In Conversation with Anna-Caroline Frey

From the outset, Anne Caroline developed an interest in sylvotherapy and shirin-yoku (forest bathing) , embarking on various training to further her knowledge in these areas. The adventure hence began with her will to create a place where peace, calm, physical and psychological well-being form the overarching principles and shape each experience. She sought a place that enables people to reconnect with their roots, deep nature, and how to breathe with the trees.

A place where all of her benevolent passions come to life and, crucially, can be shared. And so, Loire Valley Lodges was born. The guiding principle has been the merging of nature and culture, enabling those who visit to live unique and unforgettable experiences, disconnecting to reconnect, and getting back in tune with the five senses. It is Anne Caroline’s hope that each guest will embrace the peace of the forest, allowing themselves to be guided by it, and to vibrate with the sounds of nature.

A place where all of her benevolent passions come to life and, crucially, can be shared. And so, Loire Valley Lodges was born. The guiding principle has been the merging of nature and culture, enabling those who visit to live unique and unforgettable experiences, disconnecting to reconnect, and getting back in tune with the five senses. It is Anne Caroline’s hope that each guest will embrace the peace of the forest, allowing themselves to be guided by it, and to vibrate with the sounds of nature.

What makes your current assignment stand out from other properties/brands you’ve worked in?

This question is a bit tricky for me, because it’s the first time I’ve managed a hotel, so I can’t really compare it with similar properties I’ve worked for. However, I think what sets my current role apart from other comparable positions in the typical hotels around us is that I’m very present on site and get involved in a bit of everything. Personalised welcomes and attention to detail are so important to us. Our guests often say they feel as if they’re staying at a friend’s house… probably because I’m always around, everywhere! And I love that.

Who is your typical customer? 

Our typical guests are couples, fairly young (average age around 35). Generally, they’re in love—or at least in love with nature. They’re city-dwellers who come here to reconnect and recharge in the countryside.

What would you do if you were not a hotelier?

 Oh wow… so many things. Honestly, I think I could write a novel—though I probably never will! I could do interior design, renovate old houses, organise parties and events for others… I love reimagining places, hosting, sharing, creating emotions and memories.

Building the right team is crucial for a property’s success. What are the key skills you look for when hiring new employees?

Absolutely—the right team is the key to success for a property like mine. Beyond technical skills (and even before that), I look for passionate people who love nature, who understand the place and what we want to offer our guests. People who genuinely want to make others happy. And I also look for candidates who have a car… because we’re deep in the forest and there’s no bus service!

What is the USP of your hotel? 

The experience – the alchemy of luxury and nature. 

What has been your career highlight? 

The opening of the hotel, of course! Seeing a slightly crazy project—almost a dream—become true. It was such a powerful, intense moment that it made me forget all the challenges we’d had to overcome, especially the project coming to a complete halt because of Covid. Reading the emotion on our first guests’ faces as they arrived was incredibly moving. I felt as if I’d almost won my bet!

 How will travel trends change in the year 2026?

It’s hard to say for sure… but what I’ve noticed is that Covid was supposed to change travel trends and deeply reshape habits… and in the end, not that much! People have never flown so much. However, over the past few months I’ve noticed guests are booking more and more last-minute. Unfortunately, I think wars and their consequences make it harder for people to plan ahead. That said, because we are a destination hotel, we’re less dependent on tourism in general. Staycations are growing strongly. Overall, I don’t think I’m wrong in saying it’s a rather cautious period… let’s hope for better news for the summer.

Was a career in hospitality something you always dreamt of?  What is your advice to aspiring hoteliers?

Not at all—I’d never even considered it! But in life, encounters sometimes create vocations. I’d give the same advice to any entrepreneur: first, you have to be passionate, believe in your project and your product, and understand that hospitality is a sector of its own, where you have to question yourself every day, and where every day brings a new challenge. And of course, never forget that weekends don’t really exist! Success is linked to hard work—you never get something for nothing. You have to be confident, committed, motivated, attentive… and then everything will be fine.

Which cities are your favourites for: 1) food 2) history 3) fashion?

1. Food – Paris, of course—but not only. I love Seville, with its wonderful tapas and fish restaurants and its unique atmosphere. And I love Sydney and Melbourne too, because there are so many chefs and places to discover.

1. History – Rome, Naples, Cairo, Athens… It’s incredible and fascinating what our ancestors were able to build.

1. Fashion – I’m not a big fashionista, but I’d probably say Paris!

When are you happiest? 

In the morning, when I wake up and see the first lights of the new day

 At work, which is your most challenging activity and why?

Recruitment—because it’s strategic, but choosing one person over another is always hard and not necessarily rational. It’s not an exact science!