The Golden Triangle

Pascal and Aline Dan-neau of Propriétés du Luberon Sotheby’s International Realty know the area of Gordes-Ménerbes-Bonnieux very well. Close-up on a very demanding clientele…
“In this most highly sought-after part of the Luberon,” say the specialists, “a week’s rental in the high season can attain 20,000 €, though the average price per week ranges from 3,000 to 5,000 €”. These prices correspond to houses of about 150 m2 (4 bedrooms). In this agency recently affiliated to Sotheby’s, all properties are subjected to the criteria of a quality chart. Tranquillity, character, comfort and the existence of a swimming pool are minimum requirements. Just like house linen, cleaning and garden maintenance. The idea is to keep clients faithful one year to the next. “Similarly, it is important to be able to propose “à la carte” services and a telephone line open 24 hours a day.” Clients are 50 % French, 50 % foreign. While the English and North Europeans top the list, some vacationers come from Australia, South Africa and China. Americans show genuine interest in the region’s history. And companies organize seminars here : cultural and sports activities follow sessions held in these residences. All visitors appreciate the proximity of the main roads, from Avignon with its TGV railway station, from Marseille and its international airport. In July and August, the occupancy rate is close on 100 %. Holiday makers love the local cultural life, literally melt for Gordes, dine regally chez Alain Ducasse, Edouard Loubet or at the Mas des Herbes Blanches at Joucas. In the off-season, houses are rented for longer periods and clients are more likely to be senior citizens who adore Provence, or artists drawn by the tranquillity so conducive to creativity. A well-managed property can find tenants 25 weeks a year.


A matter of taste

Lorraine Aubert of Villas Prestige & Services works in both sectors. A real enthusiast, she points out the differences. A brief survey…
“In the Luberon, the agency naturally focusses as a priority on the south-west and more especially on the Golden Triangle,” says Lorraine Aubert. “The north is wilder and further from the main towns, so interest is very limited. Cadenet, Pertuis and the region on the way down to Aix-en-Provence have their fans, though they’re not so popular as Gordes-Ménerbes-Bonnieux. The occupancy rate in summer is 50 % and starting-prices are almost 3,500 € a week for spacious properties with at least five bedrooms.” In the Luberon, as in the Alpilles, clients are mostly English-speaking. Architectural attractions are more marked in the Luberon, as witessed by sublime stone houses in the village of Goult. In both regions, festivities and culture offer equal diversity and intensity. Security and traffic are not a problem. Mainly dealing in high-quality properties, the rental market is doing well. For the past three years, prices have been reassuringly stable. Tenants rent properties for two weeks on average, and clients tend to return from year to year. The Alpilles and the Luberon benefit from wide renown both in France and abroad, and seem to serve as references among holiday destinations. The legendary image of a vacation in Provence, enlivened by street markets and village fêtes, and highlighted by a shopping excursion to Aix and a day in the creeks… What more could one want ?


The legendary Alpilles

“Renting a house in the Alpilles is like coming home for the very first time,” jubilates Julien de Mortillet of the Emile Garcin agency. Our man in the field goes into detail…
Among the highly-prized villages, Saint-Rémy-de-Provence, Eygalière and Maussane head the list. The first is lively and friendly. The second is like a sumptuous little bourg set on a tranquil hill. Its charm recalls that of villages in Corsica. The popularity of the third continues to rise. Quiet and picturesque, it boasts a ravishing square with a fountain. Slightly lower down in the seasonal rentals sector, one finds Les Baux-de-Provence. In summer, its rugged medieval architecture draws crowds of tourists, sometimes making for heavy traffic. The agency deliberately positions itself at the top end of the market. A 1-week rental starts at 3,000 € and climbs to 60,000 €. The latter entitles you to 15 bedrooms without ever having the feeling that you’re in an hotel. Up-keep, cooking and a resident chauffeur are included in the price. There really is a clientele for this type of property, but availabilities are few and far between. The average price of about 7,000 € per week will bring a villa with six bedrooms and lots of Provençal magic. Foreigners account for two-thirds of the market, divided equally between Amercians, who are back in force, and North Europeans.
The rental market draws its resources and reason for being in the acquisition market, and largely that of second residences. One observes, in fact, that making a house available for rent for one or two months a year will finance its entire acquisition. One can also see a certain philosophy in the popularity of holidays in Povence : a desire to slow down for a few days and open up to other people. Sill influenced by the charm of “A Year in Provence”, Peter Mayle’s book which is set in the Luberon, Julien de Mortillet is full of praise for both these regions, which are finally very similar.


Weighty arguments

Laurence Boscolo ofAlpilles Luberon Immobilier emphasizes the wide diversity proposed by the Alpilles which attracts clients with very different motivations.
“Eygalière, Maussane, Saint-Rémy and Les Baux are popular for their intrinsic qualities. Tranquillity, nature, authenticity, their typical markets and religious fêtes that crop up on the summer agenda, the many festivals, and gastronomy envied by our neighbours.” Holiday-makers enjoy local folklore and readily pay from 2,000 € per week in a house with 4 bedrooms to 15,000 € for a residence with 7 bedrooms and bathrooms at Eygalière. There are two types of owners : the first make an effort in terms of price as long as their house is occupied in their absence ; the second are looking for profitability. In July and August, you come across families like those who opt for the Côte d’Azur in June and September. Among the foreigners (50 % of total tenants), there’s a real community from Belgium ! Reservations are made January to May, and the occupancy rate is 90-100 % in August, 70-80 % in July. In June and September, couples take advantage of prices that are 20 % cheaper. Two or three years ago, Les Alpilles and the Luberon began to suffer from competition from Croatia, Greece and Morocco. Though many people have since returned, this development put a brake on rising prices. The market is nevertheless very healthy, except that, ten years ago, the off-season was much more active.

Interview by Laetitia Rossi - photos : N et F Michel/collection 84 - press