COOL ATTITUDE
On the occasion of his (first!) ten years as General Manager of the Hôtel Métropole Monte-Carlo, I meet once again with Serge Ethuin.
With his elegant dynamism and the calm assurance of a seasoned director of international five-star luxury hotels, he has guided this legendary establishment through a journey of constant renewal – never abrupt, never disruptive, but a subtle evolution, always evident in its ability to uphold the highest standards of luxury hospitality in the Principality of Monaco.
L.M : Ten years at the helm of a hotel of this calibre is no easy task. What has been the guiding principle throughout your journey ?
S.E : You should know that within our hotel we have an internal manifesto created at the time of the hotel’s rebirth. It embodies the philosophy of the house and, in very clear and direct terms, provides the framework for how we operate. Whenever I faced moments of doubt, I simply read it again and took inspiration from it.
L.M : Could we know the content of this charter ?
S.E : I will share only one point, but it is highly evocative: the charter states that if the hotel were a person, it would be Audrey Hepburn.
L.M : Is that why the majority of your senior collaborators are women ?
S.E : As you can see, apart from our deputy general manager, all my closest collaborators are women. This was never a deliberate decision based on gender; it happened naturally over time. But it has brought a distinct sensitivity and perspective, which are truly valuable.
L.M : After ten years in charge at the Métropole, how do you take stock of this period? Do you feel pride, satisfaction, any concern ?
S.E : You are right, ten years is exceptional in our profession. I have been working for forty-three years, nearly thirty of them as a general manager. Yet this is the first time I have remained in the same establishment for so long. I am very happy, proud, and yes, a little anxious – but anxiety is part of the DNA of every hotelier, always driven by the desire to do well.
What truly explains this longevity is that I fell in love with the owners’ vision: their definition of luxury and the objectives they set for this hotel.
Previously, I was intellectually stimulated by the projects of other houses. Here, I was genuinely seduced. And seduction is not of the head, but of the heart. From the beginning there was this famous “concept document”, a single page that defined who we are, why we are here, and what we must offer our clients: an emotional, sensory, cultural and gastronomic experience. That mix convinced me immediately.
The Métropole also has a special life of its own, with employees who have been here for twenty or twenty-five years, and a unique anchorage in the Principality. All this made my integration and attachment much easier.
L.M : Over these ten years, what do you see as the key milestones ?
S.E : We achieved a great deal. Twice we had to close the hotel for major renovations, we changed our spa brand, and we transformed our dining offer.
We also lost Joël Robuchon, who was the greatest chef in the world. But we retained Christophe Cussac, and that is a remarkable story of loyalty and success.
Another decisive factor is the exceptional relationship I enjoy with the ownership. I am general manager, but also in many ways a trusted person, supporting projects directly linked to the hotel.
One must add that the Métropole is an independent hotel. And something I discovered in Monaco is what I like to call benevolent competition. I worked in Paris, Rome, and London – in all these great cities, among luxury hotels, it is war. A peaceful one, but still a war.
Here, of course, there are competitors. Yet it is a rivalry marked by respect and even collaboration. Two or three times a year, coordinated by the tourist office, we carry out joint promotional operations abroad to promote Monaco as a whole. That is rare.
There is a genuine spirit of cooperation, something I have seldom, if ever, experienced in other places.
L.M : During this period, has the clientele changed ? As a guest myself, I have noticed younger people. Has the average age dropped ?
S.E : Thirty or forty years ago, one only achieved financial success after the age of forty-five. Today, thanks to new economic activities, especially digital, there are 25-year-olds who are already very wealthy. They want to enjoy their money, to travel, and to live luxury experiences.
At the same time, we make sure to keep our older guests, while developing concepts adapted to the younger generations. For example, Yoshi, our Japanese restaurant, generally attracts a younger clientele. Zia, our new Italian concept by the pool, also reflects this trend – more relaxed than our two-Michelin-starred fine dining, yet maintaining impeccable quality.
Expectations have also evolved. Clients aged 55–65 expect a certain solemnity. Younger clients want to live an emotion, sometimes with fewer human interactions and more digitalisation. That pushes us to adapt our services to these new generations, while preserving the DNA of the hotel.
L.M : Jacques Garcia’s architecture and design also seem to embody this blend of generations.
S.E : Exactly. Garcia had a very particular vision: to create a place where a duchess of seventy in her elegant hat and a rock star of twenty-five could both feel at ease. That diversity works here thanks to the intimacy of the spaces and the variety of ambiences, without vast, impersonal lobbies.
L.M : Let us turn now to recent news. After a long period of work, what can you announce today ?
S.E : Two major highlights. The first is the opening of our new Guerlain Spa. Guerlain, with its 300 years of history and some thirty spas worldwide, perfectly embodies the refinement we were looking for.
The second is the delivery of 45 newly renovated rooms and suites by Jacques Garcia. The tones are Mediterranean – pale yellow, blue, touches of pink – with completely redone bathrooms and furniture.
L.M : Beyond gastronomy and renovations, the Métropole has also developed a cultural programme. Could you tell us more ?
S.E : Yes, this is an essential element of our concept document: to nourish our guests not only with gastronomy and cocktails, but also with the mind. That is why we launched the Cultural Rendez-Vous.
We have welcomed renowned writers and artists such as Yasmina Khadra, David Foenkinos, Francis Huster and Anne Parillaud. These events create a special connection with the local clientele, particularly Monegasque residents.
L.M : And regarding renovations, what remains to be done ?
S.E : The first phase covered 45 rooms. The second, planned for late 2026, will address the rest of the floors. We chose to close the hotel for five months to avoid noise disturbances, because I believe you cannot provide a true luxury experience if guests hear drills or hammers.
We kept all our employees during that closure, which was a strong gesture. The next phase will be lighter – new carpets, fabrics, furniture, …
L.M : And you personally, after ten years at the Métropole ?
S.E : I may stay a little longer, but not forever as general manager. Perhaps another role, perhaps simply as a loyal guest of the hotel (smiles).
