Tourism
Maison Collery opens its doors to international visitors with rooms and curated activities
The Aÿ-Champagne house has expanded its offering to include guest accommodation and activities aimed at drawing international clientele to the heart of the Champagne region.
What happened
Maison Collery, based in the village of Aÿ-Champagne, has broadened its hospitality provision by introducing guest rooms — chambres d'hôtes — alongside a programme of activities designed to appeal to an international audience. The move marks a deliberate step by the house to welcome visitors directly onto its premises and offer an immersive experience of the Champagne region.
Why it matters
The decision by Maison Collery to invest in on-site accommodation and guest activities is emblematic of a wider shift taking place across the Champagne industry. Houses are increasingly looking beyond bottle sales to cultivate direct relationships with consumers, and hospitality has emerged as a meaningful avenue for doing so. By receiving international clientele in Aÿ-Champagne itself, the house is able to engage visitors at the source — connecting them with the landscape, the craft, and the culture that underpin the wines. This approach also contributes to the economic vitality of the Champagne region as a destination, reinforcing its appeal to travellers who seek more than a passing acquaintance with the appellation.
Context
Aÿ-Champagne occupies a prominent position within the Champagne appellation, and houses established there benefit from an address that carries considerable resonance for wine enthusiasts worldwide. The development of chambres d'hôtes and guest-facing activities reflects a model that has gained traction across the region, as producers recognise the value of experiential tourism in building loyalty and broadening their reach. Rather than relying solely on traditional distribution channels, houses that open their estates to visitors create opportunities for direct-to-consumer engagement that no retail shelf can replicate. For Maison Collery, the expansion into hospitality represents a considered evolution — one that positions the house to welcome a new generation of international visitors to one of Champagne's most storied addresses.