Face to Face: Morag Mclaren Baxter, director of Body Tonic Fitness Retreats
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Morag is also owner of Chateau Lou Casteou, the luxury private hire residence in the Cote d’Azur
What’s so special firstly about Lou Casteou?
The chateau is a beautiful venue steeped in history and situated in stunning Provençale countryside. It’s also close however to Nice airport, the beaches and mountains. Lou Casteou exudes calm sophistication and comfort, in a very intimate and warm environment.
What kind of travel and corporate bookings do you take?
Chateau Lou Casteou provides 5 star accommodation and facilities, so clients are all looking for something high end and unique. Corporate clients book the venue for board meetings mixed with sport and excellent cuisine and wines, or for client entertainment.
Who’s your typical client?
All of our clients are experienced, international travellers and usually individuals who enjoy natural beauty, understated luxury, culture, sport and good living.
Which nationality books Lou Casteou mostly?
We have welcomed guests from most parts of the world. Several British families have enjoyed holidays at Lou Casteou and many Scandinavian groups. We have recently seen an increase in interest from the USA too, as the Euro has devalued.
How do you work with travel and events agents?
I have several agents in major cities [Paris, London, Cannes, Miami, Copenhagen] who market the chateau. We also market directly ourselves and run frequent press releases and marketing campaigns.
Tell us a bit about your fitness retreats.
The fitness events are called ‘Body Tonic’ as they are designed to enhance physical and mental wellbeing. The events are very luxurious, not your typical boot camp. And they mix active sporting sessions and outdoor activities with excellent, healthy food and delicious local ingredients and wines. The events are intimate and very supportive, designed to suit both men and women of all ages and sporting ability. Our team is highly trained and is able to help guests achieve their fitness objectives in a safe and supportive environment.
What are your goals for growing the retreats side of the business in the UK market?
The health and fitness market is growing fast in the UK, but there are few luxury residential retreats. We see a true opportunity for Body Tonic and feedback from our guests has been excellent. Our goal is to avoid trends and often hollow promises of artificial weight loss offered by others. We aim to support guests and help them understand the benefit and enjoyment that exercise and healthy eating offers for life.
What are the challenges and opportunities in growing your client base globally?
The health and fitness market is huge in the USA and with the growing problems of obesity and diabetes and heart disease, it is an important moment to send healthy eating and exercise benefit messages. The French, Italian and Spanish markets don’t yet seem ready for this type of holiday but Scandinavians are huge fans of outdoor activities, sport and natural beauty.
What’s next for Lou Casteou?
We are introducing Latin dance sessions into our next Body Tonic event, being held in October and are also planning to run gastronomic [but healthy!] Dance retreats throughout the winter months. I am currently designing the dance programmes with my excellent dance pros, Juan and Simon.
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