Located on the legendary Croisette, the Hôtel Martinez has embodied the elegance and glamour of the French Riviera for nearly a century. The awarding of the "Palace" distinction by Atout France confirms Cannes’ rising prominence on the international tourism scene, far beyond its image as the home of the Film Festival.
Between the boom in luxury hotels, the arrival of major international brands, the filming of the next season of *The White Lotus*, and the development of exclusive destinations for fine dining, wellness, and leisure, the city is undergoing a major strategic transformation. With this accolade, the Martinez embodies a new vision that is more experiential, international, and deeply rooted in the Cannes lifestyle.
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The Hôtel Martinez joins the exclusive ranks of France’s “Palaces” and reaffirms Cannes’ international prestige. This marks a historic milestone for one of the French Riviera’s most iconic establishments. The Hôtel Martinez, a true institution on the Croisette for nearly a century, has just been awarded the prestigious “Palace” designation by Atout France. This rare distinction now ranks the establishment among the very elite of the French hotel industry and, at the same time, confirms Cannes’ spectacular rise on the international stage of luxury, tourism, and high-end real estate.
Established in 2010, the Palace designation recognizes five-star hotels that exceed traditional standards of prestige through their uniqueness, exceptional service, history, location, and ability to offer an exceptional experience to an international clientele. In France, only about thirty establishments currently qualify for this certification, which is considered the pinnacle of luxury hospitality.
This transformation is having a direct impact on the real estate market in Cannes. Today, living in Cannes is no longer just about enjoying an exceptional lifestyle by the sea and under the sun. The city has become a true international asset.Living on the Croisette, in California, in Palm Beach, or in the most sought-after neighborhoods of Cannes now means investing in a destination whose reputation continues to grow.
"This Palace designation is a wonderful recognition of the efforts our team has made over many years. Learning that we have met the requirements to receive it fills us with joy. We are immensely proud to join the exclusive circle of Palaces in France. After several years of waiting, the Palace distinction is finally making its debut in Cannes, and we are deeply honored," said Michel Cottray, General Manager of the Hôtel Martinez.
A statement that underscores the importance of this distinction, both for the hotel and for Cannes’ reputation.
Opened in 1929 by Emmanuel Martinez in an Art Deco style that has since become iconic, the Martinez is an integral part of the history of Cannes and the French Riviera. With its instantly recognizable white façade, its design inspired by grand transatlantic liners, and its exceptional location, the hotel quickly became one of the symbols of European glamour. As early as the 1930s, aristocrats, artists, Hollywood stars, and international tycoons were already gathering there to enjoy the unique atmosphere of the Croisette.
Over the decades, the Martinez has established itself as one of the epicenters of the Cannes Film Festival, welcoming actors, directors, producers, and luxury brands to the world’s most high-profile event after the Olympic Games. Today, its image is inextricably linked to that of international cinema and the prestige of Cannes. Many legendary moments of the Festival have unfolded in its suites, on its private beach, or in its now-iconic lounges.
The hotel has also successfully preserved its heritage while thoroughly modernizing the guest experience. Among the most notable changes is the renovation of its new Martinez Bar, designed to resemble an elegant contemporary yacht.
Gastronomy also plays a central role in the hotel’s identity. A true culinary institution on the French Riviera, La Palme d’Or has long embodied the establishment’s gastronomic excellence. Awarded a Michelin star in 2025, the restaurant showcases refined, creative, and Mediterranean cuisine that contributes significantly to the establishment’s international reputation.
But this "Palace" designation isn't just about its historical heritage. Above all, it recognizes the ambitious transformation the hotel has undergone in recent years. In particular, the hotel has developed the Oasis du Martinez, a wellness space that incorporates the Carita spa into a more contemporary approach to the experiential stay.The private beach has also been completely redesigned to offer an immersive experience while retaining the famous names inscribed on the chairs and cabanas that are part of its historic heritage.
The Martinez seems to have fully grasped this shift in the market. The hotel no longer simply sells rooms or suites, but rather a complete immersion in the world of Cannes glamour.
Premium brands are increasingly launching exclusive promotions there, as seen in recent events organized by Alo in May 2026 to mark the opening of its store in Cannes. In this context, the arrival of the filming crew for Season 4 of the hit series *White Lotus* represents a significant boost in visibility for both Cannes and the establishment. The hotel serves as the main setting for this new season, produced by HBO and created by Mike White. For the occasion, the Martinez has been renamed “White Lotus Cannes,” making it one of the central symbols of this new international storyline.
Beyond the immediate tourism benefits, this international exhibition also serves as an extremely powerful catalyst for the local real estate market. As seen following previous seasons of *White Lotus* in Sicily and Thailand, destinations featured in the series often experience a significant increase in their appeal to wealthy international clients, both in terms of real estate and tourism.
In a climate where buyers are increasingly seeking destinations that offer safety, climate, lifestyle, infrastructure, and international visibility, the city now embodies every aspect of contemporary luxury. That is exactly the message the Palace Commission wanted to convey: the label is not set in stone; it evolves, and it rewards those who invest, who innovate, and who maintain the high standards that the international ultra-luxury market demands more and more each year.
