Tourist residences and holiday villages: obtaining the Destination of Excellence label

Since 2023, the Destination of Excellence label has been gradually replacing the Qualité Tourisme certification. For tourist residences and holiday villages, this transition represents much more than a simple administrative change: it is an opportunity to strengthen your market position and meet the growing customer expectations in terms of quality and sustainability.

With a deadline set for December 31, 2026 , establishments awarded the Qualité Tourisme label must anticipate this transition. But beyond the regulatory obligation, the Destination d’Excellence label offers tangible advantages: improved visibility among customers, official recognition of your operational excellence, and access to exclusive marketing tools.

This article guides you through each step to obtain the Destination of Excellence label and transform this transition into a growth lever for your holiday residence or village.

What is the Destination of Excellence label?

Definition and origins

The Destination of Excellence label is a certification scheme created by Atout France (the country’s tourism development agency) in partnership with local authorities. It certifies that your establishment meets strict criteria for quality of service and commitment to sustainable development.

Unlike a simple certification, the Destination of Excellence label is an official recognition that positions your tourist residence or holiday village as an establishment of excellence. It is part of a comprehensive approach to transforming the French tourism sector towards greater quality and environmental responsibility.

Differences with Qualité Tourisme

The Destination of Excellence label is more demanding, but also more prestigious. It reflects a modern vision of tourism where quality of service and environmental responsibility go hand in hand.

Who issues the label?

The label is awarded by Atout France through accredited assessment bodies . These bodies conduct audits and mystery shopper visits according to a standardized methodology. The label is valid for 5 years , after which renewal is required.

Why the Destination of Excellence label for tourist residences?

Direct competitive advantages

For a tourist residence or holiday village, obtaining the Destination of Excellence label offers several concrete advantages:

1. Increased visibility

• Presence on the official Atout France portal
• Priority listing on partner booking platforms
• Access to exclusive marketing tools (logos, certifications, content)

2. Increased customer trust

• The label is an official guarantee of quality
• Customers are actively seeking out certified establishments
• Reducing friction in the booking process

3. Market Differentiation

• You stand out from uncertified competitors
• Powerful selling point for travel agencies
• Justified premium positioning

4. Operational Improvement

• The audit forces a complete evaluation of your processes
• Identifying areas for improvement
• Strengthening the internal quality culture

Meeting the expectations of modern customers

Guests of tourist residences and holiday villages are increasingly expecting:

• Impeccable quality of service : welcome, cleanliness, services, accessibility
• Environmental commitment : energy, water, and waste management
• Transparency : verifiable and officially recognized certifications

The Destination of Excellence label meets these three expectations simultaneously, making it a powerful marketing tool.

Impact on customer loyalty

Establishments awarded the label see improved customer loyalty . Why? Because the label signifies a lasting commitment to excellence, not just a marketing promise . Customers return more often and are more likely to recommend them.

Criteria for obtaining the Destination of Excellence label

The two pillars of the label

The Destination of Excellence label for tourist residences is based on two complementary pillars :

Quality of service

This pillar assesses your ability to deliver an excellent customer experience. The criteria cover:

• Customer service and relations : courtesy, responsiveness, complaint handling
• Cleanliness and hygiene : rooms, common areas, sanitary facilities
• Comfort and amenities : general condition, modernity, functionality
• Services offered : breakfast, entertainment, additional services
• Accessibility : access for people with disabilities
• Information and communication : clarity of rates, conditions, availability
• Safety : fire safety standards, security of property and people

Eco-responsibility

This pillar assesses your environmental and social commitment. Criteria include:

• Energy management : insulation, heating, efficient lighting
• Water management : reducing consumption, water treatment
• Waste management : sorting, reduction, recycling
• Sustainable mobility : access to transport, bicycles, charging stations
• Responsible sourcing : local, eco-labeled products
• Social governance : working conditions, team training
• Customer awareness : communication on sustainable practices

Specifics for tourist residences

Tourist residences and holiday villages have slightly adapted standards that take into account:

• Longer stay duration (different impact on energy consumption)
• The presence of communal facilities (swimming pools, common rooms)
• Specific services (entertainment, catering, leisure)
• The management of green and outdoor spaces

Level of requirement

The Destination of Excellence label is demanding. On average, establishments must achieve 70-75% compliance across all criteria to be awarded the label. Some criteria are disqualifying (fire safety, minimum hygiene).

Step-by-step labeling procedure

Step 1: Preparation and self-assessment (1-2 months)

Before applying for certification, you must:

1. Download the complete reference guide from the Atout France website
2. Conduct an honest self-assessment of your establishment
3. Identify the discrepancies with respect to the criteria
4. Plan priority improvements
5. Prepare an application file with supporting documents.

Tip : This is where a preliminary audit visit with an external expert (such as Girault-Pasqué ) is very useful. It allows you to identify weaknesses before the official visit and significantly increase your chances of certification.

Step 2: Application submission (1 week)

You submit your application to the accredited assessment body in your region. The application includes:

• Application form
• Self-assessment completed
• Supporting documents (certifications, plans, photos, etc.)
• Administrative documents (SIRET number, insurance documents, etc.)

Response time : 2-3 weeks

Step 3: Mystery shopping visit (1-2 months after acceptance)

This is the key step. A mystery shopper (certified evaluator) visits your establishment anonymously and evaluates your service according to a standardized grid. This visit covers:

• Reception and check-in
• The quality of the room/accommodation
• The services offered
• The general condition of the establishment
• Accessibility
• Visible environmental practices

Duration : 1-2 days depending on the size of the establishment

Important : You don’t know when the visit will take place. That’s why it’s crucial that your establishment is always in top condition .

Step 4: Additional on-site audit (1 day)

After the mystery visit, an auditor officially introduces themselves to:

• Verify the documents and certifications
• Inspect the technical installations
• Evaluate internal processes
• Meet the management team

Step 5: Report and decision (2-4 weeks)

The evaluation body prepares a detailed report including:

• The identified strengths
• The observed discrepancies
• Recommendations for improvement
• The decision: certified or not certified

Possible results :

• ✅ Certified : you receive the certification for 5 years
• ⚠️ Labeled with reservations : certification is conditional upon corrections within 6 months
• ❌ Not certified : you can reapply after 12 months

Total process duration

From application to decision : 3 to 6 months on average.

How Girault-Pasqué can help you

Our support services for certification

For more than 15 years, Girault-Pasqué has been supporting tourist residences and holiday villages in their labeling processes.

We offer:

1. Comprehensive readiness audit

Before your official application, we conduct a comprehensive audit based on the Destination of Excellence framework . This audit:

• Evaluate your compliance across all criteria
• Identify the priority gaps
• Propose a realistic action plan
• Increases your chances of certification by an average of 40%

2. Preliminary mystery visit

We send a mystery shopper to evaluate your establishment exactly as the official body would. You will receive:

• A detailed report of the visit
• The identified strengths and weaknesses
• Concrete recommendations
• Time to make corrections before the official visit

3. Operational support

We help you to:

• Structure your quality processes
• Train your team to meet the label’s criteria
• Establish monitoring indicators
• Document your environmental practices

4. Post-labeling follow-up

After obtaining the label, we will support you in:

• Maintain your level of compliance
• Prepare for renewal (every 5 years)
• Continuously improve your service

Why choose Girault-Pasqué?

• Recognized expertise : 250+ institutions supported in 30+ countries
• Rigorous methodology : based on several hundred evaluation criteria
• A neutral and external perspective : our evaluators are not involved in day-to-day management.
• Measurable results : 85% certification rate for our prepared clients
• Personalized support : tailored to your context and challenges

Steps in our support process

1. Initial diagnosis (1-2 days): visit and interviews
2. Detailed report (1 week): complete analysis with scores
3. Action plan (2 weeks): prioritizing improvements
4. Mystery shopping (1-2 months): realistic evaluation
5. (Ongoing) monitoring : adjustments and preparation for the official audit

Transition from Qualité Tourisme: what you need to know

Deadline and obligations

If you currently hold the Qualité Tourisme label , you have until December 31, 2026 to upgrade to the Destination d’Excellence label. After this date, your Qualité Tourisme certification will no longer be recognized .

Options for current labeled products

Option 1: Direct Transition

• You are applying for the Destination of Excellence label
• Your Qualité Tourisme certification remains valid until the decision
• If you are already certified, you will automatically be upgraded to the new certification.

Option 2: Tourism Quality Renewal + Transition

• You are renewing your Qualité Tourisme certification (valid for 3 years)
• You are applying to the Destination of Excellence program in parallel
• You have more time to prepare

Option 3: Wait

• You wait until the last few months before the deadline
• ⚠️ Risky: Overburdened assessment bodies, longer delays

Equivalencies with other labels

If you hold other certifications (ISO 14001, Green Key, etc.), they can facilitate your transition to Destination of Excellence. Certain environmental criteria can be justified by these existing labels.

Resources and contacts

Official resources

• Atout France website : www.atout-france.fr/destination-dexcellence
• Download the reference guide : Available on the Atout France website by sector (tourist residences, holiday villages, etc.)
• Contact email : destinationdexcellence@atout-france.fr
• Directory of evaluation bodies : www.atout-france.fr/organismes-evaluateurs

Accredited assessment bodies

Depending on your region, several organizations are accredited to conduct audits. You can find them on the Atout France website . Girault-Pasqué is an Atout France-accredited evaluator.

Contact us

For a preparatory audit or mystery shopper visit before your official application: contact@girault-pasque.com

We offer a free initial consultation to assess your situation and define a suitable action plan.

FAQ – Frequently asked questions about the Destination of Excellence label

Conclusion

The Destination of Excellence label represents much more than a simple administrative certification. It is an official recognition of your operational excellence and your commitment to quality and sustainability .

For tourist residences and holiday villages, this labeling offers concrete advantages : better visibility, increased customer confidence, differentiation in the market, and sustainable improvement of your processes.

With a deadline of December 31, 2026, the time to act is now . Thorough preparation increases your chances of certification by 40% and allows you to avoid last-minute corrections.

Girault-Pasqué is by your side to support you at every stage : preparation audit, preliminary mystery visit, and follow-up until the label is obtained.

Ready to obtain your Destination of Excellence label?

📋 Request a free consultation to assess your situation and define a suitable action plan.

👉 Contact us now

Our experts will help you transform this transition into a growth opportunity for your holiday residence or village.