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©Wouter Van Vooren
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This invariably includes the names of Frank Sinatra, Marlène Dietrich, Brigitte Bardot and Edith Piaf, who once stayed at the hotel and whose photos in the muted bar are silent witnesses. Today FIFA’s bigwigs, the beau monde of the equestrian world , such as Jennifer Gates (daughter of Bill) and Jessica Springsteen (daughter of Bruce), and a number of lesser-known millionaires stay here. ‘The five stars mainly relate to several hundred criteria, such as 24-hour room service and concierge services, which this hotel already largely meets,’ Walravens says. ‘Just about the only thing we don’t do yet is change the towels extra and shake the beds at the end of the day. For that we need to recruit two extra room attendants. That is it.’
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But there is more than those five stars, says the seasoned hotelier, who once ran Antwerp’s Switel (known for the fire in 1994) and bought La Réserve in 1997 together with his then-wife Martine Van Thillo (niece of the media tycoon Christian). the founding Nellens family. ‘The name and fame of a hotel mainly depend on how the guests experience it. This is determined by excellent service and a refined interior design that really blows you away. It is mainly in the latter that we will invest fully.’
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Full screen display
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Eddy Walravens ©Wouter Van Vooren
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The investor Coucke and the real estate entrepreneur Versluys, who became the owner of the land and the building last week, are setting aside seven million euros for this metamorphosis. The exploitation remains in the hands of Walravens, who cites time savings as the reason for the sale of his hotel to the duo. ‘With Coucke’s financial power and network and Versluys’ architectural insights, we can do it in three years.’ With a fifth star, Walravens hopes to double the room rates to 600 to 2,500 euros per night.
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The clientele consists of 80 percent leisure and 20 percent business customers. The latter figure should be significantly higher in the new plans. Doesn’t Walravens fear that, now that they have learned how budget-friendly Zoom and Teams are during the corona period, companies will hesitate to let their management meet in luxury hotels? ‘People will always need direct contact. And there is still a lot of money, especially in large companies. Moreover, many Belgian CEOs already have a place in Knokke and they like to have their management come to them. Besides, we will equip all our meeting and seminar rooms with state-of-the-art video conferencing technology .’
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But the well-to-do families, couples and singles who want to come and enjoy the Knok luxury life for a few days or weeks remain important. ‘Seeing and being seen, that’s what it’s all about here’, admits Walravens. According to Stefaan Geerebaert, who knows the Knok real estate market through and through, this penchant for status and luxury in a safe and tidy cocoon of a seaside resort is becoming increasingly important, according to Stefaan Geerebaert. Corona has taught many people that they can work remotely just as well. Moreover, they flee the feeling of insecurity in the cities. Not only well-to-do Flemings, but also Brussels residents, Germans, Dutch and Luxembourgers. They are also increasingly selling their first home in the interior and are turning their second into their first residence.’
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Wealthier Flemings, inhabitants of Brussels, Dutch and Luxembourgers are increasingly selling their first home in the interior and are turning their second home in Knokke into their first residence.
Stefaan Geerebaert
Founder Knoks real estate agency Immo Brown
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‘The hotels also benefit from this,’ says the former Boeing pilot, who now sells homes for 140 million euros annually, especially in Het Zoute, the most exclusive, greenest and most discreet district. ‘Anyone who likes to dip their toes into the real estate waters of Knok, first comes to a hotel for a week. Anyone who is already staying there and wants to invite family can rent a few hotel rooms for their children and grandchildren.’
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Caravan
“It seems that Knokke is starting to look a bit like Monaco,” Anthony Wittesaele confirms. He is Alderman of Tourism in Knokke and notary in Tielt. ‘The old villas in the green districts of Kortrijk, Roeselare and Tielt have decreased in value by 75 percent in recent years, while those in Knokke have increased by 40 percent. They renovate it in Knokke with the proceeds from the sale of their first house in the interior. On weekdays, a caravan of contractor vans arrives here in the morning.’
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This also has a downside: land prices in Knokke are through the roof. Sometimes, Geerebaert says, up to 3,000 euros per square metre. The apartments and houses follow that evolution. ‘For example, a villa is sold for 6 million euros’, Witsaele testifies. ‘It will be flattened, and a new building will be built for another 4 million.’ For the hotels, which peak in the spring and summer and have a low occupancy rate in winter, this is fatal. More and more family hotel owners – no luxury hotel chain is active in Knokke – are selling their hotel to the highest bidder.
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3.000
Euro per square meter
Land prices in Knokke are through the roof. Sometimes up to 3,000 euros per square meter.
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The city council is trying to break through that seasonal effect with a variety of events. Wittesaele calls the prestigious equestrian event Knokke Hippique in June and the Zoute Grand Prix at the beginning of October, a rally and competition for old-timer sports cars, which will also visit Bruges and Ostend for the first time this year. The World Cycling Championships will also make a sidestep to Knokke in September. The city council is also exploring the possibilities of a large art fair and exhibitions. Paul Gheysens (of the Ghelamco construction group) is building a second wave of conference facilities. And… a luxury hotel.
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Walravens sees an additional trend that could benefit the hotel market. ‘There has been a shift from apartment to hotel for some time now. The elderly, in particular, do not like having to fill the refrigerator on arrival or worry about a malfunctioning heating system. In a hotel you immediately start to enjoy yourself. They also don’t like to come for the full two summer months, but prefer two weeks, and that several times a year. And the money is there. Look at the Louis Vuitton boutique, they’re queuing there like a loaf of bread at the bakery.’
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Profiel La Reserve
Built in 1948 by Gustave Nellens, who also founded the Knokke casino next door. Was allowed to welcome big stars in the early period, including Frank Sinatra, Marlène Dietrich and Edith Piaf. Eddy Walravens bought the hotel in 1997 from the founding family Nellens, together with his then wife Martine Van Thillo. The old hotel in Normandy style made way for a new building in 2007. Last week, Walravens sold the property to investors Marc Coucke and Bart Versluys, who want to invest 7 million euros to raise the hotel to five-star status. The operating company remains with him and his daughter Laura Walravens. Turnover: 7 million euros. Profit margin: 30 to 35 percent. 70 employees. Prices: north room (sea view): 299-399 euros, south room (view of Zegemeer): 399-499 euros, suites (72 and 88 m²): 945-1,500 euros.
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