O., then “Chief of Village” and finally Director of global operations for Club Med.
In 1980, he is appointed CEO for the US. His responsibilities include sales and operations of all villages in the American zone (Caribbean, Mexico and USA). In the span of 5 years, he doubled the size of the Club and introduced Club Med Inc, a subsidiary of the mother company, to the New York Stock Exchange.
In 1986, he returns to the headquarters, where he is named Deputy Director General of the group. He focuses on Germany, where the number of clients will triple over the span of 5 years.
In 1993, his father, Gilbert, who in 40 years had made of the Club the leading global tourism company, steps down from his role of president, and Serge is named as his replacement by the board of directors.
He initiated quite a few changes, but in 1997 the Agnelli family, who had taken over the Club, removed him following results that fell below market expectations. The dismissal was violent and had a profound impact on Serge.
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​In 2002, after a long and difficult period, Capgemini hand over to Serge the management of their training center Les Fontaines, in Chantilly. In 2005, the Caisse d’Epargne follows suit with their own training center in Behoust. And in 2007, the Partouche group give him the reins of their hotel in the Forge-les-Eaux domain. The hotel quickly became a hit destination for weekends in the Paris area.
MAMA SHELTER
In 2008, Serge joined forces with his sons and Philippe Starck to bring Mama Shelter to life, inspired by the idea of creating a different type of hotel that combined urban design, affordability and a touch of new-wave glamour.
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Mama offers a safe haven in a selection of exciting cities and districts, from Belgrade to Bordeaux, Rome to Lisbon. Each reflects its unique setting while serving up the comfort factor you’d expect of this fun-loving family: dynamic spaces in which to relax, work, eat, meet and greet. And Mama’s values never slip: 5* luxury bedding, organic solid amenities, thoughtfully prepared homemade food and free movies are standard.
Since Mama first opened her doors, creative collaboration has been key. Serge, Jérémie and Benjamin have worked with renowned designers, from Dion & Arles to Thierry Gaugain, plus chefs including Jean-Edern Hurstel in the Luxembourg Shelter.
Today, the family’s own design studio is behind a host of Mama’s unusual interiors, from graffiti-laden ceilings and plush sofas to avant-garde lighting. And now that unique style can also be taken home, thanks to Mama’s chic shop offering, in collaboration with her favourite cool creatives.
CASA BARBARA
In 2022, Serge, alongside his son Jérémie, partnered with the Korian group to imagine a convivial space for seniors.
The interiors are sumptuously designed by interior designer Sandra Benhamou, and are thought out to recreate a large countryside home, with warm, soft hues and natural fibers and wood detailings.
At the head of its restaurant is the thrice Michelin-starred chef Pierre Gagnaire, who ensures the balance, flavours and seasonality in his meals.
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Casa Barbara is a human and vibrant place, with inviting common areas and where the weeks are filled with creative and physical activities and events. Residents are free to do as they please, and are encouraged to make the apartment their own.
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The first residence opened its doors over the summer of 2022, and the next one is set to open in Nice in 2023.
OH BABY
Today, he is back again with his two sons and Philippe Starck, and with the help of the Valode & Pistre architects, he tackles another challenge.
To imagine a hotel that is affordable, but conserves certain standards of palaces, like quality of the bed linen, for example.
A hotel that, since its inception, takes into accounts and places at the heart of its mission sustainability concerns, by using wood as the primary building material.
A hotel that, at the same time, is smart and sexy.
To overcome this challenge, Serge, Benjamin and Jérémie are once again working alongside Philippe Starck for the design and the Valode & Pistre architect studio.
The family raised €220 milion euros with the Atream fund, first fund that specializes in tourism, to develop the fifteen first hotels, the first of which is set to open in 2025.
PUBLISHINGS
Serge has also written two books, the first, La Saga du Club, was co-written with his father and the second is Trigano Loves You.
He also speaks at conferences about innovation and service quality in hospitality professions.
