Goodbye, Île de Ré: This chic resort in the Basque Country is driving a surge in searches for luxury hotels, up 35% in one year
The Île de Ré is losing ground as a vacation destination for the French. This summer of 2026, another coastal destination is capturing the attention of travelers seeking luxury and character. The numbers speak for themselves, and the trend is clear.
Saint-Jean-de-Luz Overtakes Île de Ré in Luxury Hotel Searches
According to the Hotel Price Index report on the luxury hotel sector, Saint-Jean-de-Luz has seen a 35% increase in demand over the past year. By comparison, Deauville has seen an increase of only 10%. This trend places the Basque Bay at the top of the list of the most sought-after French resorts for the summer of 2026.
The Île de Ré, long considered the gold standard for chic beach vacations, is now seeing its status challenged. Saint-Jean-de-Luz, however, boasts a number of concrete attractions: a large, sheltered sandy beach, a pedestrian-friendly historic center, a lively harbor, and picturesque villages in the countryside just a few minutes’ drive away.
As a result, the city combines a well-preserved setting with a rapidly expanding range of high-end amenities. This blend appeals to a wide variety of travelers, from families to young professionals.
The New Hotspots That Are Changing the Game
The Grand Hôtel Thalasso et Spa, a 5-star hotel overlooking the ocean, exemplifies this shift toward luxury. It features 52 rooms and suites, a thalassotherapy center, and a gourmet restaurant. Its 2026 season runs from April through the end of December.
In the spring of 2026, the BonjourSauvage brand is also set to open a 4-star resort on the premises. This project features designer cabins and accommodations nestled in lush greenery, offering a relaxed and visually striking luxury experience.
“In Saint-Jean-de-Luz, this flexibility may be enough to treat yourself to one or two very luxurious nights, alternating with more modest accommodations.” – Hotel Price Index
Generation Z: The Unexpected Driving Force Behind This Basque Boom
Data from the Hotel Price Index study reveals a surprising fact: 24% of Gen Z respondents prefer luxury hotels, compared with just 8% of respondents from other generations. Their average budget is 165 euros per night, compared with 128 euros for Gen X.
This investment is aimed at creating a specific experience. 46% of these travelers dream of unlimited room service, 27% want a flexible check-out time, and 12% imagine champagne on tap. Furthermore, for 22% of them, paying more makes sense if the hotel’s style is considered Instagram-worthy.
On the other hand, the Île de Ré is less in line with these new visual and experiential criteria. Saint-Jean-de-Luz, with its new spots designed to be photogenic, now checks all the boxes.
- Demand for luxury accommodations in Saint-Jean-de-Luz has risen by 35% in one year, according to the Hotel Price Index
- The Grand Hôtel Thalasso et Spa (5-star, 52 rooms) will be open from April through the end of December 2026
- BonjourSauvage plans to open a 4-star resort with designer cabins in the spring of 2026
- 24% of Gen Z prefer luxury hotels, with an average budget of 165 euros per night
- Booking at the last minute or traveling on a Sunday often lets you get better deals
The Île de Ré Faces Increasingly Stiff Competition
The Île de Ré remains a popular destination, but a comparison with Saint-Jean-de-Luz highlights a shift in preferences. The Basque Bay offers both an urban and natural setting, whereas the Île de Ré focuses more on the tranquility of island life.
For travelers who are undecided, however, the two destinations cater to different preferences. The Île de Ré appeals to those seeking tranquility and bike rides through pine forests. Saint-Jean-de-Luz attracts those looking for a memorable hotel experience, complete with a harbor, fine dining, and activities.
How to Enjoy Saint-Jean-de-Luz Without Breaking the Bank
The Hotel Price Index study offers a practical tip for staying at these luxury hotels without paying full price. Travelers who book as close to their departure date as possible often get better deals. Starting your stay on a Sunday can also lower the price.
Therefore, alternating one or two nights at a high-end hotel with simpler accommodations remains an effective strategy. Saint-Jean-de-Luz, given its size and the variety of options it offers, lends itself well to this type of arrangement.
Compared to Île de Ré, where luxury hotel options remain more concentrated, the Basque Bay now offers a wider range of choices. From 5-star hotels overlooking the ocean to designer cabins nestled in nature, there’s something for everyone for the summer of 2026.
