Deauville Relies on Culture and Sports to Reposition Itself Internationally

On the shores of the English Channel, just two hours from Paris, Deauville has always played up its image of refined French elegance. Known for its legendary Promenade des Planches, its 450 beach cabins named after cinema legends, its Belle Époque luxury hotels, its marina, casino, and renowned golf courses, the city captivates with its glamour and rich heritage.

It was the Duke of Morny (half-brother of Napoleon III) who first recognized the site’s potential nearly two centuries ago. In 1860, he decided to create a seaside resort on the Côte de Nacre. By building a railway line connecting it to Paris, he gave birth to the “socialite Deauville.” It was here that the Barrière Group laid the foundations of its empire. In 1912, under the initiative of Eugène Cornuché, director of the Trouville casino, and his partner François André, the Deauville casino was inaugurated. To accommodate their elite Parisian clientele, they built two luxury hotels adjacent to the casino: the Normandy, now one of France’s most iconic five-star hotels, and the more traditional Royal. François André later took over the group in 1927 and, catering to wealthy clients seeking tranquility and golf, he inaugurated the Hôtel du Golf two years later.

At the same time, the first luxury boutiques opened, including the very first Printemps store outside of Paris. After World War II—and particularly the D-Day landings of June 1944 which liberated the Normandy coast—Deauville established itself as a top tourist destination. In 1975, the Deauville American Film Festival was born, partially funded by Barrière.

After the death of Lucien Barrière, his daughter Diane Barrière took over management and launched major renovation projects before her husband, Dominique Desseigne, assumed leadership. He is credited with expanding the group’s international presence.

Over 110 years since its founding, the empire remains family owned. Alexandre Barrière and Joy Desseigne-Barrière, the fourth generation at the helm, now co-chair the group and own all the shares. In 2024, the group generated €1.4 billion in revenue, with the majority (€1 billion) coming from its 33 casinos. The Société des Hôtels et Casino de Deauville (SHCD), the entity dedicated to operating the city’s venues, posted €88.86 million in revenue for the fiscal year ending in 2024.