BMW and Relais & Châteaux Shack Up for Hotelier's 60th Anniversary

BMW and Relais & Châteaux Shack Up for Hotelier's 60th Anniversary

On Wednesday, November 19, the BMW Group officially announced its partnership with Relais & Châteaux at the Opéra Garnier in Paris, to celebrate the hotelier's 60th anniversary year. Globally, the hospitality brand includes 520 hotels and gourmet restaurants in more than 60 countries. With this new joint venture, guests will be able to experience unique events, gourmet festivals and exclusive trips and invitations.

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Among the new joint offerings will be the Routes du Bonheur (roads to happiness) tour which takes drivers on a variety of itineraries across the world. Along the way, travelers will stop through different Relais & Châteaux properties, all behind the wheel of a luxury car. First realized in 1954, the first Route du Bonheur took place from Paris to the Côte d’Azur along the Route Nationale 7 via Roanne and Lyon.

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“What could be finer than driving a BMW M6 Convertible along the legendary Route National 7 to a charming Relais & Châteaux destination with an outstanding gourmet restaurant,” said Nicolas Peter, head of European Sales Region at the BMW Group. “For me, that is the true essence of art de vivre. It is an honor for us to be the global partner of Relais & Châteaux.”

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