Victoire Fenestraz
People and culture advisor for boutique and luxury hotels.
I help hoteliers build teams and cultures that make their hotel feel as exceptional from the inside as it looks from the outside. Working between Valencia and Buenos Aires, across Europe and Latin America.
Meet me.
I was born into hospitality. My family has run hotels in France for generations, and I grew up between the French Alps and Argentina.
By 25, I was General Manager of Hôtel Alpen Ruitor in Méribel, leading a team of 50 through the intensity of the winter seasons. I went on to found Maison Fenestraz, bringing my family’s hotels together under one brand. I then spent nine months at Estancia El Colibrí in Argentina, rebuilding its team. More recently, I created the spa at Hôtel de la Loze in Courchevel, from recruiting and training the team to designing the guest experience.
One lesson kept coming back: the guest feels what the team lives. So I trained as a coach, with an International Coaching Certification and NLP Practitioner certification in Madrid. I also created the ALMA Framework, my method for building hotel cultures that teams embody rather than perform.
I studied business management at the University of Nottingham, hospitality management at Cornell and strategic management at Harvard Business School. I also worked in marketing with Chanel, Estée Lauder and Ferrari. I work in French, English and Spanish, between Argentina, Spain and France.
What I bring
Hospitality experience on one side, human development on the other. My work sits where the two meet.
An owner’s eye01
I grew up on the owner’s side of hospitality. I know what is at stake when you invest in a property and in the people who bring it to life.
Operations from the inside02
I have led teams of 50 through high-pressure seasons. I know what culture looks like at 7 a.m. at breakfast service, not only in the values presentation.
A coach’s ear03
As a certified coach and NLP practitioner, I help people understand what drives them, so they choose how they show up for guests and colleagues.
Culture you can feel04
Teams follow what you embody, not what you announce. I turn values into daily gestures, rituals and moments the guest can feel.
How I can help you
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1:1 coaching for hospitality leaders
For general managers, heads of department and rising talent.
Leaders who know themselves lead with more empathy. In individual sessions, we explore your values, how you react under pressure and how you show up for your team, so you can lead with presence rather than control.Remote or in person.
The result: calmer, clearer leadership that your team feels. -
People and culture advisory
For owners and general managers opening, transforming or growing a property.
I work alongside you on the people side of your hotel. That means defining the values and behaviours that make your hotel unique, and shaping onboarding, team rituals and the role of your managers. It matters most at an opening, a change of management or a repositioning.
The result: a culture you design deliberately, rather than one left to chance. -
Team culture and alignment
For owners and general managers who want their team to deliver the experience their hotel promises.
Ateliers and season-long journeys that bring your team together around shared values, savoir-être and a common way of serving. Formats range from a single two-hour atelier to a programme that runs from the first day of the season to the last. Built on the ALMA Framework.
The result: a more motivated, more united team, and guests can feel it.
Who I work with
I work with owners, founders and general managers of independent boutique and luxury hotels, estates and hospitality properties. They’re typically properties of 20 to 70 rooms, where every guest should feel personally known and every stay should feel rooted in its destination.
I keep my partnerships intentionally limited, so every hotel I work with has my full presence.
Recent missions: hotels in Méribel and Courchevel in the French Alps, Relais & Châteaux properties in Argentina, a chain of high-end boutiques in Courchevel and the headquarters of a hotel group in France.
The ALMA Framework
The method
Technology is taking more and more tasks off hotel teams’ hands. That freed time is an opportunity: to be even more human in the way they create exceptional experiences. Yet too often, the people side of hospitality remains an afterthought.
ALMA is a people and culture framework created to elevate the art of being human in hospitality. It transmits each house’s savoir-être and savoir-faire through its teams, so that guests can feel it. ALMA brings together a community of experts across Europe and Latin America who sit at the table with hotels that want to elevate that art.
The new ALMA Framework website is launching soon.
Frequently asked questions
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Victoire Fenestraz is a people and culture advisor for boutique and luxury hotels. She helps hoteliers build teams and cultures that make their hotel feel as exceptional from the inside as it looks from the outside, through team ateliers, culture advisory and 1:1 coaching for hospitality leaders.
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She works with owners, founders and general managers of independent boutique and luxury hotels, estates and hospitality properties, usually of 20 to 70 rooms. She also works with luxury brands that share the same standard of service, such as high-end boutiques. Her recent missions include hotels in Méribel and Courchevel, Relais & Châteaux properties in Argentina and the headquarters of a hotel group in France.
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Three: team culture and alignment ateliers and season-long journeys; people and culture advisory for owners and general managers, especially at openings, changes of management or repositioning; and 1:1 coaching for general managers, heads of department and rising talent. Every engagement is tailored to the hotel, its season and its team.
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The ALMA Framework is the people and culture framework Victoire Fenestraz created for luxury hospitality, built on four pillars: Alignment, Leadership, Mindset and Action. It transmits each house’s savoir-être and savoir-faire through its teams, so guests can feel it, with a community of experts across Europe and Latin America. The full method will soon be presented at almaframework.com.
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Savoir-être is the French term for the human side of service: presence, attention, warmth and emotional intelligence. It’s what turns a correct service into a memorable one. Victoire Fenestraz helps teams develop savoir-être by connecting each person’s own values to the way they serve guests and work together.
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Each team journey starts and ends with well-being and motivation questionnaires, so owners can see the shift in team energy, engagement and alignment. Guest feedback and team retention across seasons complete the picture.
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Her main focus is independent hotels. She also works with niche brands and hotels with a strong identity within larger groups, when the goal is a personal, distinctive guest experience.
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She works between Argentina, Spain and France, with hotels across Europe and Latin America, in person and remotely. She works in French, English and Spanish.
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It starts with a 20-minute call to understand your hotel, your team and what you want to change. If the fit is right, she then proposes an approach tailored to your property and your season.
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Victoire Fenestraz was born into a French family that has run hotels for generations. She became General Manager of Hôtel Alpen Ruitor in Méribel at 23, leading a team of 50, and later co-founded the Maison Fenestraz brand. She studied at the University of Nottingham, Cornell and Harvard, and is a certified coach and NLP practitioner.