In 2026, a new brand is set to make its debut in France in the world of hôtellerie de plein air. It is called BonjourSauvage and offers a completely new approach to hospitality, which the founders define not simply as “open air” but as “full nature”. The project arrives on the market with a clearly defined positioning and an ambitious development plan: BonjourSauvage presents itself as “a committed, hybrid hospitality brand”, able to combine hotel-level comfort, immersion in nature and a strong focus on sustainability.
Behind BonjourSauvage stand names already well known in the sector. The driving force behind the project is David Letellier, founder of Slow Village, a pioneering brand of “alternative hospitality” launched in 2015 and sold in 2024. This extensive experience is now being put at the service of a new accommodation concept. Alongside him is Alexis Baquerin, formerly with the Siblu group. An expert in mergers and acquisitions and business development, Baquerin is co-founder of BonjourSauvage and steers its growth as the project’s true “conductor”.
“Inspiration and vision stem from a feeling of saturation: a hyper-urbanised, noisy world, disconnected from nature, and the desire to rediscover the taste for authentic things and to recharge in unspoilt environments,” explain the founders. Hence the ideal evolution from hôtellerie de plein air to hôtellerie de pleine nature. According to Letellier and Baquerin, “luxury is no longer measured by the number of stars, gadgets or square metres, but by the intensity of the experiences lived.” Their stated mission is to transform and “re-enchant” hospitality, re-establishing the balance between tourism development, guest experience and ecological protection.
Between boutique hotel and nature retreat
Each BonjourSauvage property is conceived as a living ecosystem, halfway between a boutique hotel and a nature refuge, where architecture deliberately yields to the surrounding landscape and invites guests to immerse themselves with all their senses. The accommodation, built in the Vendée using mainly French bio-based materials, combines the comfort of a hotel room with direct contact with the natural environment. The aim is to guarantee high standards in terms of quality and design, while maintaining a reduced ecological footprint.
At the heart of every site there will be the “Wild Club”, a kind of village square: a vibrant, convivial space bringing together a food court, cocktail bar, co-working and events area. This hub is designed both for guests and, potentially, for the local community, in line with current trends that blend tourism, remote working and local life.
The first two properties in 2026
For the launch, two “postcard-perfect” locations have already been selected and will be completely redesigned by 2026: Camping Interplages in Saint-Jean-de-Luz (64) in the French Basque Country, overlooking the ocean, with 60 accommodation units; and Domaine des 2 Étangs in Seignosse, in the heart of the Landes forest, with 70 lodgings. These first properties will be transformed in line with the BonjourSauvage philosophy, with the aim of creating strongly characterful experiences in constant dialogue with the landscape.
Once fully up and running, the brand plans 2-3 new openings per year. In addition to the Atlantic arc, the Mediterranean basin is also among the priority areas for expansion, with year-round opening of the properties envisaged in order to support de-seasonalisation. In the medium term, the group aims to reach around fifteen properties by 2030, building a network capable of sharing the same vision: a hybrid, experiential form of hospitality that is deeply rooted in nature.
This article was originally published by Jean-Guilhem de Tarlé on L’Officiel des Terrains de Camping.
Alberto Granzotto – FAITA Federcamping