Exploiting cultural connections has become a profitable marketing ploy for hoteliers in the French capitalMarcel Proust once wrote: “The real voyage of discovery consists not of seeking new landscapes, but of having new eyes.” Words full of insight. But it is doubtful that the author of À la Recherche du Temps Perdu (Remembrance of Things Past) imagined that his oft-cited quote would be used to brand “literary-themed” hotels 100 years after the first publication of his defining work.The rise of the belles-lettres establishment, celebrating France’s literary culture, and even that of its neighbours, is the latest marketing sensation in the French capital, as hoteliers come up with ever more innovative – or desperate – ways to attract guests.Sandwiched between a fast-food restaurant and a kebab house opposite the Gare de l’Est, the Le Marcel hotel has ideas well above its station. Born and raised in the chic 16th arrondissement, Proust would have spent little time in this, the gritty 10th, other than while passing through to catch a train.But Le Marcel does not let the lack of linksto the great man spoil the promotional plot: “Marcel Proust’s spirit hovers all around,” says the hotel brochure. “The Marcel dresses up in …read more

Via: The Guardian | Books