Published the 02/10/2026 in Our Selection
There is a common misconception in the world of high-end corporate incentives that "exclusive" must mean "formal." For years, the default for UHNW groups and executive retreats has been the glittering ballrooms of Paris or the crowded beach clubs of the Riviera. But as we look toward 2026, the definition of luxury has shifted. Today’s high-achievers aren’t looking for another gold-leafed ceiling; they are seeking intentional restoration and unfiltered access.
At My Private French Travel, we have seen a definitive pivot away from the "spectacle" of travel toward what I call the "truth" of a destination. In the South West of France, luxury isn't a brand name—it's the smell of Atlantic brine hitting pine forests, the specific golden hour light hitting a 300-year-old limestone vat, and the privilege of a key that opens a door usually closed to the public.
For 2026, an incentive trip is no longer just a reward; it is a strategic investment in culture and connection. Here is how we are reimagining the incentive landscape across our favorite corners of the South West.
The biggest mistake planners make in Bordeaux is staying behind the velvet ropes of the "Grand Public" tours. In 2026, your guests deserve to see the mud on the boots, not just the wine in the glass.
We strip away the white tablecloths for something far more visceral. Imagine a private evening at a family estate where the "dinner" starts with the owner pulling aged, dried vine roots (sarments) from the shed. We light a fire right there in the courtyard. The smell of the vine-root smoke is distinct—earthy, sweet, and ancient. We grill local entrecôte over these embers while the owner pulls unlabelled bottles from their personal reserve. This isn't a service; it's a shared moment of heritage.
While others flock to the famous names of the Médoc, I often steer my clients toward the Entre-Deux-Mers. We call it the "hidden treasure" for a reason. We spend the morning on high-end e-bikes, navigating the rolling, mist-covered hills that feel more like Tuscany than the flatlands of Bordeaux.
The Hilltop Picnic: We finish the ride at a small, family-owned estate perched on a limestone ridge. There, the family welcomes us for a private picnic among the vines. No catering trucks—just local cheeses, artisanal charcuterie, and the family's own white wines, served on blankets with a 360-degree view of the valley.
For groups that thrive on energy and "convivialité," the coastline south of Bordeaux offers a different tempo. 2026 is seeing a surge in "Active Wellness"—where the sport is as much about the mental release as the physical challenge.
Surf & Spirit: We partner with former pros for private surf clinics on the wild beaches of Hossegor. The focus isn't on "mastery" but on the humility of the ocean.
The Greens of Seignosse: For the golfers, the course at Seignosse is a masterpiece of cork oaks and maritime pines. It is technical, punishing, and incredibly rewarding.
The Landes Table: Dinner is served en plein air in the heart of the forest. We focus on the product: real foie gras from a producer Romain has known for a decade, and wood-fired magret de canard. It is grounded and honest.
Biarritz and its hinterland offer a cultural density that is hard to match. In 2026, we are leaning into the "Maison" feel—boutique stays that feel like private residences.
Stay in a boutique hotel by the oceanside, where the salt spray hits the windows. To truly understand the Basque spirit, we arrange a private Pelota lesson with a World Champion. On a historic fronton, your group will learn the power and precision of the Cesta Punta or Grand Chistera. Having a champion guide your first swing provides more than just a sports lesson; it’s an initiation into the discipline and passion that defines this coast. This is followed by a sunset aperitif where the only sound is the Atlantic crashing against the rocks of the Côte des Basques.
For an incentive that feels truly "undiscovered," we look to the Charente-Maritime.
Cognac's Golden Gates: We bypass the big commercial houses for a private blending session at a family-run distillery. You create your own blend from eaux-de-vie that have been aging for decades.
The Markets of La Rochelle: A morning spent with a private chef at the Marché Central, picking out Atlantic sea bass, followed by a private catamaran sail.
Sailing the Pertuis: A leisure day on the water, navigating between the salt marshes and the iconic Phare des Baleines, finishing with a sunset dinner on the deck.
When planning an incentive for high-level executives or UHNW individuals, the logistical framework must be invisible yet impenetrable. At My Private French Travel, we don’t just book rooms; we engineer environments where leadership teams can speak freely and relax completely.
Security is most effective when it is most discreet. Beyond working alongside Family Offices and private security details, we provide a level of "local guardianship" that a standard agency cannot. I, or a senior member of our team, act as a silent shadow for the group—someone who knows the back exits of every chateau, the most private tables in the region's top bistros, and the personal cell phone numbers of the estate owners. We manage the flow of the day to ensure your guests never encounter a crowd or a camera, utilizing private aviation terminals and selecting properties with natural "buffer zones"—vast private parklands and gated vineyards—to ensure total privacy.
Timing is the most underrated luxury. While 2026 will see the usual summer rush, I often advise my corporate clients to look at the "shoulder seasons." May and June offer a vibrant energy and long, golden evenings perfect for those hilltop picnics in Entre-Deux-Mers. However, September—the harvest season—is unparalleled for immersion. There is a specific electricity in the air when the tractors are moving and the juice is fermenting. For a board retreat that requires deep focus, the "silent season" of January and February offers a monastic calm, where the chateaux are yours alone and the owners have the time for three-hour lunches by the fire.
Our philosophy on budget is rooted in value, not just price tags. We cater to a wide spectrum of corporate requests:
The High-Value Insider Experience: We excel at finding the "hidden gems"—family-run estates in the Charente or the Landes where the hospitality is world-class but the pricing remains grounded. These are the experiences that offer incredible "bang for your buck" without sacrificing an ounce of authenticity.
The Ultra-Exclusive Access: For those seeking the pinnacle of French art-de-vivre, we open doors that are strictly closed to the general traveler. This includes private buy-outs of historical monuments, dinners in "classified" family dining rooms, and access to vintage collections that never reach the open market. Whether it’s a rustic BBQ on vine roots or a multi-course gala in a First Growth cellar, we calibrate the investment to match your strategic goals.
For the highest level of intimacy and access, we recommend groups of 12 to 24. This allows us to use private estates and boutique "maisons" that cannot accommodate large commercial tours, ensuring every guest feels like a personal invitee rather than a number.
For prime harvest season (September/October) or the peak summer months in Biarritz, we recommend initiating the design process 12 to 14 months in advance. This secures exclusive use of the top-tier chateaux and private villas that often book years ahead.
We provide a seamless blend of professional security coordination and local expertise. We coordinate with your security teams to ensure private transitions, utilize non-public entrances at major landmarks, and prioritize "off-the-radar" locations that offer inherent privacy and security.
The most successful incentives are the ones that guests are still talking about five years later. Not because of the gift bag, but because of the feeling of being "in the know."
Would you like me to draft a preliminary 4-day "Vineyards to the Ocean" itinerary for your board members or top contributors? Contact Cyrielle today to begin the conversation.