Southern France is synonymous with glamour, indulgence and sublime rural landscapes. Picturesque villages, vineyards, dazzling cities and azure coastlines form an elegant blend of cultural richness and natural beauty.

Lavish hotels, Michelin-starred dining and exclusive events all contribute to its status as a luxury haven. Here, Travel Concierge Helen shares her admiration for French culture and cuisine, along with her personal recommendations to make Ultimate Southern France even more exceptional.

Discover this on: Ultimate Southern France

Sophisticated and stylish

“What I’ve always loved about France is that it is just so sophisticated,” says Helen. “The French are very stylish.”

“As a culture they really take the time to learn how to prepare something. Take food for example. It takes years to become a chef, and there’s a real respect around acquiring and applying knowledge and producing something of really high quality. This can be seen in many areas, such as with wine, furniture and so on.”

For travel inspiration: France destination guide

Luxury is time

“There’s a different approach to time in France, which I really I really appreciate,” she tells us, adding with a smile that it can also be sometimes frustrating.

 “For me, luxury is all about time. Obviously, it’s the quality of things, but it’s also the luxury of taking the time to enjoy things. Of being able to say we can sit and try the local specialty, be that a patisserie or an aperitif, and break from a world where we’re all so busy. And Ultimate Southern France offers just that.

“We have two nights in Monte Carlo, three days in Aix-en-Provence Two nights in Carcassonne and two in Bordeaux So, the pace of the tour is elegant. We’re not running from hotel to hotel, we have this chance to relax and go a little bit deeper.”

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The rural pleasure of southern France

“Often people’s first point of arrival in France would be Paris, the City of Light. Big and beautiful, it’s also big and busy,” says Helen. “The South of France is a haven of tranquility.

“Historically it’s a huge rural economy. So, inevitably, the pace of life is very different. Up until a few decades ago everything would have been based on the agricultural cycle. This routine is maybe not so much the case anymore, but farming and the vineyards are still an incredibly important part of the South of France.”

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I love this chateau on the French Riviera

Credit @villaephrussi on Instagram

The Côte d’Azur, also known as the French Riviera, stretches from Saint-Tropez to the Italian border, and encompasses iconic cities like Nice and Cannes. This glamorous Mediterranean coastline is renowned for its azure waters and golden beaches, dotted with palm-lined promenades, luxurious yachts, and chic boutiques.

“Elegant and enchanting, there is so much to love about the Côte d’Azur,” says Helen. “My highlight on Ultimate Southern France is the Rothschild Chateau in Nice. “It’s one of the places where everybody asks, ‘what is this about?’ It is so unusual.”

Built in 1905 by Beatrice de Rothschild, the opulent Villa and gardens of Ephrussi de Rothschild is home to over 5,000 art objects. Up on the hillside, it looks out over the Côte d’Azur.

“I think it’s this thing of going to a place you might not have gone to yourself, and it is stunning. It’s such a nice surprise because nobody has any expectations.”

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Exquisite dining, perfectly planned

Credit: @ lepressoirdargentgordonramsay on Instagram

With many exceptional dining experiences included on this tour, from a pastry making lesson with a professional chef to fine dining, you embark on a thrilling gastronomical journey. In addition to the included dining, there are countless options in the South of France to further indulge the taste buds.

“The Pressoir d’Argent, Gordon Ramsay’s restaurant is located in Le Grand Hotel Bordeaux and, if you love haute cuisine, then this is an exceptional experience,” says Helen. “Reservations do need to be made around a week in advance, so this is something I talk to guests about at the start of the tour.

“A key aspect of being a Travel Concierge is about being on the front foot all the time with guests. France is my neighborhood and I know all the ways to make this tour exceptional above and beyond the planned itinerary. So, I make sure to impart this knowledge to guests and tailor recommendations to their pleasures, to ensure they can make the most of these once-in-a-lifetime opportunities.

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My restaurant recommendations in Nice

Nice, the largest city on the French Riviera, is also one of the most charming. Located between the Mediterranean Sea and the famous Maritime Alps, the city offers a unique combination of urban convenience and natural beauty.

Guests on Ultimate Southern France have free time in Nice, to choose where they have lunch and dinner. With so many options, Helen is on hand to help you choose the perfect spot.

“If you really want to sit down and have a nice lunch in Nice, you’ve got the top top option, which is the Hotel Negresco,” Helen advises. “It’s restaurant Le Chantecler, with its 18th century décor, is incredibly decadent, indulgent and fun.

“And if you want something more casual then I’ll send you to the Old Town. In the lovely higgledy piggledy streets, with their gorgeous pink and peachy hues, I recommend you visit ‘Le Panier’.

“Around 100 years ago, a huge wave of Italian immigrants came from Bergamo into southern France and brought their delicious food with them. You must try the ‘socca’, it’s like a frittata but made from chickpea flour. Its great as an aperitif with a beer or glass of wine.”

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Personalize your day in Aix-en-Provence

An art installation at Chateau La Coste. Credit: KONICA MINOLTA DIGITAL CAMERA

On all Luxury Gold tours, at various points guests can personalize their day with a choice of two experiences. Each thoughtfully chosen with the Luxury Gold guest in mind, they offer contrasting ways to experience your destination.

“In charming Aix-en-Provence, we visit the remarkable Château La Coste, and here guests can choose between a wine tasting or an art walking tour,” Helen explains. “The Chateau La Coste is one of these surprising places where often no one has any expectations when we arrive, and it’s pretty phenomenal. There is a huge vineyard, a beautiful lake and a fascinating outdoor art gallery. Guests also have the opportunity to choose between experiences in Nice and Bordeaux.

“It’s all about personal preference, not just on where your interest lies, but also your rhythm at that point. Some guests may still be tired from their transatlantic flight for example or come from another European trip. So, I encourage people to work out what they need at that moment in time. Maybe it’s to sit down and sip fine wines, or whether you’d like to explore and learn. Indeed, on most occasions, guests can also choose to do both options, this is the beauty of our small group journeys.”

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Elevated souvenirs – a timeless piece of French history

Par Original téléversé par Christophe.moustier sur Wikipédia français. — Transféré de fr.wikipedia à Commons par Bloody-libu utilisant CommonsHelper., CC BY-SA 3.0,

“My advice for a fabulous souvenir would be ‘les boutis,’” Helen says. “You can find some of the best examples of these elegant textiles at the market we visit when in Lourmarin.

“In the 1700s there was a strong commerce connection between the southern French city of Marseille and India, which saw the arrival of amazing fabrics. The French found the prints so beautiful they decided to begin making their own. So, when you see Provençal material, like tablecloths, serviettes or bedspreads, it’s likely that that print came India 300 years ago and has become part of a kind of cannon of prints that haven’t really changed ever since.

“Aesthetically, they’re beautiful – a timeless classic. They don’t age and still look as good today as they did say 50 years ago.

Bookmark for later: The Ultimate Luxury Gold Souvenir Guide to Europe

My pick of the exceptional hotels

Credit: @lamagdeleinemathiasdandine on Instagram

A hallmark of Luxury Gold tours are the exceptional five-star hotels. Each one hand selected, they not only bookend each day, but are often a destination in themselves. “Each hotel is stunning but different, which I love about Ultimate Southern France,” says Helen. “All reflect the sophistication and excellence of French hospitality, whilst offering a variety of decadent experiences.”

“The 18^th century La Magdeleine – Mathias Dandine, where we stay for three nights when visiting Aix-en-Provence is definitely a highlight,” says Helen. “An elegant Provençale country house, you’re at the foot of the Sainte-Baume Mountains and get a real taste of the spirit of living in Provence.

“Then in contrast in the heart of the city, Le Grand Hotel Bordeaux in terms of luxury is phenomenal. I love this hotel because it’s got a superb relaxation and wellbeing space with a lovely indoor pool and rooftop terrace. We spend two nights here at the end of the tour so you can really relax and make the most of the amenities, and it’s perfectly placed for easy sightseeing.”

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The beauty of a Luxury Gold tour

“With Luxury Gold, everything is personal,” explains Helen. “With an average of just 20 people on a tour, our small group journeys leave plenty of time for one-to-one attention from your Travel Concierge.

“We’re able to respond to the ideas, needs and desires of guests and also of the group. For example, with one group, in Aix-en-Provence, some wanted to come to the Chateau, and some wanted to rest back at the hotel for us to collect them later. This is the kind of thing we can do on Luxury Gold, we have that flexibility, which I love.”

To experience the sophistication for yourself, take a look at Ultimate Southern France, just one of our exquisite small group journeys.

A punchy New Orleans cocktail, the Sazerac has a long history, but remains a favourite in the Big Easy. We know the Sazerac was invented in New Orleans, but as for the exact bar it was born in?  

“There’s really no way to know,” says Matt Ray, the cocktail expert at the city’s Sazerac House. “Cocktail history is notoriously fuzzy, because not many people cared what bartenders were doing in the mid-19th century. And not many bartenders thought that what they were doing was important enough to catalog it.” 

Of course, we’re now in the midst of a classic cocktail renaissance. Travelers do care about a drink’s provenance, especially a drink as intertwined with a destination as the Sazerac is with New Orleans. Here, Matt takes us on a deep-dive into NOLA’s signature cocktail. 

Discover New Orleans on: Southern Grace

The history 

“Today, ‘Cocktail’ means a million things,” says Matt. “But in the early 1800s, it meant your spirit of choice mixed with sugar, water and bitters. You could walk into any bar in the city and ask for a ‘gin cocktail’, ‘brandy cocktail’, or ‘whiskey cocktail’, and that’s what you’d get.  

“At some point in the 1840s and 50s, bartenders started experimenting with new products from Europe ‒ absinthe, maraschino, curacao ‒ adding a dash or two and making a new category called ‘the improved cocktail’. That’s what the first Sazerac was: a cognac cocktail perked up with a swirl of absinthe. New Orleans was still such a European city in those days, and anise spirits like absinthe and pastis are so culturally important to Europe.”

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Winds of change 

Time, politics and the economy all made their mark on the drink over the next century. “As we became a much more American city in the late 1800s, tastes changed,” explains Matt. “Americans began to prefer oaked spirits to cognac; the quality of whiskey also went up following the Revolution. So bartenders started replacing the cognac in Sazeracs with rye whiskey. Another factor was the spread of phylloxera in Europe in the mid-1800s, destroying the grapevines that produced brandy and driving up prices.” 

Then, another twist ‒ absinthe was banned in 1912 for its supposed hallucinogenic properties.  

“The product that replaced it was called herbsaint,” says Matt, “another anise spirit which is almost indistinguishable.” Prohibition in the 1920s and 30s naturally had an impact, but for Matt, the real Dark Ages for the cocktail were the 70s and 80s. “That’s when classic cocktail culture kind of diWe also think you’ll like: All Natural: Meet the woman safeguarding the Mississippi Delta ed off, and everything became a mudslide or a Piña Colada. But New Orleans was still famous for hanging on to traditions like the Sazerac.” 

A timeless classic 

These days, the Sazerac beloved aperitif that New Orleanians still offer to family and friends. In terms of enjoying it like a local, Matt advises, “people usually drink it before dinner. It has a reputation for being the first drink you should have in the city ‒ I know a lot of people who make a point of having one right when they get into town. The locals also tend to have one around Mardi Gras, and around Christmas.” 

How you drink it also says something about you. “You can sip it slowly, so it opens up as it warms in your hands, or you can throw it back heroically,” says Matt. “You’ll see them on a lot of happy hour menus because it’s so quick and simple to make.” Despite its short stature, vintage nature and simplicity, young New Orleanians still order it in bars across
town. “People here don’t shy away from things their grandparents used to drink,” observes Matt. “Rather, the opposite: they find it kind of charming.” 

The recipe for this famous New Orleans cocktail

“First, you take two rocks glasses ‒ ideally a beveled rocks glass, if you want to get specific ‒ and you chill one of them. In the other, you throw in a sugar cube, or a quarter-ounce of simple syrup if that’s easier. Add three dashes of Peychaud’s Bitters and muddle that with the sugar, then add an ounce and a half of rye whiskey (I usually give that a quick stir to help dissolve the sugar).   

“Next, you add ice and give it a brief stir, then set that glass aside. Take the glass that’s been chilling, dump out the ice and add a splash of herbsaint or absinthe. Swirl it around the glass ‒  then either drink it or throw it out. Take your whisky mix and pour it really slowly into that chilled herbsaint glass. The last step is to squeeze a twist of lemon peel so it sprays a little lemon oil. I then either throw in the twist or use it to decorate the glass.”  

If you want to go old-school, advises Matt, make it with the original spirit, cognac. “The clove-peppercorn notes of rye are traded out for these rich, raisiny dark fruits. It’s a little bit more flowery and aromatic.” In terms of what can go wrong? “One of the worst I’ve ever had was completely green because it was probably half absinthe. It’s supposed to be a hint of liquorice or anise, not a punch in the face. And I once saw someone add Sweet’N Low instead of sugar.” 

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Sazerac stars  

Okay, so we’re visiting New Orleans. Where should we go for that first, I’m-in-town Sazerac? “You could come down to the Sazerac House and take a cocktail-making lesson, or visit the museum exhibits we have. But in terms of a straight-up bar, I love Peychaud’s Bar in the French Quarter, which specializes in New Orleans classics like the Ramos Gin Fizz and the Vieux Carré (like a supercharged Manhattan). Otherwise, I’d recommend a bar called Jewel of the South, and a little dive downtown called Bar Tonique.” 

Discover the magic of the American South for yourself and sip a New Orleans cocktail on our Southern Grace limited-edition journey.

Even in the luxury space, travel should not cost the earth. When it comes to sustainable luxury travel, we’re proud to lead the way.

As the new year approaches, we took the opportunity to talk with Shannon Guihan, TTC’s Chief Sustainability Officer and Head of TreadRight, our not-for-profit foundation. Here she shares how we’ve led the industry this year and takes a look ahead to 2024. Plus we announce a new project set to make a big impact towards our goal of net zero GHG emissions by 2050.

The year that was

Focussed on change though action, we’re constantly adapting our sustainability journey at Luxury Gold and our sister brands at The Travel Corporation. Exactly one year ago, we announced a reset of our Climate Action Plan and, as part of this reset, we accelerated our original climate action commitments.

A major undertaking, we committed to reach net zero GHG emissions across the value chain by 2050. “We were the first in the industry to have all three targets (short-term, long-term and net zero targets) validated by the Science Based Target initiative (SBTi), an organization that ensures our targets are aggressive enough to do our part for the planet,” Shannon explains.

“Another industry first, we established an internal Carbon Fund to invest in our net zero transition,” she continues. Luxury Gold contributes a dedicated amount annually to the Carbon Fund, alongside its sister brands within The Travel Corporation portfolio, this is then allocated to projects that will reduce our emissions in line with our Climate Action Plan. “Currently, we’re investing in 100% renewable electricity across our USA offices, solar power for our Australian offices and biofuels across our European coach fleet.”

Read ore about sustainable luxury travel: Slow and sustainable: The expectations of the luxury traveler in 2023 and beyond

Sustainable luxury travel in 2024

“Moving ahead, you’re going to see us really dive deep into our travel experiences to ingrain sustainability even further,” Shannon tells us. “Our itineraries already incorporate all of the work done to date into the guest experience. Many adaptations guests won’t notice, and that’s our aim – a seamless integration of greater sustainability performance, but guests can trust that as we are always evolving our approach.

“This is in addition to the gradual reduction of the carbon footprint through investment in our own infrastructure and assets and technology, all while  not passing that cost on to our guests, which is really important.”

MAKE TRAVEL MATTER®

“Our MAKE TRAVEL MATTER® Experiences are a really wonderful way to identify pre-vetted experiences, ones that we know really benefit a community through either environmental or social justice,” says Shannon. “These are really interesting because they are immersive impact experiences that really get you into what makes a place tick, and quite often how that place is navigating with care the challenges the world faces today’. Ensuring you leave a positive impact in the places we visit, we are continuing to build these experiences and for 2024 we aim to have at least one MAKE TRAVEL MATTER® Experience on every Luxury Gold journey.

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Investment in carbon reduction

“Investments into carbon reductions is going to be the big trend across the board in 2024, there are more and more technological solutions coming online and investments are needed so that these solutions scale,” Shannon says.

According to the World Economic Forum, ‘new technologies are key to achieving arguably one of the greatest challenges for humankind, the transition to net zero.’

“Some ways we have invested to date include ensuring that at our offices we are nearly at capacity in our ability to produce renewable energy. Looking ahead to next year we are heavily focused on our Scope 3 emissions, these are those produced by our partners and suppliers.

“There are several ways we can reduce our scope 3 footprint, such as by favoring electric and or biofuels, and by changing our routes such that we are on the road a little bit less and staying in places a little bit more. We can also greatly reduce these emissions by saying ‘no to more stuff’.”

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Say “no to more stuff”

We’ve recently discovered that the branded merchandise we give away at TTC produces 2,500 tones of carbon emissions every year. So, from today (7 December) we will launching a new project, saying ‘no to more stuff.’ Luxury Gold’s Sustainability Officer Gemma Myhill tells us more.

“Focusing on the non-essential carbon emissions that we emit as a business; we identified that 2500 tones of emissions go into the branded merchandise that we give away every year. This is the equivalent to 6.5 million car driven miles worth of carbon emissions that could be completely removed from our ecosystem.

“Instead, we can donate the money we would’ve used for merchandise designed to give away into projects that focus on nature-based carbon solutions to climate change. So, we asked ourselves, do we actually need more stuff?  And the answer is no.”

The projects

Credit: @greenwaveorg on Instagram

“The nature-based solution projects we have chosen to support are Project GreenWave’s Kelp Climate Fund and Rainforest Rescue’s Daintree Project,” Gemma tells us. “There are two existing partners of our not-for-profit foundation, TreadRight. The fact that we already have strong relationships in place to leverage is a testament to how much sustainability is engrained in our core.”

GreenWave trains and supports ocean farmers in the era of climate change. Donations will be made to their Kelp Climate Fund which enables Kelp farmers to play a climate-positive role with their ocean farms, including carbon and nitrogen removal and habitat restoration. Each donation will fund the planting of 40lbs of kelp, which will help capture carbon and restore marine ecosystems.

To learn more about sustainable luxury travel, our sustainability strategy and journey to Net Zero, read our Climate Action Plan.